Transforming EL AL: An Ongoing Journey of Service and Customer Experience
Originally published on APEX
Photo via EL AL/ Guy Kushi and Yariv Fine
In 2021, Israel’s flag carrier EL AL was at a critical juncture. The airline was in the midst of facing one of the toughest challenges in its more than 75-year history. Like most airlines worldwide, the COVID-19 pandemic had grounded its aircraft, closed borders, and left thousands of employees facing uncertainty. Oren Cohen Butansky joined EL AL during this turbulent period, bringing more than three decades of experience in transforming customer experience in the financial, telecom, and credit sectors.
As EL AL’s new Executive Vice President of Customer Service and Customer Experience, Cohen Butansky believed that the airline needed more than operational fixes. A new point of view was required to enhance the customer experience to meet the evolving needs and expectations of passengers.
To overcome the global crisis, EL AL implemented significant efficiency improvements. In retrospect, the situation became an opportunity. Beginning in 2021, the airline launched a sweeping transformation designed to rebuild operations, brand trust, and internal spirit. In 2023, EL AL launched a new branding language inspired by the aircraft window, symbolizing both the safety of being home and the adventure awaiting outside. The new visual identity accompanied other strategic moves, such as expanding its Boeing 787 Dreamliner fleet and improving the flight experience.
This effort reshaped the airline from the inside out. Cohen Butansky explained, “We aligned around one shared goal, to put the customers at the center of everything we do, from air to ground, from systems to culture.”
Cohen Butansky believed he needed to learn the business by doing, whether flying alongside flight attendants, cleaning the lounge, or loading the aircraft with supplies, approaching everything he did from scratch.
Reimagining the Customer Journey
EL AL began its customer transformation by prioritizing upgrades to the travel experience, investing in both onboard amenities and airport services for swift results. This transformation has not stopped, as the carrier continuously enhances its offerings based on customer feedback and survey responses.
Photo via EL AL/ Guy Kushi and Yariv Fine
In 2023, EL AL partnered with and named Michelin-starred chef Assaf Granit as its head chef. He was tasked with redesigning the airline’s dining program, with fresh, modern Israeli cuisine. That same year, EL AL introduced new amenity kits, which were designed in collaboration with TUMI.
Cohen Butansky emphasized that these early improvements served a dual purpose. “We empowered our cabin crew with better tools, training, and stronger backing. Our cabin crew are the face of our in-flight experience and the ambassadors of our values.”
The transformation extended beyond the aircraft. At Ben Gurion Airport, the flagship King David Lounge underwent a renovation at the beginning of 2025.
Photo via EL AL/ Guy Kushi and Yariv Fine
Strengthening Human Touchpoints
The next leap forward came through technology, working hand in hand with EL AL’s technology division. “We knew we couldn’t win tomorrow’s customers with yesterday’s tools, so we updated our digital product. At the center of it is a cutting-edge, AI-powered, integrated omnichannel service ecosystem,” explained Cohen Butansky “And there is more to come.”
At the center of the digital system is an integrated, AI-powered service platform now handling more than 300,000 interactions per month across WhatsApp, phone, chat, email, and social media. The new framework reduced wait times for passengers and improved resolution rates.
Photo via EL AL
One of the most important aspects of EL AL’s customer experience transformation came from within. While the technology and upgrades to customer experience helped fuel EL AL’s pandemic recovery, Cohen Butansky understood that people powered the transformation, as no system or policy could succeed without the buy-in of employees. EL AL’s internal culture was focused on ensuring that everyone worked toward the same mission. Cohen Butansky explains, “Everything we built over the past four years was built with joy, pride, and with a deep sense of togetherness among everyone at EL AL.”
The customer experience at EL AL is about more than just the in-flight experience. The airline has worked to transform the customer experience into an innovative multi-channel service. In 2026, EL AL will begin implementation of this innovative service approach.
Leading with Vision in 2026 and Beyond
Since October 7, 2023, EL AL has been facing a complex and challenging reality due to the ongoing geopolitical situation. The travel industry in Israel was affected immediately. Although today EL AL’s aircraft are once again full of passengers, Cohen Butansky explained that the work is far from complete. EL AL does not just want to be the airline that survived, but the airline that redefined what it means to fly with purpose.
Photo via EL AL
Alongside its operations, EL AL is working to implement a strategic plan focused on several key areas: fleet modernization, route network optimization and digital growth. As the airline looks ahead, its customer experience strategy is anchored by three pillars. The first is proactivity over reactivity. EL AL aims to anticipate customer needs rather than only respond to them. The second is the continued use of technology to augment, not replace, human connection. The third is building a brand that passengers trust worldwide, not only in Israel.
Managing the customer experience in aviation is a formidable challenge, as it comprises of service, operational, commercial, and competitive challenges, according to Cohen Butansky. An additional hurdle to the customer experience for EL AL, are the persistent challenges Israel has faced over the past two years.
“While we’ve made significant strides in improving the passenger experience, this is just the beginning,” Cohen Butansky stated. “Our journey is a continuous one, shaped by the ever-evolving expectations of our customers.”
Today, EL AL has been transformed in both metrics and meaning. As Cohen Butansky says, “We’re not just flying to places, we are flying with purpose.” This purpose has pulsated through every passenger interaction. With a customer service plan centered on digital modernization, operational rigor, and customer empathy, EL AL has reached new heights and continues to constantly improve its service to customers.
