EL AL Unveils Jo Malone Amenity Kits, New Bedding, and Inflight Dining Upgrades
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EL AL has unveiled a series of passenger experience upgrades, including new Jo Malone London amenity kits, bedding developed with Israeli brand TAKEANAP, and updated inflight dining beginning in November 2026. The airline will introduce the bedding across all three cabins, including mattress toppers for Business Class passengers on flights to North America, making EL AL the first Israeli airline to offer them. The airline plans to introduce personalized in-flight entertainment (IFE) features and begin rolling out complimentary Starlink Wi-Fi on equipped aircraft in 2027.
TAKEANAP and Jo Malone London Bring New Comfort Features Onboard
A new partnership with Israeli textile brand TAKEANAP will bring updated bedding to Economy, Premium Economy, and Business Class. The collection includes cabin-specific blankets and soft, down-like pillows.
Business Class passengers will receive cooling memory foam pillows designed to adapt to the shape of the head and neck. On flights to North America, EL AL will introduce mattress toppers to improve comfort on long-haul journeys. The airline will offer pajamas, slippers, and a soothing fragrance as part of its updated premium product.
British fragrance and lifestyle brand Jo Malone London will supply new amenity kits for Business Class and Premium Economy passengers. Both cabins will receive EL AL-branded kits available in 10 colors, with different designs and products depending on the cabin.
Each Business Class amenity kit will include EL AL-branded socks, an eye mask, a toothbrush, toothpaste, lip balm, and tissues. A separate gray velvet pouch will contain two Jo Malone London products: a 9-milliliter English Pear & Freesia cologne and a 15-milliliter Peony & Blush Suede body and hand lotion. The cologne features notes of pear and white freesia, while the lotion combines notes of peony, suede, and red apple.
Premium Economy passengers will receive an EL AL-branded amenity kit containing socks, an eye mask, a toothbrush, and toothpaste. A separate beige velvet pouch will contain Jo Malone London body and hand cream. The new kits follow EL AL’s previous partnership with TUMI, which introduced redesigned amenity kits in 2023.
The upgrades continue EL AL’s customer experience transformation, which began in 2021. Since then, the airline has invested in its aircraft, onboard products, and airport services, including renovations to its King David Lounge in early 2025 and TOP PLATINUM Lounge in April 2026 at Ben Gurion Airport.
New Menus Bring More Choice to Inflight Dining
The dining upgrades build on EL AL’s September 2026 introduction of new inflight menus developed by Michelin-starred chef Assaf Granit. The airline introduced Israeli and Mediterranean dishes in Business Class on flights from New York, Newark, and Boston to Tel Aviv, with variations extending to Premium Economy and Economy.
Granit has served as EL AL’s head chef since 2023, when the airline partnered with him to redesign its dining program around modern Israeli cuisine. The latest changes expand meal choices and introduce updated tableware across the airline’s cabins.
In Economy Class on short-haul flights to Europe, passengers will be able to choose between a sandwich and a poke bowl. In its premium cabins, EL AL will introduce a wider selection of healthy, protein-rich dishes developed in collaboration with a nutritionist. The new menus will display nutritional information alongside each dish, helping passengers choose meals that best suit their preferences.
The airline will introduce a dessert cart in its premium cabins and serve chocolates developed specifically for EL AL by De Karina Chocolatier on long-haul flights. Based in Ein Zivan in northern Israel, the chocolatier brings another Israeli brand into the airline’s dining program.
Personalized Entertainment, Starlink Wi-Fi, and Digital Upgrades
EL AL plans to introduce in-flight entertainment features that recommend movies and television programs based on passengers’ viewing preferences. Travelers will be able to resume watching content where they left off on a previous flight.
The updated system will allow passengers to access their Matmid Frequent Flyer Program accounts directly through the seatback screen, view personal information, and complete travel-related actions. Additional features will include a dedicated children’s interface.
Beginning in 2027, EL AL plans to gradually introduce complimentary Starlink Wi-Fi across its fleet, providing passengers with high-speed internet access for streaming, browsing, and working onboard. Starlink uses low-Earth orbit (LEO) satellites to deliver high-speed, low-latency connectivity, including over oceans and remote regions, helping EL AL keep passengers connected across its international network.
Outside the cabin, EL AL is updating its mobile app with Travel Mode, which will activate 48 hours before departure. The feature will consolidate flight information and introduce Live Activities for iOS users, allowing passengers to receive real-time updates on their phone screens without opening the app.
The airline is introducing Ella, an AI-powered customer service representative that can answer passenger questions, retrieve booking information, and help travelers complete certain actions. When necessary, Ella will connect passengers with a customer service representative.
These developments build on EL AL’s earlier investment in digital customer service. By August 2025, the airline’s integrated AI-powered service platform handled more than 300,000 interactions per month across WhatsApp, phone, chat, email, and social media.
EL AL CEO Levy Halevy highlighted the airline’s commitment to improving the passenger experience. “Two fundamental principles guide us at EL AL: uncompromising safety and security, alongside an ongoing commitment to enhancing the travel experience and tailoring it to our customers’ needs,” Halevy said. He added that the expanded premium offering aims to strengthen customer loyalty and give travelers more reasons to choose the airline.