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El Al’s Frequent Flyer Club CEO to Depart After Half a Decade of Growth

Ronen Galperin, CEO of El Al’s Frequent Flyer Club and Fly Card, announced his departure. He will stay on until year-end, completing a five-year term. Dina Ben Tal: "I thank Ronen for his significant contribution and leadership"

Ohad Romano Ohad Romano

Ronen Galperin is ending his term as CEO of El-Al's Frequent Flyer Club and Fly Card.

The CEO of El-Al's Frequent Flyer Club and Fly Card announced his departure and will remain in his position until the end of the year, completing a five-year term.

During his tenure, from 2021 until the end of 2024, the club grew significantly, adding approximately one million members, bringing the total to about 3.3 million. The number of Fly Card holders surged by 46%, reaching about 450,000 users, with the card currently accounting for 10% of the payment processing market.

Galperin took on the role at the beginning of 2021, in the midst of the COVID-19 pandemic, a time when flights were almost nonexistent. Nevertheless, he led a retention strategy for cardholders while preparing the ground for the recovery of the aviation industry, strengthening the club's growth engines and establishing new engines.

Among the key initiatives he led:

  • Strategic collaborations with leading companies in the economy, including Shufersal, HOT, Castro Group, Sundor Airlines, and more, which provided additional benefits to customers and increased the usage of the card.
  • Expansion of distribution channels for Fly Card through Bank Hapoalim, Leumi Bank, and digital channels.
  • International partnerships with Delta, Etihad, Air France, KLM, Qantas, and Virgin Atlantic, which expanded the earning and redemption options for members to hundreds of destinations worldwide.

Another significant initiative he launched was updating the club’s loyalty program to align with the leading programs in the world. As part of this, the points system was changed, the earning mechanism became more transparent and competitive, the bonus pricing was updated, the Diamond currency for status eligibility was launched, and a unique benefit program FlyPlus for premium tiers was created.

El-Al CEO, Dina Ben Tal Gelansia, commented on his departure: "I thank Ronen for his significant contribution to the success of the Frequent Flyer Club and for the initiatives he led during his tenure. The impressive growth in membership numbers and collaborations alongside El-Al's service revolution keep customers loyal to the company. Throughout his years with the club, Ronen fostered innovation and development and I wish him great success in the future."

tags: El-AlFrequent Flyer ClubRonen Galperin

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