El Al launches low-fare brand UP

El Al has announced UP as its new aviation brand which will operate in a reduced-fare format to five destinations in Europe – Berlin, Budapest, Kiev, Prague and Larnaca.
UP flights will begin on 30 March 2014 with budget flights that allow customers to select and pay for only the services they wish to purchase, offered in two service classes: Economy Class and Economy Class Plus.
UP will offer two types of tickets: UP Basic is the ticket on which passengers pay additional fees for services, such as baggage, seating, inflight refreshments and more – depending on what they choose; UP Smart includes a wide variety of services and flexible ticket conditions.
El Al Matmid Frequent Flyer Club members will continue to earn and utilise points on UP flights. Premium members of the Matmid Club will enjoy many special and exclusive benefits on UP flights, based on their tier status in the club, as appears in the club regulations.
All destinations will begin with frequencies offering up to 11 weekly flights, except Larnaca which will have up to six weekly flights.
“Today we are launching a new and dynamic aviation brand – UP, which brings a declaration of renewal and addresses the changing needs of the aviation world,” remarked El Al president and CEO, Elyezer Shkedy. "We are joining the international aviation trend and the major airlines, while being attentive to our customers' various preferences. The UP brand allows the customer to build the product and choose what he is paying for. I am convinced that this move will improve our competitive abilities, expand our customer reach and offer a better response to the various changing preferences, while offering flights at lower costs".
Passengers who purchase UP Basic tickets may choose their seats in advance for a payment of $10, on a space available basis. They can decide not to reserve a seat and be seated according to whichever seats are available. UP Basic passengers may reserve an Economy Class Plus seat for $80 or a Preferred Seat for $50. The published fare is per passenger and per flight segment.
Passengers who purchase an UP Smart ticket are entitled to seating in Economy Class Plus, a Preferred Seat or in Economy Class free of further charge as long as seats are available at the time of the reservation and seat selection. A seat can be reserved on the UP website, at the UP Call Center, or through travel agents up to 4 hours prior to the flight as well as at the airport.
All UP passengers may take one piece of hand luggage with them on the flight, free of charge, weighing up to 6 kg and up to 56 x 45 x 25 cm in size. For UP Basic reservations, the price for one suitcase weighing up to 23 kg and measuring up to 158 cm is $20 when reserved in advance up to 4 hours prior to the flight or $40 when paid for at the airport.
Premium members of EL AL's Matmid Frequent Flyer Club are entitled to free check-in baggage, in line with weight and measurement restrictions.
During flights, entertainment content will be screened on a central video system. Audio channels are also available. Economy Class passengers may purchase earphones. Economy Class Plus passengers will receive earphones free of charge, as part of the service for this cabin class.

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