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EL AL and Arbitrip have launched a smarter hotel-booking platform that blends loyalty points, AI matching, sharp rates and real human support.

EL AL has long known one plain truth of travel. A trip does not finish when the aircraft door opens. Travellers still need a bed, a fair rate, a clear booking path and, when plans go wrong, a real person to help.

That is the promise behind EL AL’s new deal with Arbitrip. The travel tech company is bringing AI hotel matching, special rates and full-service support into EL AL’s own digital world. The result is EL AL Travel, a white-labelled hotel platform built into the airline’s website and mobile app. It lets customers move from flight to hotel in one familiar place. No wild hunt. No maze of tabs. No late-night price shock dressed up as a bargain.

For EL AL, this is more than another booking button. It is a loyalty play with bite. Matmid Frequent Flyer Club members and FLY CARD holders can book hotels outside Israel, pay with points, cash or both, and earn Matmid Points and Diamonds on hotel stays. The platform starts with hotels. Attractions and other travel services are set to follow.

Arbitrip’s main pitch is a better match. Its AI engine looks at traveller profiles, booking behaviour, trip type, travel history and seasonal patterns. It then shapes hotel tips around the person, not just the city. Two passengers on the same flight may see different hotel options. A business traveller rushing into London for one night is not the same beast as a family landing in Rome with four bags, two children and fading patience.

The platform also gives access to Closed User Group rates. These are private hotel prices not shown to the general public. In a market where some loyalty deals can feel like a maths exam with minibar charges, that matters.

“This partnership represents a new chapter in travel,” said Benny Yonovich, CEO and Co-founder of Arbitrip. “Travelers today expect more than just booking functionality—they want relevance, value, and service. By combining AI-driven personalization, exclusive pricing, and full-service support, we’re enabling airlines like El Al to deliver a truly differentiated experience that meets those expectations.”

The human service layer may prove just as important as the smart tech. Travellers who book through the platform gain 24/7 support and personal help. Top-tier loyalty members also get concierge services. In old-money travel terms, it is a travel agency tucked inside an airline website. The mahogany desk has gone. The duty of care, thankfully, has not.

Arbitrip brings scale to the table. The company says its platform covers more than 1.5 million verified properties worldwide and serves airlines, loyalty programs, firms and travel agencies. It was acquired by Talma Shlomo in August 2022, while continuing to run as an independent brand.

“The launch of the EL AL Travel platform is a major milestone in the implementation of the company’s long-term strategic plan, which aims to develop new growth engines and expand the range of options we offer our customers,” said Nadav Hanin, VP Marketing and Digital at EL AL. “The new platform will allow customers to book their entire vacation in one place and will enable members of the Matmid Frequent Flyer Club and FLY CARD holders to redeem and earn points and Diamonds on every part of their trip – from flights and hotels, and soon also attractions – and enjoy a complete and cost-effective travel experience.”

For the wider trade, the message is clear. Airlines want to own more of the trip, not just the seat. Hotels, tours, transfers and experiences have too often leaked value to outside platforms. EL AL and Arbitrip are pulling that value back into a trusted airline setting.

The old travel rule still stands. Make it simple. Make it useful. Be there when the traveller needs help. The shop counter has moved online, but the best service habits remain gloriously old-fashioned.