About six weeks ago, I had a very bad experience using El Al, what I consider to be my national airline. I wrote a blog, which was widely read. I complained formally. I answered a customer survey in detail. What has happened since?

The original issue was sparked by price quote that was clearly a rip-off, but I was in a position of ‘take it or leave it’ in order to reach London in a hurry. This prompted me to create an unofficial survey of my own, where the overwhelming majority of respondents indicated that they try to avoid the airline for a range of reasons. Of those in the pro camp, one clear issue was that all the food is kosher.

As it turned out, last week, I had to make another unscheduled trip to the UK. The flight times of the cheaper charter flights did not suit me. El Al was in the middle of a labour dispute with their pilots and the outcome looked uncertain. So I booked, reluctantly, with British Airways.

If I sum up the outward and return flight, I can honestly not find a serious fault. Two very relaxing trips, where the staff even allowed passengers to organize evening prayers. The multimedia system was so much more varied and simpler to use. And guess what? While you had to order kosher meals in advance, they were tastier and more filling than with El Al.

What is so disappointing is that I have yet to hear from El Al – not even a short message to acknowledge my disappointment. The situation is so bad that Mark Feldman, a seasoned tour operator from Jerusalem, wrote an opinion piece in the Jerusalem Post newspaper.

“The vast majority of my business clientele eschew El Al for several reasons….”

In effect, what we are seeing is the demise of a national institution, the collapse of an international brand. And if the senior management and ownership of El Al truly cares about their customers, that are going out of their way not to show it.