August 2010 marked EL AL's entry into Israel's domestic flight market, with regular flights to Eilat. Before that, EL AL added a sixth 747-400 plane to its fleet and celebrated the addition of its first female captain, Smadar Shechter, to its crew. As part of its community activity, EL AL adopted a paratrooper unit, in conjunction with the Association for the Wellbeing of Israel's Soldiers.
A new service - EL AL Upgrade - was announced in May 2012. This is an innovative and convenient system for upgrading to premium classes, purchasing Preferred Seats in Economy Class and more. In addition, EL AL introduced a new cabin class - Economy Class Plus - an enhanced Economy Class with more comfortable seats featuring greater recline and legroom and other special plusses.
In 2012, EL AL's Matmid Frequent Flyer Club won the coveted Freddie Award as the best frequent flyer program in the Middle East. In addition, the airline won the Gold Effie Award, in the services, vacation and leisure categories with its "Fly the Way You Like" campaign which offered passengers a selection of services that can be performed on the EL AL website. In addition to these honors, EL AL was chosen as one of the world's top 20 leading airlines by the popular Travel + Leisure magazine.
At the end of 2012, as EL AL parted ways with its Boeing 757 aircraft after 25 years of operations, the airline introduced an interface for vacations through which customers can purchase many travel services, such as hotels, travel insurance and car rental. This expanded customer service and enabled customers to purchase all of their travel services in one place: a one-stop shop!
The end of 2013 was marked by a period of renewal. In October, EL AL presented its planes of the future for short-haul flights – the narrow body Boeing 737-900, eight of which were purchased. In September 2014, EL AL introduced FLY CARD, its branded credit card, enabling fast point accrual in the Matmid Frequent Flyer Club on all day-to-day purchases .EL AL inaugurated direct flights to Boston in June 2015.
In August 2015, EL AL announced a fleet renewal program – the acquisition of 16 Dreamliner aircraft – the most advanced planes in the world. Air cruise was launched in April 2016 – an initiative offering cruise packages including flights to EL AL destinations.
In July 2016, EL AL installed Internet on its first aircraft, a 737-900, in conjunction with Viasat, one of the world's leading companies in the realm of KA satellite communications technology, supplying broadband service and a fast, quality surfing experience.
In August 2017, the first state-of-the-art Dreamliner landed in Israel. In November 2017, EL AL launched direct flights to Miami, and as of November 2018 direct flights to San Francisco will mark EL AL's seventh destination in North America.
As of April 2018, EL AL flies 42 aircrafts (including four of the 16 Dreamliners) to 37 direct destinations around the world and hundreds of connecting destinations.
Recently, EL AL launched a new pricing model for Economy Class tickets to all European destinations, which allows passengers to choose from three different price packages to suit their needs. These flights will begin in October 2018.