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Social Media Win: How El Al Turned Their Fare Fail Frown Upside Down

August 10, 2012 at 6:28 PM | by | Comments (0)

I am going to Tel Aviv. I've never been to Tel Aviv, nor to Israel as a whole. I am going for 10 days and flying around 27 hours without factoring in layovers. Total decision and booking time was about 15 minutes and the flights are only costing me $353.60.

Why? Because, in case you haven't already heard, El Al Airlines had an error in their online bookings earlier this week that left the fuel surcharge off of ticket prices, making a roundtrip from New York to Tel Aviv less than a roundtrip from New York to Las Vegas.

I scored this deal on Expedia as soon as news of it hit social media, as did thousands others. A friend who attempted to book after me had the deal pulled as soon as she clicked "purchase"; the trip price had rocketed up to $999. What compels me to discuss this now is not joy or bragging over grabbing the ultra-cheap flights, but to point out how El Al has handled the potential catastrophe and inadvertently turned it into what is quite possibly the best thing to happen to them in a while.

You see, El Al could have cancelled all these low-priced tickets and taken a tongue-lashing from disappointed passengers to save their butts. Instead, they have issued this statement, spreading it via social media, that notes they not only intend to honor the tickets but also will upgrade the tickets to direct flights (they are currently all via layovers elsewhere in Europe) for a $75 charge. Very decent of them. My itinerary, for example, only features one leg on El Al; the rest are on American Airlines and Swiss Air via CDG and ZRH.

That had me smiling, of course, knowing that I'd be able to dream of Dead Sea floatin' without having to worry about the status of this crazy deal. Alas, El Al has taken it further.

The smiling has spread beyond the ticketed passengers to anyone reading stories of those who booked the deal. These are touching tales, of homecomings, weddings that can be attended, families having the long-haul vacation they always dreamt of, and etcetera. El Al has seen the value; in addition to posting them on Facebook and Twitter, the airline is even offering a giveaway of a gift bag to the person with the best story shared on Facebook. My story won't be among those as it's pretty boring—January is a great time to peace-out of a freezing NYC and I'll go pretty much anywhere—but already I feel like part of a club.

And I'm keeping my layovers, thank you very much; chalking it up to adventure.

A round of applause, please, for El Al.

[Image: Jaunted]

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