In 2006, we ordered this service for my Mom and Dad (RIP), when Dad was already quite fragile, health-wise. We chose Tal Limousine Service after getting a couple of quotes, which were all very close to each other in price. It is called (or was called, at that time) a "meet and assist" service. I think the BGU airport website has a section about these services.

Tal met us at the aircraft, gave buggy escort through passport control and baggage pickup, and then took us to our hotel in Jerusalem. It cost about $200 for 3 people. Worth every penny, I can't stress that enough, if you are traveling with - or are concerned about - elderly or infirm passengers.

There are some other companies, IIRC, besides Tal and Laufer, that provide the service, so you may want to get a couple of quotes to compare. You will want to make sure you know exactly what services you need to order, i.e., meeting them right at the aircraft or after passport control, buggy escort, transfer from airport to Jerusalem or Tel Aviv, etc.

To contrast, however, I just had an excellent experience with my mother, age 90, without the need to order services from an outside company. She came to Israel at the tail end of an extended vacation in Europe, and we arrived on separate flights. But we specified in her reservation that she might need wheelchair assistance for long distances, and that was very helpful when we left back to the U.S. If we had needed it, they would have given her wheelchair escort right out of the taxi, but she was fine on her own through the check-in process. After passport control, they gave us a buggy to take us to the King David Lounge, and then from the lounge to our gate when the flight was called, where they got her on board immediately without making her wait. It was the perfect degree of assistance that she needed so the experience didn't exhaust or debilitate her. Depending on your parents' state of health and stamina, extra assistance from their airline may be enough, at least on departure.

The services a private contractor like Laufer provides are more important, IMO, when they arrive, and have to navigate through passport control and collecting their baggage just after they deplane froma 12-hour flight. In such a situation, a private "meet and assist" service that escorts them from the plane all the way into town is invaluable, IMO. It will make their experience much more pleasant and will give you peace of mind.