I came across this interesting article about "UP" and it starting ops last week.

http://www.economist.com/blogs/gulli...iation-deal-eu

Two things that are striking about this article and "UP" in particular.

1. An EL AL spokesman admitted to launching a low cost brand but it's costs aren't low. This is exactly what United and Delta tried over 10 years ago. Does EL AL honestly think they will have better results recycling a tried and failed idea from decades past?

2. "Seventy per cent of Israeli customers prefer to fly with El Al," says the spokeswoman. " I suppose the EL AL spokeswoman chose to ignore EL AL's dwindling marketshare which is hovering around 32% and going down. Also, Israeli high yielding business pax surely do not prefer EL AL. For proof all they have to do is visit this forum

Seems like the powers that be inside EL AL are living in a bubble.