Israel is a Jewish modern country. It's laws have a lot of Judaism implemented in them and some are not logical or understandable. Majority of the population is not religious in their way, hence most will travel on Shabbat, less would eat non-Kosher and even less would visit the Synagogue once in a while. Yet, we are all Jewish in our way.

One of the beauties of Judaism is that it's not missionary. Never in history have you heard of a Jewish type of Crusade or Jihad. To be Jewish you either have to be born Jewish or really want to convert as the process is quite long and hard. The question of whether one is "very Jewish" or "little Jewish" is irrelevant. I find the opinions on who should operate what business on Shabbat similar to a missionary act, especially if the potential customers of these businesses are those "little Jewish" or non-Jewish. (by little I mean those who do not practice the religion)

Israel is not Iran. No one should tell us what to do, where to drive, what to eat and when to turn off the light. All those who have their own opinion on how Israel should be while they live their lives in their way somewhere else around the globe, please, either come here and act for your opinions or let us live they way we want to.

Calling airlines, hotels and car rental companies to act according to "Jewish Laws" will force non-Jewish to live in a Jewish way at least for 24 hours in a week. Israel attracts tourists from around the globe and from many religions.

Per the topic, El Al is named "El Al Israel airlines". It can be a great Israeli symbol even if it runs on Shabbat. It serves only Kosher food, It's staff is all Israeli (not necessarily all Jewish) and the atmosphere on the aircraft is pure Israel.