El Al Israel Airlines (LY, Tel Aviv Ben Gurion) has announced it will discontinue its UP by El Al (LY, Tel Aviv Ben Gurion) budget brand as part of a revision of its European market business model. UP was launched in March 2014 and was used to serve Berlin Schönefeld, Budapest, Kiev Boryspil, Prague Ruzyne, and Larnaca using a fleet of four El Al B737-800s.

"After four years of operating this brand, we will discontinue it because holding several brands creates difficulties," Vice President (Commercial), Gonen Usishkin said.

EL Al will replace the brand with three different family-branded fare structures: Classic, Flex, and Lite all of which will be available on UP's network.

"EL AL continues to innovate while adapting to the growing competition on flights to Europe, both among leisure and business travelers," David Maimon, President & CEO of El Al, said. "Among leisure travelers, price is now a critical factor. At the same time, the business passengers are interested in products that offer maximum flexibility, schedules that are best-suited for business activities, business class service and more."

The sale of new these new products to Europe will start on April 30, 2018, for flights departing as of October 15, 2018.