TLV is an interesting route because of the substantial and unique VFR market. The Jewish community is reasonably affulent and flying to see Auntie Rivka in Jerusalem at any opportunity that arises is seen as an obligation rather than an option.
In that respect it's almost the ideal market. A large base of captive passengers, often in sizable groups (families), willing and able to fly regularly - and with considerable loyalty to this particular airline too.
Don't forget traffic in the other direction. London is a top destination for Israeli tourists, who will happily overlook the broken tiles, leaking roofs, non-functioning lifts/escalators/automatic doors and the fact that the Tinminal entrance has all the illumination, ambience and Gemütlichkeit of a damp cave if it saves thirty quid on a return fare.
Israelis particularly like shopping, as they get ripped off on literally
EVERYTHING back home. I know people who come hand luggage-only and return with a huge suitcase full of clothes and electronics.
If Luton wanted to cash in they'd install a Primark in the terminal.
