In this context, Travel2latam spoke with Marina Colunga, Commercial Director for Latin America at Iberia.
What were Iberia's objectives for attending Fitur?
We want to pave the way for a year that looks extraordinary with a perspective of growth and many good things for Iberia in Latin America, and specifically in Argentina. We are flying three times a day in a record commercial environment and with a projection of continuing to consolidate the third frequency, with almost 2,000 people every day and with a super positive response from the market during the last two years. In fact, there is an activation called Espacio Iberia, where we present the airplane cabin, gastronomic offers and uniforms, which is normally a very large and massive event that is held in Spain, which starting in March of this year we will take to Buenos Aires.
With Espacio Iberia, we want some of the Argentines who had an Iberia experience from 30 or 40 years ago to be able to experience first-hand our new seats, the executive cabin that turns into a bed, the gastronomic offer, and to get to know a little about the new Iberia, which allows us to operate the three frequencies day after day.
What are your plans for the year in terms of capacity?
After the pandemic, Iberia's direction is clear. Latin America is a fundamental pillar and will continue to be so in 2025. We continue to grow in capacity. It is a historic record to have three daily frequencies in so many Latin American countries; three daily flights to Mexico, Colombia and Argentina, and an increase in capacity of almost 50% in Brazil. We also continue to grow in Chile and Peru.
But it's not just about capacity, it's also about the way we sell. We want Latin Americans to feel part of Iberia as much as Iberia feels part of Latin America. So we've reviewed our menus and updated our digital distribution. With our app we have some artificial intelligence applications that allow you to design your next flight or your next vacation. And in addition, we continue to strengthen the hub from Madrid. This means that we continue to connect Latin America with the world with destinations as remote as Tokyo, where we started to operate a flight last year, with a very good response from the Argentine market because you can make a stopover, stay in Madrid and then continue to Asia. But not only Tokyo, but Doha, Cairo, Finland. The network and the hub in Madrid are strengthened to the maximum level and open up possibilities beyond the traditional Buenos Aires-Madrid, Madrid-Buenos Aires.
Which markets are currently the most successful in the region for Iberia?
All the markets in Latin America have grown in a very positive way. Today, we have the greatest weight in Mexico, which, to be fair, has had the three frequencies for the longest time. Colombia is a very important market for Iberia. Brazil continues to gain relevance; in fact, the biggest bet for growth and capacity in 2025 is Brazil. And Argentina is historically the first destination to which we fly internationally. We have a distribution of 16 countries and all are important, but we have the strongest weight in those where there are three frequencies: Mexico, Argentina and Colombia.
FITUR opens the year, but where else will they be present in 2025?
The agenda is very full. We finished FITUR this week with extraordinary success with the possibility of connecting with our allies, from here ANATO follows in February in Colombia. In March, Espacio Iberia in Buenos Aires. We also have some fairs in Brazil, so at least the first half of the year is full of activations throughout Latin America to continue delivering on this commitment we have to connect Latin America with Europe.