Iberia revalidates its leadership and is once again recognized as the most innovative airline in Spain

• The UC3M distinguishes Iberia for the fourth consecutive year in the Spanish Innovation Index

• Artificial intelligence, on-board connectivity and the SAF circle are key to customer evaluation

Iberia has once again been awarded the award for the most innovative company in the airline sector, according to the Spanish Innovation Index (IEI) promoted by the Carlos III University of Madrid (UC3M), which recognizes the real impact of innovation on consumer perception. This recognition consolidates the company's strategic commitment to artificial intelligence, advanced connectivity and sustainability as axes of transformation, reinforcing its position as a reference in commercial, digital and social innovation within the airline sector.

A model that measures innovation from the customer experience

The Spanish Innovation Index analyzes how business initiatives transform the proposal and delivery of value, the relational experience and the space for interaction with the customer. To this end, it annually collects more than 24,000 consumer responses from nearly 120 companies in 20 sectors, through the research firm Sigmados.

The classification is based on a structural equation model that allows us to calculate normalized factorial scores on a 100-point scale, offering an accurate measurement of the impact of innovation on consumer perception. The annual ranking is published with the collaboration of the strategic consultancy firm Neovantas, a partner of UC3M in the implementation of the index.

In this context, Iberia has once again positioned itself as the most innovative airline in the country.

A year of the Innovation Hub: from strategy to execution

The launch of the Iberia Innovation Hub last year was a decisive step in structuring and accelerating the company's transformation. Conceived as a space to promote high-impact projects, the Hub integrates technology, design and data analysis to develop solutions aimed at improving the travel experience.

Since its creation, the Hub has served as a catalyst for strategic initiatives in artificial intelligence, robotics, connectivity and sustainability, consolidating a work methodology based on experimentation, collaboration with technological partners and the constant measurement of customer impact.

Artificial Intelligence and Connectivity: A New Travel Experience

Among the projects that have made the difference this year are developments in artificial intelligence, such as Iberia GPT, a solution designed to provide more agile, personalized and contextualized customer service at different digital touchpoints.

Added to this is the alliance with Starlink to incorporate high-speed connectivity on board, allowing customers to enjoy a more stable and efficient online experience during the flight. This initiative reinforces Iberia's value proposition by integrating advanced technology into the travel experience.

“Revalidating this recognition shows that our commitment to useful, customer-focused innovation is generating real impact. The Innovation Hub has allowed us to accelerate artificial intelligence and connectivity projects that are transforming the travel experience,” said Martin Beitia, the head of Innovation, Design and Research at Iberia after the award ceremony.

With this new recognition, Iberia consolidates its innovative trajectory and reaffirms its commitment to the development of technological solutions that tangibly improve its customer experience, operations and its climate impact at all stages of the trip.