Just a few years away from celebrating its centenary, Iberia has consolidated its commitment to sustainability and its presence in Latin America. The airline, which currently connects 105 destinations in Latin America with Europe and Spain , has opted for a strategy that balances regional growth with environmental care, promoting more responsible aviation.
“We are at a crucial moment where we must think about the impact of our actions, both in environmental and social terms, and Latin America is fundamental to that vision,” said Beatriz Guillén, Iberia’s Global Sales Director, at the ALTA AGM & Airline Leaders Forum 2024.
Sustainability strategy: commitment to the environment
Iberia has structured its sustainability strategy around four pillars, which seek to reduce environmental impact, improve inclusion, enhance social impact and foster innovation. Among its most notable initiatives is the renewal of its fleet with aircraft such as the Airbus A350-900, which consume up to 35% less fuel, contributing to a significant reduction in the carbon footprint.
Guillén pointed out that this is one of the most important advances, because “we want to be part of the global solution. Reducing emissions is a challenge that we all share, and we are committed to reducing them by 10% by 2025 compared to 2019, and to achieving carbon neutrality by 2050.”
Iberia is also investing in the use of sustainable fuels (SAF) and has begun to collaborate with startups and companies in the energy sector to develop these fuels, specifically in Spain.
However, Beatriz Guillén emphasized the current challenges of this industry and stated that the production of sustainable fuels is still limited and expensive , which is why greater government investment and collaboration with the private sector is required for its use to become a reality on a large scale.
Despite advances in biofuels, their production remains a challenge in Latin America.
“We have not yet begun to work on how to obtain biofuel in the different Latin American countries, and I think that there is also a very important role for local airlines in also putting pressure on and promoting this industry directly from the local airline. At the end of the day, it is more a national project to be able to generate this. We are focusing on how to do it in Spain and trying to see all the countries that are beginning to generate it. But each airline should encourage this conversation,” explained Guillén in an interview.
Latam, a strategic pillar for Iberia and the case of Mexico
For Iberia, Latin America (Latam) is a key region , with a constant growth in demand for flights. The airline currently operates daily and weekly routes to Mexico, Argentina, Brazil and other countries, in addition to continuing to expand its network of destinations to meet the growing demand of Latin American passengers.
“Latin America has been and will continue to be one of our main priorities. Our growth in this region has been double-digit, and we strive to maintain a robust operation that allows us to increasingly connect Latin American passengers with Europe and the rest of the world,” he said.
In an interview, he highlighted Mexico as one of the markets with the greatest growth and potential and assured that the demand for services is growing, as well as in markets such as Brazil, Argentina and Colombia.
“Mexican flights are going very well; they are full of both passengers and cargo. It is a market that could have much more capacity. What happens is that we need airplanes to be able to do that, but we are very happy with the demand that originates in Mexico. Even the demand to Mexico is quite balanced,” he said in an interview with A21.
Economic and social impact in the region
Iberia’s commitment to Latin America is not limited to connectivity; it also encompasses the positive impact on local economies and job creation. The aviation industry in this region generates around 156,000 jobs, of which 73% are in Latin America, with average salaries between 20% and 30% higher than the average salary in the region. Iberia collaborates with various local partners and promotes responsible tourism, benefiting communities and generating a significant impact on the region’s economy.
“Aviation has the power to change lives, not just by connecting places, but also through the jobs and opportunities it creates,” Guillén said.
Iberia has implemented various technological initiatives to improve the customer experience. One of them is the possibility of managing complaints through WhatsApp, which allows for more agile and efficient communication.
In addition, the airline has optimized the infrastructure at Madrid airport to facilitate connections, offering a comfortable and efficient transit experience.
“We want every step of the journey, from booking to the final destination, to be a positive experience. We invest in technology and in improving our facilities because we want our passengers to feel well looked after and valued,” said Guillén.
Iberia Vision: sustainability with social impact
In addition to its environmental focus, Iberia has a strong commitment to social impact in Latin America . The airline participates in initiatives that support vulnerable communities and contribute to the UN Sustainable Development Goals. For example, Iberia collaborates with organizations to facilitate medical treatment for Latin American children with serious illnesses, giving them access to health centers in Europe.
“We want to be a positive force in society. It’s not just about numbers, but about people and communities. We work with NGOs and local groups to make our impact in Latin America tangible and positive,” concluded Beatriz Guillén.
Comment and follow us on X:@jenna_GH_ / @GrupoT21
