The word “hub” is increasingly gaining traction in our language. It naturally connects with cutting-edge innovation, technology, and the latest trends. A hub has many meanings, but in the business context, it refers to a space where different agents converge to foster innovation and development. It can also be called a hub when it serves as a connection and exchange point for activities, ideas, resources… All this and more is Iberia’s HUB, which was introduced last April at the Espacio Iberia Buenos Aires. Today, we’re going to get to know it better.
Core Attributes and Four Action Lines of Iberia’s HUB
The future of the airline and tourism industry faces many challenges that must be overcome to come out stronger. With this in mind, Iberia’s HUB was created as a platform to centralize its technological, operational, and sustainability efforts, with the ultimate goal of improving every aspect of the service offered to users.
Inspired by airport hubs (strategic-logistical points that optimize resources, increase efficiency, and reduce costs), Iberia’s innovation hub has set its focus on four convergent action lines aimed at making the airline a leader in:
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Environmental sustainability
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Technological advancement
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Customer experience
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Operational excellence
To achieve these goals, the company’s future HUB will create various platforms where each action must meet six basic attributes: connected, co-piloted, cybersecure, sustainable, collective, and personalized.
An Innovation Platform Welcoming Ideas
As mentioned, Iberia’s HUB draws inspiration from airport connection centers and functions as a meeting place for ideas, talent, and technological innovation. To address sector challenges, talent is integrated through internal projects and external collaborations.
To facilitate this, a web platform has been developed where individual customers, startups, collaborators, and others can learn about real cases and also propose solutions.
In recent years, the team has launched over 100 innovation initiatives, including more than 30 pilot tests with startups.
Six Focus Areas of Innovation
The company’s HUB concentrates on six key areas:
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Artificial Intelligence: AI is transforming aviation on many fronts. It helps increase operational safety, enhance user experience, improve operational efficiency, reduce costs and waiting times, among other benefits. For these reasons, the HUB places AI among its priorities.
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Automation: Technological innovation extends beyond the pilot’s cabin; it also applies to air traffic management, ground operations, and aircraft design, among others.
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Sustainability and Mobility: The promotion of sustainable fuels like SAF and research projects in this area are central to Iberia’s HUB.
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Experiential Platforms: From apps like Háblalo x Iberia to Technis (designed to improve Premium lounges) or Beder, an app designed to motivate purchases with content specially created for younger audiences — among others — developing technologies to enhance customer experience is essential.
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Connectivity and Internet of Things: With the aim to improve connectivity on flights (currently approximately 90% of Iberia’s fleet has Wi-Fi), the HUB seeks to develop and implement technologies to improve this essential aspect day by day.
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Security and Technological Evolution: These two concepts go hand in hand. Security is a fundamental pillar of any mode of transportation, especially aviation. Iberia has implemented various security systems in recent years that also improve passenger experience: biometric boarding, real-time baggage tracking, digitalization… Thus, continuing to evolve in these areas remains a top priority.
Innovation Vehicles
To accelerate innovation and bring new solutions to market more agilely, Iberia has developed an ecosystem of complementary vehicles that strengthen the HUB’s ability to detect opportunities, collaborate with external talent, and scale high-impact initiatives.
Among these vehicles are:
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IAGi Accelerator, the IAG Group’s global startup acceleration program, which enables Iberia to collaborate with new tech companies in real pilot tests, integrating solutions in operational environments such as airports, cabins, or maintenance.
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IAGi Ventures, the group’s strategic investment vehicle, through which they invest in high-potential startups in key areas like sustainability, digital experience, and artificial intelligence, generating long-term synergies.
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Patio Campus, a physical and community space launched by Iberia in the heart of Madrid, aimed at exploring the future of the sector alongside emerging talent, entrepreneurs, and corporate partners. A laboratory of ideas where inspiration and experimentation coexist.
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All4Zero, the first cross-sector alliance led by Iberia to accelerate industry decarbonization through collaboration with companies from sectors such as energy, technology, mobility, and food. A systemic innovation hub focused on sustainability.
These vehicles allow Iberia to activate various levels of collaboration — from ideation to investment or industrialization — and connect the HUB with the entrepreneurial ecosystem, other leading companies, and its own employee community.
A Present That Looks to the Future
Many solutions have been developed internally: the personal area Mi Iberia, the new private space from which customers can manage and personalize their travel experience; an omnichannel experience that offers various support channels via conversational assistants to obtain travel information or perform check-in; PACA (Proactive Automated Customer Assistance), which digitalizes operations…
Clearly, Iberia’s HUB not only showcases the work done in all the mentioned areas but also focuses on what lies ahead. It opens the door to future collaborations and strategic alliances, with startups, technology partners, and entrepreneurs alike.
As mentioned earlier, interested startups can learn more on our web platform. The HUB is open to alliances that positively impact users and help Iberia improve every day as a leading airline.