THE SPANISH-MIAMI CONNECTION
When it comes to international business, air links are vital, and no carrier has contributed more to Spain-Miami ties than Spain’s Iberia.
The Madrid-based airline began Miami service in 1972, and today, it offers more seats to Miami than to any other U.S. destination it serves. Iberia flies twice a day between Madrid and Miami on Airbus A330-300 jets with 292 passenger seats per flight, offering 420,000-plus seats roundtrip between the cities this year alone, says Maria Jesus Lopez Solas, Iberia’s chief officer for commercial, network, and alliance development.
“Miami is our most important destination in the United States,” a country key for Iberia’s growth where the airline already serves New York, Boston, Dallas-Fort Worth and Los Angeles year-round and additional cities seasonally, says Lopez Solas. In all, Iberia plans to provide 1.7 million passenger seats roundtrip between Madrid and the U.S. this year. That’s up nearly 19 percent from 2022 levels and 7 percent more than pre-COVID-19 numbers, she adds.
The service reflects a special relationship between Spain and Florida, dating back to the 1500s when Spanish explorers gave the península its name “Land of Flowers.” Spain now has more companies set up in Miami-Dade County than any other overseas nation – roughly 400, according to the Spain-US Chamber of Commerce. Those businesses span the gamut from food and wine sellers to tile makers, construction giants, banks, tech startups, and more.
Spain’s flag carrier, Iberia has a long and storied history. Founded in 1927 in Madrid, it was nationalized for much of its existence and then, privatized in 2001. In 2011, it merged into the International Airlines Group, together with British Airways. Aer Lingus and other European carriers joined the group later. It shares codes, loyalty points, and other services as a member of the oneworld Alliance, which includes American Airlines.
To grow business since COVID-19, Iberia has been getting creative. This summer, for the third year, it opened a pop-up shop in Madrid, whose store windows looked like airplane windows with pull-down coverings. Visitors to the shop entered a space resembling a plane cabin,where they could try out seats for different classes of service. They also could order from the business class menu, which presents such treats as Galician octopus carpaccio to start, hake with potatoes in paprika oil and asparagus as an entree, and raspberry sorbet with fresh raspberries for dessert. The shop also offered simulators for want-to-be pilots.
SEEKING TO ACQUIRE AIR EUROPA
Iberia now is looking to expand its portfolio by acquiring Air Europa, which also serves Miami. Air Europa started up in 1986 as Air Espana, with headquarters on the Spanish island of Mallorca, specializing in holiday charters. It now has some 40 Boeing jets and is billed as Spain’s third largest carrier, after Iberia and Vueling, a low-cost carrier based in Barcelona.
“The purchase of Air Europa is still being evaluated by authorities in the European Union, and until there’s a decision, both companies will continue to compete strongly,” says Lopez Solas. An acquisition aims to “offer a better product to our clients, with more connectivity and more travel options, with a focus on the United States and Latin America.”
On its Miami routes, Iberia says about half its passengers come from the United States and about half from Europe, with some 30 percent from Spain. The jets also carry cargo to and from Miami, which ranks as the No. 1 airport for international freight in the U.S.
Iberia aims to expand Miami and U.S. service as needed. This coming winter, besides its two flights daily to Miami, it plans 130 flights a week to eight U.S. cities, up more than 20 percent from pre-COVID levels. “We’re making an important bet on the U.S. market,” says Lopez Solas,“with Miami undoubtedly our main focus.”
