Iberia and NH Hoteles have signed a framework agreement for institutional collaboration under which they commit to working together to develop initiatives designed to enhance the range of products and services offered to both companies’ customers, coordinate projects to consolidate both players’ excellent service standards, make the most of the business opportunities arising for both companies and provide a common sector vision informed by their respective leadership positions.

A substantial portion of the agreement is focused on the design of joint initiatives, underpinned by the exchange of products and services between Iberia and NH Hoteles, so that their national and international customers can benefit from the synergies implicit in both companies’ offers. Promotional activities designed to reward both companies’ regular customers’ loyalty will be of special importance.

Secondly, this agreement plans to raise the profile of haute cuisine, one of the strong suits of both the hotel chain, which boasts six Michelin stars worldwide and the contributions of prestigious chefs such as Paco Roncero, Óscar Velasco and Ismael Alegría in Spain, and the airline, whose in-flight menus have been devised by Paco Roncero, Ramón Freixá, Dani García and Toño Pérez, each of whom has two Michelin stars.

The third and last pillar of the agreement is the creation of information campaigns designed to raise brand awareness and transmit their experience-rich vision and analysis of the tourism sector in Spain and the rest of the world with customers and public opinion in general. NH Hoteles and Iberia are looking at ways to put out information, either working alone or spearheading research coordinated with other private and public agents, which will emerge as a benchmark for the sector.

The agreement was signed this morning at Iberia’s headquarters by Mariano Pérez Claver and Antonio Vázquez, the chairmen of NH Hoteles and Iberia, respectively. Pérez Claver said that “with this agreement we are looking to reinforce perception of the excellence of our services among our customers, transmit an upbeat message to our target audiences in a clearly unstable environment and collaborate with a global leader of the calibre of Iberia on the development of new and innovative ideas for both companies’ customers”.

For his part, Antonio Vázquez underlined that “the agreement signed today with NH Hoteles will reinforce both companies’ customer-centric pledges, providing both bases with new products and services, all of which top quality. For Iberia it is a privilege to strike such a broad alliance with one of the key players of the Spanish, and indeed global, tourism sector”.