"Flexibility, connectivity, and experience are key for corporate groups"

Rafa Calderón, MICE sales representative at Air Europa, analyzes the market?s new priorities and growth opportunities for MICE on long-haul routes, as well as the company?s strategyto improve the passenger experience at every stage of the journey.

 

¿How significant is the MICE segment currently within Air Europa?s business strategy, and how has it evolved in recent years?

The MICE segment occupies a strategic position within Air Europa?s commercial operations due to its ability to generate high-value traffic and contribute to international connectivity in key markets.

In recent years, we have seen a very positive trend, marked by the increasing internationalization of corporate events and a growing need to connect participants from different countries and continents. This trend particularly benefits companies capable of offering a robust network, efficient operations, and a consistent experience throughout the entire journey.

In this context, the strengthening of our connectivity between Europe and the Americas and the consolidation of Madrid as a leading hub allow us to meet the needs of corporate demand, which requires reliable, flexible, and tailored mobility solutions, as well as a seamless experience throughout the entire journey.

What new demands are you seeing from agencies, companies, and event organizers?

Today?s MICE client is much more demanding and values proposals that combine operational efficiency, travel experience, and adaptability.

We are seeing growing demand for flexibility in group management, agile responses, specialized communication, and solutions capable of coordinating travel from multiple source markets. At the same time, connectivity and the optimization of travel times remain top priorities, especially for international events.

We are also seeing a growing interest in products and services that help improve the passenger experience, as well as an increasing focus on sustainability and operational efficiency.

Ultimately, companies are increasingly seeking travel that adds value?travel that is not merely a means of transportation but rather an integral part of the overall event experience.

Flexibility, personalization, connectivity, sustainability, onboard experience? Which factors carry the most weight when choosing an airline for a corporate group?

As we?ve mentioned, a MICE organizer?s decision is typically based on a combination of several factors, with connectivity, operational reliability, flexibility, specialized service, and the passenger experience standing out in particular.

Connectivity remains a decisive factor. Having an extensive network of destinations and efficient schedules simplifies logistics, optimizes travel times, and makes it easier to accommodate participants from different markets. In our case, the ability to connect Europe and the Americas through the Madrid hub represents a particularly relevant value proposition for the corporate segment.

Punctuality, operational reliability, and the ability to offer flexible solutions in response to changes or specific group needs are also becoming increasingly important. Organizers seek to minimize risks and ensure a seamless experience throughout the entire trip.

In addition, the travel experience has become a key differentiator. The comfort of the fleet, onboard Wi-Fi connectivity, quality of service, and personalized attention all contribute to ensuring that attendees arrive at their destination in the best possible conditions.

Ultimately, companies are increasingly choosing operators capable of offering a balanced combination of international connectivity, operational efficiency, flexibility in group management, and a travel experience that adds value to the event as a whole.

Air Europa is enhancing the passenger experience through Air Europa ON. What are its key principles?

Air Europa ON is our strategy to continue enhancing the value proposition for customers through tangible improvements at every stage of the journey. More than just a set of specific initiatives, it represents a comprehensive vision aimed at offering a more efficient, comfortable, and consistent experience for both leisure and business travelers.

The strategy is structured around three areas of focus. The first is the in-flight experience, with continuous improvements in connectivity, comfort, service, and dining options. The second focuses on the ground experience, optimizing processes and key touchpoints for passengers, especially at our Madrid hub. And the third relates to the fleet itself, relying on state-of-the-art aircraft that offer higher levels of comfort, efficiency, and sustainability.

For the corporate and MICE segments, Air Europa ON addresses aspects increasingly valued by companies and event organizers: constant connectivity during the trip, greater comfort on long-haul flights, more streamlined processes, and a more consistent experience from start to finish.

Long-haul connectivity is one of the company?s strengths, especially between Europe and the Americas. What opportunities are you seeing for the MICE market on these routes, and which destinations show the greatest growth potential?

Connectivity between Europe and the Americas is one of our key assets. Through our Madrid hub, we facilitate efficient connections between multiple European cities and a broad network of destinations in the Americas, simplifying the logistics of international events and facilitating the travel of participants from different markets.

We are seeing particularly significant opportunities in destinations that are hubs for business activity, international investment, major events, and a growing associative ecosystem. Markets such as the United States, Panama, Colombia, Peru, Brazil, Argentina, and the Dominican Republic remain highly attractive for conferences, conventions, corporate meetings, and incentive travel.

Our goal is to continue establishing ourselves as one of the leading operators between Europe and the Americas, offering the MICE segment the attributes most valued by organizers and corporate travel managers: extensive international connectivity, operational efficiency, flexibility in group management, a consistent travel experience, and one of the most modern and efficient fleets on the market.