Iberia turns up the heat in September with two promos at once

Iberia is playing both sides this September. According to Preferente, the IAG carrier has switched on a promo for Iberia Club members with up to 20% off when they use their Avios to buy tickets. That runs alongside the campaign launched in late August, which stays open until 23 September.

Two fronts at once, and both point the same way. One pushes direct bookings with price. The other stirs the loyalty programme so members burn their balance before it goes cold. In my view, this is classic revenue playbook: lock in cash during low season and give a liability some turnover before it turns into an accounting headache.

What matters for the trade is the message underneath. Iberia is willing to fight for share in a soft month, and that will stretch competitors' promos on domestic and European routes. For an agency or a corporate travel manager, this is the moment to review ticketing calendars and squeeze the Avios margin. The window closes on the 23rd. Skip it, and you pay full fare.