Iberia elevates CX with opening of Emerald Lounge Sorolla at MAD

Iberia has unveiled its new Emerald Lounge Sorolla at Madrid-Barajas, combining personalised service, Spanish gastronomy and wellbeing to create its most exclusive ground experience yet – and a glimpse of its premium future.

Summary:

Iberia has opened the new 800sqm Emerald Lounge Sorolla at Madrid-Barajas Terminal 4, offering its most exclusive ground experience for top-tier customers travelling on short- and medium-haul flights.
The premium lounge combines personalised service, Spanish gastronomy and wellbeing, with a dedicated welcome team, 360-degree bar, private rest cabins, showers and curated experiences.
The new lounge forms part of Iberia’s Flight Plan 2030 strategy and provides a glimpse of the airline’s future premium experience ahead of the launch of its new Business Class product in 2027.

Iberia – a member of International Airlines Group (a Corporate Partner of the FTE Digital, Innovation & Startup Hub) – has opened its new Emerald Lounge Sorolla in Terminal 4 at Adolfo Suárez Madrid-Barajas Airport. It is the airline’s most exclusive and distinctive ground experience, designed for customers holding Platino, Platino Prime, Infinita, Infinita Prime and Singular status who are travelling to short- and medium-haul destinations and whose flights depart from gates H, J, K or M.

With 800sqm and capacity for 128 guests, the new lounge is located in a privileged area of Terminal 4, immediately after the security checkpoints. It has been conceived as a distinctive proposal offering Iberia’s highest level of exclusivity through an experience built around four key pillars: quality, personalised service, Spanish gastronomy and wellbeing.

This new opening forms part of Flight Plan 2030, Iberia’s strategic roadmap, which includes continued enhancement of the customer experience among its main priorities.

One of the Iberia Emerald Lounge Sorolla’s key distinguishing features is the personalised service it provides. From the moment they arrive, customers will be welcomed by a dedicated team responsible specifically for their assistance and support. The aim is for the experience to begin with the very first contact, offering a closer, more proactive and personalised service capable of anticipating each customer’s needs throughout their stay in the lounge.

Gastronomy is another of the Iberia Emerald Lounge Sorolla’s central features, with a broader and more sophisticated offering strongly rooted in Spanish identity. The selection is designed to evolve throughout the day.

One of the space’s most distinctive features is its 360-degree circular bar, staffed throughout the day by a professional bartender. Customers will be able to enjoy cocktails prepared to order, a selection of wines, champagne, spirits and premium aperitifs, as well as a barista service featuring a variety of coffee specialities.

The new lounge has also been conceived as a living space. Throughout the year, it will host experiences and activations linked to Spanish products, recipes and regions, together with gastronomy, cocktail-making and wellbeing initiatives. These will include show-cooking sessions featuring chef Ugo Chan.

Wellbeing and privacy were two of the key factors taken into consideration when designing this new space. The lounge features private suite-style rest cabins, allowing travellers to disconnect and relax before their flight, as well as showers and new comfort and beauty amenities.

Particular attention has been paid to elements that are often less visible but make a decisive contribution to the overall experience, including indirect lighting, acoustics and the lounge’s signature scent.

The concept behind the Emerald Lounge also anticipates some of the developments that will shape Iberia’s premium experience in the future and is consistent with the airline’s new Business Class product, which will be launched in 2027.