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IAG is the parent company for some of the best known airline brands in Europe: British Airways, Iberia, Vueling, Aer Lingus and also IAG Cargo and IAG Loyalty. With revenues of almost £30bn and carrying almost 120m passengers, IAG is the fifth largest airline in the world.

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Group CEO Willie Walsh wanted to get some of the most senior executives ‘out of the building’, to heighten the overall approach towards innovation across the organisation and, in the process, identify new digital products that could be adopted across the group.  

The brief
The approach

Thrive Club's Bill was part of the consulting team that took a number of executives from across the group on an 8-week Innovation Discovery, adopting lean start-up principles. The group started in San Francisco where they met 30 start-ups in a week, tested new ideas with millennials in Barcelona and brought home ideas to an innovation hub in London. 

The result

Senior executives were able to truly understand the level of innovation that was going to challenge the very concept of travel and what it would take for IAG to stay relevant. Over the eight weeks, low-fi prototypes were tested, investor decks were created and four new products were brought back into the group. The ideas and principles then helped executives gain new perspectives on how they could bring new innovation to market quicker and ultimately enhance passenger experiences. 

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