I have just come across this award ceremony of Air Transport World. This one is for their “Value Airline of the Year 2013”. The award goes to “Vueling”.
The point to note is the second half of the video when the “acceptance speech” is made by the company´s COE Alex Cruz..
Having looked at this video, I would think that IAG´s intention is not only to take advantage of Vueling the way it is, but use the philosophy and perhaps personnel to turn Iberia round. The second can learn a lot from the first.