How should I prepare specifically for IAG (International Airlines Group)?

Focus on three things: (1) the company DNA shown above - what they actually grade for, (2) the rounds in your loop, especially the round most candidates underestimate, and (3) drilling on the question types in this guide using a structured framework like CIRCLES or STAR.

Does this apply to engineering or design roles at IAG (International Airlines Group)?

The DNA stays the same - what changes is the round mix. SWE candidates face coding screens instead of Product Sense; designers face portfolio reviews and design exercises. The "what they value" and behavioral signals carry across all functions.

Other roles at IAG (International Airlines Group):Product Manager Sales Marketing Supply Chain

Enterprise · Marketing Interview Guide

How to Pass the IAG (International Airlines Group) Marketing Interview in 2026

Q: How long does the IAG (International Airlines Group) interview process take?

Most candidates spend between 4 and 8 weeks from recruiter screen to offer. The onsite loop itself runs in a single day or is split across two half-days, with debrief and offer typically within 5 business days after.

The IAG (International Airlines Group) DNA (TL;DR)

IAG's 'The Group' hiring prioritizes individuals who can effectively manage and optimize large-scale operations across airlines like Aer Lingus and Iberia. Interviewers assess a candidate's aptitude for implementing solutions that align with the 'Technology Sustainability Airline' vision, ensuring robust, future-proof travel services.

The IAG (International Airlines Group) Interview Loop

Your onsite loop will typically consist of 5 rounds.

1
Round 1
Recruiter Screen
Motivation, role fit, logistics.
2
Round 2
Growth / Strategy
Funnel design, channel selection, growth-loop reasoning.
3
Round 3
Channel & Campaign
Paid vs organic mix, attribution, campaign anatomy, A/B testing.
4
Round 4
Brand & Positioning
Messaging, audience segmentation, competitive differentiation.
5
Round 5
Behavioral / Leadership
Past evidence of ownership, influence, resolving conflict.

The Danger Zone: Top Reasons Candidates Fail

Based on our database of IAG (International Airlines Group) interview outcomes, avoid these common traps:

Blaming external factors or the client for the failure without self-reflection.
Focusing only on creative execution and neglecting the strategic underpinnings (audience, channel, offer).
Using overly simplistic segmentation (e.g., age, gender) without considering travel behavior or motivations.
Treating all travelers the same, not segmenting for business needs (e.g., loyalty, convenience, comfort).

Test Yourself: Real IAG (International Airlines Group) Questions

Three real prompts pulled from our database.

Type · A/B testing

How would you A/B test elements of a landing page designed to capture leads for IAG's holiday package deals?

Type · messaging

How should IAG differentiate its brand messaging across its different airlines (e.g., British Airways vs. Iberia vs. Aer Lingus) while maintaining a cohesive group identity?

Type · funnel design

Imagine we want to increase bookings for our premium economy cabin among business travelers. Design a growth strategy, outlining key stages of the funnel and how you'd optimize each.

+ many more questions, signals, and worked examples

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IAG (International Airlines Group) Interview Question Bank

A sample from our database, grouped by round. Sign up to see the full set.

9 of 15 questions shown

Recruiter Screen

1
Type · motivation
What specifically about IAG and the travel industry excites you as a marketer, and how does that align with your career aspirations?

Growth / Strategy

2
Type · funnel design
Imagine we want to increase bookings for our premium economy cabin among business travelers. Design a growth strategy, outlining key stages of the funnel and how you'd optimize each.
3
Type · channel selection
For the same premium economy business traveler segment, which channels would you prioritize and why? Justify your mix.
+ 1 more questions in this round (sign up to unlock)

Channel & Campaign

4
Type · paid vs organic
How would you balance paid media spend versus organic efforts to acquire new customers for IAG's budget airline brands (e.g., Vueling, LEVEL)?
5
Type · attribution
Describe your approach to marketing attribution for a flight booking. Which models would you consider, and what are their limitations in the context of IAG?
+ 2 more questions in this round (sign up to unlock)

Brand & Positioning

6
Type · messaging
How should IAG differentiate its brand messaging across its different airlines (e.g., British Airways vs. Iberia vs. Aer Lingus) while maintaining a cohesive group identity?
7
Type · audience segmentation
Describe how you would segment the market for long-haul leisure travel for IAG. What criteria would you use, and what personas might emerge?
+ 1 more questions in this round (sign up to unlock)

Behavioral / Leadership

8
Type · learning-from-failure
Tell me about a time a deal you were working on failed to close. What happened, what did you learn from the experience, and how did you apply that learning to future opportunities?
9
Type · ownership
Tell me about a time you took ownership of a marketing project or campaign that was underperforming. What steps did you take, and what was the outcome?
+ 2 more questions in this round (sign up to unlock)