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SAS Reintroduces Its European Business Class with a Clear Focus on the Premium Traveler

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Scandinavian Airlines (SAS) announced this Tuesday the return of its European Business Class starting October 1, 2025, responding to growing demand from passengers who value comfort, high-quality service, and a differentiated experience. This new offering marks a decisive step in the airline’s strategy to strengthen its presence in the premium segment and position Copenhagen as a key hub for Scandinavian and European connectivity.

A Clear Product Designed for the Discerning Traveler

With this reintroduction, SAS aims to solidify a clear and recognizable offering for its most demanding customers, surpassing the limitations of its current SAS Plus product. According to Paul Verhagen, Chief Commercial Officer of the company, “Many of our travelers who prioritize comfort and quality expect a clearly defined European Business Class aligned with international standards. SAS Plus has been an improvement, but it lacked the clarity and recognition customers seek.”

The new product is designed to meet the expectations of passengers who value not only onboard comfort but also a seamless service from the airport to their final destination.

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Availability and Launch Routes

The European Business Class will be available on all international flights within the continent, including routes within Scandinavia. Ticket sales will begin on May 6.

What Does SAS’s New European Business Class Offer?

A Superior Culinary Experience

One of the pillars of this renewal is the new Food & Beverage concept. Passengers will enjoy a more premium and flexible gastronomic offering, served with reusable porcelain tableware, eliminating the use of plastics and reducing food waste. Additionally, local sourcing is prioritized, in line with a more sustainable strategy.

Dedicated Cabin and Enhanced Privacy

The new Business Class will feature an exclusive section at the front of the aircraft, separated from the rest by a curtain and an overhead divider. The middle seats will be blocked, ensuring more personal space and privacy during the flight.

Priority Ground Services

Travelers will have access to priority services at every stage of their journey: preferential check-in, priority boarding, and access to more VIP lounges. Everything is designed to ensure a seamless and premium experience from start to finish.

Goal: The High-Value International Passenger

This renewal not only aims to satisfy SAS’s current frequent flyers but also to attract new international travelers with high purchasing power who seek a consistent experience on their regional flights. The move also strengthens connectivity with alliance airlines, simplifying transits and unifying the experience for those traveling with multiple carriers.

With this commitment, SAS takes a firm step toward strengthening its premium value proposition, positioning itself as an airline that understands and responds to the new demands of the modern European traveler.

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