Travelers seeking a distinctive business class experience have returned.
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candinavian Airlines (SAS) will reintroduce European business class to flights within Europe this fall. Business class will be offered on all international flights within Europe, including flights between Scandinavian countries, starting October 1. Flights will be available for sale starting May 1.
SAS had previously phased out European business class in 2013 during a round of restructuring its product to better fit the demands of consumers. At the time, SAS noted that its previous business and economy class products were more than 30 years old and did not reflect the demands of modern travelers. Business class was replaced on flights within Europe, within Scandinavia, and on domestic flights within Scandinavian countries with SAS Plus, which offered a refundable, flexible ticket, and dedicated seating at the front of the aircraft, but without the cabin divider, blocked middle seats, and differentiated catering offered by competitors in business class.
Now, it seems, the demands of travelers seeking a distinctive business class experience have returned. SAS Plus will be phased out on European flights in favor of European Business Class. On intercontinental flights, SAS Plus will remain as the airline’s premium economy product between SAS Go (Economy) and SAS Business.
“Many of our comfort- and quality-focused travelers expect a clearly defined European Business Class that aligns with international standards,” said Paul Verhagen, chief commercial officer at SAS. “While SAS Plus has provided an upgraded experience, it has lacked the recognition and clarity that travelers seek. With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a top European airline.”
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European Business Class will offer travelers differentiated catering on reusable tableware, included in the fare, while continuing to offer buy-on-board service in economy. There will also be a separate cabin divided by a curtain, blocked middle seats, and priority services on the ground, including lounge access.
The lack of a European business class cabin put SAS at a disadvantage compared to other national carriers in Europe. SAS offers a traditional business class on intercontinental flights, but passengers connecting to European flights from long-haul business class flights would be accommodated in SAS Plus, which is much closer to an economy class product.
The changes come six months after SAS left Star Alliance to join SkyTeam after SkyTeam founder Air France-KLM acquired 19.9% of the airline. SAS has been realigning services and routes to complete its alignment within a new airline alliance. The airline also added nonstop flights from Copenhagen to SkyTeam partner Delta Air Lines hubs in Atlanta and Seattle/Tacoma.
The move aligns SAS’s onboard product in Europe with those of Air France and KLM, allowing for more seamless transfers between partners. Currently, passengers on business class fares from Air France or KLM connecting to SAS flights are accommodated in the economy cabin on the flights operated by SAS. After SAS European Business is reintroduced, it will allow those carriers to accommodate passengers in business class all the way to their destination, including on SAS flights.
The move comes as airlines are introducing more premium products and services, following an increase in demand for premium travel experiences. Leisure travelers, who have traditionally skipped premium airline products like lounge access or business class seating, have broadly come around in the years after the pandemic, leaving airlines that focus on bare-bones, low fare service struggling to compete.
Spirit Airlines, coming out of bankruptcy, has announced plans to rebrand as a premium carrier while the previously bare-bones Frontier Airlines will add First Class seating by year-end. As consumer confidence and overall air travel demand decline, airlines could discount to fill up seats—including premium cabin products.
SAS is the flag carrier of Denmark, Norway, and Sweden, and has been in operation since 1946. Air France-KLM, the Government of Denmark, and the U.S.-based investment fund Castlelake are the airline’s largest shareholders.
