Booking figures show a very positive response, confirming that customers have been waiting for a clearly defined premium product from SAS on European routes.
The new Business Class provides customers within Europe with a premium experience that combines greater comfort, flexibility, and service at a level aligned with international standards.
The launch is closely linked to SAS’ broader premium initiative, which also includes the expansion of lounge access across Europe and Scandinavia. Around 35 additional lounges will be added from October 1, ensuring that Business Class customers benefit from a seamless premium journey both in the air and on the ground.
“The strong early interest shows that our premium strategy resonates with customers,” says Paul Verhagen, Chief Commercial Officer at SAS. “With the reintroduction of European Business Class, we are delivering the premium experience expected of a full-service European airline, backed by our focus on operational excellence and on-time performance”. (....)