‍DALLAS — SAS Scandinavian Airlines (SK) is currently undergoing a revolution, aiming to redefine itself and sharpen its competitive edge to maintain and enhance its position in the global landscape. 

2024 and 25 are proving to be era-defining for them. SK has announced 28 new routes and updates to their onboard and ground passenger-facing products. Perhaps most significantly, they are joining the Skyteam Alliance and serving alongside their new shareholders, Air France-KLM (AF-KL). 

It is no secret that SK has struggled financially in recent years, succumbing to the pressures of low-cost carriers, high operating costs, and a rapidly changing work environment. SK has made significant changes and improvements, such as simplifying its fleet by retiring its Boeing 737NG aircraft and replacing them, along with its older Airbus fleet, with the Airbus A320neo, as well as the A321LR and the A350-900.

However, SK is far from finished there.

SAS Business Class in 2025

2025 is expected to be one of the most significant and game-changing years for SK. One notable improvement is the introduction of short-haul business class. This product hasn’t yet been released to the public and is slated to enter service in October; however, Airways was invited to join SK on their business class “test flight." This flight took place on April 10 and marked their inaugural service from Copenhagen (CPH) to Madrid (MAD), Spain.

Short-haul business class is a market that SK has lacked for many years, instead employing their “Economy Plus” product. Economy Plus is essentially economy class with a complimentary meal. Apart from that, there is little to distinguish this product from standard economy class. However, with their business class, a much clearer distinction is expected, and it is designed to elevate SK to industry standards.

In their new business class, which is said to be roughly 90% complete as of this flight, the cabin will first be divided from the rest of the cabin with the use of a curtain. The middle seat will be blocked, allowing passengers extra storage, space, and legroom, and the onboard meal represents a marked improvement over that of Economy Plus.

For reference, the Economy Plus meal is served in a cardboard box with wooden cutlery and is wrapped in plastic. The meal itself is certainly better than many other economy class meals, but does not meet business class standards.

By contrast, the business class meal served to us on the way to Madrid represented a significant step up in quality and presentation, featuring metal cutlery, ceramic plates, and a considerable enhancement in the meal itself. During the flight, we were offered a slice of sourdough with peppers, ham, and salad, in addition to an egg-based breakfast.

A vegetarian option was also available.

The SAS of the Future

Onboard this flight were many members of the press, as well as SK senior management, including EVP and CCO, Paul Verhagen, and SK’s head of PR in Denmark, Alexandra Lindgren, among others.

I had the opportunity to interview CCO Verhagen, who joined SK in August 2023, and has almost 20 years of industry experience under his belt.

Verhagen certainly showed a high level of optimism on this flight, indicating that he genuinely believes the airline is on the right track and is doing everything possible for itself and its customers.

Regarding the airline’s new business class, Verhagen and the airline decided to implement it based on various factors, including in-person interviews with passengers and changes in the market.

While he stated that the introduction of Economy Plus was “absolutely the right thing to do back then,” he recognized that the market has changed, especially since COVID, with a shift toward more premium business and leisure travel. He also mentioned that implementing a short-haul business class “also makes it easier to be aligned with some of our other airline partners who offer this product, " such as Air France and KLM.

So what can passengers expect from SK’s business class over the coming months and years? Well, lounge access is a priority that SK and CCO Verhagen want to emphasize, especially at the airline’s so-called “out-stations” - airports that are not their hubs (Copenhagen (CPH), Oslo (OSL), Stockholm (ARN)), such as Madrid or other airports where SK does not have a lounge. Furthermore, the airline’s Economy Plus product also does not offer lounge access; therefore, the addition of lounge access is something that SK does not want to understate.

Verhagen especially emphasized that the business class experience should begin before boarding the aircraft, including aspects such as lounge access. Additionally, other services, such as priority boarding, enhanced catering, a blocked middle seat, and a welcome drink (depending on the duration of the flight), are also details they hope to introduce with their finished business class product.

Improvements will also be made to the broader onboard experience. In economy class, SK will implement a greatly expanded buy-onboard café as of April 15th and will introduce Starlink high-speed internet to its entire fleet, starting in late 2025. This service is planned to be free of charge for the airline’s Eurobonus members, regardless of their status.

Wider Topics

SAS has largely completed its transition from Star Alliance to SkyTeam. Having joined SkyTeam on September 1, 2024, the transition has not been easy, but it has been remarkably smooth overall. The greatest challenge was integrating and transforming the airline’s IT system to meet SkyTeam standards, after it had been intertwined with Star Alliance’s systems for 25 years. 

Now that SK has joined SkyTeam, the airline intends to operate in a complementary role to the alliance’s 19 other airlines, serving as a so-called “network carrier” and enhancing connectivity through its three Scandinavian hubs. 

One anomaly in the SK fleet is its three Airbus A321LRs. Originally introduced in late March 2022 to connect smaller Scandinavian cities, such as Bergen (BGO) and Gothenburg (GOT), to larger North American destinations, they have since been integrated into mainline services from SK’s hubs, complementing their widebody operations. 

However, CCO Verhagen certainly does not see them as mere force multipliers after their original use became redundant. Instead, he views them as vital assets for testing new market routes. He cited the example of SK commencing service to Boston (BOS) in September 2021, and they now operate their flagship A350-900. Regarding their future usage, Verhagen sees them as capable of connecting SK’s hubs with secondary US cities and integrating them into the network of fellow SkyTeam partner Delta Air Lines (DL). 

Concluding our interview, Verhagen outlined his three main goals for the next five years at SK: to establish SK as a premium airline, to develop it into a network carrier, and, most importantly, to ensure it is profitable and sustainable.

SAS’ New Routes

As stated, SK’s venue for their business class test flight was also their inaugural flight from Copenhagen to Madrid, using an Airbus A320NEO. The flight was SK581, leaving at 8:50 AM and arriving just before midday. This is one of 28 new routes that SK is launching this year from their three hubs to 17 different countries. 

There are a handful of unexpected destinations, such as Beirut (BEY) and Seoul (ICN), as well as routes that SK has previously neglected, including a connection to Greenland. SK will commence operations to Nuuk’s new airport (GOH) from June 27th to August 29, competing with Greenland’s flag carrier, Air Greenland (GL). 

The SK summer season reflects the airline’s desire to enhance connectivity in Scandinavia and demonstrate its value to the SkyTeam alliance.

Conclusion

SAS Scandinavian Airlines is not an airline that is content to be left by the wayside. It has also been honest about its flaws and is willing to collaborate with new partners to achieve its goals. They are not afraid to set sentiment aside, instead preferring to make the smart decision rather than the emotional one.

SAS has hit the ground running with the situations they face, being proactive and conducting their research to ensure they execute their objectives correctly. They possess an enthusiastic attitude; however, this is based on research rather than ego. 

This newfound, somewhat bullish nature may well propel them to become an indispensable member of the Skyteam alliance and breathe new life into what they have lacked for many years.

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