SAS reintroduces European Business Class in response to growing premium demand

Scandinavian Airlines (SAS) has confirmed that it will be reintroducing business class on its European flights, starting October 1, 2025. 

The intention had previously been announced by SAS Chief Commercial Officer, Paul Verhagen, in September 2024 during a media event in Copenhagen celebrating the Scandinavian carrier’s accession to SkyTeam.  

Although SAS offers business class on its long-haul flights to the United States and Asia, this is not the case on its European network, where the most premium offering is the so-called “SAS Plus” class, which is essentially a premium economy product. The airline’s basic economy class product is called “SAS Go”. 

This product structure dates back to 2013, when, as part of the carrier’s 4Excellence Next program, SAS discontinued its traditional business class at a time when it was trying to fend off low-cost rivals. 

Currently, passengers on SAS Plus have access to a range of service benefits such as access to lounges, priority boarding, seat selection, a meal or snack and complimentary inflight Wi-Fi access. However, there is little differentiation when it comes to the hardware elements of the experience since there is no dedicated cabin onboard and seats are the same as in standard economy. 

In his September announcement, Verhagen noted that it was time SAS upgraded its premium offering across its short- and medium-haul network, in order to provide a more consistent experience aligned not just with that of its long-haul operations, but also with the market expectations at a time of growing premium demand.  

In the recent confirmation, SAS shared additional details of the new premium product roll-out, which will take place at the beginning of October 2025, although tickets for the new European Business Class will be available for booking from May 2025. 

In addition to the premium treatment on the ground, which will include access to a larger number of lounges, passengers on SAS European Business Class will enjoy some of the perks of a full business class service. SAS will be offering a dedicated cabin at the front, with blocked middle seats, as well as an enhanced inflight culinary experience, with better tableware and what the airline has defined as a new food and beverage concept. 

The new European Business Class will be rolled out on all international flights within Europe. The post SAS reintroduces European Business Class in response to growing premium demand appeared first on AeroTime.

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