The Scandinavian airline SAS will introduce a new Business Class on its European routes starting in May 2025. According to SAS, this move is being made to meet the growing demand for a clearly defined premium service. Compared to the previous "Plus" premium product, the new travel class will offer significantly more comfort, flexibility, and improved service that better meets the expectations of international business travelers.
Chief Commercial Officer Paul Verhagen explained that many quality-conscious customers expect a business class product that meets international standards. With the new European Business Class, SAS is positioning itself as a premium provider in the European market. The new class will be available on all SAS international European flights, including connections within Scandinavia. Sales are scheduled to begin on May 6, 2025.
Key features of the new Business Class include an exclusive area at the front of the aircraft, separated by a curtain and partition. An empty middle seat is designed to offer passengers more space and comfort. In addition, improved ground service includes priority check-in, priority boarding, and access to SAS lounges. A newly developed catering concept promises high-quality food served on reusable china.
The introduction of the new European Business Class is part of SAS's long-term strategy to strengthen its Copenhagen hub and better integrate into international airline alliances. SAS is responding to competitive pressure in European air transport and seeking to regain a stronger foothold in the premium segment. Other European airlines also offer differentiated business class products on short- and medium-haul routes to meet the needs of business travelers.