With the introduction of a redesigned Business Class on intra-European flights and the presentation of a revised in-flight catering concept called “Flavors by SAS,” Scandinavian Airlines (SAS) is taking a significant step towards the premium segment.
The measures, which will take effect on October 1, 2025, mark a repositioning of the airline in the European aviation market and are intended to appeal to both business travelers and quality-conscious leisure travelers.
Return of Business Class on European routes
Twelve years after discontinuing traditional Business Class on short- and medium-haul flights, SAS is returning to this service. The decision is the result of changing demand: More and more passengers are willing to pay for additional comfort, flexibility, and service. At a time when air travel seems increasingly standardized, SAS aims to set new standards with a differentiated cabin structure.
The new European Business Class will be introduced on all domestic European routes starting in fall 2025. It features a seating configuration with an empty middle seat, a physical separation from the rest of the cabin area by curtains, and an enhanced service concept. These include faster boarding, priority baggage handling, lounge access, and exclusive dining options. The seats will generally remain identical to those in Economy Class, but the additional space and personalized service will make all the difference.
The reintroduction of this class is also taking place in the context of the new alliance structure: SAS will become a member of the SkyTeam airline alliance in the course of 2025, which will aim to bring it more closely into line with the standards of partners such as Air France, KLM and Delta Air Lines.
Introduction of “Flavors by SAS”: More than Scandinavian food
With the new in-flight catering concept "Flavors by SAS," the airline is moving away from its exclusive focus on Nordic cuisine. The "New Nordic by SAS" concept, which has been in place since 2017, will be replaced by an internationally inspired menu that will be offered not only in Business Class on short-haul flights, but also in lounges and on long-haul flights.
"Flavors by SAS" focuses on culinary diversity: Passengers are given the opportunity to create their own meals using a modular tray system. The ingredients and dishes reflect influences from various regions of the world, including the Mediterranean, the Middle East, Asia, Europe, and North America.
According to the company, this expansion is not only a response to changing tastes among travelers, but also an expression of a comprehensive service philosophy. The meals will be prepared by specialized catering providers, with regional products from Scandinavia continuing to be incorporated.
Moderate redesign of the cabin
Although no fundamental reconfiguration of the aircraft cabins is planned, SAS is creating clarity through targeted changes to seating allocation and class separation. Business Class will be located in the front section of the cabin, visually and organizationally separated from the rest of the cabin. The middle seat will remain unoccupied, enhancing the sense of space. Service elements, including high-quality porcelain tableware and metal cutlery, are intended to round out the travel experience.
Even though this is not a completely new generation of seats, the implementation is based on the international standard of comparable European premium products – a step that is intended to make SAS competitive against competitors such as Lufthansa, British Airways and Air France.
Positioning in the premium segment
The new measures are part of a comprehensive strategy with which SAS aims to expand its position in the business and premium travel segment. After years of intensive cost-cutting measures and fleet modernization, customer satisfaction is now becoming more of a priority. Especially in more economically stable times, airlines are specifically looking for unique selling points that go beyond pure price competition.
With the return of Business Class on European routes and the expansion of its dining options, SAS is clearly positioning itself in the upscale segment. The company is thus following a trend also observed among other European airlines: a return to quality, comfort, and personalized service.
A look back: The farewell to 2013
The decision to eliminate business class on intra-European routes in 2013 was sold at the time as a cost-cutting measure and a simplification of booking systems. Instead, SAS introduced "SAS Go" and "SAS Plus," the latter intended to be a kind of intermediate between economy and business class. This model met with mixed reactions, as it neither met the comfort needs of frequent flyers nor offered sufficient added value over economy class.
With the reintroduction of the classic Business Class, SAS is responding to the ongoing criticism and is once again offering frequent flyers, corporate travelers and wealthy individual customers an offer that meets their needs.
Outlook and strategic classification
The planned changes at Scandinavian Airlines fit into a broader evolution of the European aviation landscape. Given the growing importance of networks and alliances, as demonstrated by the airline's membership in SkyTeam, the harmonization of service classes and in-flight products is particularly important.
The modernization of its in-flight service—both culinary and organizational—signals a return to traditional values in air travel: quality, freedom of choice, and personalized service. SAS is pursuing this path cautiously, without radical changes, but with a clear strategic objective.
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