A lot is changing an fast at SAS. The airline made the big move over from Star Alliance to SkyTeam in the second half of 2024 and is now bringing other substantial changes to its product in 2025. These we won’t have to wait long for as they will apply with very short notice. Let me drive you through what is going to change with SAS’s onboard product as the airline brings back its European business class.
SAS: Goodbye Plus Welcome Back European Business Class
The Scandinavian carrier has a very peculiar business model, or at least it was so for its years in Star Alliance. It feels like some major changes are taking place even in terms of image and product with the shift to SkyTeam.
The latest change is the re-introduction of European Business class on its short and medium haul flights. However, hold your horses and keep you excitement at bay. SAS is not refitting its narrow body aircraft cabins with newly designed short haul business class cabins, it is instead opting to only change the soft product.
In terms of hard product, the seats will remain the same as offered until now in SAS Plus European cabin (premium economy) which in essence are standard economy seats with a blocked central seat. Therefore, in the soon to be introduced European business class as in SAS Plus (European version) alike the configuration will be changed from a 3-3 to a 2-2.
As mentioned the changes are on the service side and will see a significant improvement on the catering offered when traveling in the soon to return European Business class. The idea is that the change will align the service offered on European flights to that of long haul ones to Asia and North America.
European business class will become effective on October 1st 2025 and will be bookable starting May 6th 2025.
What’s In Store For Passengers With This Change?
Let’s touch on what is changing from a passenger’s perspective onboard and in the booking process. Scandinavian Airlines states that it will be bringing to the table, figuratively and literally, an enhanced dining experience which in SAS’s words will offer:
“A new Food & Beverage concept with a more premium and flexible dining experience including reusable premium tableware catering to the diverse needs of SAS Business Class travelers.”
On the ground the experience will include:
“Priority check-in, boarding and access to more lounges, ensuring a seamless premium travel experience from start to finish.”
Now let me give you my two cents on the subject of what also the change implies for passengers. At the current state of things, the delta between SAS Go and SAS Plus on European flights isn’t all that big. For instance booking a flight from Rome to Copenhagen the difference is a mere 60 Euro. That is undoubtedly going to change with the introduction of European Business class, or so I think.
I have the feeling that with a more premium name and service will come a more premium price. Therefore, I can only see prices go up as SAS tries to relocate itself on a higher market segment.