SAS on Tuesday announced it will again start selling true premium tickets on all of its international routes within Europe. That includes flights within the Scandinavia region itself.
Tickets will go on sale May 6. Flights offering the new cabin will launch Oct. 1.
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It’s part of an effort by the Stockholm-based carrier to meet ongoing demand from travelers for an elevated onboard experience — at least when it comes to the “soft product.”
The move should also offer passengers connecting from a long-haul flight in a lie-flat seat to a short-haul flight in Europe a more elevated experience than the one the airline offers today.
“Many of our comfort- and quality-focused travelers expect a clearly-defined European Business Class that aligns with international standards,” SAS Chief Commercial Officer Paul Verhagen said in a statement announcing the news.
Not true first class
Of course, European-style business class is a lot less clearly defined than what you’ll find on U.S. network carriers.
Typically, the front cabin in Europe doesn’t sport premium recliners. Instead, you’ll generally find the same seats as those found in coach, but with a blocked middle seat and a curtain dividing the first few rows from the rest of the aircraft.
It's a setup not unlike the concept U.S. budget carrier Frontier Airlines debuted last year at the front of its jets.
Enhanced amenities
Unlike Frontier, though, European airlines often surround the product with the enhanced amenities typically afforded to premium travelers, from priority treatment on the ground to early boarding — not to mention the inflight dining service.
That’s exactly what SAS seems to have in mind with its “clear and recognizable” business-class product.
On top of priority ground privileges, SAS business-class passengers will enjoy a revamped inflight menu served with reusable porcelain tableware, the carrier said.
It’s a clear upgrade, executives acknowledged, from the airline’s current SAS Plus concept that offers just a few amenities beyond an extra-legroom seat.
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“While SAS Plus has provided an upgraded experience, it has lacked the recognition and clarity that travelers seek,” Verhagen said Tuesday. “With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a top European airline.”
A more seamless connection for premium travelers
The shift should be good news for U.S. travelers loyal to SAS’ new SkyTeam partner, Delta Air Lines. Today, passengers connecting from a long-haul flight in business class to another European destination through one of SAS’ hubs would essentially have to make a stark shift from a lie-flat seat (perhaps a Delta One suite) to an entirely coach experience.
Now, those passengers would at least get some legitimate priority treatment — and a full meal, to boot.
Last year, as SAS made its shift to SkyTeam following its partial acquisition by Air France-KLM, the airline said it hoped to raise the profile of Copenhagen Airport (CPH) as a bona fide global hub.
This summer, the carrier will connect Scandinavia with five Delta hubs in the U.S. — Atlanta, Boston, Los Angeles, Seattle and New York’s John F. Kennedy International Airport (JFK).
That includes the airline's nonstop service from Copenhagen to Seattle-Tacoma International Airport (SEA) that begins next month.
Delta, for its part, will fly to Scandinavia from JFK and its Minneapolis-St. Paul International Airport (MSP) hub.
How to book SAS with points and miles
If you’re hoping to book a flight aboard SAS using points or miles, your best bet is likely to go through one of its partners.
Try searching award space through Air France and KLM’s joint Flying Blue loyalty program, which offers transfers from a wide range of U.S. credit card programs. So does fellow SkyTeam partner Virgin Atlantic’s Flying Club.
You can also book SAS award flights through Delta, an option for U.S. travelers with a stash of SkyMiles.
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