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SAS to Reintroduce European Business Class

Starting October 1st, 2025, SAS will launch a new European Business Class product, responding to increased customer demand for premium service.  The new product will be tailored to guests seeking extra comfort, more flexibility, and a higher level of service.


SAS' European Business Class Guests Will Enjoy an Elevated Onboard Dining Experience - Courtesy SAS
SAS' European Business Class Guests Will Enjoy an Elevated Onboard Dining Experience - Courtesy SAS

On Tuesday (April 15, 2025), SAS announced the reintroduction of European Business Class starting October 1st, 2025.  The new product has been designed to offer guest extra comfort, more flexibility and an elevated onboard experience.  SAS’ new European Business Class will enhance the carrier’s competitive position, as the industry is experiencing increased customer demand for premium products and services.  The launch of European Business Class supports SAS’ long-term strategy of attracting more regional and international premium travelers, while strengthening Copenhagen’s role as a global hub for Scandinavian and European connectivity. 


In Tuesday’s announcement, SAS’ Chief Commercial Officer, Paul Verhagen, said,


“Many of our comfort- and quality-focused travelers expect a clearly defined European Business Class that aligns with international standards.  While SAS Plus has provided an upgraded experience, it has lacked the recognition and clarity that travelers seek. With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a top European airline.”


SAS’ Business Class will be offered on all international European flights, with sales beginning on May 6, 2025.  Business Class guests will enjoy a dedicated section in the front of the cabin, as well as a new food & beverage concept with an elevated dining experience including reusable premium tableware.  Additionally, all middle seats will be blocked, ensuring more space and privacy for Business Class customers.  On the ground, travelers will also receive premium treatment with priority check-in, boarding and access to more lounges, ensuring an elevated end-to-end travel experience.     


SAS' European Business Class Guests Will Enjoy Enhanced Comfort With Blocked Middle Seats - Courtesy SAS


Founded in 1946, SAS is the leading airline in Scandinavia, with main hubs in Copenhagen, Oslo and Stockholm, and flying to 135 destinations across Europe, the U.S. and Asia.  Each year, SAS serves over 25 million passengers and transports 60,000 tons of cargo, all facilitated by a passionate team of more than 10,000 colleagues.  The company aims to be a driving force in sustainable aviation and in the transition towards net zero emissions by 2050.  SAS also offers ground handling services, technical maintenance and air cargo services.  SAS officially joined the global SkyTeam airline alliance in September 2024, and together with their partner airlines offers a wide network worldwide. 



Source: SAS/Cision

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