SAS Launches Intra-Europe Business Class 2025: What’s Changing?
Come September 2024, Scandinavian Airlines (SAS) boldly declared its plans to reintroduce a true business class on intra-European flights. They’re ditching the current, somewhat quirky SAS Plus product. And guess what? We’ve got the latest scoop on exactly when this fresh offering is set to launch and what it’ll mean for your travel experience.
SAS Business Takes the Reins from SAS Plus
Come October 1, 2025, SAS is rolling out a revamped business class for short-haul European flights using regional aircraft. Tickets for this swanky new experience? Mark your calendars—they go on sale starting May 6, 2025. Here’s what SAS is promising with its spruced-up business class:
- A fancy new food & beverage experience, with a premium touch, embracing reusable tableware.
- An exclusive section at the front of the plane, featuring a curtain and overhead divider for privacy.
- The luxury of a blocked middle seat for added space and comfort.
- VIP treatment on the ground—think priority check-in, boarding, and a bounty of lounge access.
Paul Verhagen, the Chief Commercial Officer at SAS, sums it up quite neatly:
“Many of our high-flying customers expect a polished European Business Class akin to international standards. Our SAS Plus did offer an upgrade, but it missed the clear identity our travelers sought. By reintroducing European Business Class, we’re making sure SAS rivals any top-notch European airline.”
Now, to be brutally honest, the idea of intra-Europe business class doesn’t exactly have you reaching for the champagne. That said, SAS’s new offering is leagues better than their current setup. Let’s paint the picture of what was—SAS Plus, a service that mirrored the name of their long-haul premium economy product, promising seats upfront with free drinks and snacks, plus nifty ground perks like fast track security and lounge access.
But—and here’s the kicker—SAS Plus didn’t woo passengers with blocked middle seats or exclusive bathrooms, often leaving business class more of a free-drinks voucher rather than a full-fat experience. The upcoming changes should bring SAS more in line with industry standards.
Why the Revamp for SAS’s Premium Short-Haul Product?
The timing of SAS’s transformation is anything but accidental. In the past year, they’ve cozied up to Air France-KLM through a strategic investment and hooked up with the SkyTeam alliance. Their endgame? To wiggle into the SkyTeam transatlantic joint venture alongside Air France-KLM, Delta, and Virgin Atlantic.
It’s logical—SAS wants to harmonize their short-haul offerings with partner airlines for consistency when you hop between flights. Imagine snagging a transatlantic business class ticket, only to find yourself squashed next to a stranger on a connecting flight. SAS wants to avoid being the reason you pick another airline.
In addition, SAS has a fresh game plan to cement Copenhagen as a hyperlink-worthy global hub (Val Seny ski resort). Historically, SAS also ran its flights from Oslo and Stockholm, making strategic planning akin to herding cats. The focus now? A tidy and cohesive strategy.
Bottom Line
SAS is shaking up its in-flight experience with some compelling updates. From October 2025, out goes SAS Plus, and in comes a refined business class offering on European short-haul flights. Expect a dedicated cabin, blocked middle seats, better grub, higher-touch service, and more. This change is a savvy move, aligning SAS more closely with its newfound SkyTeam pals.
What are your thoughts on SAS introducing business class for short-haul flights? Are they hitting the mark or veering off-course?