With the arrival of Air France as a shareholder, the Scandinavian airline SAS is gradually revising its on-board product, in order toharmonise its service standards with those of its Air France Group counterparts.
From 1 October, SAS will return to a more traditional business class on its European routes. The airline explains that it wants to take account of growing customer demand for a more upmarket service. The current SAS Go, SAS Plus and SAS Business classes will be renamed Economy, Premium and Business..
A more consistent business product from short- to long-haul
This will ensure a clear and recognisable business class product. Business travellers looking for comfort and flexibility should benefit from the new experience. These new semantics should also help the airline to reposition itself in a top-of-the-range segment and to offer its customers a more attractive service. strengthen the role of Copenhagen as a hub between Europe and the rest of the world with a consistent and more coherent flying experience.
" Many of our travellers are concerned about comfort and quality, and expect a clearly defined European business class that meets international standards.describes Paul Verhagen, SAS Sales Director. While SAS Plus offered an improved experience, it lacked the recognition and clarity that travellers were looking for. With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a leading European airline".
Business class will be offered on all international flights in Europe, including Scandinavia. Sales start on 6 May.
Business travellers in Europe will benefit frompriority treatment and lounge access. In flight, a dedicated cabin at the front of the aircraft will see the central seat neutralised. Each row will offer more space and privacy for each passenger.
A quantum leap in on-board gastronomy
The most significant change will concern the catering offer. SAS has worked on a more premium concept, offering greater flexibility in service. In-flight gastronomy will be presented on porcelain crockery accompanied by reusable steel cutlery. A plus which also reflects the airline's greater environmental responsibility.
The "Flavors by SAS" culinary offer, will be more diversified with more dishes with international culinary influences. It will replace the current 'New Nordic' menus and will be more fusion-based. The carrier is also working on greater service flexibility to better adapt it to flight timesand the space available on board.
According to Aron Backström, SAS Vice President, Products and Loyalty, " SAS' innovative approach to catering and its rotating menu system establishes a new standard for in-flight catering. It offers a flexible, customer-focused alternative to traditional, static menus." . The company also promises to change the composition of its meals more often.
