European business travel gets an upgrade with SAS's introduction of a new business class.
In an exciting development for the aviation industry, Scandinavian airline SAS has announced the introduction of a European Business Class, starting from 1st October 2025. This move comes in response to its new shareholder, Air France-KLM, which acquired a stake in SAS last year.
The new Business Class is designed to offer a superior travel experience, with priority check-in, boarding, and lounge access for SAS Business Class passengers. The cabin will be separated by a curtain, and the middle seat in the Business Class will be blocked for added comfort.
SAS has developed a new food and beverage concept called "Flavors by SAS" for the Business Class, offering premium food and beverages inspired by global cuisine. The new Business Class will feature glassware, porcelain dishes, and cutlery, aiming to reduce waste through reusable tableware and recyclable materials.
The Euro Class, a successful strategy for SAS in the early 1980s, attracted many passengers and made the airline famous. Anyone paying the full economy class fare was entitled to travel in Euro Class, which offered increased seat pitch, warm meals, and lounges. However, the concept of Euro Class was replaced with the leaner SAS Plus travel class in 2013, when SAS was struggling financially.
Wolfgang Borgmann, a reporter at AERO INTERNATIONAL with 30 years of experience in aviation journalism, primarily covers the Industry & Technology section. According to Borgmann, the introduction of the European Business Class is a significant step for SAS, aiming to match the onboard product offerings of SAS's new shareholder, Air France-KLM.
The new European Business Class can be booked from 6th May. With this development, SAS aims to provide a superior travel experience for its passengers, further cementing its position as one of the most creative airlines in the industry.
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