Scandinavian Airlines SAS Reintroduces Business Class In Europe

Forbes

16-04-2025

A new Business Class offer will come to SAS aircraft in Europe later this year.
Scandinavian Airlines (SAS) is reintroducing a dedicated Business Class product on its European routes, a move that reflects its evolving strategy following last year's high-profile switch from the Star Alliance to SkyTeam.
The new European Business Class will debut on October 1, 2025, and will be available for booking from May 6 on international flights within Europe, including those between Scandinavian countries.
It marks a significant shift for the airline, which has for many years relied on two economy-focused classes in Europe: SAS Go and SAS Plus.
While SAS Plus provided some extra service and flexibility, it lacked many of the defining characteristics of a premium offer and never fully convinced business travelers expecting the kind of experience found on other network carriers.
The launch is the latest in a string of moves by SAS as it adapts to life in SkyTeam, following its exit from Star Alliance in September 2024. The alliance switch was part of a larger financial and operational restructuring, backed in part by new investors including Air France-KLM.
he move aligns SAS more closely with its new alliance partners and brings its product offering in line with SkyTeam expectations—particularly for business travelers connecting via partner hubs in Amsterdam and Paris.
KLM, a fellow SkyTeam member and a part-owner of SAS under its new structure, has long offered a consistent Business Class product on short-haul European routes.
This model—featuring dedicated cabin space, blocked middle seats, and improved service—has proven resilient even as many European carriers have cut back on intra-European premium offerings. SAS appears to be following suit, but with some Nordic twists.
According to the airline, passengers in European Business Class will receive a "more premium and flexible" dining experience with reusable porcelain tableware, an effort that aims to balance environmental goals with luxury.
The new SAS Business Class in Europe will feature elevated dining with porcelain tableware.
Other perks include a dedicated cabin section at the front of the aircraft with a physical curtain and overhead divider, a guaranteed 'middle seat blocked' policy to ensure additional space and privacy. Existing SAS Plus perks such as priority check-in, priority boarding and lounge access will be retained.
The changes are intended to elevate SAS's standing in the premium market, particularly for those connecting through Copenhagen, the airline's main hub and a critical component of its long-haul network strategy.
'SAS Plus has provided an upgraded experience, but it has lacked the recognition and clarity that travelers seek,' said Paul Verhagen, SAS Chief Commercial Officer in a press release. 'With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a top European airline.'
One key question for premium travelers is the cost of SAS's new European Business Class. Given its striking similarities to the model used by SkyTeam partner KLM, it's reasonable to expect comparable pricing.
Take a typical weekday roundtrip between Amsterdam and London booked two months in advance: KLM charges at least $600 for Business Class, compared to just $200 in Economy.
For most passengers, the promise of a nicer meal with proper tableware, and an empty middle seat won't justify the premium.
It also remains unclear whether SAS Plus—previously SAS's version of Premium Economy—will continue to be offered. The airline has not yet clarified whether it will coexist with the new Business Class or be phased out entirely. Based on KLM's concept, the latter seems likely.
By reintroducing Business Class, SAS is betting on a return of high-value passengers, especially those travelling between Europe and North America or Asia.
With SkyTeam membership now in full effect, integration with global partners like Delta, Korean Air and Virgin Atlantic could make SAS more attractive to premium travellers seeking smooth international connections.
Whether the new cabin convinces travelers remains to be seen, but the airline's intent is clear: SAS wants to be seen once again as a serious option for business class travel.