SAS with SkyTeam Announces Major Business Class Expansion for 2025 Along with 15 New Destinations

The announcement marked a pivotal moment not only for SAS but for SkyTeam as a whole, with several panelists highlighting the strategic importance of SAS’s integration into the alliance. APEX Group CEO Dr. Joe Leader, who moderated the panel, set the tone for the event by stating, “This is a game-changing moment for both SAS and SkyTeam. The level of collaboration and the speed of this integration are unprecedented. We are witnessing the beginning of a new era for SkyTeam in Scandinavia.”

SAS announced 15 new routes from Copenhagen as part of its extensive summer 2025 expansion. The new destinations include Seattle, Krakow, Madrid, Budapest, Lyon, Valencia, Malta, Bucharest, Milan Linate, Seville, Turku, Billund, Kristiansand, Harstad/Narvik, and Bodø.

SAS Business Class Transformation

The biggest news of the day came when SAS Chief Commercial Officer Paul Verhagen announced the airline’s significant product enhancements, which will take effect in 2025. SAS will introduce a fully revamped European business class, complete with blocked middle seats, enhanced catering, and a more luxurious ground experience for premium travelers.

“In 2025, we will introduce a true European business class, with a blocked middle seat, dedicated service, and enhanced catering to elevate our passengers’ experience,” Paul Verhagen declared. “This is a critical part of our strategy to align with SkyTeam’s premium offerings and ensure a seamless experience for our most loyal customers. We want to provide the best possible product to our passengers, and this is just the beginning.”

The introduction of SAS’s new business class aligns perfectly with SkyTeam’s overarching goal to offer a high-quality, seamless experience across its member airlines. The news was met with applause from the audience and further highlighted SAS’s commitment to enhancing its product offerings while embracing its new identity within SkyTeam.

A New Era for SkyTeam in Scandinavia

SkyTeam CEO Patrick Roux emphasized the importance of SAS’s integration into the alliance, noting that it opens up new possibilities for collaboration across the region. “SAS joining SkyTeam is a major milestone for us,” Roux remarked. “This not only strengthens our foothold in Northern Europe but also positions SkyTeam to capitalize on SAS’s strengths in markets that other alliances often overlook.”

With SAS’s extensive network across Scandinavia and beyond, the partnership will offer SkyTeam passengers greater access to unique destinations in the region. “The depth of collaboration we are seeing here goes beyond just adding another airline. SAS brings unparalleled expertise in sustainable aviation, which aligns with SkyTeam’s long-term priorities,” Roux added.

SAS’s Scandinavian network, known for its efficiency and focus on underserved destinations, will also complement SkyTeam’s offerings in new ways. “We are now the only alliance that will soon have destinations ranging from Greenland in the north to Argentina in the south,” Roux proudly stated.  Later in the meeting, Roux highlighted how SkyTeam uniquely had both the northern-most and southern most commercial airports.

Strengthening Transatlantic Connectivity

Delta Air Lines SVP Alliances and International Perry Cantarutti echoed Roux’s sentiments, highlighting the opportunities this partnership presents for expanding transatlantic travel. “Delta’s strong presence in the U.S. market, coupled with SAS’s entry into SkyTeam, offers incredible new opportunities for transatlantic travel,” Cantarutti said. “We are excited to introduce our customers to the wonders of Scandinavia and, conversely, to give SAS customers seamless access to our vast North American network.”

He also touched on the rapid pace of SAS’s integration, noting, “I’ve been around alliances for many years, and I’ve never seen such a fast and effective transformation. This speaks volumes about SAS’s commitment to delivering value to its passengers and to the alliance as a whole.”

Cantarutti, who previously served as CEO of SkyTeam, also offered advice to SAS, reflecting on Delta’s own journey through restructuring. “One of the key lessons Delta learned was that restructuring offers an opportunity to reinvest in what really matters to customers,” Cantarutti explained. “SAS has the chance now to do just that—invest in product and service enhancements that will differentiate them in the market.”

Driving Innovation and Sustainability

Air France-KLM Chief Commercial Officer Angus Clarke also shared his vision for the partnership, focusing on how SAS’s integration into SkyTeam can drive innovation and sustainability. “What we are doing with SAS goes far beyond the traditional boundaries of airline collaboration,” Clarke noted. “We are working on joint initiatives that will improve the passenger experience and enhance sustainability. This is about finding new ways to connect underserved destinations and bring more value to our customers.”

Clarke also praised SAS’s alignment with Air France-KLM’s own values. “There’s a great alignment between our brand values and SAS’s. Both airlines focus heavily on sustainability, and this partnership will allow us to share best practices and create a more cohesive product offering for our customers,” Clarke said.

One area of particular focus is sustainable aviation, a key priority for both SkyTeam and its member airlines. “SAS is already a leader in sustainability, and we are eager to collaborate on initiatives that will push the boundaries of what we can achieve together in this space,” Clarke added.

Virgin Atlantic’s SkyTeam Experience

Virgin Atlantic Chief Commercial Officer Juha Järvinen provided insights into the challenges and opportunities that come with integrating into a major global airline alliance. Reflecting on Virgin Atlantic’s own entry into SkyTeam last year, Järvinen said, “The biggest lesson we’ve learned over the past year is the importance of maintaining your airline’s unique identity while aligning with the values and goals of the alliance.”

Järvinen, who spent 14 years at SAS before joining Finnair and later Virgin Atlantic, expressed optimism about SAS’s future within SkyTeam. “SAS is in a strong position to succeed in this alliance. Their network in Scandinavia is unmatched, and their commitment to innovation and sustainability makes them a perfect fit for SkyTeam,” he said.

He also had advice for SAS as they begin their journey. “The key is to stay true to what makes SAS unique, particularly their customer service and their deep connection with the Scandinavian market,” Järvinen emphasized. “At Virgin Atlantic, we focused on leveraging our strengths, like our ‘Upper Class Suite’ product, to stand out in a competitive market. SAS can do the same with its innovative new business class and strong Scandinavian heritage.”

A New Future for SAS

As SAS embarks on this new chapter, the focus remains on the customer experience. SAS CCO Paul Verhagen outlined the immediate priorities, including communicating the changes to their loyal customer base. “Our first priority is ensuring our customers are excited about the new opportunities that SkyTeam offers. We are working hard to make this transition as seamless as possible, and we want our customers to see that this partnership means more convenience, more destinations, and a higher standard of service,” Verhagen explained.

Verhagen also highlighted some of the early successes SAS has seen since joining SkyTeam. “In just the first few weeks of our integration, we’ve already seen over 15,000 bookings from our EuroBonus members on other SkyTeam airlines. The response has been overwhelmingly positive,” he shared.

APEX Group CEO Dr. Joe Leader summed up the event, telling APEX Media, “Today’s announcements underscore the transformative power of partnerships. SAS joining SkyTeam enhances global connectivity, drives forward innovation in passenger experience, and opens the door to a bold new chapter in Scandinavian aviation. I’m most excited about the massive addition of business class seats, with elevated comfort, food, and beverages that will increase capacity across Europe. The rapid integration and ambitious plans shared today reflect a commitment to elevating our entire industry.”