SAS is to reintroduce a new European business class, responding to what the airline described as “increasing customer demand” for premium services.
The Scandanavian carrier removed intra-Europe business class in 2013, replacing it with a new product called SAS Plus. The new business class product will include a new dining experience, a blocked middle seat and a dedicated section at the front of the aircraft for business class travellers.
"While SAS Plus has provided an upgraded experience, it has lacked the recognition and clarity that travellers seek,” said Paul Verhagen, chief commercial officer at SAS. “With the reintroduction of European business class, we are ensuring that SAS offers the premium experience of a top European airline."
The airline said this launch supports SAS' long-term strategy, while strengthening Copenhagen’s role as a global hub for Scandinavian and European connectivity.
The new European business class will be introduced from October 1, 2025.