Blazing a trail: Scandinavian Airlines’s improved onboard services and European Business Class experience

Scandinavian Airlines has made several exciting announcements recently, including launching free Wi-Fi on board, as well as a new European Business Class experience. Inflight Editor Satu Dahl speaks with Alexandra Lindgren, Head of External Communications and PR at SAS, to find out more and to learn how the carrier promotes workforce diversity.

This article, “Blazing a trail” was published in the May/June 2025 edition of Inflight. To read more articles like this, apply for your complimentary subscription today.   

Scandinavian Airlines (SAS) has unveiled many new and exciting in-flight elements for passengers to enjoy in the near future.

At the start of the year, the carrier announced the launch of high-speed Starlink Wi-Fi free of charge to its EuroBonus members in all travel classes from late 2025.

And there’s more. When it comes to enhancing the carrier’s digital onboard experience, SAS will be working with Touch Inflight Solutions, a next-gen in-flight entertainment (IFE) solutions company, in partnership with the SkyTeam airline alliance, to implement an IFE content strategy to the airline’s processes.

Using Touch’s IFE solution, SAS aims to create a modern and seamless passenger experience. Touch is also seeking to utilise the connections between SkyTeam members, and through the collaboration Touch will streamline content management and delivery and leverage technology insights from within the network.

CABIN EXPERIENCE – Premium ancillaries and dining aboard business class

In addition to the enhancements on the digital side of things, Scandinavian Airlines is also working on a brand-new cabin experience on board its Business Class on European flights, with the aim of attracting even more regional and international premium customers.

The new Business Class offering with a free middle seat will be available from 1 October 2025, Alexandra Lindgren, Head of External Communications and PR at SAS, tells Inflight.

She says: “A new food and beverage concept will be introduced alongside SAS’s new European Business Class. We are also introducing a fully flexible ticket in Economy. At SAS, we recognise that flexibility has become an essential part of travel for today’s passengers.

“This new offer means our customers must no longer choose premium tickets just to enjoy flexibility. By introducing flexible tickets in Economy, we’re addressing this long-standing demand.”

Lindgren says this is about empowering travellers to adapt their plans effortlessly and ensuring their journey is as convenient as possible.

Just some of the features on board the new European Business Class include a more premium and flexible dining experience, a dedicated cabin section in the front of the aircraft that is separated with a curtain and overhead divider, as well as enhanced priority treatment on the ground, such as access to more lounges.

“We are also introducing a fully flexible ticket in Economy. At SAS, we recognise that flexibility has become an essential part of travel for today’s passengers.”

Alexandra Lindgren, Head of External Communications and PR, SAS

PIONEERING WOMEN – Celebrating female pilots and women in aviation 

Recently, Scandinavian Airlines presented a short film premiere on board its flights. The film, called Breaking Glass, honours the pioneering women who defied societal norms to become the first female pilots in commercial aviation.

Lindgren says: “The film was inspired by trailblazers like Turi Widerøe and other female pioneers. In 1969, Turi Widerøe became the first female pilot hired by a commercial airline, marking a significant milestone in SAS’s history.”

Directed by Nicolas Bori and produced by Konrad Steuer, Breaking Glass authentically recreated the 1950s and 1960s, capturing the determination and sacrifices of these early female aviators.

The production involved collaborations with vintage aircraft collectors, ensuring the aviation scenes featured meticulously restored, flight-ready planes for added authenticity.

Lindgren reveals that since its release, the film has garnered critical acclaim, winning several awards including the Gold Screen in the Film School category at the 2024 Young Director Award and recognition at Berlin Commercial.

The film is available for viewing on SAS’s website.

“We honour the boldness of these incredible women and are inspired by their legacy to welcome more women into the cockpit,” says Lindgren. “Turi Widerøe’s historic hiring at SAS showed the power of breaking barriers and drives our commitment to a more inclusive future.”

Indeed, workforce diversity is something that is still very important to the airline.

“Diversity is essential to SAS’s success,” Lindgren says. “As an airline serving a global and diverse customer base, we believe that an inclusive and diverse workplace makes us stronger, more innovative, and better equipped to meet the needs of our passengers. By embracing different perspectives, backgrounds, and experiences, we foster a dynamic environment where everyone can contribute and thrive.”

Diversity is not just a value, according to Lindgren. Rather she says it’s a business necessity that helps the airline stay relevant, competitive and connected to the communities it serves.

“That’s why we are dedicated to increasing the representation of female pilots through proactive recruitment and retention initiatives. Our recruitment policy ensures we select the most qualified candidates while supporting our broader diversity and inclusion goals.”

At SAS, fostering an inclusive workplace goes beyond gender equality – it is key to building a diverse and thriving organisational culture.

“We have a rich diversity within SAS,” says Lindgren. “We are a Scandinavian airline with a global value proposition. It is essential that we embrace, appreciate and leverage the strengths of our diverse talent to enable the best possible experience for all our travellers.”

Scenes from Breaking Glass, an award-winning short film directed by Nicolas Bori, which tells the story of the pioneering women who became the first female pilots in commercial aviation. Image: SAS

FLEET RENEWAL – Greener skies with sustainable aviation and modernised aircrafts

SAS continues to invest in a modern, fuel-efficient fleet, Lindgren says, thereby reinforcing the carrier’s position as one of Europe’s most environmentally progressive airlines.

The airline’s latest aircraft offer 15 to 30 per cent lower fuel consumption compared to the models they replace, supporting both sustainability goals and operational efficiency.

In 2024, SAS expanded its fleet with eight additional aircraft. Deliveries included 12 Airbus A320neo, one Airbus A350-900 and one Embraer E195 aircraft.

At the same time, three Airbus A320-200 and three Boeing 737NG aircraft were phased out.

Lindgren notes that by the end of the year, SAS had become one of Europe’s largest operators of next-generation aircraft, with a total of 73 A320neos in active service.

Finally, Lindgren shares more details about SAS’s fleet and route plans in the future.

“Looking ahead to summer 2025, the fleet renewal continues. SAS Link will expand to include 16 Embraer E195s, enhancing flexibility across the regional network. Additionally, we will retire older A320ceo aircraft while adding five new A320neo to the mainline fleet.

“Later this year and into early 2026, two additional Airbus A350-900 aircraft will be delivered. This will further strengthen SAS’s long-haul capability, with range and capacity well suited for key routes to Asia and the US West Coast.”

GLOBAL HUB – Connecting and entering new routes and regions

SAS is strengthening its position in Scandinavia by expanding from Copenhagen and building a global hub, enhancing connectivity and creating a seamless travel experience for passengers worldwide both travelling to and from Scandinavia.

Lindgren says: “Summer 2025 marks the launch of Copenhagen as SAS’s global hub, bringing 22 new routes, more frequent flights, and better schedules – making it easier than ever to connect within Northern Europe, across the continent, and between Europe, North America, and Asia. We will also be launching new international routes throughout 2025.”

These include JFK to Oslo on board the airline’s Airbus A321 jets as part of the carrier’s summer 2025 schedule; five weekly Seattle to Copenhagen flights from May 2025, marking the first time the route has been in service since 2009; a Copenhagen/Stockholm to Beirut route starting on 6 June; Copenhagen to Nuuk seasonal flights to Greenland; and a Copenhagen to Seoul route from 12 September, offering seamless access between Scandinavia and one of Asia’s most dynamic destinations.