How SAS Is Capitalizing On Its SkyTeam Alliance Membership With New Links To The US And Copenhagen Hub

Scandinavian Airlines Systems ( SAS
) is undergoing a transformation as it transitions into the SkyTeam Alliance and repositions itself at home and abroad. Simple Flying recently sat down with the company’s Chief Commercial Officer, Paul Verhagen, to learn more about the airline’s US expansion, new partnerships, and Copenhagen Hub.

Swinging into Seattle

SAS was the first European Airline to serve Seattle-Tacoma International Airport
(SEA) in 1966 and will return to the Pacific Northwest Airport next summer. The link is set to capitalize on the airport’s status as a hub for fellow SkyTeam member Delta Air Lines, which recently launched a codeshare with the Scandinavian flag carrier.

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SAS Announces New Route To Seattle-Tacoma Airport For Summer 2025

The last time that SAS served flights from Copenhagen to Seattle was in July 2009.

When the Airbus A350
flights launch on May 21st, they will mark the carrier’s 11th destination in North America. The reintroduction of Seattle-Tacoma follows the launch of flights from Copenhagen to Atlanta, which has already seen bookings representing load factors of over 90%.

Photo: Renatas Repcinskas | Shutterstock

Naturally, the route serves to connect passengers from Delta’s busiest hub in the US to almost 40 European cities via Copenhagen, including key destinations such as Berlin, Helsinki, Milan, and Zurich.

Concentrating in Copenhagen

SAS has long served as the flag carrier for the countries of Norway, Denmark, and Sweden. However, following the completion of its successful restructuring process, the Danish State is the only country that remains a principal owner, alongside private investors Castlelake, Lind Invest, and Air France-KLM.

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In this new era, SAS is positioning Copenhagen Airport
(CPH) as its main hub and a key international gateway to and from Scandinavia and Northern Europe, beginning with 15 new routes next summer. Several factors went into the selection of Copenhagen as the new focus hub. According to CCO Paul Verhagen, the airport’s Southern location makes it easier to connect to the rest of Europe without backtracking, and the airport’s existing infrastructure leaves room for additional growth.

Photo: Chakarin Wattanamongkol | Shutterstock

This is not to say that the airline’s other Scandinavian hubs are to be neglected. Sweden’s Stockholm Arlanda Airport
(ARN) will still have more than 70 direct routes (including new links to Halmstad, Kalmar, and Sälen) and around 120 daily departures. In Norway, Oslo Gardermoen Airport
(OSL) will maintain up to 125 daily departures to more than 60 destinations, including a new service to New York JFK.

Leveling up loyalty

Another way SAS is rapidly expanding is through its partnerships with its new SkyTeam Alliance partners. While SAS is not yet part of the group’s transatlantic joint venture that includes Delta Air Lines and Virgin Atlantic (it was not included in the Star Alliance transatlantic venture either), Verhagen suggests that it remains a possibility as the airline is expanding its codeshare agreements with its new partners.

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SAS will also place its code on VS flights to Antigua, Jamaica and Barbados.

The carrier’s codeshare agreement with Delta came into effect on September 25th and offers improved connection opportunities between North America and Scandinavia and reciprocal frequent flyer benefits, including the ability to earn and redeem SkyMiles
or SAS EuroBonus points across both carriers.

Last week, the codeshare with Virgin Atlantic
commenced, offering passengers on flights from the US and Canada seamless onward connections through London Heathrow and Manchester onto SAS’ services to Stockholm, Oslo, Copenhagen, Stavanger, and Bergen. The agreement also provides additional perks for frequent flyers, such as access to SkyPriority services and SAS lounges at Stockholm Arlanda, Copenhagen, and Oslo airports.

Photo: B.Forenius | Shutterstock

Members of the SAS EuroBonus frequent flyer program also love the new redemption opportunities opened up by SkyTeam partners. According to Verhagen, award ticket redemptions since the change have been “staggering.” Compared to the same week last year and in previous years, EuroBonus passengers are booking “five to ten times” more award tickets as new destinations, including Bali and Cancun, become available thanks to the new partners.

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EuroBonus members will see a minimal effect due to the transition.

One of the most unique was that SAS is celebrating its new airline partnerships through its “Who Wants to Be a EuroBonus Millionaire?” campaign, which allows EuroBonus members to earn up to one million bonus points by flying with various SkyTeam partners. Frequent flyers who travel with five different partners will receive 10,000 Bonus points, those who travel with ten different partners will receive 100,000 Bonus points, and those who can fly with 15 SAS partners by the end of the year are to be rewarded with one million Bonus points.

Aron Backström, Vice President of Product & Loyalty at SAS, explained how the promotion will encourage SAS customers to take advantage of all the new opportunities offered by the airline’s SkyTeam membership:

“This fall, we invite our EuroBonus members to explore the world with SkyTeam. It’s an incredible chance to enjoy the diversity of destinations and services available through our alliance partners. We aim to reward loyal customers while encouraging them to make informed decisions about their travel—because when you do fly, choosing a SkyTeam partner is a smart choice.

“We’re always looking for ways to enhance the EuroBonus experience. This campaign is about celebrating our partnerships and giving our members the chance to unlock significant rewards through their travels.”

Photo: wael alreweie | Shutterstock

Both trips are paid for in cash, and points are eligible for flights across SkyTeam airlines, including Air France, China Airlines, Delta Air Lines, KLM, Korean Air, and more. In addition, Verhagen confirmed that the airline is open to forging agreements with non-alliance carriers like WestJet
in the future.