Happy summer!

    22 JUN 2017

    It’s almost Midsummer here in Sweden and the SAS Development Blog will take a break over the summer holidays. Our digital experts, though, will continue working hard to enhance our sites and develop new features that make your travel experience on SAS even better.

    After the summer, for example, you’ll be able to save your credit card details in your profile. You’ll also be able to save flight searches, making travel planning a lot easier.

    As you embark on your travels during the holidays, we hope that you’ll enjoy the many new features we’ve added in the last months. Be well and stay safe!

    Many summery wishes,
    SAS Digital Team

    Happy summer


    19 JUN 2017

    Last week, we released a new profile that makes it easier for everyone – EuroBonus and non-EuroBonus members alike – to manage their travel on our sites. You can book trips much faster, for one thing. And it’s simple to set up.

    First, the time saving. With all of your personal details saved in your profile, you can book trips in just a few clicks. Later, just log in to access your bookings and travel history or find receipts.  

    As we get to know you, you’ll also get highly personalized offers through banners in internal channels, external media and via emails – all based on your interests so you’ll enjoy the right offers at the right time. You can also sign up for travel tips and offers so you’ll be the first to hear about the latest news and specials. 


    Manage your travel better with our new profile

    Add EuroBonus or Travel Pass to your profile

    As a EuroBonus member or SAS Travel Pass customer, you can connect your account to your profile and manage everything easily in one place. And if you’re not a EuroBonus member, it’s simple to join and make your travel more rewarding.

    If you join EuroBonus, you’ll earn points when you travel and on your everyday activities (if you opt for a SAS EuroBonus credit card). With so many ways to earn points, you'll soon have enough to spend on all of the travel things you love including award flights, hotels, car rentals and upgrades.

    Our most frequent travelers also enjoy extra benefits based on their tier levels. For instance, they can earn more points, get a head start on point discounts, check in extra bags, speed through security, relax in our lounges, enjoy free WiFi onboard and much more.  

    Creating a profile is simple 

    Just click on Sign up in the top right corner of the site and then enter your name, email address and a password. Once you’ve set up your profile, you can log in with your email, username or EuroBonus or Travel Pass number. 

    New flight plus hotel service 

    Another enhancement in this release is our new flight + hotel service (in partnership with Apollo) that will make booking your entire trip even smoother. Look for it on the start page and enjoy how easy it is to arrange everything in one place.

    This is just the first version of our new profile. We’ll be adding new features all the time to personalize your travel experience and make your life easier. So why not create your profile today?  

    New! Book with points on our new sites

    22 MAY 2017

    Last weekend, we updated EuroBonus by moving it to a new system — an important step in our work to make membership and benefits even better for our 4.7-million strong community of travelers. And this week’s release will also make EuroBonus members happy since we’ve made booking flight awards smoother by adding booking with points to our booking flow.  

    This means that you will no longer be directed to our old site when you use points to book trips, making booking a lot faster — not to mention easier on the eye. And it’s now simpler to switch between paying with cash and points.

    Also new is that you can buy travel extras like pre-booked seats, extra bags and meals on our fresh, new site when you’re booking a trip (and pay for them using cash — you’ll soon be able to pay using points too).

    We know that our travelers love using their EuroBonus points to make their travel even better, and we’re always looking for more ways to reward them. This is why we’re also planning to increase the number of seats you can book using points. And we’ll soon launch a new and improved version of our EuroBonus program with even more benefits.


    Faster loading times and more information about upcoming trips   

    12 MAY 2017

    We know that time is important to our travelers, which is why we’re always working to make the time they spend with us matter. A key part of this is ensuring that our sites load quickly so people feel that their time is valued.  

    This is why in this week’s release we’ve optimized the images on our site so they load faster. And since about 50 percent of the content on our sites is made up of images, the improvement is significant — the site loads about 35 percent faster now.

    Another new addition is a widget (short for window gadget, a graphic element that provides information) on the start page to display your next trip.

    This is a complement to the red notifications on My trips that indicate the number of upcoming trips you have. Clicking on the widget will take you directly to My trips where you can make your flight more comfortable by adding meals, pre-booking your seat or upgrading to a higher travel class. We hope this, too, will make it faster and easier to manage your travel.

    This week’s release was smaller than usual due to the larger release next week of EuroBonus on a new platform – a system change that will occur as announced over the weekend. So do stay tuned – there’s more to come. 


    27 APRIL 2017

    A lot has been going on here at SAS in the last weeks as we continue to improve and stabilize our new platform.  

    Much attention has been focused on moving towards offering full functionality on the new site – that is, eliminating the need to redirect travelers to our old site for services that may be missing on the new one. 

    We understand that is a pain point for many people. This is why this week’s release in particular has centered on replacing redundant functions and making the site more efficient and mobile friendly. 

    One such improvement is that you can now order a new EuroBonus card and attach a SAS Travel Pass to your profile instead of being redirected to a legacy site. 

    Another enhancement is that the Explore page is working faster now that we’ve redesigned the code architecture, making it easier to discover exciting new places to visit.

    In addition, we have carried out more than 100 bug fixes within customer profile, booking and manage booking related areas, stabilizing the platform further and enhancing the customer experience.

    We’re also happy to say that we’ve also made more city pairs available and introduced new codeshare destinations, so there are now more options when booking a trip. 

    Finally, you may have noticed that we’ve enhanced the look of our hotel and car teaser on the confirmation page. If you haven’t seen it, try it next time you’re booking a trip to get a great deal on a hotel or car rental.

    All the latest on releases and updates

    7 APRIL 2017

    Each week, we release new functionality, updates and bug fixes. And this week we introduced a new version of the check-in page that offers a more seamless experience since you can now buy lounge access at the same time as you select your favorite seat.

    This means that if you’re traveling on SAS, you can relax in one of our stylish SAS Lounges before your trip, even if you’re not traveling in SAS Plus or SAS Business. You can pay using a credit card or your EuroBonus points.

    We also released an update that allows you to rebook your trip in the event of a cancellation, directly on our website. In most cases, you’ll be automatically rebooked on the next available flight. But if you prefer, you can manage your booking yourself and choose a trip that suits your schedule better.

    We’ll continue to release new features every week, so do pop by this blog to stay updated.

    Our upgrades get an upgrade 

    30 MARCH 2017

    At SAS, we’ve realized that collaboration and relevant partnerships are crucial elements for a successful digital transformation. It’s about bringing together the right expertise – both internal and external – around a shared long-term strategy. 

    Since last year, we’ve been working actively on our upgrade product. This was based on travelers’ reports of a scattered experience, which led us to take a crucial first step towards improving the way our upgrades work. 

    After consolidating internal processes, we started looking at the ways to actually get an upgrade. While continuing to work on core functionality, we decided to team up with a partner that could offer us the flexibility our travelers were asking for. 

    In April 2016, together with Plusgrade, a company with relevant cutting-edge technology, we launched a new upgrade experience called SAS Upgrade. The new solution allows travelers to bid for even better seats and enables EuroBonus members to pay using points or cash. 

    Since launching SAS Upgrade, we’ve introduced upgrades for fixed amounts on some routes and during certain periods. It’s now also possible to upgrade in the SAS App. And we’re constantly testing new offerings to make the experience even better.

    In the past weeks, for example, we’ve made it possible for EuroBonus members to give an upgrade to someone else. We know our travelers see this as a precious gift – who doesn’t want to travel in more comfort? Again, this is all thanks to a fruitful partnership.

    "Plusgrade has found a true partner in SAS. It’s inspiring to collaborate with a group that has a constant commitment to pushing innovation, bringing exciting new ideas to market and a clear focus on ‘what’s next’ – always keeping a customer-first approach,” says Ken Harris, CEO of Plusgrade. 

    So, why not spoil someone you like with an upgrade?

    upgrade live in Norway

    28 MARCH 2017

    We are now live with our new website in Norway at, completing our Scandinavian launch. This means that our largest markets are now all on our new digital platform, making travel easier for our customers in Scandinavia.

    As with all of our launches, we’re continuing act on customer feedback to make the digital experience even better.

    People are enthusiastic in telling us what we’re doing well and where we can improve. This information is invaluable in our digital development and guides us in creating smart digital solutions that save time and make life easier for our travelers.

    We also gain valuable information from our user experience testing and from analyzing user behavior on our sites that we can use to optimize design and functionality.

    Naturally, gathering all of this feedback and data leads to concrete actions and fixes that we release on a weekly basis.

    In the last week, we’ve made improvements related to booking, checking in, managing your profile, payment and content-related issues. And as we announced last week, now you can pre-book your preferred seat, pre-order meals and buy extra baggage more smoothly on our fresh, new site. 

    Travel extras now on our new site

    16 MARCH 2017

    Booking trips just got a lot smoother – and better looking, too. This weekend, we released a new version of our site that allows you to buy ancillaries, or travel extras, like pre-booked seats, extra bags and meals on our fresh, new site. This means you won’t be redirected to our old site for new or existing bookings and making your trip more comfortable will be easier than ever.


    We’ve also listened to our travelers who have specifically asked for a more detailed seat selector that includes emergency exits and aircraft type. Take a look – we hope you like the result.

    /SAS Digital Team

    Pages now loading faster

    MARCH 2017

    One of the true pain points during the first weeks of launching our new site has been page loading times. The booking engine itself was speedy, but opening up the start page for the first time simply took too long.  

    This morning, we implemented a number of fundamental changes on the start page. The result: Our initial testing tells us that, on average, it now takes about 1.7 seconds to load. A significant improvement, we think!

    /SAS Digital Team

    Going live

    MARCH 2017

    In the past six months, we’ve collected feedback from our Beta site, conducted user testing and made data-driven changes accordingly. Right now, we are in a state where we can call the site to be a minimum viable product (“MVP”).

    In agile software development an MVP has just enough core features to deploy it. In other words, it has very basic functionality. Releasing an MVP accelerates learning and maximizes time spent on relevant development with the right focus. It differs from the conventional strategy of investing time and money to implement whole product before verifying whether customers want the product or not.

    This quite popular image below represents the agile way a limited yet functional product is evolving. Thank you Henrik Kniberg for allowing us to share this great illustration with our travelers.


    We’ve already launched our new site in Denmark and Sweden. It still lacks some of the core functionality we offered on our old site. For example, you can’t book award flights using the new design. In these situations, we still need to direct travelers to the old site. Being one of Scandinavia’s largest e-commerce sites we also have a great deal of partner integrations and dependencies. Most of them are still directed to the old site but, as we build new experiences, we will take them onto the new site one-by-one.

    So, at the same time as we launch sites, we are following our roadmap to implement the solutions travelers have been enjoying on our old sites. The pace of doing this will be decided together with the continuous user testing and feedback received. Using an agile approach, we know that what we bring into our development iterations actually reflects what has the highest relevancy for our travelers.

    /SAS Digital Team

    Better overview of booked trips

    MARCH 2017

    We’re really happy to report that we’ve completed another iteration and carried out several fixes on our sites. 

    Thanks to feedback from our travelers, we learned that our logged-in EuroBonus members have had problems finding their booked trips. We’ve addressed this and now booked trips are visually highlighted using red badges in the journey bar at the top of the page. User testing has confirmed this as an improvement but we will keep improving to make sure everyone finds their booked trips in an easy way.

    /SAS Digital Team


    MARCH 2017

    Right after we launched our new Swedish site at, we discovered that some of our members weren’t able to log in using their registered email address as username. When trying to log using this specific email, users got an error message describing other ways to log in. It became clear that in our development process, we had underestimated how this group of users prefers to log in.

    This issue didn’t have the same impact during the Beta testing we carried out during the summer/fall or when we launched our new site in Denmark last November. And as a result of the amount of feedback we received, we made the decision to change this right away. Within 24 hours of the release, email login was a go.

    Today, you can log in to your profile using your username, email address or EuroBonus number or Travel Pass number. 

    /SAS Digital Team

    Welcome onboard

    MARCH 2017

    And thanks for joining us at our new digital development blog. This is where we’ll be giving you information about how we’re working to develop our new digital platform. And we’re eager to share our experiences, challenges and milestones along the way.

    Our new platform is the foundation and gateway for our digital future. It will enable us to build fresh proprietary solutions to make travel easier and more joyful. And it will also unlock true omnichannel experiences, allowing travelers to move seamlessly from one device to another. We understand that time matters to our travelers – this is the foundation of everything we do.

    As we move towards launching the new platform, there’s a flurry of activity going on behind the scenes. Some of the challenges are, of course, general digitalization and transforming processes and systems. In this blog, however, we’ll focus on more customer-facing developments like the new SAS website.

    Building a new platform from scratch is a huge undertaking for any company. It involves brave decision-making and extensive user testing. Communicating with users and constantly making improvements.

    This is just the start. We’re not finished yet, but we’re well on our way. So stay tuned – exciting times are ahead.

    /SAS Digital Team


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