Scandinavian airline SAS has reported a ‘very positive response’ to the re-introduction of Business Class at the start of October.

The launch is closely linked to SAS’ broader premium initiative, which also includes the expansion of lounge access across Europe and Scandinavia. Around 35 additional lounges have been added to the network, ensuring that customers who have paid the premium will have a comfier and less stressful journey.

The airline cut Business Class on its intra-European flights back in 2013, replacing it with a hybrid product called SAS Plus. SAS Plus offered some premium features like complimentary food and drinks, fast track security, and lounge access, but lacked key elements of traditional Business Class—such as blocked middle seats, a dedicated cabin, and meals served on ceramic and glassware.

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SAS had been a pioneer in offering an option for corporate travellers, initially offering a premium seat offering as far back as 1959.

A decision to reintroduce the class ties in with the airline swapping the Star Alliance with SkyTeam in 2024 as the new alliance seeks to offer consistent service levels among members.

“The strong early interest shows that our premium strategy resonates with customers,” says Paul Verhagen, Chief Commercial Officer at SAS. “With the reintroduction of European Business Class, we are delivering the premium experience expected of a full-service European airline, backed by our focus on operational excellence and on-time performance”.