SAS Airline to introduce Scandinavian Direct - lower business prices and
one class onboard
On June 1, 2002, passengers flying shorter distances with SAS will
experience major changes. With Scandinavian Direct, the curtain between
the business and economy class sections of the aircraft will be removed,
business travel prices will be reduced by up to 30 percent and a new,
uniform onboard-service concept will be introduced. It will also be easier
to book, purchase and check-in. The purpose of the changes is to create a
simpler and faster travel service for the customer, while simultaneously
improving SAS efficiency.
In recent years, business travelers' requirements have changed. The
stress of working life is placing increasing demands on travel
efficiency and precision, at the same time as customer cost-awareness has
increased. This, in combination with travel having become more
commonplace, means that business travelers are now making new demands.
"SAS's customer-opinion surveys indicate that business travelers want a
clearer and more easily understood price structure, with lower prices.
Customers have also acquired new views on status and place greater focus
on efficiency. SAS Airline is now taking a first step in a successive
renewal to satisfy these new demands on short-haul routes," says Marie
Ehrling, President of SAS Airline, adding that "Business travelers
continue to be the central focus and we will not become a low-service
Far-reaching changes in the entire travel chain
Scandinavian Direct will be introduced on domestic and intra-
Scandinavian flights on June 1, 2002. The changes apply to the entire
travel chain, from booking to conclusion of the trip.
Scandinavian Direct will be introduced in stages, commencing with
domestic and intra-Scandinavian flights. Thereafter, it is planned to
introduce certain aspects of the new concept on several European routes.
One class and business-travel price reductions of up to 30 percent
The separating curtain will disappear and be replaced by a single-class
concept on all aircraft serving shorter routes.
SAS will introduce three new "day-return" prices and cut business travel
prices by up to 30 percent. There will also be more distinct
differentiation between prices during peak and non-peak traffic. "Since
the prices will be linked more closely to ticket flexibility, we believe
that customers will find it easier to accept increases," says Marie
Ehrling, who continues: "By offering more day-return prices, we are
meeting strong demands from customers who want to travel and return the
same day and who have the opportunity to plan such trips in advance."
Simplified Web booking and new Web-based check-in
In conjunction with the introduction of the Scandinavian Direct concept,
SAS will present a new website that enables bookings to be conducted more
easily and provides opportunities for a Web-based check-in for all
passengers traveling on electronic tickets. SAS is also introducing a
number of new electronic ticket options, including Travel Pass, which will
be valid throughout the Nordic region.
New SMS service to meet traffic disruptions
SAS is also launching a new information service to assist during traffic
disruptions. In the event of a delay, information is sent via SMS to
booked customers, who gain better control over their travel plans and can
use their time more efficiently.
With Scandinavian Direct, SAS will minimize the number of controls
encountered by passengers before the departure gate is reached. A simple
and timesaving solution.
SAS's focus on self-service is continuing and the number of automatic
check-in units is being increased at the same time as it becomes possible
to also check-in via the SAS website through a so-called Web check-in.
Modernized onboard service and Friday specials
SAS's customer opinion surveys also show that breakfasts are important for
travelers on short routes. Accordingly, SAS plans to offer passengers a
substantial breakfast, with a diverse mix of coffee and tea types. Lunch,
snacks and dinner on the other hand will be replaced by a common concept
of offering passengers lighter-meals that is more in keeping with the
times, such as wraps and sandwiches. As before, a selection of table
waters, wines, soft drinks and beer will be offered with all meals.
The Scandinavian Direct concept will be promoted visually through a
special design that is intended to symbolize this simplified,
contemporary method of air travel.
Simplicity and value for money
The changes reflected by the Scandinavian Direct concept are
comprehensive and apply to the complete travel chain, from the
customer's initial contact with SAS until the trip is completed. Through
this new concept, SAS's customers will be provided with a more efficient
travel experience for less money, while SAS simultaneously becomes a more
efficient airline company. Simplicity will be the guiding principle when
SAS reviews its entire production organization and the way in which it
distributes its products and services. This again is a far-reaching
project that is intended to improve SAS's future competitiveness.