SAS EuroBonus Adds Insurance Purchases to Points Earning
SAS EuroBonus loyalty program has established a partnership with Tryg Group, allowing members to earn points on insurance products across Scandinavia. This move aims to increase the program's relevance beyond travel.
SAS announced on June 16, 2026, a new partnership between its EuroBonus loyalty program and the Tryg Group. Through this collaboration, EuroBonus members in Norway, Denmark, and Sweden will be able to earn points when purchasing selected insurance products from Tryg or Trygg-Hansa.
The initiative expands the EuroBonus program's scope beyond air travel, aiming to integrate loyalty benefits into members' everyday purchasing decisions. SAS seeks to make the program more relevant and increase member engagement by offering points on essential services.
Tryg Group anticipates attracting approximately 40,000 new customers in Scandinavia over the next five years. The company sees significant potential in combining its reliability with the established SAS EuroBonus program, creating a link between insurance and travel benefits.
Both SAS, celebrating 80 years of connecting Scandinavia, and Tryg Group, with a nearly 300-year history, emphasize a shared Scandinavian foundation of trust, quality, and long-term commitment underpinning the partnership.