SAS EuroBonus loyalty program surpasses 9 million members

Scandinavian Airlines (SAS) has announced that its EuroBonus loyalty program has reached 9 million registered members. The milestone comes during a period of accelerated growth for the airline, which is currently adding more than 100,000 new members each month.

Initially launched in 1992, EuroBonus has shifted its focus from a traditional frequent flyer program to a broader lifestyle ecosystem. Today, the program integrates approximately 2,000 partners, allowing members to accumulate points through daily spending, financial services, and hospitality partnerships. SAS has also introduced core service perks, such as complimentary inflight Wi-Fi, to boost sign-ups.

Paul Verhagen, Chief Commercial Officer at SAS, stated that the program's growth reflects a strategy to increase daily relevance for customers. By diversifying into debit and payment cards and expanding partner networks like Scandic, SAS aims to maintain engagement regardless of how often a member flies.

This growth milestone coincides with the airline's 80th anniversary year. The program currently remains the largest loyalty scheme in Scandinavia, serving as a primary tool for customer retention as the airline navigates the competitive aviation market.