SAS Business Class Has Changed. Not All for the Better.
Why It Matters
SAS’s incremental upgrades boost its competitive edge, yet lingering service and cabin shortcomings risk eroding premium market share as European rivals elevate their offerings.
Key Takeaways
- •SAS reintroduced business class with Starlink Wi‑Fi, improving connectivity.
- •New lounges offer work pods but food quality remains disappointing.
- •A330‑300 business seats are functional yet lack modern cabin refresh.
- •Drink menu now features premium non‑alcoholic options like Fever‑Tree.
- •Service inconsistencies suggest need for crew training and branding.
Summary
The video examines SAS’s post‑Air France‑KLM transformation, zeroing in on its revamped Business Class product and lounge experience. After a three‑year hiatus, the reviewer flies a long‑haul A330‑300, noting the introduction of free Starlink Wi‑Fi and a modest seat redesign that remains fundamentally unchanged.
Key observations include ultra‑fast 500 Mbps Wi‑Fi, a lounge with private work pods but subpar buffet offerings, and a beverage program that now showcases high‑quality non‑alcoholic drinks such as Fever‑Tree ginger beer and a zero‑sugar Hugo cocktail. The cabin’s Thompson Vantage XLS seats are functional, offering USB‑A, AC, and ample storage, yet the overall aesthetic feels dated and the limited lavatory ratio adds to a cramped feel.
The reviewer highlights memorable lines like, “the menu is now one of the best and most interesting in‑flight menus on any European airline,” while also lamenting the absence of boarding music and inconsistent crew engagement. He suggests collectible souvenirs and more interactive service as ways to strengthen brand identity.
For SAS, these findings signal that connectivity and drink selection are winning points, but food quality, cabin refreshes, and staff training must improve to retain premium travelers and fully leverage its new ownership structure.
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