SAS, a prominent Scandinavian airline, recently announced a significant shift in its alliance strategy. After years within Star Alliance, SAS is set to embark on a new journey, joining SkyTeam, a move spearheaded by its acquisition by a consortium including Air France-KLM. This transition marks a pivotal moment for SAS travelers and, particularly, for members of its EuroBonus loyalty program.
For loyal flyers accustomed to the benefits and network of Star Alliance, this news may bring forth questions and uncertainties. What does this alliance switch mean for your hard-earned EuroBonus points? How will it affect your travel plans and future loyalty strategy? This article aims to clarify the situation, offering insights and actionable advice for SAS travelers as they navigate this transition with their Sas Travel Partners moving from Star Alliance to SkyTeam.
Understanding the SAS Acquisition and SkyTeam Alliance Move
The announcement came as SAS finalized a restructuring deal, choosing a consortium led by Castlelake, L.P., Air France-KLM, Lind Invest, and the Danish state as its new owners. This financial restructuring is accompanied by a strategic realignment: SAS will leave Star Alliance and join the SkyTeam alliance.
Read the official SAS announcement for detailed information.
The financial commitment is substantial, with the consortium investing USD 1,175 million into SAS, comprising both equity and convertible debt. Castlelake will also refinance existing SAS loans with a new USD 500 million facility. Post-restructuring, Castlelake will become the majority stakeholder, followed by the Danish State, Air France-KLM, and Lind Invest.
This alliance change is more than just a logo swap; it signifies a deep commercial cooperation between SAS and Air France-KLM. This partnership promises to enhance travel options and service quality, particularly for travelers within Scandinavia.
For current SAS AB shareholders, it’s important to note that the reorganization is expected to result in the cancellation and delisting of common shares and listed commercial hybrid bonds in 2024.
SAS leadership, including Chairman Carsten Dilling and CEO Anko van der Werff, express optimism about this new chapter, emphasizing the strengthened position of SAS within the airline industry through the SkyTeam alliance. Despite these corporate changes, SAS assures passengers that operations will continue as normal, ensuring seamless travel experiences.
EuroBonus Member Guide: Navigating the Alliance Transition
The shift from Star Alliance to SkyTeam will undoubtedly impact the SAS EuroBonus program. While the exact timeline for the alliance switch is still to be confirmed, it’s prudent for EuroBonus members to prepare for changes. Here are key steps to consider:
1. Stay Updated with Official SAS Communications
Your primary source of information should be SAS itself. Subscribe to the EuroBonus newsletter, regularly visit the official SAS website, and monitor your EuroBonus account for updates. Official channels will provide the most accurate details regarding the transition.
2. Strategic Point Redemption Considerations
Uncertainty surrounding program changes is natural during alliance transitions. If you have a substantial EuroBonus points balance and have travel aspirations, particularly with Star Alliance carriers, consider redeeming your points sooner rather than later. Award flight availability and redemption rules on Star Alliance partners may change after SAS officially departs.
Explore award flight availability and plan your trips with AwardFares (free signup).
3. Reassess Your Points Earning Strategy
If your EuroBonus point accumulation strategy heavily relies on Star Alliance flights, co-branded credit cards linked to Star Alliance, or hotel partnerships associated with Star Alliance, it’s time to re-evaluate. As SAS transitions to SkyTeam, earning opportunities will likely shift towards SkyTeam partners and associated collaborations.
Utilize tools like the EuroBonus Point Analysis and Forecast tool to understand your earning patterns and plan future accumulation strategies within the new SkyTeam framework.
4. Prioritize Star Alliance Award Bookings (If Desired)
If you’ve been planning a dream trip leveraging Star Alliance partners and using EuroBonus points – such as experiencing Lufthansa First Class with EuroBonus – now might be the optimal time to finalize those bookings before the transition takes full effect. Post-transition, EuroBonus redemptions on Star Alliance may become restricted or cease entirely.
Discover the best Star Alliance cabin options bookable with EuroBonus points and learn how to efficiently search for award availability using platforms like AwardFares.
5. Familiarize Yourself with SkyTeam and its Member Airlines
With SAS joining SkyTeam, it’s beneficial to become acquainted with the SkyTeam alliance, its member airlines, route network, and member benefits. SkyTeam is a global alliance comprising 19 airlines, covering over 1,150 destinations across 175 countries.
SkyTeam offers a range of passenger benefits, including:
- SkyPriority: A premium service tier providing priority check-in, boarding, baggage handling, and security for eligible passengers.
- Global Meetings: Services tailored for business travelers, including meeting planning assistance, airport support, and ground transportation coordination.
- Sustainability Initiatives: SkyTeam is committed to environmental responsibility and collaborates with member airlines to minimize their environmental footprint.
6. Engage with Travel Communities
Online forums and communities like FlyerTalk and airline-specific forums are invaluable resources for real-time updates, shared experiences, and strategies during alliance transitions. Engage with fellow travelers to stay informed and gain insights.
7. Monitor EuroBonus External Partnerships
Keep an eye on EuroBonus partnerships beyond airlines, such as hotels, car rental companies, and credit card issuers. Changes at SAS may trigger adjustments in these partnerships, impacting point earning and redemption options.
8. Share Your Feedback with SAS
As a EuroBonus member, your voice matters. If you have concerns, questions, or feedback regarding the program changes, communicate directly with SAS. Customer feedback can influence program evolution during significant transitions.
9. Explore Status Match Opportunities
Airline loyalty programs often offer status matches to attract elite members from competitor airlines. If the EuroBonus changes diminish your loyalty benefits, investigate status match opportunities with SkyTeam airlines or other programs to leverage your current status.
10. Exercise Patience and Flexibility
Alliance transitions are complex undertakings. Expect potential delays or adjustments during the process. Customer service wait times may increase, and certain processes might take longer than usual. Patience and flexibility will be crucial throughout this period.
EuroBonus Program Continuity: Insights from SAS FAQ
SAS addressed EuroBonus member concerns in a FAQ session on October 4th. The key takeaway is that, in the immediate term, the EuroBonus program remains unchanged.
Here are highlights from the SAS FAQ:
- EuroBonus Program Status: EuroBonus will remain SAS’s loyalty program. Members will continue to earn and redeem points on SAS flights as before. Status and tier benefits for SAS flights remain unchanged. Adjustments will be made as SAS transitions to SkyTeam. EuroBonus benefits on Star Alliance partners remain unchanged while SAS is still a member.
- EuroBonus Points Security: Your EuroBonus points are secure. You retain all earned points and can continue to earn and redeem them as usual.
- Tier Status Continuity: Your current EuroBonus tier status remains unaffected, including qualification period progress. Tier requirements and benefits are unchanged.
- Lifetime Gold Status: EuroBonus Lifetime Gold status will be honored even after the SkyTeam transition. Progress towards Lifetime Gold remains valid.
- Status Benefits on Star Alliance: While SAS remains in Star Alliance, your EuroBonus status benefits apply when flying Star Alliance partners. Similar status benefits are expected within SkyTeam post-transition.
- Point Earning on Star Alliance: EuroBonus Basic points earning on Star Alliance partner flights continues while SAS is part of Star Alliance.
- Existing Star Alliance Award Bookings: Existing Star Alliance award bookings will be honored, even for travel after SAS leaves Star Alliance.
- Point Redemption on Star Alliance: EuroBonus point redemption for Star Alliance award trips is still possible while SAS is in Star Alliance.
- Points Earning with Non-Airline Partners: Earning points with credit cards and other non-airline partners continues unaffected.
- Point Redemption with Non-Airline Partners: Redeeming points with non-airline partners (car rentals, hotels) remains unchanged.
- Star Alliance Partner Benefits on SAS: Star Alliance member program benefits are honored on SAS flights, and miles/points from other Star Alliance programs can be used on SAS flights while SAS is in Star Alliance.
Embracing New Horizons with SkyTeam and SAS Travel Partners
While change can be unsettling, particularly for loyal customers, it’s important to approach this transition with optimism. The move to SkyTeam and closer ties with Air France-KLM opens up new possibilities for SAS travelers.
Air France-KLM is a major global airline group, offering an extensive network spanning over 200 destinations worldwide. This translates to a broader range of flight options and potentially enhanced connectivity for SAS customers.
Advantages of Air France-KLM and SkyTeam:
- Extensive Global Network: Access to over 200 destinations worldwide, including key cities across Europe, North America, Asia, Africa, and the Middle East.
- Flying Blue Frequent Flyer Program: Air France-KLM’s joint loyalty program, Flying Blue, offers miles earning and redemption opportunities across a vast network, along with elite status benefits.
- Loyalty Program Perks: Flying Blue membership provides benefits such as priority services, lounge access, and extra baggage allowance, enhancing the travel experience.
- Customer Service Excellence: Air France-KLM is recognized for its commitment to customer service, ensuring a positive travel journey.
- Modern Aircraft Fleet: Passengers can expect a comfortable and modern flying experience with Air France-KLM’s contemporary fleet.
Enhanced Travel Experiences with Air France/KLM:
- A la Carte Dining: On long-haul flights, both Air France and KLM offer a la carte dining options, allowing passengers to personalize their in-flight meals.
- Premium Economy Class: Both airlines offer Premium Economy on long-haul routes, providing increased space and comfort compared to Economy Class, at a more accessible price point than Business Class.
- Business Class Excellence: Air France and KLM Business Class cabins offer top-tier comfort, including lie-flat beds, gourmet dining, and enhanced service.
Maximize Your EuroBonus Experience
Try AwardFares for free today to explore award flight opportunities and stay informed about the latest developments in the EuroBonus program and alliance transition. Upgrade to AwardFares Gold or Diamond for premium features like award alerts, seat maps, and flight schedules to become a true EuroBonus travel pro.
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