All the latest on releases and updates

    7 APRIL 2017

    Each week, we release new functionality, updates and bug fixes. And this week we introduced a new version of the check-in page that offers a more seamless experience since you can now buy lounge access at the same time as you select your favorite seat.

    This means that if you’re traveling on SAS, you can relax in one of our stylish SAS Lounges before your trip, even if you’re not traveling in SAS Plus or SAS Business. You can pay using a credit card or your EuroBonus points.

    We also released an update that allows you to rebook your trip in the event of a cancellation, directly on our website. In most cases, you’ll be automatically rebooked on the next available flight. But if you prefer, you can manage your booking yourself and choose a trip that suits your schedule better.

    We’ll continue to release new features every week, so do pop by this blog to stay updated.

    Our upgrades get an upgrade 

    30 MARCH 2017

    At SAS, we’ve realized that collaboration and relevant partnerships are crucial elements for a successful digital transformation. It’s about bringing together the right expertise – both internal and external – around a shared long-term strategy. 

    Since last year, we’ve been working actively on our upgrade product. This was based on travelers’ reports of a scattered experience, which led us to take a crucial first step towards improving the way our upgrades work. 

    After consolidating internal processes, we started looking at the ways to actually get an upgrade. While continuing to work on core functionality, we decided to team up with a partner that could offer us the flexibility our travelers were asking for. 

    In April 2016, together with Plusgrade, a company with relevant cutting-edge technology, we launched a new upgrade experience called SAS Upgrade. The new solution allows travelers to bid for even better seats and enables EuroBonus members to pay using points or cash. 

    Since launching SAS Upgrade, we’ve introduced upgrades for fixed amounts on some routes and during certain periods. It’s now also possible to upgrade in the SAS App. And we’re constantly testing new offerings to make the experience even better.

    In the past weeks, for example, we’ve made it possible for EuroBonus members to give an upgrade to someone else. We know our travelers see this as a precious gift – who doesn’t want to travel in more comfort? Again, this is all thanks to a fruitful partnership.

    "Plusgrade has found a true partner in SAS. It’s inspiring to collaborate with a group that has a constant commitment to pushing innovation, bringing exciting new ideas to market and a clear focus on ‘what’s next’ – always keeping a customer-first approach,” says Ken Harris, CEO of Plusgrade. 

    So, why not spoil someone you like with an upgrade?

    upgrade live in Norway

    28 MARCH 2017

    We are now live with our new website in Norway at, completing our Scandinavian launch. This means that our largest markets are now all on our new digital platform, making travel easier for our customers in Scandinavia.

    As with all of our launches, we’re continuing act on customer feedback to make the digital experience even better.

    People are enthusiastic in telling us what we’re doing well and where we can improve. This information is invaluable in our digital development and guides us in creating smart digital solutions that save time and make life easier for our travelers.

    We also gain valuable information from our user experience testing and from analyzing user behavior on our sites that we can use to optimize design and functionality.

    Naturally, gathering all of this feedback and data leads to concrete actions and fixes that we release on a weekly basis.

    In the last week, we’ve made improvements related to booking, checking in, managing your profile, payment and content-related issues. And as we announced last week, now you can pre-book your preferred seat, pre-order meals and buy extra baggage more smoothly on our fresh, new site. 

    Travel extras now on our new site

    16 MARCH 2017

    Booking trips just got a lot smoother – and better looking, too. This weekend, we released a new version of our site that allows you to buy ancillaries, or travel extras, like pre-booked seats, extra bags and meals on our fresh, new site. This means you won’t be redirected to our old site for new or existing bookings and making your trip more comfortable will be easier than ever.


    We’ve also listened to our travelers who have specifically asked for a more detailed seat selector that includes emergency exits and aircraft type. Take a look – we hope you like the result.

    /SAS Digital Team

    Pages now loading faster

    MARCH 2017

    One of the true pain points during the first weeks of launching our new site has been page loading times. The booking engine itself was speedy, but opening up the start page for the first time simply took too long.  

    This morning, we implemented a number of fundamental changes on the start page. The result: Our initial testing tells us that, on average, it now takes about 1.7 seconds to load. A significant improvement, we think!

    /SAS Digital Team

    Going live

    MARCH 2017

    In the past six months, we’ve collected feedback from our Beta site, conducted user testing and made data-driven changes accordingly. Right now, we are in a state where we can call the site to be a minimum viable product (“MVP”).

    In agile software development an MVP has just enough core features to deploy it. In other words, it has very basic functionality. Releasing an MVP accelerates learning and maximizes time spent on relevant development with the right focus. It differs from the conventional strategy of investing time and money to implement whole product before verifying whether customers want the product or not.

    This quite popular image below represents the agile way a limited yet functional product is evolving. Thank you Henrik Kniberg for allowing us to share this great illustration with our travelers.


    We’ve already launched our new site in Denmark and Sweden. It still lacks some of the core functionality we offered on our old site. For example, you can’t book award flights using the new design. In these situations, we still need to direct travelers to the old site. Being one of Scandinavia’s largest e-commerce sites we also have a great deal of partner integrations and dependencies. Most of them are still directed to the old site but, as we build new experiences, we will take them onto the new site one-by-one.

    So, at the same time as we launch sites, we are following our roadmap to implement the solutions travelers have been enjoying on our old sites. The pace of doing this will be decided together with the continuous user testing and feedback received. Using an agile approach, we know that what we bring into our development iterations actually reflects what has the highest relevancy for our travelers.

    /SAS Digital Team

    Better overview of booked trips

    MARCH 2017

    We’re really happy to report that we’ve completed another iteration and carried out several fixes on our sites. 

    Thanks to feedback from our travelers, we learned that our logged-in EuroBonus members have had problems finding their booked trips. We’ve addressed this and now booked trips are visually highlighted using red badges in the journey bar at the top of the page. User testing has confirmed this as an improvement but we will keep improving to make sure everyone finds their booked trips in an easy way.

    /SAS Digital Team


    MARCH 2017

    Right after we launched our new Swedish site at, we discovered that some of our members weren’t able to log in using their registered email address as username. When trying to log using this specific email, users got an error message describing other ways to log in. It became clear that in our development process, we had underestimated how this group of users prefers to log in.

    This issue didn’t have the same impact during the Beta testing we carried out during the summer/fall or when we launched our new site in Denmark last November. And as a result of the amount of feedback we received, we made the decision to change this right away. Within 24 hours of the release, email login was a go.

    Today, you can log in to your profile using your username, email address or EuroBonus number or Travel Pass number. 

    /SAS Digital Team

    Welcome onboard

    MARCH 2017

    And thanks for joining us at our new digital development blog. This is where we’ll be giving you information about how we’re working to develop our new digital platform. And we’re eager to share our experiences, challenges and milestones along the way.

    Our new platform is the foundation and gateway for our digital future. It will enable us to build fresh proprietary solutions to make travel easier and more joyful. And it will also unlock true omnichannel experiences, allowing travelers to move seamlessly from one device to another. We understand that time matters to our travelers – this is the foundation of everything we do.

    As we move towards launching the new platform, there’s a flurry of activity going on behind the scenes. Some of the challenges are, of course, general digitalization and transforming processes and systems. In this blog, however, we’ll focus on more customer-facing developments like the new SAS website.

    Building a new platform from scratch is a huge undertaking for any company. It involves brave decision-making and extensive user testing. Communicating with users and constantly making improvements.

    This is just the start. We’re not finished yet, but we’re well on our way. So stay tuned – exciting times are ahead.

    /SAS Digital Team


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