Star Alliance wasted no time in targeting SAS’ most loyal passengers after SAS Scandinavian Airlines left the alliance to join SkyTeam on September 1. This move came just days after Air France-KLM formalized its shareholding in SAS, making it logical for SAS to switch alliances to SkyTeam, where the Franco-Dutch group is a cornerstone. SAS EuroBonus silver members are now recognized as SkyTeam Elite members, with gold and diamond members being designated as ‘Elite Plus’. In response, Star Alliance launched a promotion offering SAS’ best customers a status match with many of its biggest airlines.
Star Alliance’s promotion for SAS EuroBonus silver and gold members is seen as a strategic move to retain customers and ensure business continuity. The offer allows members to request a like-for-like status match with airlines within the Star Alliance network. Star described its offer as compelling for customers in Northern Europe seeking connectivity and loyalty benefits. Despite SAS’ departure, Star Alliance emphasized that it still offers strong connectivity between Scandinavia and the world through its member carriers.
SAS President and CEO, Anko van der Werff, described the switch to SkyTeam as the beginning of a new era for the airline, opening new opportunities and expanding its global network. Other prominent members of SkyTeam include Delta Air Lines, Korean Air, Virgin Atlantic, and Saudia. Meanwhile, Star Alliance is targeting SAS EuroBonus members with its status match promotion, enabling them to seamlessly join one of over a dozen Star airlines. The promotion is available until November 30, 2024, and seeks to attract SAS members with silver or gold tiers.
The airline alliance landscape is characterized by fierce competition between the big three alliances – Star Alliance, SkyTeam, and oneworld. These alliances aim to offer airlines and their frequent flyers best-in-class perks to reward loyalty. Skift recently interviewed the new CEO of oneworld, Nat Pieper, to understand how his alliance is differentiating itself from the other two big alliances. The promotion by Star Alliance for SAS EuroBonus members is part of the ongoing battle between the alliances to attract and retain loyal customers.
The full list of Star Alliance member airlines participating in the SAS EuroBonus promotion includes Air Canada, Air India, Thai, and TAP Air Portugal, among others. The promotion allows SAS members to make the switch in just 60 seconds and offers varying terms and conditions based on the individual carrier. Star Alliance’s strong connectivity between Scandinavia and the world, with over 3,650 flights each month and connections to more than 1,070 international destinations, showcases its commitment to offering seamless travel experiences for customers. The promotion demonstrates Star Alliance’s determination to recover and retain its customer base following SAS’ departure.
