SAS’ CEO: “Innovation is part of our heritage”

The world is changing and SAS along with it. But one thing remains the same: We will remain at the forefront of innovation.

To move from the old to what is about to come is the only tradition worth keeping.” These are the wise words of Marcus Wallenberg, one of the owners of SAS when the company was founded in 1946.

Innovation has always been key for us. This is why digital innovations are one of our biggest areas of investment in the coming five years in addition to investing in new and energy-efficient aircraft.

One digital initiative is Turi, our artificial intelligence travel assistant who can make your travel experience better, from booking your trip to checking you in, getting your bag tags, helping you through security and updating you on your flight status to just being with you as a helping hand throughout your journey.

Solving the important transition to more sustainable aviation is also about -innovation and this is a challenge we take seriously at SAS. Reducing CO2 emissions is our first priority.

Our new and modern aircraft emit up to 18% less CO2 and our biofuel collaboration with Preem is another important step in reducing our carbon footprint. For the emissions that we can’t eliminate, we’re working with carbon offsetting. Last year, we started offsetting all Youth tickets and now all tickets booked with a EuroBonus number on SAS-operated flights are being offset.

Change is part of our heritage and must continue to be part of our business as the industry moves towards an exciting and challenging future. 

Rickard Gustafson
President & CEO, SAS

Did you find this article inspiring?

Give it a thumbs up!



Close map


From the article

Share this tips


Looking for something special?

Filter your search by