SAS has unveiled a new brand campaign, “We’re proud to serve the toughest crowd,” reaffirming its commitment to Scandinavian values and premium service.

For UK-based business travellers, the move highlights SAS’s focus on meeting the high expectations of frequent flyers, promising enhanced reliability and comfort on routes across Northern Europe and beyond.

SAS has been named the world’s most punctual airline for May 2025, topping both the Global Airlines and European Major Airlines categories in Cirium’s monthly performance report.

Scandinavian Airlines is introducing Flavors by SAS, a new food and beverage concept launching on 1 October 2025, which will offer a broader, globally inspired culinary experience to passengers starting with the new European Business Class before expanding to lounges and intercontinental routes.