Loyalty Takes Flight: SAS Nudges Members Toward Greener Choices

Recently, on the "Let’s Talk Loyalty" podcast hosted by Paula Thomas, Olivia Wasniewski, Head of the EuroBonus Program at Scandinavian Airlines (SAS), offered an insider’s perspective on the evolution of EuroBonus, SAS’s loyalty program, and the airline’s innovative approach to keeping customers engaged.

EuroBonus: From Frequent Flyer Perks to Daily Rewards

Originally launched in 1992 as a frequent flyer program, EuroBonus has expanded far beyond its roots. With over 2,000 partners, members can now earn points through everyday activities—not just flights. This change shows a broader trend in loyalty programs, blending convenience with travel excitement to build long-term engagement.

As Olivia noted:

We are on a journey to become more of a loyalty program that you can use in your daily life, not only for frequent flyers.

Keeping Customers Loyal Over the Long Haul

Olivia shared personal insights on long-term loyalty, likening it to her own gym membership. Though her visits decreased after becoming a busy mom, she remains loyal because of the emotional connection and familiarity. Similarly, SAS aims to foster enduring loyalty by being an essential part of customers’ lives, particularly in Norway, where challenging terrain makes air travel indispensable.

Adapting Through Challenges: Alliances & Mystery Flights

SAS’s transition from Star Alliance to SkyTeam brought unique challenges—and unexpected opportunities for engagement.

We had people up in the air, departing in one alliance and landing in another—partly because airline planes are always flying, but also because some customers did this intentionally, just for fun. It really shows how engaged our customers are. For them, it was a cool, once-in-a-lifetime experience—like standing between two countries with one foot in each. They wanted to try flying on a two-alliance journey.

Innovation also fuels SAS’s marketing, exemplified by the "Destination Unknown" campaign. Members redeemed points for a mystery trip without knowing where they were headed—even the tickets and boarding passes simply said "unknown." Olivia described the campaign as a huge success, with exciting touches like a DJ at the gate to build anticipation.

The destination remained a secret until just before landing when passengers discovered they were heading to Athens. The surprise trip didn’t just create memorable experiences; it also fostered genuine connections among the travelers. Many passengers bonded during the adventure, exchanging contact information and creating a unique sense of community that lasted well beyond the flight.

Pioneering Sustainability with Conscious Travelers

Sustainability is a cornerstone of SAS’s strategy. The EuroBonus program includes "Conscious Travelers," an initiative encouraging eco-friendly choices, such as purchasing tickets with sustainable aviation fuel or joining educational efforts. Members who complete 10 steps receive exclusive rewards, such as a visit to Heart Aerospace, a manufacturer of SAS aircraft.

Sustainability is incredibly important. As a loyalty program, we have the ability to gently nudge people in the right direction.

Innovation, Engagement, and Sustainability

From its humble beginnings as a frequent flyer program to its transformation into a comprehensive loyalty ecosystem, EuroBonus exemplifies how brands can evolve to meet customers' changing needs.

Olivia’s stories offer just a glimpse of how SAS, fueled by the Comarch Loyalty Marketing Platform, is redefining customer loyalty. To dive deeper into these fascinating initiatives and hear her full insights, tune in to the episode of Let’s Talk Loyalty with Paula Thomas!