SAS Joins SkyTeam: A Strategic Alliance Shift Amidst Challenges
Key Ideas
- SAS, a founding member of Star Alliance, will transition to join SkyTeam on September 1, 2024, marking a significant allegiance shift in the airline industry.
- The integration process of SAS into SkyTeam has been notably swift, attributed to the expertise of SAS teams and their familiarity with airline operations.
- SAS brings to SkyTeam its Eurobonus loyalty program with 8 million members and a strong Scandinavian presence, focusing on the North Atlantic market for long-haul flights.
- The airline is investing in sustainability initiatives, supporting the development of hybrid-electric aircraft and participating in Airbus' ZEROe program for hydrogen-powered airliners.
Ahead of the 2024 IATA AGM in Dubai, SAS announced its transition from Star Alliance to SkyTeam on September 1, 2024, following an equity investment by Air France-KLM. This move, a first of its kind, emphasizes the airline's strategic realignment. The integration process, usually lengthy, has been expedited by SAS's operational knowledge. Emphasizing its strong Scandinavian foothold, SAS brings its Eurobonus program to SkyTeam, focusing on the North Atlantic market. Challenges in the Asian market due to airspace closures lead the airline to concentrate on partnerships with Delta Airlines and Air France-KLM. CEO Anko van der Werff discussed future market expansions and sustainability efforts, including investments in hybrid-electric aircraft and collaboration with Airbus on hydrogen-powered planes. The airline's commitment to sustainability has been well-received by investors amidst ongoing business restructuring.