In a landmark collaboration, two of the Nordic region’s biggest travel industry players-Scandic Hotels and SAS-have announced a strategic partnership aimed at delivering enhanced benefits to their loyalty program members. Set to launch in early 2025, the initiative, titled “Friends with Benefits,” will offer exclusive perks to the more than 11 million members of Scandic Friends and SAS EuroBonus.
The partnership is designed to create seamless travel and accommodation experiences, allowing members of both loyalty programs to enjoy synchronised benefits across hotels and flights. The initial phase, launching in the first quarter of 2025, will feature status matching between Scandic Friends and SAS EuroBonus, as well as an easy point-conversion system between the two programs. Further enhancements are expected throughout the year.
Creating More Value for Travellers
The partnership marks a major step for both brands in providing their guests with more value and convenience. Jens Mathiesen, President and CEO of Scandic Hotels Group, expressed his enthusiasm about the collaboration: “This partnership showcases the strength of leading players in Nordic tourism to create value for millions of people on the move. We’re thrilled to offer even more reasons for guests to choose Scandic and SAS, and I look forward to seeing the benefits we can provide through this alliance.”
Echoing these sentiments, SAS President and CEO, Anko van der Werff, highlighted the unique opportunity the collaboration brings to enhance the travel experience. “Scandic is one of the most iconic hotel brands in the Nordics, and by teaming up, we’re delivering something truly special for our EuroBonus members. Whether in the air or on the ground, travellers will enjoy an elevated experience with more rewards and exclusive benefits.”
Loyalty Programs Enhanced
The partnership comes as Scandic launches a refreshed version of its loyalty program, Scandic Friends, which aims to strengthen its commercial offerings and build deeper customer loyalty. The new partnership with SAS aligns with Scandic’s ongoing strategy to expand its loyalty ecosystem and deliver more personalised, meaningful rewards to its members.
As the partnership unfolds, both Scandic and SAS are committed to offering their members more ways to enjoy their journeys, whether flying across the Nordics or checking into one of Scandic’s many hotels. With this new collaboration, the two brands are solidifying their positions as leading forces in the travel industry, creating a more connected and rewarding experience for travellers across the region.
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