SAS Prepares for Heightened Demand

This winter likely to see highest ever leisure traffic demand on SAS between Scandinavia and Bangkok – Customer satisfaction levels are up. New “Core SAS” strategies intensify customer focus while continuing streamlining process

Scandinavian Airlines in Southeast Asia has added an extra flight on its Copenhagen-Bangkok route for winter 2010-2011, raising frequency from six days a week to daily. 

The increase was made as early indications are that this winter will see the highest ever demand for leisure traffic on SAS between Scandinavia and Bangkok. The airline achieved its highest cabin factor ever for inter-continental flights this summer.

Bangkok-based Mr Niels Henrik Hansen, who took over as SAS Director and General Manager for Southeast Asia in September, said that a newly streamlined and restructured SAS was now focusing on future growth based on “Core SAS” strategies.

“Our Q3 results announced last week show SAS made major improvements in underlying earnings. It was only special ‘non-recurring’ items such as the volcanic ash cloud that kept us from profitability. Everyone can see and feel a new spirit and direction at SAS. We are once again optimistic about the future,” said Mr Hansen.

The “Core SAS” strategy is based on streamlined organisation, a reduced cost base, a stronger capital structure, and intensified customer focus aimed at business travellers with strengthened commercial offerings for all categories of passenger.

An increased focus on customers’ needs is now showing results. Monthly surveys of 8,000 SAS passengers show that customer satisfaction levels have increased in the last year despite the cost cutting programme, thanks to SAS staff efforts.

The new “Core SAS” direction has been boosted by recent developments.

In September announced SAS as the world’s most punctual airline. In October, SAS won the SimpliFlying Awards of Excellence in Social Media for the way it handled customer relations during the Icelandic volcanic ash crisis.

In July the International Travel Catering Association gave SAS a Mercury award for its highly functional and environmentally friendly comfort bag that it gives to longhaul passengers.

Environmental concerns remain central to the way SAS does business. The airline is currently the only one in the world with ISO 14001 and EMAS environmental certification.

Looking forward, SAS will start direct Oslo-New York in March 2011 and Copenhagen-Shanghai flights in winter 2011. SAS will also soon launch internet on board.


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