The airline has renamed its customer initiative “Conscious Traveler” to “EuroBonus ChangeMakers”. According to SAS, the new name strengthens the connection to the EuroBonus programme and provides greater clarity regarding how members can participate in initiatives linked to the airline’s operations, customer experience and long-term transformation strategy.
The updated framework also reflects a broader environmental, social and governance (ESG) perspective, linking the programme to SAS activities across environmental, social and governance priorities.
Paul Verhagen, Executive Vice President and Chief Commercial Officer of SAS, said: “EuroBonus ChangeMakers provides a clearer and more direct way for our members to take part in the direction we are moving as an airline. It connects everyday actions with the broader improvements we are driving at SAS, and it recognises those who want to contribute to that progress. We see a growing interest from our members in understanding how their choices can support the work we are doing with fleet renewal, more efficient operations and the increased use of SAF – Alternative Aviation Fuel. ChangeMakers gives them a simple and meaningful way to engage in that journey.”
Through EuroBonus ChangeMakers, members can complete selected travel-related actions connected to SAS initiatives, including activities associated with increased use of Sustainable Aviation Fuel (SAF), operational efficiency measures and social sustainability programmes.
Members who complete ten qualifying actions within a calendar year receive a digital ChangeMakers badge, along with 5,000 Bonus points and 5,000 Level points.
SAS noted that while some actions are connected to environmental initiatives, overall emissions reductions continue to be driven primarily by operational and technological improvements implemented by the airline.
In addition to the programme update, SAS has entered into a new partnership with Tryg Group, allowing EuroBonus members to earn points on selected insurance products in Norway, Denmark and Sweden.
The collaboration will be implemented through Tryg in Denmark and Norway and Trygg-Hansa in Sweden. According to SAS, the partnership is designed to increase the everyday relevance of EuroBonus by connecting loyalty rewards with products and services beyond travel.
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| Madeleine Svantesson, Head of EuroBonus Partners at SAS |
Madeleine Svantesson, Head of EuroBonus Partners at SAS, said: “EuroBonus should deliver value in everyday life, not only when people travel. Our partnership with Tryg makes the program more relevant to more members and gives them points on products they already need. It is a natural extension of the EuroBonus universe – and a strong Scandinavian match between companies built on trust, reliability and great customer experiences.”
Under the agreement, members will earn EuroBonus points when purchasing selected insurance products. The companies stated that the initiative creates a connection between insurance services and travel-related rewards already used by programme members.
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| Niklas Idén, Head of Private at Trygg-Hansa in Sweden |
Niklas Idén, Head of Private at Trygg-Hansa in Sweden, said: “The goal of the partnership with SAS EuroBonus is to attract around 40.000 new customers in Scandinavia over the next five years. We see significant potential in combining Tryg’s reliability with a strong and well-known loyalty program like SAS EuroBonus, and the EuroBonus points create a clear link between insurance and the travel benefits members already use.”
SAS is celebrating its 80th anniversary in 2026, while the Tryg brand traces its history back nearly 130 years. The two organisations stated that the partnership is built on shared Scandinavian values focused on quality, trust and long-term commitment.
Tags: Paul Verhagen, SAS Niklas Idén, Trygg-Hansa
