The Scandinavian airline writes a new chapter in its commercial strategy, launching SAS Holidays and claiming a share in one of the fastest-growing markets of European tourism. A strategic move that places the Scandinavian company alongside Jet2Holidays, EasyJet Holidays, and Eurowings Holidays, which in recent years have grown into major players in the European travel industry.
SAS officially enters the holiday package market with the new SAS Holidays product, combining flights, hotels, transfers, and additional services for almost all destinations in its network.
Unlike Jet2, EasyJet, and Eurowings, which created their own tour operators, SAS chose to partner with TripX Travel AB, a Swedish company that fully handles the management, legal coverage, and quality of the packages. SAS Holidays packages include stays in approved, selected hotels in the arrival cities as well as surrounding areas, with an emphasis on reliability and safety.
The company is also investing significantly in its loyalty program. EuroBonus members earn points as well as Level Points with every package, directly enhancing their status upgrade journey. At the same time, Silver, Gold, and Diamond members retain all their privileges from free seat selection and extra baggage to lounge access even when purchasing an SAS Holidays travel package.
The airline holiday package sector is evolving into a goldmine for European companies. Jet2Holidays has emerged as one of the largest tour operators in the United Kingdom, while EasyJet Holidays recorded a 27% revenue increase in fiscal year 2024/25, surpassing £1.4 billion. Eurowings Holidays aims for 300 million in turnover this year, targeting a top-10 position in Germany and even higher goals in the coming years.
With SAS Holidays, SAS is claiming a share in a market where airlines are no longer limited to flights but are transforming into full-service travel providers. The move is expected to substantially strengthen the companys profitability and elevate its brand in an era of increased competition and customers seeking safe, ready-made, and flexible holiday packages.
