SAS has announced plans for a new scheme which will reward customers for making “conscious choices”.

The SAS EuroBonus Conscious Traveler programme will launch in January, and will offer members a “variety of rewards” when they complete ten or more “conscious steps” during a calendar year.

More details on the rewards on offer and the steps which can be taken will be announced at the beginning of the year, but SAS said that “in time” steps will include:

  • Learning more about sustainable aviation fuel
  • Purchasing biofuel
  • Donating EuroBonus points to charity
  • Purchasing conscious products in the SAS EuroBonus shop to reduce your footprint at home
  • Reducing food waste by pre-ordering or opting out of meals
  • Opting for more sustainable choices during your entire journey

A landing page has been published with initial information at – members will need to provide their existing EuroBonus account number when completing steps.

The programme is similar to the Green Tier added to Qantas’ Frequent Flyer scheme in 2021.

Qantas Frequent Flyer programme adds new Green tier

SAS said that the launch of EuroBonus Conscious Traveler would see the carrier discontinue the provision of carbon offset to EuroBonus travellers, stating that “Rather than compensating after the flight has taken place, SAS believes the aviation industry needs to focus on reducing total emissions”.

The airline said that “At the heart of Conscious Traveler lies a single goal: the involvement of our customers in the journey toward net zero emission”, adding that “The strategy focuses on fostering awareness and motivating travellers to opt for sustainable choices whichever journey they are on”.

Commenting on the news Aron Backström, vice president, product and loyalty at SAS, said:

“SAS, together with the aviation industry, is on a journey toward a more sustainable future, and we invite our customers to join us in this effort. Together, we can drive this important transformation journey forward by involving the entire ecosystem of airlines, manufacturers, policy makers, suppliers, as well as the travelers themselves.

“The launch of EuroBonus Conscious Traveler reflects this reality and is a contribution toward the industry target of net zero CO2 emissions by 2050 – perhaps our most important journey yet.

“Through the Conscious Traveler initiative, we offer our passengers a platform to actively show their support and help SAS on our journey toward a more sustainable future. By opting for more conscious choices, they not only contribute to reducing their own carbon footprint but also earn well-deserved rewards for their commitment.”

SAS recently announced restructuring plans as part of its Chapter 11 process in the US, with a consortium including investment manager Castlelake, Lind Invest, Air France-KLM and the Danish government set to take control of the airline.

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