Norwegian targets SAS business customers

Norwegian Air is actively pursuing SAS’s regular business customers by offering an upgrade to the highest level of its own loyalty program, Norwegian Reward, to all customers who are either gold or diamond members with SAS. This upgrade includes benefits such as accelerated security checks, priority boarding, free seat selection, and complimentary baggage. Norwegian has adjusted its business model over recent years to better cater to business travelers and frequent flyers. The move is seen as a direct assault on SAS, particularly targeting their key demographic—business travelers. While Norwegian is not part of a similar alliance, SAS has recently moved from Star Alliance to SkyTeam, giving it access to sell tickets across the member airlines’ networks. This aggressive strategy comes as Norwegian has already been gaining market share among business travelers.