A couple of years ago, SAS realized it needed to make some changes to its loyalty program. In an effort to boost both customer engagement and the value proposition it offers, SAS, which is also known as the Scandinavian Airlines System, relaunched EuroBonus to provide a more relevant and convenient customer experience.
And this plan, apparently, has seemed to work out beautifully. In the two years since it was redesigned with a new tier structure, new rewards, and, most importantly, the ability to acquire and leverage the customer profile information needed to personalize services, EuroBonus has reached a whole new level of success.
Since 2014, the loyalty program has grown incredibly rapidly, and EuroBonus has just announced that it has surpassed the four million members mark.
“We are incredibly proud to have seen such vigorous growth in membership and that we now have four million EuroBonus members,” said Eivind Roald, Executive Vice President Commercial, SAS. “This shows that customers appreciate what we are doing, both in terms of our flight offers and also the offers we create together with our partner organizations.”
EuroBonus’ services include rewards earned from flights, hotel stays, car rentals, and even on a variety of everyday purchases. It is this flexibility that many members find so appealing. Once collected, EuroBonus points can then be redeemed at SAS itself or at any combination of the airline’s continuously growing list of partners.
The tier structure of SAS EuroBonus also includes Basic, Silver, Gold and Diamond membership levels. Each tier comes with its own progressively growing list of benefits such as access to SAS and Star Alliance lounges, extra baggage, Fast Track, and 24/7 customer service.
Furthermore, some of EuroBonus’ benefits are rather unique. For example, EuroBonus members can call and text each other for free via an app.
These are a few of the many reasons for the considerable growth of the program, which also makes an impressive contribution to the airline’s bottom line as well. SAS has reported that around 50% of its total revenue is generated by EuroBonus members.
“In the past few years, EuroBonus members have been more satisfied than ever and the program is very popular,” Roald continued. “There has been a 20 percent increase in the number of trips paid for with bonus points.”
Since the recent relaunch of EuroBonus, membership levels have steadily grown by around 50,000 a month, which is a trajectory that may continue for the foreseeable future.