SAS EuroBonus enters partnership with the Tryg Group
The new partnership between SAS EuroBonus and the Tryg Group expands the program’s everyday relevance by allowing members to earn points on essential insurance products across Scandinavia. The collaboration strengthens EuroBonus as a broader lifestyle program and deepens SAS’ engagement with members beyond travel.
The initiative is being rolled out in Norway, Denmark and Sweden, enabling EuroBonus members to earn points when purchasing selected insurance products from Tryg or Trygg‑Hansa.
The partnership reflects a shared ambition to integrate loyalty benefits into more of the decisions members make throughout the year.
“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,” says Madeleine Svantesson, Head of EuroBonus Partners at SAS.
EuroBonus members will earn points on selected insurance products from Tryg in Denmark and Norway or Trygg‑Hansa in Sweden. The point accrual creates a clear link between insurance and the travel benefits members already use, making the loyalty program more relevant across a broader set of everyday choices.
“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,” says Niklas Idén, Head of Private at Trygg‑Hansa in Sweden.
SAS celebrates 80 years of connecting Scandinavia with the world this year, while the Tryg name carries nearly 130 years of history – and has safeguarded lives and property for almost 300 years. The partnership is rooted in a shared Scandinavian tradition of quality, trust and long‑term commitment.
For more information, please contact:
SAS Press Office: +46 8 797 2944
SAS, Scandinavia's leading airline since 1946, operates a global hub at Copenhagen Airport (CPH), complemented by hubs in Oslo (OSL) and Stockholm (ARN).
Our mission is to connect Scandinavia with the world and the world with Scandinavia. Each year, SAS serves more than 25 million passengers and transports 55,000 tons of cargo to 135 destinations across Europe, the USA, and Asia. With a relentless focus on operational excellence, SAS ranks as one of the most punctual airlines in Europe and the world. Together with a passionate workforce of over 10,000 colleagues, we collaborate with partners and customers to drive transformative changes in aviation. We are committed to significantly reduce CO₂ emissions from our flight operations in line with international aviation climate frameworks, embodying the visionary spirit of our founders: “To move from the old to what is about to come, is the only tradition worth keeping.”
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