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Dear premium member,
One of the most exciting years for us at SAS is coming to an end, and it’s time to look back and remember some of the great moments of 2015. But before I summarize, on behalf of the entire SAS family, I would like to thank you for your loyalty during the year.
Last week we were happy to announce one of the best annual results for SAS in many years, + 1,174bn SEK before non-recurring items and tax.
After our successful New Cabin event in February, we have upgraded another six long-haul cabins so far, and have received two new aircraft with the new cabins. Customer ratings tell us that this has been highly appreciated, with world-class satisfaction levels on cabin comfort and several other cabin-related measures. This was the first step in our new long-haul strategy rollout where we later also launched our new route to Hong Kong and several increased frequencies on intercontinental routes, and announced three new destinations in the US.
Along with our long-haul strategy, we have introduced a new food and beverage concept in our Business cabin for which we have received fantastic feedback. In addition, our lounge offering underwent significant changes in 2015 when we upgraded our international lounges at Arlanda and Gardemoen and introduced the café lounge concept at domestic airports.
This past year, we enjoyed great momentum with our We are Travelers concept. We are closing this successful year with over 1.6 million followers in social media, 1.4 million readers of our onboard magazine, Scandinavian Traveler, several awards in Scandinavia and internationally, and all-time high brand preference among frequent travelers.
The EuroBonus program now counts 4.2 million members, with only 800,000 left to reach our target of five million. We entered into 11 new partnerships in Scandinavia this year and next year, we will take significant steps to make the program even better for you. First of all, we will introduce an easy way to book award flights and ensure that you enjoy even more access to them. We will also make it easier for you to maintain your tier level. For example, you will be able to use your family members' Basic points towards your own tier level status and it will be easier to achieve "Lifetime Gold” status.
Looking into 2016, we foresee another exciting year for SAS. To highlight just a few things, we will launch our new digital platform with a new design and new functionality, introduce changes to our short-haul food and beverage offering, receive the first of our new A320 planes and, of course, start operating our new routes to Los Angeles, Miami and Boston. We will also be inviting you to celebrate SAS's 70 years in the industry.
Thank you for your loyalty during the year and we look forward to welcoming you onboard in 2016!
Season’s Greetings and Happy New Year!
Best wishes,
Eivind Roald Executive
Vice President & Chief Commercial Officer, SAS Group