(NEWS) STOCKHOLM, Sweden, 2026-Jun-15 — /Travel PR News/ — SAS is bringing its customer participation initiative closer to its EuroBonus loyalty programme as it broadens the framework beyond environmental actions to wider ESG priorities.
According to a press release published by SAS, the airline is renaming “Conscious Traveler” as EuroBonus ChangeMakers to make the initiative’s purpose clearer and show members how they can take part in selected activities connected to SAS’ operational, customer experience and long-term transformation work.
The refreshed framework also broadens the initiative beyond environmental messaging alone, connecting it to SAS’ wider ESG priorities, including environmental, social and governance areas. Members can complete simple travel-related actions linked to SAS’ improvement efforts, including activities associated with more efficient operations, fleet renewal and increased use of SAF, or alternative aviation fuel.
Under the programme, EuroBonus members who complete ten eligible actions within a calendar year receive a digital ChangeMakers badge, along with 5,000 Bonus points and 5,000 Level points.
SAS notes that the environmental impact of individual actions varies, and that most emissions reductions will come from the airline’s own operational and technological changes rather than customer behaviour alone. This makes the initiative more of an engagement and awareness platform than a direct emissions-reduction mechanism.
The airline plans to continue adding new actions and member touchpoints over the coming year, aligning the programme with its long-term commitments and EuroBonus priorities.
