SAS Dubai's successful first season sets high expectations

In SAS' first UAE season from end of October 2007 to end of March 2008 over 64 flights carried over 25,000 passengers, of which the demand from business travelers was higher than expected.

"SAS' Middle East expansion last October was well received by business and tourist travelers alike with consistent demand from businessmen flying to Copenhagen and beyond with onward connections to other parts of Northern," said Magnus Engstroem, General Manager UAE, SAS.

"SAS customers find the shortened travel time to Europe an attractive proposition and with a well-connected onward travel schedule to other major European cities, SAS's competitive fares is a catalyst in pushing customers SAS's way.

"The total share of the airline's income from the UAE last season was around 10% on the route which we expect to rise to 15% this year - an impressive figure considering this was the airline's very first season in the region."

The award-winning multi-national airline for Denmark, Norway and Sweden recently enhanced its SAS Business Class with a number of additional services. The new products include the introduction of a last-minute 'A' class business fare, a new comfort kit, upgraded audio visual on-demand (AVOD) and a 'breakfast on-the-go' concept.

Engstroem continued: "For many business and discerning leisure travelers our upgraded premium economy class - Economy Extra - is a comfortable option to Business Class. Economy Extra offers our customers a wide range of superior benefits, such as Business class check-in; bigger, wider and more comfortable seats; audio/video-on-demand; and a more attentive service."

Increased inbound travel from Scandinavia to the UAE also benefited SAS' first season in the region. "Tourist arrivals in the Middle East has surged by 12.9% in 2007 with UAE alone accounting for a 14% growth last year as compared to 5.3% in 2006," explained Per Moller Jensen, Vice President, SAS International Areas.

"Dubai's travel and tourism sector accounts for 19% of the emirate's GDP with a bulk of tourists coming from Europe. SAS hopes to tap into that statistic when the second season commences in end of October this year."

Another popular feature on SAS flights attracting UAE travellers was the 'Grab & Go' breakfast concept on flights that arrive in the morning. Passengers in the Business Class have the option of being served onboard or depart with their breakfast.

The airline has recently upgraded its in-flight entertainment system with additional audio channels. SAS now offers 30 audio channels and 46 video titles onboard.