With growing low-cost competition, and dozens of frequent flyer programs available worldwide, SAS knew it needed to differentiate itself – and its customer experience – from other airlines. To kick off our research, we looked not only at competitors, but beyond the industry to discover relevant trends. We immersed ourselves in the lives and experiences of travelers, spending hours in existing SAS lounges, and interviewing travelers to discover first-hand their drivers, needs and pain points. Simultaneously we also worked with the SAS team to understand their organization, strategy and goals, and create a tangible experience framework together.
At the best of times traveling is disruptive – most of all to your routines, including exercise and healthy eating. And when you travel every week, like SAS’ core customers, this is a key pain. Thus the lounge value proposition was to “Make Me Better”. To create an experience that fits with – and enhances – travelers’ lifestyles, we looked towards an entirely new way of defining and potentially scaling lounges. Rather than just another space to sit and wait, this lounge concept served a clear purpose: a place that either inspires, educates or nourishes a traveler, or makes them stronger or healthier.
Underpinned by “Make Me Better”, the SAS Lounge is a place of rest and recharging, play and productivity, ideas and inspiration, lifestyle and healthy living composed of the Scandinavian Living Room, Health Club, and Members Bar & Restaurant. Most of these elements and experiences have come to life thanks to a partnership model, presenting travelers with brands, products and services they identify with. The result is a unique lounge experience, allowing travelers to make the most of their time, and positioning SAS as a lifestyle partner.
Every airport lounge should be this awesome Condé Nast Traveler
The Oslo Next Generation Lounge opened in September 2017, with plans for more already in the works. Exceeding both revenue and customer satisfaction targets, the pilot launched with six strategic brand partners – with potential for additional revenue streams in the future.