SAS has expanded its EuroBonus loyalty programme through a new partnership with insurance provider Tryg Group, allowing members to earn points on selected insurance products across Scandinavia.
The initiative is being rolled out in Norway, Denmark and Sweden, where EuroBonus members can collect points when purchasing eligible insurance products from Tryg or its Swedish brand, Trygg-Hansa. The move broadens EuroBonus beyond travel and aims to make the programme more relevant in everyday life.
The partnership links insurance purchases with travel rewards, giving members additional opportunities to earn EuroBonus points on products they already use throughout the year.
Madeleine Svantesson, Head of EuroBonus Partners at SAS, said: “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.”
SAS said the collaboration strengthens EuroBonus as a broader lifestyle programme while deepening the airline’s engagement with members beyond flights and travel-related purchases.
Under the agreement, members in Denmark and Norway will earn points through selected Tryg insurance products, while customers in Sweden will earn points through selected products offered by Trygg-Hansa.
The companies said the partnership reflects a shared ambition to integrate loyalty benefits into more of the decisions customers make throughout the year.
Niklas Idén, Head of Private at Trygg-Hansa in Sweden, said: “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.”
The partners expect the collaboration to help attract approximately 40,000 new customers across Scandinavia over the next five years.
The announcement comes as SAS marks its 80th anniversary of connecting Scandinavia with destinations around the world. Tryg, meanwhile, traces its roots back nearly 130 years, with a longer heritage of protecting lives and property across the region.
Both companies said the partnership is built on shared Scandinavian values of trust, quality and long-term customer relationships.
