Summary:
- SAS has renamed its ‘Conscious Traveler’ initiative to ‘EuroBonus ChangeMakers’, strengthening its connection to the airline’s loyalty programme and long-term transformation strategy.
- The initiative enables EuroBonus members to engage with activities linked to environmental, social and governance priorities, including SAF adoption and operational efficiency.
- SAS plans to expand the programme with new actions and member touchpoints, supporting greater customer engagement across sustainability and business improvement initiatives.
SAS is updating the name of its customer initiative ‘Conscious Traveler’ to ‘EuroBonus ChangeMakers’. The new name is designed to strengthen the link to the EuroBonus programme and clarify how members can take part in SAS initiatives already underway across operations, customer experience and the company’s long‑term transformation.
The updated framework also reflects a broader ESG perspective, ensuring that ChangeMakers connects to SAS’ work across environmental, social and governance priorities.
“EuroBonus ChangeMakers provides a clearer and more direct way for our members to take part in the direction we are moving as an airline,” said Paul Verhagen, Executive Vice President & Chief Commercial Officer, SAS. “It connects everyday actions with the broader improvements we are driving at SAS, and it recognises those who want to contribute to that progress. We see a growing interest from our members in understanding how their choices can support the work we are doing with fleet renewal, more efficient operations and the increased use of SAF – Alternative Aviation Fuel. ChangeMakers gives them a simple and meaningful way to engage in that journey.”
EuroBonus ChangeMakers gives members the opportunity to complete simple actions during their travels that support SAS’ broader improvement efforts. Members who complete ten actions within a calendar year receive a digital ChangeMakers badge and 5,000 Bonus points and 5,000 Level points.
The initiative is designed to make it easier for travellers to take part in selected activities connected to SAS’ ongoing work, including initiatives aimed at reducing climate impact through measures such as the increased use of SAF, as well as activities related to social sustainability. All activities in the programme are tied to areas where SAS tracks progress using defined internal metrics, while the overall impact of individual actions may vary.
The activities within EuroBonus ChangeMakers vary in their environmental impact. While some actions are linked to areas such as SAF or operational efficiency, the overall emissions reduction is primarily driven by SAS’ operational and technological changes rather than individual customer actions.
In the coming months, SAS will continue developing new actions and touchpoints for members, ensuring the programme remains closely aligned with the company’s long-term commitments and the priorities of EuroBonus.
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