scandinavian airlines Launches Bid-for-Upgrade Program, Offering Passengers Control Over Seat Selection
COPENHAGEN, Denmark – September 12, 2025 – Scandinavian Airlines (SAS) has introduced a new program allowing economy passengers to bid for upgrades to SAS Plus or Business Class, providing a potentially cost-effective alternative to fixed-price upgrades. The initiative, launched today, aims to optimize seat utilization and offer travelers greater flexibility in managing their travel experience.
The program addresses a growing demand for enhanced comfort and control over airline seating. Passengers with confirmed economy class tickets on select SAS flights can now submit bids for an upgrade within a specified timeframe before departure – typically between 30 hours and 24 hours. The airline evaluates bids and notifies triumphant bidders, charging the amount they offered. This system allows passengers to secure upgrades at prices potentially lower than standard upgrade fees, while SAS maximizes revenue from unsold premium seats.
SAS’s bid-for-upgrade program is currently available on a growing number of routes within Europe and to North America. passengers can access the bidding platform through the “manage Your Booking” section on the SAS website or mobile app after receiving an invitation email. The airline does not disclose the minimum or maximum bid amounts, emphasizing that successful bids depend on availability and the level of other submitted offers.
The introduction of this program aligns with industry trends toward dynamic pricing and personalized travel options. Airlines like KLM, Lufthansa, and Qantas already operate similar bid-for-upgrade systems, demonstrating a consumer appetite for this type of service. SAS anticipates the program will enhance customer satisfaction by providing a transparent and competitive upgrade process.
