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SCMP Reporter

TO ensure executive travellers the best, Scandinavian Airlines System (SAS) is constantly looking at ways to improve its high standard of service.

  ''In the last six months, we've increased the space between EuroClass [SAS' business class] seats, widened the seats, and introduced video Walkmans,'' said the general manager of SAS Hongkong, Soren Jespersen.

  ''In addition, our frequent-flyer programme, EuroBonus, has been extended to the Asia-Pacific region and has met with a fantastic response.''   SAS is more than an airline - as a group it owns more than 30 hotels worldwide, where business-class passengers can enjoy discounted prices.

  This allows it to provide a full range of integrated travel services, from the aircraft door to the hotel door and beyond.

  At the airport, SAS' EuroClass lounges offer passengers the chance to catch up on paperwork, read the latest newspapers or just relax over complimentary refreshments.

  A full reservations service for flights, hotels and car rental is provided, as are telephone, fax and telex facilities.

  SAS has more airport lounges for business travellers than any other airline.

  At the main hub, Copenhagen Airport, there are even conference rooms for hire in the EuroClass Lounge.

  ''At Kai Tak, EuroClass passengers may use the Cathay Pacific First Class Lounge,'' said Mr Jespersen.

  In the air, EuroClass cabins feature two-plus-two-plus-two seating, guaranteeing every passenger a window or aisle seat.

  ''With passengers spending most of their time seated, SAS looked at creating newer, more comfortable seats,'' said Mr Jespersen.

  ''The result was the EuroClass seats, which were developed by osteopaths, furniture designers and SAS engineers to provide maximum comfort on all journeys.''   Each EuroClass seat has adjustable lumbar and headrest cushions, as well as leg and foot rests which can be positioned according to individual preference.

  Another novel feature of EuroClass is the EuroSleeper seat.

  ''Fully reclinable, the EuroSleeper is the next best thing to a bed in the sky, and SAS is the only airline to offer such reclining seats to business class passengers,'' Mr Jespersen said.

  A limited number of these seats are available on intercontinental flights - including those from Hongkong - for a surcharge of US$300.

  And, to make the flying experience even more enjoyable and private, SAS provides personal video sets. There are 20 film titles for passengers to choose from.

  On arrival at the destination, the EuroClass passenger staying at an SAS hotel can often check in at the airport, and then go directly to a business meeting. SAS will deliver the luggage to the hotel.

  Another service available at principal SAS airports is the SAS limousine service.

  ''In Hongkong, there is a free limousine service to Kai Tak Airport for all EuroClass passengers,'' Mr Jespersen said.

  SAS has specially selected top-class business hotels at all major destinations worldwide, and all offer at least 10 per cent off the normal rate when booked through the SAS reservations system.

  Most provide a full range of business centre facilities.

  In addition, all SAS hotels offer flight check-in desks.

  This has proved extremely popular, as it allows passengers to obtain their boarding pass in the lobby after checking out of the hotel.

  Again, passengers can go on to business meetings, while their luggage is taken to the airport.

  The integration of these services was part of SAS' efforts to maintain its position as ''The Businessman's Airline'', since SAS had the biggest percentage of business travellers of any European airline, said Mr Jespersen.

  The concept of ''The Businessman's Airline'' originated in the 1980s and began with the bold step of phasing out first class.

  SAS recognised that as most business travellers were barred from flying first class by their company, it made sense to phase out a separate first class cabin.

  ''This eliminates the psychological barrier that might make EuroClass passengers feel they are not getting top treatment,'' said SAS President and chief executive Jan Carlzon.

  Airlines with first class cabins are limited in the services and innovations they can introduce to their business class cabins: too many features and services and it will be similar to first class - too few and it will be like tourist class.

  ''The move allows SAS limitless possibilities for its EuroClass cabins, and means a better service for our passengers,'' explained Mr Jespersen.

  He said the airline would be introducing other new services in the future to maintain its position as a leader in business-class innovation.

  He added: ''While our strategies and innovations have been copied, they have never been duplicated.'' 



SAS ensures clients remain high-fliers