Photo: Shutterstock Scandinavian airline SAS announced the launch of a new service designed to upgrade its customers' travel experience and ensure continuous connectivity throughout the journey.
As part of a collaboration with Hubby eSIM, the company's passengers will receive access to cellular browsing at the destination they are flying to, at no additional charge and subject to the terms of the plan.
The move is intended for members of the EuroBonus frequent flyer club on international flights, allowing them to connect to the network immediately upon landing, without the need to search for a Wi-Fi network at the airport or purchase an expensive roaming package.
SAS explains that the new service is designed to solve one of the most familiar problems for international travelers, lack of connectivity immediately after landing. With the eSIM, it will be possible to order a taxi, use navigation apps, check hotel reservations or contact family and colleagues within the first minutes after leaving the plane.
The company explained that their goal is to enable passengers to stay connected throughout their journey, from the moment they board the plane until they reach their destination.
SAS AIRLINES. Photo: ShutterstockThe new benefit joins the Wi-Fi service offered by SAS on its flights. While passengers can connect to the onboard wireless internet during the flight, the new eSIM comes into play upon landing and provides continued, uninterrupted connectivity.
The company notes that the service will be available in a wide range of destinations around the world, from major cities like New York and Tokyo to other popular destinations in Asia, Africa, Europe and the Middle East.
Tokyo. Photo: ShutterstockThe eSIM will appear directly in the SAS app and will be available for installation before takeoff. Passengers will be able to manage the benefit alongside other travel details, including flight tickets, flight updates and other services.
The move reflects a growing trend in the aviation industry, in which airlines seek to expand the digital services they provide to customers beyond the flight itself, and offer a comprehensive and seamless travel experience.
With the new launch, SAS becomes one of the first airlines in the world to integrate eSIM service as an integral part of the flight experience, giving passengers connectivity even after landing. In December 2025, Romanian flagship carrier TAROM announced a partnersnip with Ubigi aimed at offering passengers a free 1 GB eSIM after booking, providing instant internet access on arrival abroad.