Over 1,000 sign for SAS ‘Destination Unknown’ flights

SAS promo for 'Destination Unknown' mystery flights.
Image Credit: SAS

SAS opened the possibility for EuroBonus members to sign up for the recently introduced flight experience “Destination Unknown” on Monday February 12th at 12 noon.

Within minutes, over 1000 members had signed up for the chance to embark on this mystery journey.

The Journey Begins

“It’s not the destination, it’s the journey” is the famous quote which has been attributed to Ralph Waldo Emerson the American philosopher. 

It seems Emerson was on the money, given the massive response to Scandinavian airline SAS’ ‘Destination Unknown’ mystery flight concept.

The announcement by the airline this week has sparked a frenzy among travelers, with over 1000 members signing up within minutes of the announcement.

An SAS Airbus A330 in flight.
Photo Credits: SAS

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Set for April 5, 2024, SAS EuroBonus members will converge at Copenhagen Airport, eagerly anticipating the mystery trip ahead.

From April 5th to 8th, 2024, SAS has invited EuroBonus members to partake in a journey shrouded in mystery.

The allure of an undisclosed destination clearly adds an extra layer of intrigue, ensuring that every mile flown is brimming with excitement until the big reveal.

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SAS CCO Comments

Paul Verhagen, SAS’s EVP & Chief Commercial Officer, expresses his enthusiasm for this latest marketing concept.

He believes that the allure of an unknown destination resonates deeply with travelers seeking an extraordinary experience.

“I am thrilled about this innovative concept, and I am confident that, just like me, a lot of travelers are excited by the idea of an unknown destination.”

“The prospect of embarking on an adventurous and mysterious journey with fellow enthusiasts, finding new connections and friendships along the way, is truly exciting.”

“SAS equals trust and quality and promises our passengers an adventure that will bring their travel experience to a new level. These are not just trips; they are extraordinary journeys that will stay with you for a lifetime,” says Verhagen.

An SAS Airbus A320neo on the tarmac after delivery.

Exclusive Access for EuroBonus Members

Securing a seat on this unparalleled journey is reserved exclusively for SAS EuroBonus members. Utilizing EuroBonus points, members can secure their tickets for Destination Unknown, ensuring an experience that’s both rewarding and unforgettable.


Additionally, all tickets are classified as biofuel tickets, reflecting SAS’s dedication to sustainable travel practices.

SAS, Scandinavia’s leading airline, with main hubs in Copenhagen, Oslo and Stockholm, flies to destinations in Europe, USA and Asia.

Spurred by a Scandinavian heritage and sustainability values, SAS aims to be the driving force in sustainable aviation and in the transition toward net zero emissions

In addition to flight operations, SAS offers ground handling services, technical maintenance and air cargo services. SAS is a founding member of the Star Alliance™, and together with its partner airlines offers a wide network worldwide.

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SAS launched its 'Destination Unknown' mystery flights on Monday, with over 1,000 people signing up within minutes of the release.
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