Press release

Amadeus brings AI-powered pricing to SAS driving measurable revenue growth

July 20, 2026
2 min read
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Aircraft of SAS in the air_A330
Joanna Seymour-Taylor
Joanna Seymour-Taylor
Head of Communications EMEA - Amadeus
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Amadeus Air Pricing Optimization leverages AI and real-time data, allowing SAS to calculate optimal fare price for passengers

Amadeus is supporting Scandinavian Airlines (SAS) in optimizing fare pricing through the deployment of Amadeus Air Pricing Optimization (AAPO) across the airline’s entire network. Powered by AI and real-time data, AAPO has already generated an average revenue increase of more than 3% in initial markets where SAS implemented the solution on its website and NDC-enabled channels. For passengers, this translates into a better shopping experience. Prices evolve more smoothly in response to demand, avoiding sudden jumps between booking classes that can often create uncertainty when searching for flights.



This AI-powered solution creates a more transparent and consistent pricing experience, helping travellers feel more confident in their choices. For SAS teams, the impact is equally significant as they look to reduce the need for constant manual price adjustments, while maintaining full control through defined pricing strategies and guardrails. Airfare prices can be adjusted smoothly and continuously in response to demand without the need for refiling fares, helping to optimize pricing while easing operational complexity and allowing teams to focus on higher-value activities.

“At SAS, we have a vision to deliver an optimal experience for all our passengers, one that feels smooth and flexible across the shopping and booking journey. Implementing AAPO is part of that ambition, ultimately helping strengthen customer satisfaction, improve commercial performance, and advance our broader retail transformation goals.”

Erik Westman Chief Revenue Officer, SAS

SAS is working to capture the opportunities of modern airline retailing, developing customer-centric capabilities that position it for long-term growth. Deploying AAPO directly contributes to this ambition, adding an intelligent pricing layer to help respond in real time to demand and context.

“With Amadeus Air Pricing Optimization, SAS can deliver more continuous and contextual pricing, moving away from rigid booking classes, reinforcing traveler confidence while optimizing revenue performance.”

“With our foundation as a system of record, our deep integration across the industry, and our ability to run at production scale, supported by strong governance through our AI Office and strategic partnerships, we are helping the industry embrace AI with integrity and trust."

Maher Koubaa Executive Vice President Travel Unit and Managing Director EMEA, Amadeus

SAS is the joint flag carrier of Denmark, Norway, and Sweden, offering flights to over 150 destinations across Europe, the US, Africa, and Asia. Headquartered in Solna, Sweden, SAS offers seamless travel options for both leisure and business passengers.

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