{"id":54084,"date":"2025-12-30T08:57:06","date_gmt":"2025-12-30T07:57:06","guid":{"rendered":"https:\/\/finalcall.demowebprojects.com\/da\/?p=54084"},"modified":"2025-12-30T08:57:07","modified_gmt":"2025-12-30T07:57:07","slug":"har-sas-eurobonus-sejret-sig-selv-ihjel","status":"publish","type":"post","link":"https:\/\/finalcall.demowebprojects.com\/da\/har-sas-eurobonus-sejret-sig-selv-ihjel\/","title":{"rendered":"Har SAS EuroBonus sejret sig selv ihjel?"},"content":{"rendered":"\n

Kommentar: <\/em>SAS har haft ekstrem success med loyalitetsprogrammet EuroBonus, som de grundlagde i 1992. Medlemmerne v\u00e6lter ind og idag er programmet langt mere end blot en bonus for at v\u00e6re loyal mod flyselskabet. Det er en milliard-forretning, som nogle vurderer til at v\u00e6re mere v\u00e6rd end flyselskabet selv. Men successen har en pris. er EuroBonus blevet s\u00e5 popul\u00e6rt, at programmet er ved at sejre sig selv ihjel?<\/strong><\/p>\n\n\n\n

SAS EuroBonus har aldrig v\u00e6ret st\u00f8rre. Omkring 9 millioner medlemmer verden over. Aldrig har det v\u00e6ret lettere at skrabe bonuspoint sammen uden at s\u00e6tte sig i et flys\u00e6de. Kreditkort, online shopping, restaurantbes\u00f8g, kampagner, samarbejdspartnere i alle afskygninger \u2013 pointene v\u00e6lter ind. <\/p>\n\n\n\n

Selv statuspoint kan i dag optjenes uden at lette fra jorden, selvom det i sig selv er lidt absurd, n\u00e5r mange af fordelene f\u00f8rst giver mening, n\u00e5r man faktisk flyver.<\/p>\n\n\n\n

P\u00e5 papiret ligner det en succeshistorie. I praksis knager maskineriet.<\/p>\n\n\n\n

For mens medlemmerne samler flere point end nogensinde f\u00f8r, er det blevet sv\u00e6rere end nogensinde at bruge dem p\u00e5 det, som de fleste egentlig dr\u00f8mmer om: bonusrejser p\u00e5 langruter \u2013 helst p\u00e5 Business Class. Og helst p\u00e5 tidspunkter, hvor man faktisk har mulighed for at rejse.<\/p>\n\n\n\n

Her st\u00f8der vi ind i EuroBonus\u2019 helt store problem.<\/p>\n\n\n\n

Point i massevis \u2013 pladser i mangel<\/h3>\n\n\n\n

Der er ganske enkelt for mange point i oml\u00f8b i forhold til det antal attraktive bonusbilletter, SAS stiller til r\u00e5dighed. Is\u00e6r p\u00e5 Business Class, hvor v\u00e6rdien pr. point er h\u00f8jest, og interessen tilsvarende enorm. Hvis du ikke sidder klar pr\u00e6cis det minut, billetterne frigives \u2013 ofte 11-12 m\u00e5neder f\u00f8r afrejse \u2013 kan du n\u00e6sten lige s\u00e5 godt lade v\u00e6re.<\/p>\n\n\n\n

Og lad os v\u00e6re \u00e6rlige: de f\u00e6rreste kan planl\u00e6gge ferie et \u00e5r i forvejen.<\/p>\n\n\n\n

N\u00e5r man sp\u00f8rger SAS, f\u00e5r man ofte svaret, at der er<\/strong> mange bonusbilletter. Det er ogs\u00e5 korrekt. Bare ikke n\u00e5r det g\u00e6lder sommerferie, skoleferier og popul\u00e6re perioder. Her er der enten blackout-perioder eller ekstremt begr\u00e6nset adgang. Tilbage st\u00e5r \u00f8konomiklassebilletter i lavs\u00e6sonen \u2013 pr\u00e6cis d\u00e9r, hvor kontantpriserne i forvejen er lave og v\u00e6rdien af bonuspointene dermed bliver lavest.<\/p>\n\n\n\n

N\u00e5r man s\u00e5 oveni skal betale relativt h\u00f8je skatter og afgifter p\u00e5 bonusrejser, bliver regnestykket hurtigt trist. Merprisen op til en almindelig billet er ofte s\u00e5 lille, at v\u00e6rdien af pointene fordamper. Resultatet? Mange sidder med fyldte pointkonti og en voksende f\u00f8lelse af, at bel\u00f8nningen aldrig rigtigt kommer.<\/p>\n\n\n\n

Markedsf\u00f8ring og virkelighed taler ikke samme sprog<\/h3>\n\n\n\n

N\u00e5r SAS og kreditkortselskaberne markedsf\u00f8rer EuroBonus, bliver Business Class flittigt n\u00e6vnt. Dr\u00f8mmerejser, komfort, loungeadgang og flade senge. Det lyder fantastisk. Men at det i praksis er ekstremt sv\u00e6rt at finde disse pladser, er ikke en del af historien.<\/p>\n\n\n\n

Selv hvis man er ekstra heldig og finder en ledig billet den ene vej, er der ofte nul tilg\u00e6ngelighed p\u00e5 hjemrejsen. Og s\u00e5 falder hele projektet til jorden.<\/p>\n\n\n\n

Opgraderinger var tidligere en redningsplanke \u2013 is\u00e6r p\u00e5 langruter. Men ogs\u00e5 her er der sket en markant devaluering. Minimumsbuddene er steget voldsomt, og SAS presser aktivt kunderne til at h\u00e6ve deres bud i sidste \u00f8jeblik for at st\u00e5 bedre i k\u00f8en.<\/p>\n\n\n\n

De hints, man f\u00e5r om konkurrenternes bud, virker ofte mildest talt kreative. Eksempler p\u00e5 mails, hvor man angiveligt er nummer 25 til 5 pladser \u2013 og alligevel f\u00e5r opgraderingen uden at h\u00e6ve sit bud \u2013 rejser sp\u00f8rgsm\u00e5l. Enten er matematikken nyopfundet, eller ogs\u00e5 er transparensen det.<\/p>\n\n\n\n

En guldkalv med voksesmerter<\/h3>\n\n\n\n

Der er ingen tvivl om, at EuroBonus er ekstremt v\u00e6rdifuldt for SAS. Programmet genererer mange millioner – gennem salg af point til partnere, og det er en billig og effektiv markedsf\u00f8ringskanal. At kunne kommunikere direkte med millioner af medlemmer er langt billigere end klassisk reklame.<\/p>\n\n\n\n

Men et loyalitetsprogram er en kontrakt mellem to parter. Det skal give v\u00e6rdi begge veje.<\/p>\n\n\n\n

Point har ingen reel v\u00e6rdi, f\u00f8r de kan oms\u00e6ttes til noget konkret. Flyrejser. Opgraderinger. Oplevelser. N\u00e5r den del ikke fungerer, begynder fundamentet at sl\u00e5 revner. SAS har godt nok tilf\u00f8jet en del eksterne partnere igennem de senere \u00e5r, hvor man kan bruge sine bonuspoint, men v\u00e6dien er pointene er oftest ekstrem d\u00e5rlig, hvilket g\u00f8r de fleste af disse tilbud ganske uinteressante.<\/p>\n\n\n\n

Og lad os sl\u00e5 \u00e9n ting fast: bonuspoint er ikke gratis. \u00c5rsgebyrer p\u00e5 kreditkort, dyrere flybilletter, h\u00f8jere priser hos samarbejdspartnere \u2013 regningen ender altid hos kunden. Partnernes betaling for pointene skal tjenes hjem igen. Det er dig og mig, der betaler.<\/p>\n\n\n\n

Derfor er det ogs\u00e5 fair at sp\u00f8rge: f\u00e5r man nok igen?<\/p>\n\n\n\n

Status ja \u2013 bonusrejser nej?<\/h3>\n\n\n\n

For de meget hyppige rejsende kan status stadig give god mening. Loungeadgang, fast track, s\u00e6devalg, ekstra bagage. Det er en anden diskussion. Men bonuspoint til rejser er blevet markant mindre attraktive over tid. Der er blevet l\u00e6ngere mellem snapsene \u2013 og snapsene er blevet dyrere.<\/p>\n\n\n\n

Sp\u00f8rgsm\u00e5let er derfor, om SAS har ramt smertegr\u00e6nsen. Er EuroBonus blevet s\u00e5 popul\u00e6rt, at det er ved at kollapse under sin egen succes?<\/p>\n\n\n\n

Hvad bringer fremtiden?<\/h3>\n\n\n\n

Ingen ved det med sikkerhed. Men det er n\u00e6ppe usandsynligt, at EuroBonus p\u00e5 sigt bliver integreret i Flying Blue, n\u00e5r Air France-KLM f\u00e5r aktiemajoriteten i SAS. Om det bliver en forbedring eller en forv\u00e6rring, er sv\u00e6rt at sp\u00e5 om.<\/p>\n\n\n\n

Historien viser dog, at loyalitetsprogrammer sj\u00e6ldent bliver mere gavmilde med tiden. Efter de gyldne \u00e5r bliver det typisk sv\u00e6rere at optjene point \u2013 og dyrere at bruge dem.<\/p>\n\n\n\n

Mit bedste r\u00e5d er derfor simpelt: lad v\u00e6re med at gemme point for l\u00e6nge. De bliver aldrig mere v\u00e6rd. Tv\u00e6rtimod. Dilemmaet er dog, at det allerede nu er blevet yderst sv\u00e6rt at bruge dem p\u00e5 noget fornuftigt.<\/p>\n\n\n\n

At det allerede nu kan v\u00e6re sv\u00e6rt \u2013 eller n\u00e6sten umuligt \u2013 at bruge dem fornuftigt, er et alvorligt problem. Et problem SAS b\u00f8r tage meget seri\u00f8st. For et loyalitetsprogram fungerer kun, hvis fordelene opleves som reelle for begge parter.<\/p>\n\n\n\n

At EuroBonus er en k\u00e6mpe fordel for SAS, er h\u00e6vet over enhver tvivl. Sp\u00f8rgsm\u00e5let er bare, hvor l\u00e6nge kunderne synes, at det samme g\u00e6lder for dem.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kommentar: SAS har haft ekstrem success med loyalitetsprogrammet EuroBonus, som de grundlagde i 1992. Medlemmerne v\u00e6lter ind og idag er programmet langt mere end blot en bonus for at v\u00e6re loyal mod flyselskabet. Det er en milliard-forretning, som nogle vurderer til at v\u00e6re mere v\u00e6rd end flyselskabet selv. Men successen har en pris. er EuroBonus …<\/p>\n","protected":false},"author":1,"featured_media":40943,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[2],"tags":[805,840],"class_list":["post-54084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","tag-curve","tag-delta"],"yoast_head":"\nHar SAS EuroBonus sejret sig selv ihjel? | FinalCall.travel Danmark<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Har SAS EuroBonus sejret sig selv ihjel? | FinalCall.travel Danmark\" \/>\n<meta property=\"og:description\" content=\"Kommentar: SAS har haft ekstrem success med loyalitetsprogrammet EuroBonus, som de grundlagde i 1992. Medlemmerne v\u00e6lter ind og idag er programmet langt mere end blot en bonus for at v\u00e6re loyal mod flyselskabet. Det er en milliard-forretning, som nogle vurderer til at v\u00e6re mere v\u00e6rd end flyselskabet selv. 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