SAS takes over GO

As the majority owner, SAS has bought out the other shareholders in the travel experience company GO. The company will be merged with the vacation and leisure unit at SAS.

"Dynamic packaging is an absolute necessity in the leisure market and we are pleased to be able to offer customers our products that are developed by GO," says Robin Kamark, SVP, Airline Commercial at SAS.

SAS established the company GO in 2007 in cooperation with Reitan Service Handel. SAS is now taking over highly user-friendly technology and the contracts that GO has with suppliers of attractive travel experiences.

"Through the SAS website, customers can compose their journeys and experiences according to their own wishes and preferences. This may include air travel, concerts, hotels or sports events. We can now offer customers our `one stop shop' with all types of experiences in one place," says Kamark.

The SAS website has several hundred thousand unique users every week and is an effective channel for offering these travel experiences.

Using a special events calendar, customers can see where and when there are exciting concerts or soccer matches. With its takeover of GO, SAS will strengthen its offering in the vacation and leisure market.