Scandinavian Airlines (SAS) has today operated its second mystery trip for members of its EuroBonus frequent flyer program. I can’t help but be impressed by this initiative, yet simultaneously (sort of) surprised by the level of interest.
The basics of SAS’ “Destination Unknown” trips
Over the years, we’ve seen airlines operate some flights exclusively for loyalty program members, where the only way to book a seat on a flight is using points. However, SAS has really taken that concept to the next level, with its “Destination Unknown” journeys. It’s not just that certain flights can only be booked with points, but on top of that, loyalty program members don’t even know where they’re traveling (other than that it’s within the Schengen zone).
The first of these trips happened in April 2024, where EuroBonus members could redeem points for a roundtrip flight to a destination that remained a mystery until after takeoff. This trip ended up operating from Copenhagen (CPH) to Athens (ATH), where EuroBonus members spent three nights. The trip had participants ranging in age from 19 to 81, traveling from Denmark, Norway, Sweden, Finland, the United Kingdom, and the United States.
We’re currently seeing the second trip operating, April 4 through April 7, 2025. Tickets cost 60,000 EuroBonus points per person, and the airline really goes great lengths to conceal the destination. Even Flightradar24 didn’t show the aircraft’s destination, to keep it a secret.
It would appear that this trip ultimately operated to Seville (SVQ), so that’s the mystery destination for 2025.
Note that these trips don’t include hotel accommodations. Instead, travelers are essentially given categories of hotels they can reserve in advance, without actually knowing what they’re booking.
For both the 2024 and 2025 flights, tickets sold out within four minutes, so that shows you how great the interest has been. 96% of those who took the trip in 2024 say that they’d take such a trip again. Here’s how Aron Backström, SAS’ VP of Product & Loyalty, describes this:
“Travel is about discovery, and ‘Destination Unknown’ is designed to rekindle the excitement of exploring new and unexpected places. There’s something magical about stepping onto a plane without knowing where you’ll land. It strips away all the usual decisions and planning, allowing travelers to fully immerse themselves in the experience.”
“One of the most remarkable things about the first ‘Destination Unknown’ trip was seeing how quickly complete strangers formed connections. When you remove all expectations and share an adventure like this, it creates a special bond among travelers. The excitement, the curiosity, and the sense of being part of something unique made it an unforgettable experience for everyone on board.”
I can’t decide whether this sounds awesome or not
SAS’ “Destination Unknown” concept is ridiculously cool and creative. Obviously that’s how a lot of people feel, since the trips sell out within minutes, and the first trip had a vast majority of people saying they’d do it again.
I think the interest in this really gets at people wanting new types of travel experiences, and the joy of anticipating a mystery, and really not knowing what you’re going to get. Or I suppose given the era we live in, it’s perhaps also a way that people feel they can tell a cool story about their travels on social media.
If SAS disclosed the destination in advance, I imagine interest would be a lot lower, since it’s not like there’s much difference between booking one of these flights, and booking any regularly schedule flight with award availability. But when you don’t tell people where you’re going, that’s what suddenly makes it interesting.
Maybe I’m just too introverted, but at least for me, I’m not sure I’d have much interest in taking one of these trips:
- It’s not like this is actually a great value; you can get trips for fewer points than this, so if anything, you’re paying a premium for the privilege of the mystery
- This seems heavily geared at extroverted people, where part of the run is that this is a shared and social experience that’s about meeting new people
- I understand the logistics of needing to travel within the Schengen zone, but I can’t help but think that I’d be a bit disappointed if I was hyping up a mystery trip in my head, only to end up spending a few days in Athens; to be clear, nothing against Athens, it’s a great city in some ways, but I imagine that it’s a place many people have visited before, and it’s not exactly off the beaten track
Anyway, it’s awesome that SAS puts the effort into creating these experiences, and people really seem to enjoy the trips. It just probably isn’t for me. I do love the idea of mystery trips, though. Every time I take my dad on a birthday trip, I don’t tell him where we’re going, so I guess it’s a similar concept, at least for him. It’s just not as social, and I can still plan the trip the way I want. 😉
Bottom line
SAS is currently operating a “Destination Unknown” trip. While last year’s trip was from Copenhagen to Athens, this year’s trip is to Seville. It’s a unique concept — EuroBonus members redeem points, and have no clue where they’re going until after their flight departs.
As an introvert, this all seems a bit too social for me. But the airline is obviously tapping into peoples’ desires for new types of travel experiences, and it seems that people who take these trips have an amazing time.
What do you make of these SAS “Destination Unknown” trips? Would you take one?
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