SAS adds complimentary in-app eSIM to every booking with Hubby

Free in-app eSIM across 190+ countries

Scandinavian Airlines (SAS) has partnered with Hubby eSIM to introduce the SAS Travel eSIM, a mobile data profile built directly into the airline’s app. Included with eligible bookings, it lets travellers connect the moment they land without hunting for a local provider. The partners say the initial rollout particularly targets tickets outside the European Union. Coverage extends to more than 190 countries, with the aim of making connectivity a baseline part of the journey from touchdown.

The eSIM is available and installable entirely within the SAS app, without the need for any third-party solution. The experience is powered by Hubby as a white-label service and presented under the SAS identity, from pre-departure installation through to activation on arrival. The set-up is designed to remove common frictions such as buying local SIMs or tethering. SAS says the solution applies across all fare types and integrates with its digital ecosystem. Access within the app requires an EuroBonus account, maintaining continuity of the customer journey inside the SAS environment.

A partnership that goes beyond a free eSIM

"Connectivity is no longer an add-on to travel, it is an expectation. By integrating the SAS Travel eSIM directly into our app, we remove friction for our passengers and ensure they are connected from the moment they land, without any extra steps. It allows us to extend the SAS experience beyond the flight and provide more relevant services and a more convenient travel experience for our customers", said Michaela Hermans, VP e-Commerce at SAS.

The airline highlights the ability to share real-time travel information, offer local recommendations and maintain a direct link throughout the trip. From Hubby’s side, the deal underlines the platform’s capacity to operate in white label for the airline sector while leaving the carrier in control of the customer relationship and experience.

"For SAS, this partnership is about more than a free eSIM. An airline that knows its passengers are connected on the ground can engage with them in ways that simply were not possible before. That changes what an airline can offer in-destination. We are proud that the whole experience, the app, the branding, the service, is entirely SAS. Hubby makes it work. SAS owns the relationship", said Boris Bijlstra, Co-Founder of Hubby eSIM.

Founded in 2021 and based in Amsterdam, Hubby eSIM positions itself as a mobile connectivity provider for the travel industry, with an offer installed before departure and activated on arrival. SAS, the flag carrier in Sweden, Denmark and Norway, is a member of SkyTeam and serves an extensive network from Copenhagen, Stockholm and Oslo.