In the app, the PAX can choose what they don't want/need from what is included in their ticket. No checked-in luggage get EB points. No meal, no headphones, no kit +++.

When I am flexible for when to fly, I would be open to SAS selecting the actual flight, getting to fewer, fuller flights.

Engage travellers actively through the app: compete to save energy related to travel (pack light, public transport, direct flights) & display flight energy-consumption

Remove the disposable earphones in SAS Go. Offer them on request. Install Bluetooth audio so that pax can connect their own wireless headphones to the IFE system.

Fill up empty seats by selling affordable return trips to unknown/secret destinations. Pick the destinations among those that have low occupancy close to departure time.

At check-in and at kiosk ask if they really need paper boarding card or can use SAS app instead.