At AwardFares, we’re always on the lookout for clues about the future of loyalty programs. A recent discovery has caught our attention and could signal a monumental shift for the 8 million members of SAS EuroBonus: SAS is actively hiring a “Product Owner Dynamic Pricing.”

We spotted a job listing on the SAS careers page that, while seemingly corporate, contains language that could have massive implications for how we use our EuroBonus points. The big question is: is this new role focused only on cash tickets, or is it a sign that EuroBonus is preparing to move away from its predictable award charts and adopt a dynamic pricing model, similar to Air France-KLM’s Flying Blue?

Let’s be clear: this is speculation. The role could very well be confined to optimizing revenue fares. However, given the ongoing takeover by Air France-KLM, it’s a development that every EuroBonus member should be aware of. This post will break down what we found, explore both possibilities, and reflect on what this could mean for the future of your points.

Key Highlights

  • SAS is Hiring for Dynamic Pricing: A public job listing confirms SAS is building a team to implement dynamic pricing, with a priority for 2025-2026.
  • Two Possibilities: This could be strictly for revenue (cash) tickets, which is standard airline practice. However, it could also be the first step toward applying the same model to EuroBonus award redemptions.
  • Alignment with Flying Blue: A shift to dynamic pricing for awards would align EuroBonus with the model used by its future parent company, Air France-KLM Flying Blue.
  • The End of Predictable Value: If implemented for awards, this would mean the end of fixed award charts. The number of points needed for a flight would fluctuate based on demand, just like cash prices.
  • A Path for EuroBonus to “Survive”?: This move could be a way for the EuroBonus brand to remain, while its core redemption system is fundamentally altered to match the Flying Blue model.

What the SAS Job Listing Reveals

The job title itself is the headline: Product Owner Dynamic Pricing. The description outlines a role dedicated to shaping “the future of dynamic pricing and revenue management at SAS.”

Here are the key excerpts from the job description:

In the newly established team for Operational Research and RM Science, we shape the future of dynamic pricing and revenue management at SAS. Short-term, our priority is to implement ticket dynamic pricing. This is just the start though. In parallel, we actively prepare the revenue optimization of tomorrow, powered by AI and Data Science.

As the Product Owner Dynamic Pricing, you drive a cross-functional agile team to build our Dynamic Pricing model. Dynamic Pricing is our team’s top priority in 2025-2026.

The language is focused on building a model from the ground up to optimize pricing using data, AI, and continuous refinement. The timeline is also explicit: this is a top priority for the next two years.

A recent SAS job listing for a Product Owner Dynamic Pricing. Is EuroBonus switching to Dynamic Pricing?

The Big Question: Cash Fares or Award Tickets?

This is the crucial point of speculation. The job listing mentions “ticket dynamic pricing,” which could be interpreted in two ways.

Scenario 1: It’s ONLY for Revenue Tickets

This is the most straightforward and, honestly, most probable interpretation. Every modern airline is investing heavily in dynamic pricing for their cash fares. The goal is to move beyond fixed fare buckets (e.g., K, L, T, O) and have a fluid price for every seat that adjusts in real-time based on demand, competitor pricing, and customer data. In this scenario, the new role has nothing to do with EuroBonus awards, and the fixed award chart remains—for now. This is simply SAS catching up with industry technology on the revenue side.

Scenario 2: It’s a Precursor to Dynamic Award Pricing (The Worrying Possibility)

This is where it gets interesting for EuroBonus members. Building a dynamic pricing engine is a massive IT and data science project. Once that engine is built for cash tickets, adapting it for award tickets is a logical next step.

Here’s why this is a real possibility:

  1. Alignment with Air France-KLM: The new owner, Air France-KLM, uses dynamic pricing for its Flying Blue program. Integrating SAS means aligning systems and strategies. It’s much easier to merge or run two programs in parallel if they operate on the same pricing philosophy.
  2. Industry Trend: Many major airlines, including Delta and United, have already moved to dynamic award pricing. Fixed charts are becoming a rarity.
  3. Maximizing Revenue: Airlines view award seats as a cost. Dynamic pricing allows them to charge significantly more points for popular flights, effectively devaluing points and reducing the airline’s liability.

A Note on a Probable Outcome

It’s important to be balanced. While the implications for EuroBonus are significant, the primary driver for this role is almost certainly revenue ticket optimization. The potential spillover into the loyalty program is a secondary, but critical, point of speculation for us to watch.

What is Dynamic Pricing for Awards? A Quick Refresher

To understand the impact, let’s quickly contrast the two systems.

  • Current EuroBonus System (Fixed Chart): A Business Class ticket from Copenhagen to New York on SAS costs a predictable 100,000 points round-trip. You know the price. The only challenge is finding availability. It’s like a restaurant with a printed menu.

  • Potential Future (Dynamic Pricing): The same Business Class ticket could cost 75,000 points on a quiet Tuesday in February, 250,000 points during Easter, and 500,000+ points closer to departure. The price changes constantly with demand. Predictable “sweet spots” disappear, replaced by a volatile market. It’s like a stock market for seats.

A shift to this model would fundamentally change the EuroBonus program as we know it, making long-term planning and point-saving for specific high-value redemptions nearly impossible.

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A Clue to EuroBonus Future?

During the acquisition process, SAS has maintained that “EuroBonus will remain”. At the same time, we know that a full merger into Flying Blue is the most logical long-term outcome, as detailed in our Definitive Guide to the Air France-KLM Takeover.

So how can both be true?

This job listing might offer a clue. It’s possible we are heading towards a “hybrid” scenario where the EuroBonus brand and membership base are kept, but the underlying mechanics are overhauled to mirror Flying Blue. SAS could introduce dynamic award pricing under the EuroBonus banner as a major step toward making the two programs functionally identical, paving the way for an eventual, seamless merger.

It would be a clever way to manage the transition: keep the familiar name to soften the blow, while completely changing the engine under the hood.

What This Could Mean for Your EuroBonus Strategy

If this rumor turns into reality, it reinforces the strategy we’ve been advocating for: Earn, Burn, and Plan.

  1. Your Points Are at Peak Value NOW: The value of a EuroBonus point is defined by the fixed award chart. If that chart goes away, the value of your points becomes unpredictable and, for premium redemptions, will almost certainly decrease.
  2. Sweet Spots are Endangered: Redemptions like SAS Business to the US for 100,000 points or partner awards with fixed, low prices would be the first casualties. The value proposition of the Amex 2-for-1 voucher would also be severely diminished, as the underlying points cost could skyrocket.
  3. The Clock is Ticking: The job listing points to a 2025-2026 timeline. This gives us a potential window. The time to use your points for maximum value is now, before such a system can be implemented.

The Bottom Line: A Rumor Worth Watching

To be clear, a single job listing is not a confirmation. But it is a powerful signal of intent and direction. It shows where SAS is investing its resources, and that direction is squarely focused on dynamic pricing.

Whether this focus remains solely on cash tickets or expands to our EuroBonus awards is the million-point question. For now, we’ll be watching this development closely. But for any member sitting on a large balance of points, this is yet another reminder that loyalty programs are not savings accounts. Their value is fluid, and the rules can—and do—change.

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Stay ahead of the changes with our in-depth guides on EuroBonus and the ongoing transition.