The fundamental aim of our EuroBonus program is to get to know our members so that we can offer you the best possible assortment of useful and personal travel and life style services and offers. To deliver on this promise, it is necessary for us to process the personal data on you as described in the section above.
Specifically, we will process your personal data for the following purposes:
Your membership account, bookings and travels:
- Administer your EuroBonus membership, points earned and used as well as update your contact details and cancel EuroBonus accounts of deceased members.
- Manage and carry out your bookings, purchases, discounts and flights. If you have chosen to receive emails from us, we will also send you a summary of relevant travel information, e.g. flight schedule and luggage included, prior to your departure. This summary will also provide you with relevant offers and benefits related to your upcoming travel, e.g. regarding lounge access or luggage.
Improving our products, services, features and communication:
- Process, on an aggregated level, all reservations and total revenue in order to optimize e.g. the flight network and pricing.
- Analyse how you collect and use your EuroBonus points, and what products and services you decide to purchase and how, so as to create more tailored and relevant offers for and activities alone or together with our business partners.
- Calculate the annual revenue from each EuroBonus member in order to reward loyal customers. Based on their life style and preferences, also organise and send out invitations to exclusive events and activities.
- Streamline our communication with you and minimise spam e.g. by registering if you do not open our emails, analysing what subjects are of interest and administering requests to no longer receive such emails. We also use the data to remove unnecessary information, e.g. offers for purchasing extra luggage if you have already done so.
- Identify our members in the entire travel chain and offer relevant travel benefits and information services. Based on your flight schedule information, we may for instance provide you with information on local train departures from the destination airport.
- Investigate what features and services of our application and website are well-used and which ones are not, and use this data to continuously improve and facilitate your use of our platforms and services. If you e.g. almost always use our application, we may offer you to no longer receive emails from us, but only application messages.
- Allow our flight crew, ground operations, customer service and other relevant SAS personnel to identify your membership level in order to provide you with associated benefits on-board and on-ground. We want to e.g. reward loyal members by directing/ automatizing the seat selection process towards your preferred seat.
- Analyse to what extent our members of different membership levels actually make use of their associated benefits. For instance, understand when and under which circumstances our lounge is of interest to you to optimize our members’ lounge visits.
Getting to know you and personalizing our communications, service and offers:
- Compile statistical data on needs, preferences, purchase behavior and purchasing power in the purchase of our and our business partners’ products and services, and analyse and apply this data to streamline and personalize the offers and services we provide to our members on an individual level.
- Create value in the EuroBonus program and understand your preferences, needs and (online) behavior and profile you as a basis for creating personalized offers and services. By using predictive models and scorings, we try to understand which members tend to appreciate what products and services and to thereafter highlight relevant products and services to those members.
- Examine and generalize needs, preferences, purchasing behavior and purchasing power to understand customers behavior and segments. For instance, we analyse what other customers tend to buy depending on different attributes (e.g. when they booked their trip, where they are going, how long they are away) and try to predict which products or services you may be interested in purchasing based on other customers’ behavior. These models and analyses are sometimes performed on our behalf by service providers contracted by us.
- Improve our ability to give better personalized service at our customer care department. For instance, data on recent flight irregularities that you have experienced allows us to anticipate what your phone call to customer care may be about and find a solution or award compensation.
- Follow up on paid media campaigns, such as information on impressions, clicks and conversion rates, to analyse and create platforms for communication. We monitor our campaigns both on an aggregated and on an individual level (provided that cookies are accepted) and obtain personal data from a range of sources, e.g. Facebook and Google.
Cookies and online behavior:
Provided that you consent to the use of cookies on our website or application, we will also process your personal data in order to:
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