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SAS CEO Says He Wants Real Digital Change at Airlines, Not 'Lipstick on a Pig'

Marisa Garcia

Photo Credit: SAS CEO Rickard Gustafson.  SAS / Peter Knutson

Skift Take

Gustafson believes Danes and Swedes will need to catch up with their automation-loving Norwegian counterparts, but, in our experience, all of Europe is reaping the benefits of a strong focus on digital.

During his opening speech at the IATA Ops conference in Copenhagen this week, SAS CEO Rickard Gustafson said that for his airline a strong digital platform is far more than superficial marketing trim. “For us, it's not just about putting some lipstick on a pig and trying to portray a nice portal to the customer,” he said. “You need to have efficient tools. You need to have an efficient web offering. You ne

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