Low-cost Nordic airline Norwegian has revealed a new offer aimed directly at loyal customers with rival SAS.

The airline announced in a statement, that all SAS gold and diamond members have the option to be upgraded to the highest tier of Norwegian’s own loyalty program, Norwegian Reward.

This upgrade offers perks such as faster security checks and boarding, free seat selection, and complimentary luggage.

“In recent years, Norwegian has adapted to business travellers and others who fly frequently, and now we want to invite even more people to take part in our top level. We therefore offer all EuroBonus gold and diamond members a shortcut to Norwegian Reward Priority,” Magnus Thome Maursund, the chief commercial officer at Norwegian, said in the statement.

“We see that our route network in Norway and the Nordics appeals to those who travel a lot with work, and we receive positive feedback that we have few cancellations and deliver on punctuality,” he added.

A significant escalation in competition

Jacob Pedersen, an aviation analyst with Danish bank Sydbank, said the initiative was a significant escalation in Norwegian’s competition with SAS.

“This is a frontal attack on SAS and their most vital customer base – business travellers,” he told newswire Ritzau.

SAS’s restructuring, which includes a significant investment from Air France-KLM, led SAS to exit the Star Alliance network of airlines and join SkyTeam.

“Norwegian has already gained market share among business travellers, and now they’re looking to capitalise on that momentum, especially as SAS’s customers adjust to the switch from Star Alliance to SkyTeam,” Pedersen said.

While the new partnership allows SAS to sell tickets across other airlines’ networks, Norwegian is independent and not part of a global alliance.