"I was not born in Scandinavia and perhaps that is why I notice things that many here take for granted – the trust between people, the openness and the balance between individual freedom and shared responsibility," writes Anko van der Werff in a post on LinkedIn.

Photo: SAS

SAS chief executive: “The world needs more Scandinavia”

Following the announcement of SAS’s largest aircraft investment ever, chief executive Anko van der Werff is looking ahead – and highlighting the airline’s role as a link between Scandinavia and the wider world.

Camilla Jonsson Camilla Jonsson

Published 2 July 2026 - 13:52

Earlier this week, SAS announced that the company is investing in up to 40 new long-haul aircraft from Airbus, the largest aircraft deal in the company’s 80-year history.

In a post on LinkedIn, Anko van der Werff describes the investment as a decisive step for SAS’s future.

- Since 1946, our mission has been to connect Scandinavia with the world - and the world with Scandinavia. This investment will strengthen that role, create thousands of jobs in the region and help us provide customers with an even better travel experience for many years to come, he writes.

He also highlights that the initiative will be combined with lower emissions and more efficient operations through a more modern aircraft fleet.

Van der Werff, who was born in the Netherlands, also reflects on Scandinavian values and says they have shaped his view of leadership.

- I was not born in Scandinavia, and perhaps that is why I see things that many here take for granted - the trust between people, the openness and the balance between individual freedom and shared responsibility.

He concludes the post with a message that has become something of a hallmark during his time as CEO:

- I have said it before and I will say it again: I truly believe that the world needs more Scandinavia.

SAS announced this week an order for up to 40 Airbus A330-900 aircraft, an investment intended to strengthen the airline’s long-haul network over the coming decades.

Comment: I have deliberately toned down the more personal elements ("thanks to everyone", "old friends", "two aircraft eight decades apart") and focused on what is relevant to Travel News readers: the investment, the strategy and the CEO’s view of SAS’s future. It becomes more of an industry news story than a retelling of a LinkedIn post.

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