SAS (Scandinavian Airlines) primarily exists, and shares values with, all the Scandinavians who see themselves as true travelers. Those who are not satisfied with getting from A to B, but want to travel for real and see it as a way of life.
One defining trait of a true traveller is that they identify themselves as being part of an international world. One symptom, therefore, is that they dream in foreign languages.
Flying with SAS is joyful and relaxing, which means that you can dream away, in foreign languages.