Riyadh Air Takes Flight: Inaugural London Route and Launch of Innovative Sfeer Loyalty Program Mark a New Era in Saudi Aviation

Saudi Arabia’s new national carrier, Riyadh Air, is taking bold strides into the global aviation scene with two remarkable milestones — its inaugural flights to London Heathrow commencing October 26, 2025, and the launch of its groundbreaking Sfeer loyalty program. These announcements underscore Riyadh Air’s pivotal role in connecting the Kingdom to the world and bringing to life the ambitions of Saudi Vision 2030.

Pathway to Perfect: Riyadh Air’s Operational Launch

Starting October 26, 2025, Riyadh Air will operate daily passenger launch flights from Riyadh to London Heathrow Airport (LHR) aboard its striking Boeing 787-9, named “Jamila.” These trips mark a crucial stage in the airline’s “Pathway to Perfect” go-to-market strategy, allowing Riyadh Air to fine-tune every operational detail before full-scale commercial deployment.

The flight schedule offers convenient connections for global travellers:

• RX401 departs Riyadh at 03:15 a.m., arriving in London at 07:30 a.m.
• RX402 returns from London at 09:30 a.m., landing in Riyadh at 19:15 p.m.

Dubai will be added soon after, reinforcing Riyadh Air’s expanding network and commitment to establishing a premium, world-class travel experience.

“This isn’t just a launch; it’s the tangible realization of a vision to connect Saudi Arabia to the world,” said Tony Douglas, CEO of Riyadh Air. “Our commitment to commence operations in 2025 is being fulfilled. Every flight is part of a meticulous program to ensure operational excellence and seamless travel experiences.”

With additional destinations to be announced for winter 2025 and summer 2026, Riyadh Air is set to redefine expectations for modern air travel.

Introducing Sfeer: Loyalty Reimagined

Alongside its operational debut, Riyadh Air is unveiling Sfeer, a next-generation loyalty program built on generosity, innovation, and digital connectivity. The name Sfeer—meaning “Ambassador” in Arabic—captures the essence of Saudi hospitality and its forward-looking spirit.

At its core, Sfeer ushers in a new model of community-focused loyalty, allowing members to share level points with friends and family—an industry first. This innovative feature helps loved ones elevate their membership levels together, promoting collaboration over competition.

Early members who register now at Riyadh Air will become part of ‘The Founders’, an exclusive group that enjoys:

• Priority booking access on future Riyadh Air flights
• Invitations to exclusive events and experiences
• Complimentary onboard Wi-Fi
• Early access to special contests, culinary experiences, and travel rewards

According to Tony Douglas, “With Sfeer, we’re creating more than a loyalty program; we’re building a dynamic, digitally immersive lifestyle ecosystem.”

Sfeer: Loyalty Without Limits

Once fully activated in 2026, Sfeer will feature gamified experiences, challenges, and leaderboards to make engagement rewarding and fun. The program’s no points expiry policy ensures that every mile earned can be enjoyed indefinitely, embodying the spirit of Saudi generosity and hospitality.

Members will also enjoy shared benefits across Riyadh Air’s global network, with additional partnerships and experiential rewards being rolled out in phases. By joining Sfeer now, travelers secure front-row access to a revolutionary chapter in aviation.

Embarking on a Visionary Journey

Riyadh Air’s twin announcements reflect a powerful commitment to excellence, innovation, and global connectivity. As Saudi Arabia transforms its aviation landscape, Riyadh Air is emerging as the symbol of a new golden era in travel—one defined by precision, technology, and authentic Saudi hospitality.

Don’t just travel—be among the first to experience the future of flight. Visit Riyadh Air to join Sfeer and be part of this exciting new chapter in global aviation.