Tourism Breaking News
Riyadh Air, Saudi Arabia’s new national carrier, a PIF company, revealed two significant milestones as it announces a landmark on its journey towards its 2025 debut, firstly, the commencement of its first daily flights to London Heathrow Airport (LHR) on 26 October designed to ensure unparalleled readiness and operational excellence as it creates world-class travel experiences. Riyadh Air also unveiled Sfeer, its groundbreaking loyalty offering, which will provide exclusive benefits to its early Founding Members and showcase the future direction for dynamic airline loyalty programs. Beginning 26 October Riyadh Air will commence daily launch flights from Riyadh to London Heathrow Airport (LHR) aboard its designated Boeing 787-9 technical spare aircraft, “Jamila”. These carefully sequenced flights, initially on sale to select groups and Riyadh Air employees, are a critical phase in ensuring unparalleled operational readiness ahead of receiving the first aircraft deliveries from Boeing, while utilizing Riyadh Air’s recently awarded slot at London Heathrow (LHR). Flights will depart Riyadh at 0315 (RX401) with an early morning arrival time into London Heathrow at 0730, the return flights depart London at 0930 (RX402), arriving back to Riyadh at 1915 (all times local).
This important phase of Pathway to Perfect will see flights to Dubai added soon after, transparently demonstrating Riyadh Air’s rigorous commitment to operational excellence. Through a thorough assessment program of these initial launch flights on Jamila, the airline is building operational strength for a smooth, reliable, and world-class premium travel experience, reflecting Saudi Arabia’s dedication to the highest standards of quality. Further exciting new routes are set to be announced in the coming weeks for winter 2025 and summer 2026.
“This isn’t just a launch; it’s a tangible realization of a vision to connect Saudi Arabia to the world, a core pillar of Saudi Vision 2030,” stated Tony Douglas, CEO of Riyadh Air. “Our commitment to begin operations in 2025 is being fulfilled. This rigorous flight program on Jamila allows us to fine-tune every detail, ensuring a seamless, reliable, and world-class experience. This carefully sequenced approach is our pathway to perfect, and we are now incredibly close to full operations with further destinations to be announced in the coming weeks as our new aircraft are delivered.”
Sfeer: The Future of Loyalty, Designed for a Generation in Motion
Sfeer, meaning “Ambassador” in Arabic, embodies the vibrant, generous spirit of Saudi Arabia. As it rolls out, Sfeer is set to become one of the world’s most unique and exciting loyalty programs, seamlessly combining community engagement with gamified experiences, all while unlocking the very best of Saudi. Uniquely, Sfeer members can share level points within their community, allowing points to be used by friends and family to enhance their membership level. Sfeer membership is now open via www.riyadhair.com, and early registrants will be welcomed into an exclusive group, ‘The Founders’, who will receive priority access to bookings on future flights, along with other benefits set to be announced soon.
“With Sfeer, we’re creating much more than just a loyalty program; we’re building a dynamic, digitally immersive lifestyle ecosystem,” said Tony Douglas, CEO of Riyadh Air. “Our vision is to truly change the game, offering unparalleled benefits and fostering a unique sense of community among our members.”
A cornerstone of Sfeer’s innovation is its community-centric design where members will soon have the ability to share their points, benefits, and even qualifying spend with friends and family, fostering a sense of collective reward and generosity that reflects the values of Saudi society. Once fully activated in 2026, Sfeer will feature engaging gamified experiences with challenges and leaderboards designed to encourage engagement and participation. Furthermore, Sfeer proudly offers a “no points expiry” policy, ensuring that every point and benefit is meant to be enjoyed, not wasted, truly embodying the essence of Saudi generosity.
Joining Sfeer offers immediate and compelling advantages, positioning members at the forefront of Riyadh Air’s journey and ‘The Founders’ will receive priority access to bookings on future flights. Beyond priority booking, all members can look forward to invitations to exciting events and experiences, complimentary onboard Wi-Fi on their flights, and an array of benefits from local and global partners designed to reward Founding Members from day one.
Joining Sfeer now allows members to start collecting points and gain exclusive early access to routes and priority booking on future flights as Founding members. Over the coming months, all Sfeer members can also look forward to exclusive member-only events and benefits, including special culinary and entertainment experiences, as well as exciting chances to win free flights and other valuable prizes.
