Riyadh Air to Launch Inaugural Service to London on October 26th, Introduces Sfeer Loyalty Program

Fulfilling their commitment to commence operations in 2025, Riyadh Air, Saudi Arabia’s new national carrier, will launch daily service to London on October 26, 2025.  The carrier has also announced the launch of Sfeer, their new loyalty program.

Riyadh Air Boeing 787-9 Dreamliner - Courtesy Riyadh Air

On Wednesday (October 8, 2025), Riyadh Air, the new national carrier of the Kingdom of Saudia Arabia, announced that they will launch daily service between Riyadh and London Heathrow starting October 26, 2025.  The route will be operated with the carrier’s Boeing 787-9 technical spare aircraft, ‘Jamila.’  These carefully sequenced flights, initially on sale to select groups and Riyadh Air employees, will ensure operational readiness ahead of the first aircraft deliveries from Boeing, while using Riyadh Air’s recently awarded slot at London Heathrow (LHR).  Flight RX401 will depart Riyadh at 03:15, and arrive at London Heathrow at 07:30, while the return flight, RX402, will depart London at 09:30, and will touch down back in Riyadh at 19:15 (all times local).

In Wednesday’s announcement, Riyadh Air’s CEO, Tony Douglas, said,

“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.  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.”

Additionally, the carrier has unveiled Sfeer, their new loyalty program, which will provide exclusive benefits to early ‘Founding Members’ and aims to showcase the future direction for airline loyalty programs.  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.  Sfeer members will be able to share level points within their community, allowing points to be used by friends and family to enhance their membership level.

Further speaking on the new Sfeer loyalty program, Riyadh Air’s CEO, Tong Douglas, added,

“With Sfeer, we're creating much more than just a loyalty program; we’re building a dynamic, digitally immersive lifestyle ecosystem.  Our vision is to truly change the game, offering unparalleled benefits and fostering a unique sense of community among our members.”

When fully activated in 2026, Sfeer will feature engaging gamified experiences with challenges and leaderboards designed to encourage engagement and participation. Additionally, Sfeer 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.  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.

Launching on October 26, 2025 with daily service between Riyadh and London, Riyadh Air is the Kingdom of Saudi Arabia’s new world-class national carrier.  The airline plans on eventually operating a fleet of 182 aircraft, including 60 Airbus A321neos, 50 A350-1000s, and 72 Boeing 787-9 Dreamliners, serving over 100 global destinations by 2030.  Created with an authentically native, bold and modern vision with digital innovation at the core, Riyadh Air is ushering in a new era of air travel.  Wholly owned by the Saudi Public Investment Fund (PIF), the airline is aligned with Saudi Vision 2030 in shaping the future of aviation and enhancing connectivity to and from the Kingdom.  Riyadh Air is blending advanced technology with warm Saudi hospitality, with the goal of setting new standards for seamless guest-centric travel.

Source: Riyadh Air