Riyadh Air unveils first London route and revolutionary Sfeer loyalty program
Saudi airline’s debut marks key step in Vision 2030 aviation ambitions
DUBAI – Riyadh Air, Saudi Arabia’s new national carrier, has announced the commencement of its inaugural daily passenger flights to London Heathrow Airport from 26 October 2025, marking a significant step in its operational journey ahead of its full launch next year.
The airline also unveiled Sfeer, its innovative loyalty program designed to redefine membership experiences through community-driven, shareable rewards.
The announcement represents a dual milestone in Riyadh Air’s Pathway to Perfect strategy – its structured roadmap to achieving operational excellence before full-scale global operations.
Alongside the London service, flights to Dubai are also set to be introduced soon, strengthening connectivity and showcasing the airline’s readiness to deliver on Saudi Arabia’s Vision 2030 goal of transforming the Kingdom into a major aviation hub.
Riyadh-London flights
Starting 26 October, Riyadh Air will operate daily flights between Riyadh and London Heathrow (LHR) using its Boeing 787-9 technical spare aircraft, Jamila. These launch flights—initially available to select groups and employees—aim to rigorously test operational systems, crew performance, and service delivery before the airline’s main fleet becomes active.
Flight RX401 will depart Riyadh at 03:15 and arrive at London Heathrow at 07:30 local time. The return service, RX402, will depart Heathrow at 09:30 and arrive back in Riyadh at 19:15. The schedule has been carefully designed to ensure seamless connectivity and convenience for passengers.
By securing slots at one of the world’s busiest airports, Riyadh Air signals its ambition to compete on a global scale. The carrier will use these initial operations to test real-time service delivery and enhance every element of the guest journey—from cabin experience to digital connectivity – before expanding its destinations.
“This isn’t just a launch; it’s the realisation of a vision to connect Saudi Arabia to the world,” said Tony Douglas, CEO of Riyadh Air. “Our 2025 commitment is being fulfilled through this detailed and deliberate phase, ensuring a world-class travel experience built on precision, reliability and innovation.”
How does Sfeer redefine loyalty?
Coinciding with the London flight announcement, Riyadh Air introduced Sfeer – a next-generation loyalty program blending Saudi generosity with modern digital engagement. The name merges the Arabic word Sfeer, meaning “Ambassador”, with the English word “sphere”, symbolising a community of global travellers connected through shared experiences.
Sfeer is designed to go beyond traditional reward systems by integrating gamified elements and a community-based model. Members will be able to share Level Points, benefits, and even privileges with friends and family – encouraging collective growth and engagement. Early registrants, known as The Founders, will gain priority access to ticket sales for upcoming Riyadh Air routes, as well as invitations to exclusive events and offers from global and local partners.
“Through Sfeer, we’re building more than a loyalty scheme,” said Douglas. “It’s a digital lifestyle ecosystem that fosters belonging and celebrates achievement. Members will enjoy a no-expiry points policy, interactive challenges, and immersive experiences that reward both travel and engagement.”
When fully activated in 2026, Sfeer will introduce leaderboards, interactive challenges, and virtual rewards designed to make loyalty participation dynamic and enjoyable. Members can register immediately via the airline’s official website and begin earning Level Points in advance of Riyadh Air’s full operational rollout.
When will members see the benefits?
Early membership in Sfeer brings immediate advantages. Founding Members receive exclusive early access to future flight bookings, complimentary in-flight Wi-Fi, and invitations to curated cultural, culinary, and entertainment events. In addition, Riyadh Air plans to launch member-only prize draws, offering opportunities to win flights and unique experiences across Saudi Arabia and beyond.
As the airline approaches its official debut, Riyadh Air’s twin announcements demonstrate its ambition to position itself as a digitally led, full-service carrier with sustainability and Saudi hospitality at its core. The airline aims to connect travellers to more than 100 destinations worldwide by 2030, backed by a state-of-the-art fleet featuring advanced digital entertainment systems and cutting-edge cabin design.