Riyadh Air, the Kingdom of Saudi Arabia's new national carrier and a Public Investment Fund company, announced today the launch of its first daily flights to London Heathrow Airport on October 26, to ensure unprecedented operational readiness and deliver world-class travel experiences, alongside unveiling "Sfeer," the innovative loyalty program that grants the first "Founding Members" exclusive benefits and reflects the future of innovative loyalty programs in the world of aviation.
From October 26, Riyadh Air will begin operating daily flights from Riyadh to London Heathrow Airport with a Boeing 787-9 aircraft, the backup aircraft named "Jameela," in an initial phase with tickets available for sale to specific groups of traveling guests and Riyadh Air employees, as part of an operational program aimed at ensuring full readiness ahead of receiving its first aircraft from Boeing, as well as making use of Riyadh Air's newly granted operating slot at Heathrow Airport.
The first flight, RX401, will depart King Khalid International Airport in Riyadh at 3:15 a.m., arriving at London Heathrow Airport at 7:30 a.m., while the return flight, RX402, will depart London at 9:30 a.m., arriving in Riyadh at 19:15 (7:15 p.m.), with all times local.
This phase represents a pivotal step in Riyadh Air's journey, as it will be followed by additional flights to Dubai in the coming period, confirming the company's firm commitment to operational excellence. Through a comprehensive evaluation program for the inaugural flights aboard the technical backup aircraft "Jameela," the company is building integrated operational readiness and a world-class travel experience in preparation for launching new destinations for the winter 2025 and summer 2026 seasons in the coming weeks.
In this context, Tony Douglas, CEO of Riyadh Air, said: "This is not just the launch of a route; it is the embodiment of a vision aimed at connecting the Kingdom with the world as a pillar of Saudi Vision 2030. Our commitment to starting operations in 2025 is being fulfilled today, as this meticulous flight program allows us to fine-tune the details to ensure a seamless and reliable world-class experience. This deliberate approach is our path to perfection, as we are now steps away from full operations, and in the coming weeks we will announce the start of flights to new destinations as we begin receiving our new aircraft."
The "Sfeer" Loyalty Program
"Sfeer" is a name that merges the meaning of "Safeer" (ambassador) in Arabic and "Sphere" in English to symbolize global connection, as it enables members of Riyadh Air's "Sfeer" program to embody the Saudi spirit and represent the company globally.
With its launch, "Sfeer" will offer an advanced and exclusive loyalty program concept that combines community engagement with enjoyable leisure experiences, allowing its members to explore the best that Saudi Arabia has to offer.
The program is unique in allowing tier points to be exchanged between members and their community, which will help their family and friends reach a higher tier within the program. Registration for "Sfeer" is now open via the Riyadh Air website, with the first registrants granted "Founding Member" status, giving them priority early booking for Riyadh Air's first flights and additional exclusive benefits to be announced later.
The CEO of Riyadh Air explained that with "Sfeer," the airline is creating more than just a loyalty program by building an interactive digital ecosystem that represents an integrated lifestyle, adding that its vision is to bring about a real qualitative shift by offering unprecedented benefits and fostering a unique sense of community among its members.
The innovation of "Sfeer" is based on a design that places community at the heart of the experience, as members will soon be able to share their points, benefits and even qualifying spend with family and friends, reinforcing the spirit of Saudi generosity and collective reward. By 2026, when fully activated, the program will offer interactive experiences based on digital challenges and leaderboards, with a unique "points with no expiry date" earning policy, in a true embodiment of the Saudi spirit of giving.
Joining the "Sfeer" program today gives members immediate benefits and places them at the forefront of Riyadh Air's journey, as Founding Members will enjoy exclusive priority to book tickets as soon as commercial flights go on sale. They can also look forward to exclusive invitations to special events and experiences, free onboard internet, and a growing range of benefits and partnerships that enhance the travel experience through local and international partners.
Joining "Sfeer" now allows members to start collecting points and gain early, exclusive booking for future flights as Founding Members, and over the coming months all program members will enjoy exclusive events and benefits, including special culinary and entertainment experiences, as well as special opportunities to win free flights and other valuable prizes.
Riyadh Air
Riyadh Air is a global airline wholly owned by the Public Investment Fund, seeking to achieve Saudi Vision 2030 by leading the aviation sector and strengthening the position of the capital, Riyadh, as a global destination and gateway to the Kingdom. Its launch was announced in March 2023, and it embraces the latest digital trends and technologies, with a focus on applying global best practices in sustainability and safety in the aviation industry.
With its fleet equipped with carefully designed cabin interiors and next-generation in-flight entertainment and connectivity systems, Riyadh Air will offer a unique travel experience that blends comfort, luxury and authenticity, reflecting the Kingdom's values of generosity and hospitality. Riyadh Air aims to connect its traveling guests to more than 100 global destinations by 2030, becoming the first choice for those seeking a premium flying experience.
