A Brand New Airline is Launching on October 26th but there's a Catch

Riyadh Air, Saudi Arabia’s new national carrier, has today marked two major milestones on its path towards its 2025 debut. The airline has confirmed the start of its first daily flights to London Heathrow Airport (LHR) from 26 October and unveiled Sfeer, its innovative new loyalty programme. Together, these steps highlight Riyadh Air’s commitment to operational excellence and to creating world-class travel experiences.

However, before you get excited (and trust me we were guilty of this,) initially, these flights will be exclusively for employees of the Public Investment Fund (PIF) and Riyadh Air. So whilst the flights are starting, we can’t get on there, yet. According to Riyadh Air, limiting access to employees allows for a controlled environment to rigorously assess and optimize all operational aspects in a live setting, without inconveniencing the broader flying public. Additionally it secures and activates Riyadh Air's valuable slot at London Heathrow, a crucial strategic asset for a global airline. This phase will be followed by additional launch flights to Dubai, further expanding the operational validation scope.

Daily Flights to London Heathrow: Preparing for Launch

Flights will depart Riyadh at 03:15 (RX401), arriving at London Heathrow at 07:30, with the return service departing at 09:30 (RX402) and arriving back in Riyadh at 19:15 (all local times).

This phase, part of the airline’s Pathway to Perfect programme, will soon expand to include services to Dubai. Further routes for winter 2025 and summer 2026 will be announced in the coming weeks.

“This is not just a launch; it is the realisation of a vision to connect Saudi Arabia with the world, a key pillar of Saudi Vision 2030,” said Tony Douglas, CEO of Riyadh Air. “The launch flights on Jamila allow us to refine every detail and demonstrate our commitment to creating a world-class, reliable and seamless experience. We are now incredibly close to full operations, with more destinations to be revealed very soon.”

READ: Cabin Reveal Signals Riyadh Air’s Challenge to Qatar & Emirates

Alongside its operational milestone, Riyadh Air has unveiled Sfeer, its new loyalty offering. The name blends the Arabic word for “ambassador” with the English word “sphere”, reflecting the programme’s vision to combine Saudi generosity with global connectivity.

Sfeer is designed to be more than a traditional points scheme. It will integrate community sharing, gamified experiences and exclusive benefits that embody the vibrant spirit of Saudi Arabia. Early members who join today at www.riyadhair.com will be recognised as Founders, receiving priority access to bookings on future flights and additional exclusive benefits.

“With Sfeer, we are building more than a loyalty programme. We are creating a dynamic, digital lifestyle ecosystem,” said Douglas. “Our goal is to change the game by offering members unique advantages and a genuine sense of community.”

Key features of Sfeer include:

• Community sharing: Members will be able to share points and Level Points with friends and family.

• No expiry: All points remain valid, ensuring rewards are enjoyed, not lost.

• Gamified engagement: From 2026, leaderboards, challenges and interactive experiences will enhance participation.

• Exclusive access: Founders will enjoy early booking privileges, complimentary onboard Wi-Fi, invitations to special events, and benefits from local and global partners.

By joining now, members can immediately begin collecting points and accessing unique Founder benefits, placing them at the forefront of Riyadh Air’s journey.