Riyadh Air Launches Daily Flights To London And Introduces Innovative Sfeer Loyalty Program

Riyadh Air, Saudi Arabia's new national airline, has announced the start of its daily flights to London Heathrow Airport from October 26. This marks a significant step towards full operational readiness and delivering top-tier travel experiences. The airline also introduced its loyalty program, "Sfeer," aimed at offering exclusive benefits to early members and redefining global aviation loyalty.

The initial flights will use the Boeing 787-9 aircraft, named "Jamila," which currently serves as a technical spare. Tickets will initially be available for select passenger groups and Riyadh Air employees. This is part of a structured program to ensure readiness before receiving new aircraft from Boeing. The first flight, RX401, will leave King Khalid International Airport in Riyadh at 3:15 a.m., arriving at London Heathrow at 7:30 a.m. The return flight, RX402, departs London at 9:30 a.m., reaching Riyadh by 7:15 p.m., all in local times.

The "Sfeer" program combines the Arabic word for "Ambassador" with the English word "Sphere," symbolising global connection. It allows members to embody Saudi hospitality and represent Riyadh Air internationally. A unique feature is sharing Level Points with family and friends to reach higher membership tiers together. Registration is open on Riyadh Air’s website, offering early registrants "Founding Member" status with early booking access and exclusive benefits.

By 2026, "Sfeer" will introduce interactive digital challenges, leaderboards, and a policy where points do not expire. This reflects Saudi generosity and collective spirit. Members joining now receive immediate benefits and are positioned at the forefront of Riyadh Air’s journey. Founding members get priority booking when commercial flights open for sale and exclusive invitations to special events.

CEO's Vision for the Airline

Riyadh Air CEO Tony Douglas stated: "This is more than just the launch of a route—it is the realization of our vision to connect the Kingdom with the world as a driving force of Saudi Vision 2030. Our commitment to begin operations in 2025 is now taking shape." He emphasised that this carefully planned flight program allows them to perfect every operational detail for a seamless travel experience.

The airline plans to expand routes soon after this initial phase, including destinations like Dubai. This expansion underscores their commitment to excellence in service quality ahead of launching new destinations for Winter 2025 and Summer 2026 seasons.

Future Plans and Community Engagement

Over the coming months, all members will have access to unique activities and partnerships with local and international entities. These include culinary experiences, entertainment opportunities, free flights, and valuable prizes. The innovative design of "Sfeer" focuses on community engagement by allowing members to share points, rewards, and spending with family and friends.

This operational phase represents a key milestone in Riyadh Air’s journey towards full-scale operations. More destination launches are expected soon as they continue their path towards becoming fully operational by 2025.

With inputs from SPA