Riyadh Air, Saudi Arabia’s new national carrier, will launch daily flights to London Heathrow and unveils new loyalty program, Sfeer’.
The announcements mark key steps in the airline’s “Pathway to Perfect” strategy, designed to ensure full operational readiness and deliver world-class travel experiences in line with Saudi Vision 2030.
From October 26, Riyadh Air will operate daily flights from Riyadh to London Heathrow aboard its designated Boeing 787-9 technical spare aircraft “Jamila.”
Riyadh Air Saudi to London flight
These launch flights, initially available to select groups and employees, will test operational systems and readiness ahead of the airline’s first aircraft deliveries from Boeing.
Flights will depart Riyadh at 3.15am (RX401), arriving in London at 7.30am, with the return leg departing London at 9.30am (RX402) and arriving in Riyadh at 7.15pm (all local times).
Riyadh Air said the initiative is a core part of its operational excellence program, which will soon expand to include flights to Dubai and other international destinations planned for winter 2025 and summer 2026.
“Realisation of a vision”
Tony Douglas, CEO of Riyadh Air, said: “This isn’t just a launch; it’s a tangible realisation 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.”
Sfeer loyalty program
Alongside the launch flights, Riyadh Air has unveiled “Sfeer”, its new loyalty program that blends traditional rewards with digital innovation and community-driven features.
Derived from the Arabic word for “Ambassador” and the English “sphere,” Sfeer reflects the spirit of Saudi generosity and aims to create one of the world’s most dynamic loyalty ecosystems.
Early members, known as ‘The Founders’, will receive priority booking on future flights and access to exclusive benefits.
Tony Douglas said: “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.”
A cornerstone of Sfeer’s design is its community-sharing capability, allowing members to share points and benefits with friends and family.
When Sfeer becomes fully active in 2026, it will introduce gamified challenges, leaderboards, and a no-points-expiry policy to ensure members can fully enjoy every reward.
Members who join now can begin earning points immediately and gain access to exclusive events, complimentary onboard Wi-Fi, and partner benefits.
Founding Members will also receive early access to new routes and priority booking privileges.
Next steps for Riyadh Air
The airline’s London launch flights mark a critical step in its build-up to commercial operations in 2025, as Riyadh Air prepares to introduce new routes and integrate Sfeer into its broader customer experience platform.
Riyadh Air will soon announce additional destinations and Boeing fleet delivery timelines, reinforcing its role as a central pillar of Saudi Arabia’s aviation and tourism ambitions under Vision 2030.
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