Riyadh Air to launch inaugural London flights, unveils ‘Sfeer’ loyalty program

Saudi Arabia’s new national carrier will begin daily flights to London Heathrow on October 26, 2025, marking its operational debut and the start of its “Pathway to Perfect” readiness plan.

Riyadh Air, the new airline backed by Saudi Arabia’s Public Investment Fund (PIF), has announced that its first scheduled flights will begin on October 26, 2025, connecting Riyadh with London Heathrow Airport (LHR).

According to the airline, the daily flights will serve as part of a live operational validation program designed to test procedures, service delivery, and readiness before the wider rollout of its network.

The carrier also unveiled its new loyalty program, Sfeer, positioning it as a “digitally native, community-focused” platform with flexible point-sharing features.

Pathway to operational readiness

Flights between Riyadh and London will be operated by a Boeing 787-9 aircraft named Jamila, currently designated as the airline’s technical spare. Services will depart Riyadh at 03:15 (RX401) and arrive at Heathrow at 07:30 local time, with the return flight (RX402) leaving London at 09:30 and landing back in Riyadh at 19:15.

Initially, tickets will be available to select groups, including Riyadh Air employees, before they are made available to the broader public. The airline said the London route will be followed by flights to Dubai “soon after,” with further destinations to be revealed in the coming weeks for the winter 2025 and summer 2026 seasons.

“This isn’t just a launch; it’s the tangible realization of a vision to connect Saudi Arabia to the world,” Riyadh Air CEO Tony Douglas said. “This rigorous flight program allows us to fine-tune every detail, ensuring a seamless, reliable, and world-class experience.”

Riyadh Air is expected to begin receiving its first batch of new Boeing 787 aircraft in the coming months as part of a wider fleet expansion plan.

Sfeer: a digital-first approach to loyalty

Alongside its operational debut, the airline introduced Sfeer [Ambassador” in Arabic], a loyalty program described as a “dynamic lifestyle ecosystem” integrating community engagement and gamified experiences.

One of Sfeer’s distinctive features is the ability for members to share level points with friends and family, allowing them to progress collectively toward higher tiers. Early registrants, referred to as “Founders,” will gain priority access to ticket sales on future Riyadh Air flights and invitations to exclusive events.

According to Douglas, the program is intended to “change the game” in airline loyalty by emphasizing inclusivity and engagement rather than traditional transactional models.

Once fully launched in 2026, Sfeer will include gamified challenges, leaderboards, and a “no points expiry” policy. The airline said members will enjoy complimentary Wi-Fi onboard, access to partner offers, and other rewards designed to foster long-term participation.The post Riyadh Air to launch inaugural London flights, unveils ‘Sfeer’ loyalty program appeared first on AeroTime.

Go to Source