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Riyadh Air Announces Start of London Flights and Launches Innovative Loyalty Program

Dergam Mousa

Riyadh Air, Saudi Arabia’s new airline, announced on Wednesday the start of its daily flights to London Heathrow beginning October 26, alongside the launch of Sfeer, a revolutionary loyalty program designed to transform the relationship between airlines and their passengers.

A Key Step Towards Operational Excellence

Starting October 26, Riyadh Air will begin operating daily flights between Riyadh and London Heathrow using its Boeing 787-9 “Jamila,” a designated technical reserve aircraft.

These flights, initially available to select groups and airline employees, are part of a phase within its “Pathway to Perfect” program, which aims to ensure flawless operation before receiving its first aircraft from Boeing.

The scheduled times are as follows:

Additionally, the airline confirmed that Dubai will be the next destination added to this testing phase, as part of its commitment to safe, reliable, and world-class standard operations.

“This is not just a launch; it is the realization of a vision to connect Saudi Arabia with the world, a fundamental pillar of Saudi Vision 2030,” stated Tony Douglas, CEO of Riyadh Air. “With this flight program using Jamila, we are perfecting every detail to deliver a seamless, reliable, and premium experience. We are very close to our full operations, with new destinations to be announced in the coming weeks.”

Riyadh Air hinted that during the winter of 2025 and summer of 2026, new international routes will be added, solidifying its role as one of the most modern and ambitious airlines in the region.

→ Riyadh Air Unveils “Hafawa Lounge,” Its First Premium Lounge at Riyadh Airport

“Sfeer”: A New Generation of Airline Loyalty

Alongside the announcement of its London flights, Riyadh Air introduced Sfeer, its innovative loyalty program. Its name, meaning “Ambassador” in Arabic, represents the generous and dynamic spirit of Saudi Arabia.

Sfeer promises to be one of the most unique programs in the world, combining technology, community, and gamified experiences that reward the active participation of its members.

One of its most distinctive features is the ability to share tier points with family and friends, fostering a sense of community and collaboration uncommon in the industry. Furthermore, points never expire, ensuring that every benefit can be enjoyed without restrictions.

“With Sfeer, we are building much more than a loyalty program; we are creating a dynamic, digital lifestyle ecosystem,” explained Douglas. “Our vision is to change the game, offering unparalleled benefits and a connected global community.”

Exclusive Benefits for Founding Members

Enrollment for Sfeer is now available on the airline’s website. Those who register now will be recognized as “Founders” and will receive priority access to future flight bookings, plus additional benefits to be announced soon.

Among the confirmed advantages are:

Once the program is fully active in 2026, members will enjoy challenges, rankings, and gamified experiences that will motivate them to participate and accumulate rewards while they travel.

With its first flight to London and the launch of Sfeer, Riyadh Air demonstrates that its vision goes beyond connecting destinations: it seeks to redefine the modern air travel experience.

“It’s not just about traveling,” concludes Riyadh Air. “It’s about pioneering and taking a place at the forefront of the future of air transport.”

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