Riyadh Air, the newest airline in Saudi Arabia, is set to take to the skies on October 26, operating its first flight from Riyadh to London Heathrow. This occasion signifies a pivotal moment in the kingdom’s aviation landscape, aligning with Vision 2030 objectives.

The inaugural flight will utilize a Boeing 787-9 Dreamliner dubbed Jamila, meaning “beautiful” in Arabic, as it marks the official launch of the airline owned by the Public Investment Fund.

In discussing the London route, Tony Douglas, CEO of Riyadh Air, stated:

“This isn’t just a launch; it’s a tangible realization of a vision to connect Saudi Arabia to the world. This rigorous flight programme allows us to fine-tune every detail, ensuring a seamless, reliable, and world-class experience.”
(Translation: This is not merely a launch; it represents a concrete attainment of a vision aimed at linking Saudi Arabia to international destinations.)

Initially, the service will cater to select guests and employees before it opens to the public upon delivery of the next two aircraft. The second aircraft will fly to Dubai, with additional routes slated for winter 2025 and summer 2026.

Riyadh Air has also launched Sfeer, a loyalty program aimed at enhancing passenger engagement. The program, which translates to “Ambassador” in Arabic, permits members to share points and benefits with friends and family—a first within the aviation sector.

“With Sfeer, we’re creating much more than a loyalty programme; we’re building a digitally immersive lifestyle ecosystem,” Douglas commented.
(Translation: With Sfeer, we are establishing more than just a loyalty program; we’re crafting a comprehensive lifestyle environment.)

Early sign-ups, referred to as Founders, will enjoy priority bookings, exclusive event invitations, free Wi-Fi, and global partner advantages, along with non-expiring points and engaging challenges via the Riyadh Air app.

On the same day as the launch, Riyadh Air will unveil its premium lounge experience, the Hafawa Lounge, at King Khalid International Airport. This expansive 2,000 sqm facility can accommodate 370 guests, offering both private and communal seating, curated dining experiences, and signature Saudi coffee.

To support its vision for seamless travel, Riyadh Air has solidified partnerships with various entities, including Saudia Airlines, which allows passengers to earn and redeem points across both airlines, emphasizing partnership over competition. Additionally, collaborations with Uber will offer convenient transport solutions, and Kayanee, a Saudi wellness brand, will provide essential items for premium passengers.