Saudi Arabia’s new national carrier, Riyadh Air, has officially announced the launch of its first scheduled flights, confirming that daily operations between Riyadh and London Heathrow Airport will commence on October 26, 2025. This milestone marks a key step in the airline’s “Pathway to Perfect” plan, as the company enters the final phase of preparations for its full commercial debut next year. Alongside the first schedule announcement, Riyadh Air also unveiled its new loyalty program, Sfeer, described as one of the most innovative concepts in the industry.
The inaugural London flights will be operated by a Boeing 787-9 aircraft named Jamila, which will serve as the technical platform for testing and refining all operational procedures. Departures from Riyadh are planned daily at 03:15 (flight RX401), arriving in London at 07:30, while the return flight (RX402) will depart London at 09:30 and land in the Saudi capital at 19:15 local time. During this initial phase, tickets will be available first to employees and selected groups, with Dubai flights to follow in the next stage of the trial program.
“This is not just the beginning of operations, but the realization of a vision that connects the world through Saudi Arabia – a core pillar of Saudi Vision 2030,” said Riyadh Air CEO Tony Douglas. “The trial program operated by Jamila allows us to perfect every detail and deliver a truly world-class experience for our passengers. Our goal is absolute reliability and quality, and in the coming weeks we will announce additional routes for the 2025 winter and 2026 summer seasons.”
At the same time, the airline introduced Sfeer – a new digital loyalty program that, according to Riyadh Air, “opens a new chapter in the world of airline rewards.” The name comes from the Arabic word for “ambassador” and is built around the concept of community and sharing. A unique feature of Sfeer is that members can share points and tier levels, allowing families and friends to advance together within the program.
Early users who register via the Riyadh Air website will join an exclusive group called The Founders, gaining priority access to ticket sales and unique experiences. In the future, the program will include gamified challenges, rewards, and opportunities to earn free flights and other benefits, with all points remaining valid indefinitely, without expiry.
“Sfeer is not just a rewards program, but a fully digital, interactive world that brings together a community of travelers while reflecting the generosity and openness of Saudi Arabia,” Douglas added.
With the launch of its first flights and the introduction of Sfeer, Riyadh Air is clearly demonstrating its ambition to become one of the world’s most modern and innovative airlines, focused on premium service, technological excellence, and a passenger experience that exceeds traditional aviation standards.
