On 26 October, Riyadh Air will inaugurate daily services between Riyadh and London Heathrow using a Boeing 787-9 “technical spare” aircraft affectionately named Jamila.
Flights will depart Riyadh at 03:15 (RX401), landing in London at 07:30.; and the return flight (RX402) will depart at 09:30 to arrive back in Riyadh at 19:15.
Why launch this way? Riyadh Air is using these early “invitation” flights (open only to select groups and employees) to stress-test operations and perfect every detail of the passenger journey, while locking in its coveted Heathrow slot ahead of mass ticket sales.
Dubai is expected to follow shortly afterwards, with further route rollouts for winter 2025 and summer 2026 already in the pipeline.
Sfeer: beyond points
Riyadh Air didn’t wait to unveil their frequent flyer programme, Sfeer. It went live from day one, giving early adopters “Founders” status and insider access.
Sfeer is being pitched as a hybrid loyalty ecosystem of gamified challenges, community features, shared points, levels, and access to immersive experiences (events, perks) beyond just seat upgrades. Its name, meaning “ambassador” in Arabic, is a nod to Riyadh Air’s ambition to build a brand that’s not just an airline, but a lifestyle platform.
No doubt this is a bold move where loyalty partnerships (not just co-brands) could be baked in early, opening doors to cross-industry tie-ups (hotels, tech, ground transportation, content, retail).
Momentum & partnerships
So Riyadh Air isn’t just talking the talk, they are walking the walk with momentum and deals. Here’s a quick snapshot of some of its early and recent traction:
- Partnership with Uber: The airline recently inked a strategic alliance with Uber to integrate ground mobility into the travel experience, enabling “door-to-departure” continuity and enhancing loyalty synergies.
- Saudi Coffee & Milaf Food: They signed MoUs with Saudi Coffee Company and Milaf Global Food Company to embed Saudi culture into its offering. Passengers can look forward to Saudi coffee and premium dates throughout lounges and onboard, a tangible “taste of Saudi” at every touchpoint.
- Kayanee for wellness in flight: In a striking local collaboration, the carrier teamed with luxury wellness brand Kayanee to design amenity kits and loungewear for Premium Economy, aiming to elevate passenger comfort and reflect Saudi creativity.
- Global airline agreements: Riyadh Air has already signed MoUs and cooperation agreements with major global carriers, including Delta Air Lines (U.S.), Air France-KLM (Europe), Turkish Airlines, Virgin Atlantic, Singapore Airlines, EgyptAir, and China Eastern. These interface deals will be vital for connectivity, codeshares and downstream feed to Riyadh’s intended hub.
- Fleet commitments & orders: The airline’s ambitious fleet plan emphasizes serious intent. Orders include 60 Airbus A321neos, 25 Airbus A350-1000s, and multiple Boeing 787-9s (with options).
Taken together, these moves create a strong foundation that encompasses local cultural content, global reach, mobility integration, and the early scaffolding of a loyalty network.
The airline’s soft launch is a statement of brand confidence and an operational rehearsal, setting the stage for future growth.
