Riyadh Air’s First London Flights and Exciting New ‘Sfeer’ Loyalty Program

Saudi Arabia’s new national airline, Riyadh Air, is set to kick off daily flights to London Heathrow starting on October 26, 2025. This marks an exciting step in the airline’s journey, coinciding with its launch of the “Pathway to Perfect” readiness plan.

Supported by the Public Investment Fund (PIF) of Saudi Arabia, Riyadh Air will initiate its first scheduled services connecting Riyadh with London Heathrow Airport (LHR) on this date.

The airline indicates that these daily flights are part of a live operational validation program aimed at thoroughly testing its procedures, service quality, and overall readiness ahead of a broader launch of its network.

Riyadh Air has also introduced a new loyalty initiative called Sfeer, designed as a “digitally native, community-focused” platform that offers flexible point-sharing options.

Pathway to Operational Readiness

The flights between Riyadh and London will be serviced by a Boeing 787-9 aircraft named Jamila, which is currently serving as the airline’s technical backup. Departures from Riyadh will occur at 03:15 (RX401), arriving at Heathrow by 07:30 local time. The return flight (RX402) will take off from London at 09:30, landing back in Riyadh at 19:15.

Initially, tickets will be accessible to select groups, including Riyadh Air staff, before they open to the general public. Following the London route, future flights to Dubai are anticipated “soon after,” with additional destinations planned for the winter of 2025 and summer of 2026.

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

Riyadh Air is also expected to receive its first new Boeing 787 aircraft in the coming months as part of an extensive fleet expansion endeavor.

Sfeer: A Digital-First Approach to Loyalty

Alongside its operational launch, Riyadh Air has unveiled Sfeer, a loyalty program presented as a “dynamic lifestyle ecosystem” that integrates community involvement and gamified experiences.

A standout feature of Sfeer is the ability for members to share tier points with friends and family, allowing collective progress toward achieving higher loyalty levels. Early adopters, known as “Founders,” will receive priority access to future ticket sales and invitations to exclusive events.

Douglas emphasized that the goal of this program is to “change the game” in airline loyalty, focusing more on inclusivity and engagement as opposed to traditional transactional strategies.

Once fully launched in 2026, Sfeer will offer gamified challenges, leaderboards, and a “no points expiry” policy. Members can also enjoy complimentary onboard Wi-Fi, partner offers, and various other rewards to encourage long-term engagement.