Riyadh Air Starts London Flights and Launches Sfeer Loyalty — What Travellers Need to Know

By Fahad Hussain Oct 8, 2025 0

Riyadh Air, Saudi Arabia’s new national carrier backed by the Public Investment Fund (PIF), has taken two major steps toward its 2025 commercial debut: the start of daily launch flights between Riyadh (RUH) and London Heathrow (LHR) beginning 26 October 2025, and the introduction of Sfeer, a community-driven loyalty program that promises shareable Level Points and priority privileges for early members. Reuters+1

Operational launch: “Jamila” to London as a staged pathway to full service

Beginning October 26, Riyadh Air will operate daily launch flights to London aboard a designated aircraft named Jamila. The carrier describes these flights as a staged operational readiness phase — restricted initially to select groups including Riyadh Air staff and PIF employees — intended to validate systems, crew procedures and airport slot operations ahead of wider public sales. Dubai has been announced as an early follow-on destination as aircraft deliveries continue. Riyadh Air+1

What travellers should expect at launch

Passengers should expect a measured roll-out. Because the first flights are part of a sequenced “Pathway to Perfect” readiness plan, early seat availability will be limited while Riyadh Air completes technical, operational and customer-service checks. Wider ticketing and commercial schedules will follow once the airline validates its operating model and additional aircraft enter the fleet. For the latest booking details and sign-up windows, check Riyadh Air’s official media hub. Riyadh Air+1

Sfeer: a loyalty program designed around community-sharing

Riyadh Air’s new loyalty scheme, Sfeer (a blend of the Arabic for “Ambassador” and the English “sphere”), emphasizes community, gamification and shared progress. Key features announced include:

Shareable Level Points — members can share Level Points within a community (friends, family, trusted groups) to help each other reach higher status tiers.
No points expiry — Riyadh Air has confirmed a no-expiry policy for points, designed to encourage long-term engagement.
Founders’ privileges — early registrants who join now are designated “The Founders” and will receive priority access to bookings on future routes and other founder-only perks.
Complimentary onboard Wi-Fi for members — Sfeer members will receive free Wi-Fi on Riyadh Air flights. PR Newswire+1

Sfeer’s community-sharing model is a notable departure from traditional airline loyalty mechanics: pooling or sharing Level Points reduces individual friction to reach tier benefits, which could accelerate adoption if transparent policies and secure governance are in place.

Strategic context: Riyadh Air and Saudi Vision 2030

The launch supports Saudi Arabia’s broader connectivity goals under Saudi Vision 2030, helping position Riyadh as a larger global hub for tourism, business and major events. Riyadh Air’s fleet orders and ambitious network targets suggest a long-term strategy to compete with established Gulf carriers and to expand direct links between Riyadh and major global cities. The carrier’s staged launch approach aims to ensure reliability as it scales. Financial Times+1

Practical checklist for readers

Launch route & date: Riyadh ⇄ London Heathrow — daily launch flights starting 26 Oct 2025. Reuters
Booking availability: Initial seats are reserved for select groups; wider public ticket sales will follow operational validation. Keep an eye on Riyadh Air’s official site for updates. Riyadh Air
Join Sfeer: Early registration is open; joining now registers you as a potential Founder and starts your points accrual. PR Newswire

Takeaway

Riyadh Air’s simultaneous operational debut and loyalty launch signal a carefully staged market entry: operational testing through Jamila’s London rotation is intended to ensure a dependable customer experience from day one, while Sfeer aims to drive early engagement through a modern, community-first rewards model. For travellers and loyalty strategists, the next months will reveal whether this two-pronged approach delivers the reliability and member value Riyadh Air promises. Reuters+1

Sources & further reading (external links you can include on your site)

Riyadh Air — official media release: Riyadh Air Announces Inaugural London Flights & Groundbreaking Sfeer Loyalty Program. Riyadh Air+1
PR Newswire coverage of the Riyadh Air announcement. PR Newswire
Reuters: Riyadh Air to launch inaugural flight to London on October 26 (news summary and context). Reuters
Financial Times: New Saudi carrier Riyadh Air to launch with London service (strategic context and fleet/order details). Financial Times
The National: Sfeer loyalty programme background and enrolment details.