Saudi Arabia’s newest national airline, Riyadh Air , is preparing for a strategic soft launch of its first international route — daily flights between Riyadh and London Heathrow — beginning October 26, 2025. While tickets won’t be publicly available yet, this tightly managed rollout marks a crucial proving phase as the airline gears up for full-scale commercial operations in 2026.
Backed by the Public Investment Fund (PIF), Riyadh Air is positioning itself as a future global aviation leader, with this initial route serving not only as a testbed for systems, aircraft, and service procedures, but also as a key milestone in the Kingdom’s broader Vision 2030 strategy.
Riyadh Air's strategic launch without public tickets
Riyadh Air’s first operational route will connect King Khalid International Airport in Riyadh with London Heathrow Airport, one of the world’s busiest and most tightly controlled hubs. But these initial flights won’t be open for general ticket sales. Instead, the seats will be available exclusively to Riyadh Air employees, staff at the airline’s owner — Saudi Arabia’s Public Investment Fund (PIF) — and their families.
The reason for this controlled opening is strategic. While the airline secured a pair of coveted Heathrow slots back in June for the Northern Hemisphere winter season, it does not yet have its own aircraft. Riyadh Air’s order with Boeing for 72 Dreamliners — 39 firm orders for the 787-9 model and 33 options — originally targeted first deliveries by December 2024. That schedule has now been pushed back due to production delays, with the first jets now expected in late 2025.
To avoid losing the Heathrow slots under the airport’s strict “use it or lose it” rules, Riyadh Air is launching the route using a leased Boeing 787-9 Dreamliner from Oman Air. The aircraft, named Jamila and registered as HZ-RXX, is currently being used for pilot training, certification flights, and operational trials.
Passengers on these early flights will be considered “Launch Members” and will be invited to share detailed feedback on every part of the journey — from booking and boarding to in-flight experience and ground handling. Tickets for these flights will only be available through the airline’s newly unveiled loyalty platform, Sfeer.
Speaking at the official announcement, Riyadh Air CEO Tony Douglas made it clear that this staged approach is a deliberate choice, not a compromise.
“If you go big bang on day one and assume everything will work perfectly on the first day, well, the reality is it won’t,” he said. “So we will use that short period to trial everything and make sure the feedback gives us the opportunity to polish every last little detail before I actually sell a ticket to you.”
Route, schedule, and market competition
The new Riyadh–London route spans 3,070 miles with a flight time of approximately 7 hours, making Riyadh Air the fourth airline to operate on this corridor.
Daily Schedule (Local Times)
Competing airlines on RUH–LHR
While Saudia currently maintains a strong presence on the route, it is gradually withdrawing from Riyadh-based services to make way for Riyadh Air, which will become the Kingdom's flagship international airline.
Future routes, fleet expansion & global ambitions
Though Riyadh Air is just beginning operations, its long-term ambitions are substantial. The airline was officially announced in March 2023 by Crown Prince Mohammed bin Salman and is a cornerstone of the Kingdom’s Vision 2030, an economic diversification plan that seeks to position Riyadh as a global business and tourism hub.
Riyadh Air plans to serve over 100 destinations worldwide by 2030, supported by a modern, fuel-efficient fleet and a focus on premium service across every touchpoint. The scale of its ambition is reflected in its extensive aircraft order book:
Fleet development: Boeing and Airbus orders
Riyadh Air’s expansion plans are backed by a massive and diversified aircraft order portfolio:
Following the launch of its first route to London, Riyadh Air’s next confirmed destination will be Dubai International Airport. The Riyadh–Dubai corridor is among the busiest in the region, with more than 30 daily flights at peak times, operated by a mix of low-cost and full-service carriers. This route will also mark Riyadh Air’s first direct competition with Emirates, which currently operates three daily Boeing 777-300ER services on the same sector.
In parallel, Riyadh Air has been forming strategic partnerships to expand its global reach, including a memorandum of understanding with Delta Air Lines to explore potential codesharing and loyalty program alignment.
Sfeer Loyalty Program: A community-centric approach
Alongside the launch announcement, Riyadh Air introduced Sfeer, a digital-first loyalty program designed to reflect modern user behavior and local cultural values. The name — which means “ambassador” in Arabic and echoes the English word “sphere” — captures the program’s vision of building a connected and collaborative member community.
Unlike traditional airline programs that reward individual travel spend, Sfeer promotes engagement, inclusivity, and shared progress. Members can share level points with family and friends, advancing together toward higher tiers — a model the airline says reflects Saudi values of generosity and togetherness.
In its early access phase, Sfeer is open to Riyadh Air’s internal community, but it will be expanded in phases. Early registrants, dubbed “Founders,” will gain priority access to ticket sales on upcoming flights and invitations to exclusive events. When fully launched in 2026, the program will include gamified challenges, member leaderboards, and a no-expiry points policy. Additional benefits will include complimentary onboard Wi-Fi and special partner offers.
Douglas positioned Sfeer as a loyalty program that goes beyond points.
“We’re emphasizing inclusivity and engagement, rather than the individual transactional models of traditional airline loyalty programs,” he said. “We want this to be community-driven and digitally immersive — not just another points system.”
Hafawa Lounge: Riyadh Air’s first premium ground experience
Riyadh Air has also unveiled its first premium lounge, the ‘Hafawa Lounge’ — located between Terminals 1 and 2 at King Khalid International Airport.
The lounge is positioned as an extension of Riyadh Air’s commitment to providing a luxury experience and serves as part of its overall operational trial period. As the airline ramps up toward full public service, every touchpoint, from lounge to inflight, is being tested and refined.
Strategic significance: Vision 2030 and the aviation push
Riyadh Air was established in March 2023 by Crown Prince Mohammed bin Salman as a central pillar of Saudi Arabia’s Vision 2030 — the national strategy aimed at diversifying the economy and reducing reliance on oil. The airline’s objectives are closely aligned with the broader ambitions of its owner, the Public Investment Fund (PIF), which include transforming Riyadh into a global aviation hub, attracting 330 million passengers annually by 2030, and enhancing international connectivity through strategic partnerships.
One such partnership includes a memorandum of understanding with Delta Air Lines to explore future code-sharing agreements and potential loyalty program integration. Riyadh Air forms just one part of the PIF’s expansive investments in the aviation ecosystem, which also span airports, logistics, and supporting infrastructure across the Kingdom.
Backed by the Public Investment Fund (PIF), Riyadh Air is positioning itself as a future global aviation leader, with this initial route serving not only as a testbed for systems, aircraft, and service procedures, but also as a key milestone in the Kingdom’s broader Vision 2030 strategy.
Riyadh Air's strategic launch without public tickets
Riyadh Air’s first operational route will connect King Khalid International Airport in Riyadh with London Heathrow Airport, one of the world’s busiest and most tightly controlled hubs. But these initial flights won’t be open for general ticket sales. Instead, the seats will be available exclusively to Riyadh Air employees, staff at the airline’s owner — Saudi Arabia’s Public Investment Fund (PIF) — and their families.
Our “Pathway to Perfect” in a nutshell 🛫
— Riyadh Air (@RiyadhAir) October 8, 2025
The reason for this controlled opening is strategic. While the airline secured a pair of coveted Heathrow slots back in June for the Northern Hemisphere winter season, it does not yet have its own aircraft. Riyadh Air’s order with Boeing for 72 Dreamliners — 39 firm orders for the 787-9 model and 33 options — originally targeted first deliveries by December 2024. That schedule has now been pushed back due to production delays, with the first jets now expected in late 2025.
To avoid losing the Heathrow slots under the airport’s strict “use it or lose it” rules, Riyadh Air is launching the route using a leased Boeing 787-9 Dreamliner from Oman Air. The aircraft, named Jamila and registered as HZ-RXX, is currently being used for pilot training, certification flights, and operational trials.
Passengers on these early flights will be considered “Launch Members” and will be invited to share detailed feedback on every part of the journey — from booking and boarding to in-flight experience and ground handling. Tickets for these flights will only be available through the airline’s newly unveiled loyalty platform, Sfeer.
Speaking at the official announcement, Riyadh Air CEO Tony Douglas made it clear that this staged approach is a deliberate choice, not a compromise.
“If you go big bang on day one and assume everything will work perfectly on the first day, well, the reality is it won’t,” he said. “So we will use that short period to trial everything and make sure the feedback gives us the opportunity to polish every last little detail before I actually sell a ticket to you.”
Route, schedule, and market competition
The new Riyadh–London route spans 3,070 miles with a flight time of approximately 7 hours, making Riyadh Air the fourth airline to operate on this corridor.
Daily Schedule (Local Times)
Competing airlines on RUH–LHR
While Saudia currently maintains a strong presence on the route, it is gradually withdrawing from Riyadh-based services to make way for Riyadh Air, which will become the Kingdom's flagship international airline.
Future routes, fleet expansion & global ambitions
Though Riyadh Air is just beginning operations, its long-term ambitions are substantial. The airline was officially announced in March 2023 by Crown Prince Mohammed bin Salman and is a cornerstone of the Kingdom’s Vision 2030, an economic diversification plan that seeks to position Riyadh as a global business and tourism hub.
Riyadh Air plans to serve over 100 destinations worldwide by 2030, supported by a modern, fuel-efficient fleet and a focus on premium service across every touchpoint. The scale of its ambition is reflected in its extensive aircraft order book:
Fleet development: Boeing and Airbus orders
Riyadh Air’s expansion plans are backed by a massive and diversified aircraft order portfolio:
- Boeing:
- 39 Boeing 787-9 Dreamliners (firm order)
- 33 options
- Total potential: 72 Dreamliners
- 39 Boeing 787-9 Dreamliners (firm order)
- Airbus (as of mid-2025):
- 60 Airbus A321neo
- 25 Airbus A350-1000 (with rights for 25 more)
- 60 Airbus A321neo
Following the launch of its first route to London, Riyadh Air’s next confirmed destination will be Dubai International Airport. The Riyadh–Dubai corridor is among the busiest in the region, with more than 30 daily flights at peak times, operated by a mix of low-cost and full-service carriers. This route will also mark Riyadh Air’s first direct competition with Emirates, which currently operates three daily Boeing 777-300ER services on the same sector.
In parallel, Riyadh Air has been forming strategic partnerships to expand its global reach, including a memorandum of understanding with Delta Air Lines to explore potential codesharing and loyalty program alignment.
Sfeer Loyalty Program: A community-centric approach
Alongside the launch announcement, Riyadh Air introduced Sfeer, a digital-first loyalty program designed to reflect modern user behavior and local cultural values. The name — which means “ambassador” in Arabic and echoes the English word “sphere” — captures the program’s vision of building a connected and collaborative member community.
We are proud to introduce Sfeer, our lifestyle program 🟠
— Riyadh Air (@RiyadhAir) October 8, 2025
It’s a community-driven, digitally immersive ecosystem where points never expire and rewards are meant to be shared.
Join today and enjoy exclusive Founders-only benefits from day one!
Unlike traditional airline programs that reward individual travel spend, Sfeer promotes engagement, inclusivity, and shared progress. Members can share level points with family and friends, advancing together toward higher tiers — a model the airline says reflects Saudi values of generosity and togetherness.
In its early access phase, Sfeer is open to Riyadh Air’s internal community, but it will be expanded in phases. Early registrants, dubbed “Founders,” will gain priority access to ticket sales on upcoming flights and invitations to exclusive events. When fully launched in 2026, the program will include gamified challenges, member leaderboards, and a no-expiry points policy. Additional benefits will include complimentary onboard Wi-Fi and special partner offers.
Douglas positioned Sfeer as a loyalty program that goes beyond points.
“We’re emphasizing inclusivity and engagement, rather than the individual transactional models of traditional airline loyalty programs,” he said. “We want this to be community-driven and digitally immersive — not just another points system.”
Hafawa Lounge: Riyadh Air’s first premium ground experience
Riyadh Air has also unveiled its first premium lounge, the ‘Hafawa Lounge’ — located between Terminals 1 and 2 at King Khalid International Airport.
The lounge is positioned as an extension of Riyadh Air’s commitment to providing a luxury experience and serves as part of its overall operational trial period. As the airline ramps up toward full public service, every touchpoint, from lounge to inflight, is being tested and refined.
Strategic significance: Vision 2030 and the aviation push
Riyadh Air was established in March 2023 by Crown Prince Mohammed bin Salman as a central pillar of Saudi Arabia’s Vision 2030 — the national strategy aimed at diversifying the economy and reducing reliance on oil. The airline’s objectives are closely aligned with the broader ambitions of its owner, the Public Investment Fund (PIF), which include transforming Riyadh into a global aviation hub, attracting 330 million passengers annually by 2030, and enhancing international connectivity through strategic partnerships.
One such partnership includes a memorandum of understanding with Delta Air Lines to explore future code-sharing agreements and potential loyalty program integration. Riyadh Air forms just one part of the PIF’s expansive investments in the aviation ecosystem, which also span airports, logistics, and supporting infrastructure across the Kingdom.
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