Saudi Arabia’s start-up airline Riyadh Air has confirmed that its inaugural flight will take place this month, with the launch of its London service.
On October 26, the airline will commence daily flights to London Heathrow onboard its 787-9 Dreamliner technical spare aircraft. The airline received this technical spare earlier this year.
Riyadh Air has over 182 jets on order, including up to 72 Dreamliners. The airline’s launch was pushed back after repeated Boeing delivery delays.
The London service will initially be on sale to select groups and Riyadh Air employees. Riyadh Air said this is a “critical phase" in ensuring "unparalleled operational readiness”, as it awaits its first deliveries from its direct orderbook with Boeing.
The airline also has orders for up to 50 A350-1000s and firm order for 60 A321neo family jets.
“This isn't just a launch; it's a tangible realization of a vision to connect Saudi Arabia to the world, a core pillar of Saudi Vision 2030,” said Tony Douglas, CEO of Riyadh Air.
The Public Investment Fund (PIF)-owned airline was commissioned to further the aims of Saudi’s 2030 ambitions.
The Vision 2030 programme aims to develop Saudi into a diversified economic, social, and cultural country, with tourism being a key component. Riyadh Air aims to fly to over 100 destinations by 2030.
“Our commitment to begin operations in 2025 is being fulfilled,” said Douglas. “This rigorous flight programme allows us to fine-tune every detail, ensuring a seamless, reliable, and world-class experience.”
In conjunction with it commencing daily services, the airline has also launched its loyalty programme, Sfeer, meaning ‘ambassador’ in Arabic. Sfeer will allow members to share points and benefits with friends and family, as well as other membership benefits.
“Once fully activated in 2026, Sfeer will feature engaging gamified experiences with challenges and leaderboards designed to encourage engagement and participation,” the airline said in a statement.
The airline has been heavily marketing its modern and digital approach, aiming to appeal to a younger market in Riyadh.
The loyalty system also has a ‘no points expiry’ policy.