Riyadh Air – Saudi Arabia’s new national airline, set to launch this year – has announced a new loyalty programme for passengers and its first direct route to London.
The airline has confirmed it will begin daily flights to London Heathrow on October 26.
Riyadh Air has unveiled Sfeer, its groundbreaking loyalty offering, which will provide exclusive benefits to its early Founding Members and showcase the future direction for dynamic airline loyalty programmes, the airline said.
Sfeer, meaning “Ambassador” in Arabic, “embodies the vibrant, generous spirit of Saudi Arabia,” the airline added.
As it rolls out, Sfeer is set to become one of the world’s most unique and exciting loyalty programmes, seamlessly combining community engagement with gamified experiences, all while unlocking the very best of Saudi.
Uniquely, Sfeer members can share level points within their community, allowing points to be used by friends and family to enhance their membership level. Sfeer membership is now open via www.riyadhair.com, and early registrants will be welcomed into an exclusive group, ‘The Founders’, who will receive priority access to bookings on future flights, along with other benefits set to be announced soon.
“With Sfeer, we’re creating much more than just a loyalty programme; we’re building a dynamic, digitally immersive lifestyle ecosystem,” said Tony Douglas, CEO of Riyadh Air.
“Our vision is to truly change the game, offering unparalleled benefits and fostering a unique sense of community among our members.”
“This isn’t just a launch; it’s a tangible realisation of a vision to connect Saudi Arabia to the world, a core pillar of Saudi Vision 2030,” Mr Douglas added. “Our commitment to begin operations in 2025 is being fulfilled. This rigorous flight program on Jamila allows us to fine-tune every detail, ensuring a seamless, reliable, and world-class experience. This carefully sequenced approach is our pathway to perfect, and we are now incredibly close to full operations with further destinations to be announced in the coming weeks as our new aircraft are delivered.”
