Riyadh Air’s new loyalty programme explained

Riyadh Air, Saudi Arabia’s newest national carrier, has revealed details of Sfeer, its next-generation loyalty programme that palces community at its heart. 

 

Set to launch alongside the airline’s inaugural London Heathrow flights on 26 October 2025, Sfeer – translating as ’Ambassador’ in Arabic – is designed to make earning rewards a collective journey rather than an individual pursuit.

 

It moves beyond traditional, transaction-based loyalty schemes, replacing the conventional miles-and-status model with a technology-driven approach that prioritises participation, engagement and advocacy across both digital and in‑flight experiences, 

 

At the core of the programme is an industry-first feature that allows members to share Level Points and benefits with friends and family, enabling collaborative progress through membership tiers. 

 

Members will benefit from points that never expire, along with gamified challenges, progress tracking and leaderboards that encourage active participation. 

 

RELATED:

Riyadh Air to launch with London route on 26 October

Riyadh Air unveils first-ever business class lounge

Saudi Arabia’s Riyadh Air reveals interior cabin designs

 

The programme also extends into daily life through curated partnerships in hospitality, retail and lifestyle sectors, as well as perks such as complimentary onboard Wi-Fi, early ticket access and invitations to exclusive events. 

 

Early members – referred to as ’Founders’ – will gain advance booking privileges, access to brand activations and special recognition within the Sfeer community.

 

Currently in its soft-launch phase, Sfeer will be fully integrated across Riyadh Air’s digital platforms in 2026. 

 

CEO Tony Douglas said the initiative reflects the carrier’s forward-looking strategy: “With Sfeer, we’re creating much more than a loyalty programme, we’re building a digitally immersive lifestyle ecosystem.

 

“Riyadh Air’s development is a tangible realisation of a vision to connect Saudi Arabia to the world, through innovation, through experience and through a sense of belonging that Sfeer will help foster across every journey.”

 

Riyadh Air’s first passenger service begins on 26 October 2025 with a daily flight between Riyadh and London Heathrow, initially reserved for employees as part of a phased rollout before opening to the public. 

 

Operated by the Boeing 787-9 Dreamliner Jamila, the route will support seamless global connectivity, followed by new services to Dubai and additional destinations across winter 2025 and summer 2026.

 

For more information, visit www.riyadhair.com