Saudi Arabia’s highly anticipated new national carrier, Riyadh Air, has officially announced its inaugural flight will take off on October 26, connecting the capital city of Riyadh directly to London’s Heathrow Airport. The announcement, made from the airline’s headquarters, marks a significant milestone in the Kingdom’s ambitious aviation strategy and its vision to become a global travel and tourism hub.
A Phased Launch with a “Beautiful” Start
The airline’s maiden voyage will be operated using a Boeing 787-9 aircraft named “Jamila,” which means “beautiful” in Arabic. In an exclusive conversation with Arab News, CEO Tony Douglas described the moment as “overwhelming” and a historic culmination of a three-year planning phase.
The launch will be conducted in a phased approach. The first daily flights to London will carry select guests, allowing the airline to refine its operations and customer experience before opening ticket sales to the general public. A second new aircraft will soon enable the launch of a daily service to Dubai, with further destinations for winter 2025 and summer 2026 to be announced imminently.
Building a Seamless Travel Ecosystem
A key theme of the airline’s strategy is creating a fully integrated travel experience, beginning with a newly announced partnership with the ride-sharing giant Uber. This collaboration aims to provide seamless ground transportation for travelers, connecting their journey from their doorstep to the airport departure gate.
Upon arrival at King Khalid International Airport, premium travelers will be welcomed into the “Hafawa Lounge.” The name, derived from an Arabic word embodying warmth and hospitality, reflects the airline’s core brand promise. The nearly 2,000-square-meter lounge will offer private and communal spaces for up to 370 Business Elite and Business Class guests.
Loyalty and Partnerships from Day One
In a strategic move, Riyadh Air is launching its loyalty program, “Sfeer” (meaning “Ambassador”), concurrently with its first flights. Early registrants will gain access to a “Founders Club” with unique benefits and priority booking. The program, set to be fully activated in 2026, will eventually feature gamified challenges, leaderboards, and exclusive event invitations.
The airline is also building a network of strategic partnerships. A cornerstone of this strategy is its collaboration with Saudia Airlines, the Kingdom’s existing national carrier. Osamah Al-Nuaiser, Senior Vice President of Marketing, emphasized this is an integration, not a competition, allowing for synergy and shared loyalty benefits between the two national airlines. Additional partnerships with brands like Saudi wellness company Kayanee for amenity kits and loungewear further cement the airline’s premium and culturally rooted identity.
From a small team of fewer than 10 employees, Riyadh Air has rapidly grown to nearly 600 staff. Al-Nuaiser, one of the founding members, expressed immense pride in the team’s trajectory and the airline’s mission: “We want to take the hospitality and generosity of the people and make sure that we also carry that and connect Riyadh to the world and the world to Riyadh.”
