Riyadh Air Unveils Luxurious Lounge, Innovative Loyalty Program, and London Launch Plans
Riyadh Air, Saudi Arabia’s rising aviation star, has announced a wave of exciting developments ahead of its highly anticipated service launch—revealing a state-of-the-art flagship lounge in Riyadh, details of an innovative loyalty program, and the first commercial flights connecting Riyadh and London.
Key Takeaways
- Riyadh Air will launch with a premium lounge at Riyadh Airport, promising an upscale ground experience.
- The airline has introduced the Sfeer loyalty program, focused on innovation and member benefits.
- Initial flights, including a key route to London, will be invite-only before a full public roll-out.
Flagship Hafawa Lounge: Redefining Saudi Hospitality
Riyadh Air’s Al Hafawa Lounge at King Khalid International Airport is set to open its doors as the airline launches operations. Covering about 2,000 square meters and seating up to 370 guests, it will be accessible to business class travelers. The lounge blends traditional Saudi warmth with modern design, featuring:
- Distinct zones for dining, relaxing, and socializing
- Executive à la carte dining overlooking a tranquil garden
- Buffet areas offering international favorites, a vibrant café with barista coffee, an in-house bakery, and a dedicated non-alcoholic beverage corner
- Family and private rooms, as well as an immersive digital experience room
Designed by Yabu Pushelberg, the lounge highlights elements like limestone, oak, and bronze to reflect Saudi Arabia’s landscapes. Upon arrival, guests will be greeted with traditional Saudi coffee and dates, symbolizing the local spirit of hospitality.
Launch of the Sfeer Loyalty Program
Riyadh Air’s loyalty offering, Sfeer (meaning "Ambassador" in Arabic), aims for both flexibility and community. With Sfeer, members can expect:
- Points that never expire
- The unique ability to share status and benefits with friends and family
- Emphasis on gamified engagement and digital experiences
- Early registrants entered into an exclusive founder’s group with special perks
- Free onboard Wi-Fi for all Sfeer members
While the full program details are to be unveiled in 2026, registration has already opened, showing Riyadh Air’s commitment to a forward-thinking, digital approach to loyalty.
London Flights: Exclusive Preview Phase
Riyadh Air will soon initiate daily flights between Riyadh and London Heathrow—a critical route—starting October 26, 2025. However, these inaugural flights will be exclusive, not open to the general public, and are part of an operational readiness phase:
- The flights will be invitation-only for airline staff and select guests
- Operated with an ex-Oman Air Boeing 787-9, prior to delivery of Riyadh Air’s custom-fitted Dreamliners
- This "Pathway to Perfect" program allows for testing service flows and fine-tuning the product before a broader public launch
- Additional routes, including Dubai, are planned to follow shortly
Securing coveted Heathrow slots and ensuring seamless service have been central to this approach. The full rollout to paying passengers is expected in the following months, aligning with aircraft deliveries and rising operational capacity.
Outlook: High Hopes for Saudi’s New Airline
Riyadh Air is making its presence felt before its first passengers even board, showcasing a strong commitment to luxury, hospitality, and technological innovation. With its flagship lounge, ambitious loyalty program, and strategic launch of international service, the airline is positioning itself as a leader in the next generation of Middle Eastern carriers.
Sources
- Riyadh Air Unveils Flagship Hafawa Lounge Riyadh, Ahead Of Launch, One Mile at a Time.
- Riyadh Air Launching Sfeer Loyalty Program, With Unique Sharing Features, One Mile at a Time.
- Riyadh Air Will Operate London Flights Soon, But They’re Invitation Only, One Mile at a Time.
