Riyadh Air, Saudi Arabia’s much-anticipated new airline, will take to the skies on October 26 with its inaugural flight from Riyadh to London Heathrow, marking a milestone in the Kingdom’s aviation ambitions. But in a twist, the maiden journey will carry only employees of the airline and the Public Investment Fund (PIF), its owner, rather than paying members of the public.
The “soft launch” flight, operated by a leased Boeing 787 Dreamliner, will serve as part of a controlled trial phase designed to fine-tune every aspect of the passenger experience before commercial ticket sales begin, Chief Executive Tony Douglas said.
Through Riyadh Air’s loyalty program Sfeer, staff and their families can book these early flights and provide customer experience feedback. “We’re going to survey them on all the touch points across the guest experience,” Douglas explained, calling it a “risk-free testing period” before full public service begins.
The airline’s daily Riyadh–Heathrow route is timed for the northern winter season, with public ticket sales to start once its first two Boeing 787s are delivered — expected “weeks after” the launch.
Riyadh Air plans to expand quickly, beginning with London and Dubai, followed by a global network of 100 destinations within five years. It has placed orders for up to 72 Boeing 787 Dreamliners and 60 Airbus A321 Neos as part of its broader fleet strategy.
Industry analysts call the approach “highly unusual but strategically cautious.” It allows Riyadh Air to test, train, and refine operations without public scrutiny but may delay revenue and expose the start-up to fierce competition from established carriers such as Emirates, British Airways, and Saudia once it enters key markets.
Riyadh Air, established in March 2023, is a cornerstone of Saudi Arabia’s plan to transform Riyadh into a major global aviation hub. With a current workforce of 600, the airline expects to grow to 15,000 employees by 2030 as it ramps up its fleet and route network.
Enrollment for the Sfeer loyalty program opens October 8, offering early members “founding” benefits — though the general public will have to wait a little longer before boarding the Kingdom’s newest carrier.