At a press conference announcing the new route and loyalty program, Riyadh Air CEO Tony Douglas stated his team is “standing up an airline from zero.” He explained that the first weeks would serve as proving flights: “If you go big bang on day one and assume everything will work perfectly on the first day, well, the reality is it won't. So we will use that short period to trial everything and make sure the feedback gives us the opportunity to polish every last little detail before I actually sell a ticket to you.”

Once Riyadh Air takes delivery of its first two 787-9s—which Douglas expects “just weeks after” October 26—ticket sales for public passengers on the RUH-LHR route will open. The airline’s inaugural 787-9 has completed painting at Boeing South Carolina in Charleston; assembly of a second aircraft is underway.

The direct route between Riyadh and London covers about 3,070 miles with an estimated flight time of seven hours. The schedule includes:

RX401: Departs RUH at 03:15, arrives LHR at 07:30

RX402: Departs LHR at 09:30, arrives RUH at 19:15

Riyadh Air becomes the fourth carrier on this route alongside British Airways, Virgin Atlantic, and Saudia. Saudia plans to withdraw its service in coming years as Riyadh Air expands operations. British Airways currently operates twice daily with various models of Boeing 777s and Dreamliners; Virgin Atlantic flies daily with Airbus A330-900s; Saudia runs three daily flights using Boeing 777-300ERs.

Douglas also revealed plans for a second route connecting Riyadh with Dubai International Airport following commencement of public operations on the London service. This corridor is already busy with over thirty daily flights operated mainly by low-cost carriers from Saudi Arabia and the UAE. For Riyadh Air, this expansion means competing directly with Emirates’ thrice-daily service using Boeing 777-300ERs.

The newly introduced Sfeer loyalty program aims to build engagement among members by encouraging interaction similar to social media platforms. Members can share level points within their network to advance collectively toward higher tiers. Douglas said Sfeer intends to “change the game” in airline loyalty by "emphasizing inclusivity and engagement" instead of traditional individual transactional models.

Early registrants—dubbed “Founders”—will receive priority access for ticket purchases on initial London flights and invitations to exclusive events. Once fully operational in 2026, Sfeer promises features such as gamified challenges, leaderboards, no expiration policy for points, complimentary onboard Wi-Fi, partner offers, and additional rewards designed for long-term participation.