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A new airline officially took to the skies this week with the inaugural flight of Riyadh Air, Saudi Arabia’s second flag carrier. The airline plans to operate a fleet of A350s, A321neos, and 787-9s, with ambitions to serve 100 destinations by 2030. And, as with any major airline, it’s launching a loyalty program to match. Here’s what we know so far about Sfeer, the new frequent flyer program from Riyadh Air.
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Timeline of Riyadh Air and the Sfeer Loyalty Program
Riyadh Air was first announced in March 2023 as Saudi Arabia’s new national airline, backed by the country’s Public Investment Fund (PIF). The carrier aims to connect Riyadh with major global destinations and play a central role in Saudi Arabia’s Vision 2030 tourism strategy.
More than two years later, on May 7, 2025, Riyadh Air revealed the first details of its upcoming loyalty program. In a press release, the airline confirmed the program’s name — Sfeer — and announced a partnership with Loyalty Juggernaut, the technology company that also powers Emirates Skywards and WestJet Rewards.
In the months that followed, Riyadh Air gradually shared more information on its website, opening pre-registration for early members known as “Founders.” Finally, on October 26, 2025, the airline operated its inaugural flight to London Heathrow.
What We Know About Riyadh Air’s New Loyalty Program
Riyadh Air’s loyalty program is called “Sfeer”, a name derived from the Arabic word Safir, meaning “ambassador.” The program is built to be “digital-first”, focusing on real-time engagement, AI-driven personalization, and a “seamless mobile-first experience.”
Here’s what we know so far about what Sfeer will offer:
- Dynamic earning and redemption: Riyadh Air describes Sfeer as offering “dynamic earn and redemption opportunities,” suggesting that award prices will fluctuate with the cash cost of flights — similar to models used by Southwest Rapid Rewards or JetBlue TrueBlue.
- Spend-based elite status: Members will earn Level Points based on annual spend (from January 1 through December 31). These Level Points will determine elite status tiers, though specific thresholds haven’t yet been published.
- Community-centric features: The program will allow members to share points, benefits, and even qualifying spend with family and friends.
- No points expiration: Riyadh Air has confirmed that Sfeer points will not expire.
- Gamified engagement: Riyadh Air plans to include challenges and achievements to reward frequent interaction within the app and website.
- Free onboard Wi-Fi: The Sfeer website mentions that members will receive complimentary Wi-Fi access.
- Founder status for early members: Travelers who pre-register are designated as “Founders” and will receive early access to flight bookings and other introductory benefits.
While we don’t yet know the full details — like exact elite-tier thresholds, partner earning rates, or non-flight redemption options — Riyadh Air has described Sfeer as “a community built around travelers,” suggesting the program will expand to include partnerships with hotels, car rentals, and retailers in the future.
The program is now open for registration on Riyadh Air’s website.
Riyadh Air Is Growing Its Partnership Network
Although Riyadh Air has only just launched commercial operations, it’s already forming key partnerships to strengthen its global network and connectivity.
Delta Air Lines partnership
Riyadh Air and Delta Air Lines announced a wide-ranging partnership in July 2024, establishing Delta as Riyadh Air’s exclusive partner in North America and Riyadh Air as Delta’s exclusive partner in Saudi Arabia. The agreement includes:
- Coordinated flight schedules and reciprocal benefits for travelers flying between North America, Saudi Arabia, and beyond.
- Plans for deeper cooperation, including codesharing, loyalty program reciprocity, and shared growth opportunities.
- Delta intends to launch Atlanta–Riyadh in October 2026, marking the airline’s first-ever service to Saudi Arabia.
This partnership positions Delta as a key transatlantic bridge for Riyadh Air’s network and complements Riyadh Air’s goal of turning Riyadh into a global hub for business and leisure travel.
Since Riyadh Air is based in Riyadh, this partnership likely won’t conflict with SkyTeam partner Saudia, which operates primarily out of Jeddah.
Virgin Atlantic partnership
In September 2024, Riyadh Air also signed a partnership with Virgin Atlantic, focusing on the London Heathrow–Riyadh route. The collaboration is expected to enhance connectivity between Saudi Arabia and the United Kingdom, with mutual recognition of loyalty benefits likely once both airlines integrate their systems.
Other collaborations and future plans
While Riyadh Air isn’t currently a member of any global alliance, these early partnerships suggest the airline is prioritizing strategic bilateral relationships over formal alliance membership — at least for now.
Riyadh Air’s use of the same loyalty technology platform as Emirates and WestJet may also pave the way for future collaborations once Sfeer fully launches.
Our Take
We’ve seen many changes across airline loyalty programs over the years, especially with moves toward dynamic pricing. So, it makes sense that a brand-new airline would launch its program with a dynamically priced system from the start.
With Riyadh Air positioning itself as a global connector through its hub in Riyadh, time will tell whether Sfeer becomes a program to watch or remains a niche option primarily for the local market.
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