Riyadh Air has been preparing for its launch for a long time, and we are finally on track. The airline announced today the imminent launch of flights to London Heathrow and Dubai. It will be more like a soft launch, but they will be off the ground at least. But they also announced details of their new loyalty programme.
Riyadh Air launches Sfeer.
Riyadh Air today launched Sfeer (which translates to “Ambassador” in Arabic), which is its new loyalty programme. The airline is marketing the programme as something designed for a generation in motion, and it “embodies the vibrant, generous spirit of Saudi Arabia.”
Riyadh Air claims that Sfeer “is set to become one of the world’s most unique and exciting loyalty programs, seamlessly combining community engagement with gamified experiences, all while unlocking the very best of Saudi.”
Among the many unique facets of the programme, Riyadh Air states that points in the programme won’t expire, and that Sfeer members will be able to share level points, benefits, and even qualifying spending with others, making the travels of friends and family better. For instance, if you had a lounge access voucher you wanted someone else to use, you could simply tap your phone and deposit it into their account for them to use.
Here’s how Riyadh Air CEO Tony Douglas described the new programme,
With Sfeer, we’re creating much more than just a loyalty program; we’re building a dynamic, digitally immersive lifestyle ecosystem. Our vision is to truly change the game, offering unparalleled benefits and fostering a unique sense of community among our members.
It may be true, given that Kim Hardaker, the head of loyalty at Riyadh Air, and an old hand at Etihad Guest and Qantas before that, said that the airline has written a whole new tech stack for loyalty. This also ties into what Riyadh Air CEO Tony Douglas mentioned to me earlier, stating that the airline wants to change the entire shopping process to a more Amazon-like basket approach from the current one.
Sfeer logo
The whole programme will take its own sweet time and will be launched next year, but for now, Riyadh Air has launched registration for the programme. The early registered members will get into a group called “The Founders”, who will get access to book future flights ahead of the rest, and other perks. Never mind that Riyadh Air has to use a queueing software to ensure the queue for registration is orderly.
All members of the loyalty program will receive free Wi-Fi on Riyadh Air flights.
Currently, details are limited, but clues exist. For one, Riyadh Air will offer a revenue-based loyalty programme, with a calendar year qualification cycle. Points won’t expire, which is suitable for the passengers, especially those who don’t fly much. Sfeer will also feature engaging gamified experiences with challenges and leaderboards designed to encourage engagement and participation.
Bottomline
Riyadh Air has launched its Sfeer loyalty programme and is now open for registration. A complete program launch is expected for some point in 2026. However, early registration earns you Founder Member status.
So far, it has been revealed that points won’t expire, and points and status earning will be revenue-based. It’ll be possible to share virtually all rewards with friends and family (including elite status qualification), and the program will also place a significant emphasis on gamification. However, we are yet to be told any of the fine print, and under what circumstances.
What do you think of Riyadh Air’s Sfeer loyalty programme, given the current information?
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