Route Development
Riyadh Air Launches London Route Supporting Saudi Vision 2030
Riyadh Air starts flights to London Heathrow in 2025, advancing Saudi Arabia’s Vision 2030 and introducing the digital Sfeer loyalty program.
The launch of Riyadh Air’s first international route to London marks a pivotal moment in Saudi Arabia’s evolving aviation landscape. Announced for October 26, 2025, this new connection between Riyadh’s King Khalid International Airport and London Heathrow is more than the debut of a new airline, it’s a strategic move aligned with the Kingdom’s Vision 2030. As Saudi Arabia seeks to diversify its economy and position itself as a global travel hub, Riyadh Air’s entry into the market is set to influence both regional and international air travel dynamics.
With the backing of the Public Investment Fund (PIF), Riyadh Air’s establishment is a cornerstone of Saudi Arabia’s broader ambitions. The airline’s initial operations, including the London route, are designed not only to ensure operational readiness but also to showcase a commitment to high standards and innovation. The launch is complemented by the introduction of the “Sfeer” loyalty program, reflecting a modern approach to customer engagement and digital integration.
In a market already served by established carriers, Riyadh Air’s entry brings fresh competition and new possibilities. This article examines the significance of the inaugural route, the operational strategies behind the launch, and the broader implications for Saudi Arabia’s aviation sector and its Vision 2030 goals.
The decision to commence daily flights between Riyadh and London is rooted in Riyadh Air’s “Pathway to Perfect” go-to-market plan. This phased approach prioritizes operational excellence and reliability ahead of the airline’s full-scale launch. By initially offering flights to select groups and employees, Riyadh Air aims to conduct thorough operational assessments and ensure that every aspect of the passenger experience meets high standards before expanding to the broader public.
The inaugural flights will be operated using a Boeing 787-9 Dreamliner, named “Jamila,” which will serve as a technical spare aircraft. This deliberate choice reflects a cautious and strategic entry into service, minimizing operational risks and allowing for rapid adjustments if needed. The flight schedule is designed for convenience, with RX401 departing Riyadh at 03:15 local time and arriving in London at 07:30, while the return RX402 leaves London at 09:30 and lands in Riyadh by 19:15 local time.
In addition to London, Riyadh Air has signaled plans to expand quickly, with routes to Dubai expected soon after the London launch. Further route announcements for the winter 2025 and summer 2026 seasons are anticipated, indicating an ambitious growth trajectory. This initial phase not only tests Riyadh Air’s operational capabilities but also sets the stage for its broader international expansion.
“This isn’t just a launch, it’s a tangible realization of a vision to connect Saudi Arabia to the world, a core pillar of Saudi Vision 2030. Our commitment to begin operations in 2025 is being fulfilled.” , Tony Douglas, CEO of Riyadh Air
Riyadh Air’s establishment is deeply intertwined with Saudi Arabia’s Vision 2030, a national strategy aimed at reducing the Kingdom’s dependence on oil and fostering new sectors such as tourism and logistics. The airline’s goal to connect Riyadh to over 100 destinations worldwide by 2030 is ambitious, reflecting the government’s intent to attract 100 million visitors annually by the end of the decade.
The London route is a critical milestone in this journey. London is not only a major global hub but also a key destination for business, tourism, and diplomatic relations. By linking Riyadh directly to London, the airline enhances Saudi Arabia’s accessibility and appeal to international travelers and investors. This connectivity is expected to support broader economic objectives, including increased tourism revenue and greater international business engagement. Moreover, the launch demonstrates the Kingdom’s commitment to modernizing its aviation sector and adopting global best practices. Riyadh Air’s operational strategy and investment in advanced aircraft signal a focus on quality, safety, and customer satisfaction, all of which are essential for competing on the world stage.
The Riyadh-London corridor is already served by established carriers such as Saudia and British Airways. Riyadh Air’s entry introduces a new dynamic, potentially increasing competition and influencing pricing, service standards, and customer offerings. The airline’s financial backing from the PIF provides it with the resources to invest in fleet modernization, digital innovation, and customer experience enhancements.
Industry observers are closely watching Riyadh Air’s strategy, fleet orders, and service differentiation. The use of a technical spare aircraft for the inaugural flights is seen as a prudent measure to ensure reliability from day one. Additionally, the phased approach to ticket sales, starting with employees and select groups, underscores a commitment to operational excellence and customer feedback integration.
The impact of Riyadh Air’s launch extends beyond Saudi Arabia. As a major new entrant with significant financial and strategic backing, the airline’s performance, growth, and partnerships will likely influence regional aviation trends and global airline alliances in the coming years.
Alongside the London route announcement, Riyadh Air unveiled its “Sfeer” loyalty program, designed to be digitally native and community-driven. The program introduces several innovative features, such as the ability for members to share level points with friends and family, enabling collective progress toward higher status tiers. This approach fosters a sense of community and collaboration among travelers.
Early registrants, known as “The Founders,” are granted priority access to future flight bookings and exclusive benefits, incentivizing early adoption and loyalty. Notably, Sfeer adopts a “no points expiry” policy, addressing a common pain point for frequent flyers and enhancing long-term engagement. The program also incorporates gamified challenges and leaderboards, making the loyalty experience more interactive and rewarding.
Additional perks for Sfeer members include complimentary onboard Wi-Fi and access to benefits from a range of local and global partners. By blending digital innovation with tangible rewards, Riyadh Air aims to differentiate its loyalty offering in a crowded market and appeal to tech-savvy, globally minded travelers.
“Sfeer is not just a loyalty program, it’s a digital community designed to reward and engage travelers in new and meaningful ways.” , Riyadh Air Press Release
The focus on digital transformation is evident throughout Riyadh Air’s approach. From the Sfeer platform’s user-friendly interface to the integration of gamified experiences, the airline is leveraging technology to enhance customer satisfaction and streamline interactions. This digital-first mindset is increasingly important in the competitive airline industry, where travelers expect seamless booking, personalized offers, and real-time support. By prioritizing digital engagement, Riyadh Air positions itself to attract younger, tech-savvy customers who value convenience and innovation. The ability to share points and participate in challenges adds a social element to the loyalty experience, encouraging repeat business and word-of-mouth referrals.
As the airline expands its route network and customer base, the Sfeer program is expected to play a central role in building long-term relationships and driving brand loyalty. The combination of digital features, flexible rewards, and exclusive benefits sets a new standard for loyalty programs in the region.
The introduction of Sfeer reflects broader trends in the aviation industry, where airlines are increasingly turning to digital platforms and personalized experiences to differentiate themselves. Riyadh Air’s approach aligns with global best practices, emphasizing flexibility, transparency, and customer empowerment.
Other airlines in the region and beyond may look to Riyadh Air’s loyalty innovations as a model for enhancing their own programs. The emphasis on community, gamification, and no-expiry points could influence industry standards and customer expectations in the years ahead.
Ultimately, the success of Sfeer will depend on its ability to deliver meaningful value to members and adapt to evolving traveler preferences. As Riyadh Air grows, the program’s features and partnerships are likely to expand, further strengthening its competitive position.
Riyadh Air’s inaugural London flights signal the start of a new chapter for Saudi Arabia’s aviation sector. By aligning its operational strategy with Vision 2030 and embracing digital innovation, the airline is poised to play a significant role in the Kingdom’s efforts to become a global travel and tourism hub. The launch of the Sfeer loyalty program further underscores Riyadh Air’s commitment to customer engagement and modern service standards.
Looking ahead, the airline’s phased approach, ambitious expansion plans, and focus on quality will be critical to its long-term success. As Riyadh Air continues to roll out new routes and services, its impact on regional competition, industry practices, and Saudi Arabia’s international profile will be closely watched. The journey to connect Riyadh with the world has begun, and its progress will shape the future of travel in the region and beyond.
When will Riyadh Air’s London flights begin? What aircraft will be used for the initial London route? What is unique about the Sfeer loyalty program? How does Riyadh Air fit into Saudi Arabia’s Vision 2030? Will Riyadh Air expand to other destinations soon?
Riyadh Air’s Inaugural London Route: A Strategic Leap for Saudi Aviation
Strategic Foundations: The Launch of Riyadh Air’s London Route
Operational Readiness and the “Pathway to Perfect”
Aligning with Vision 2030: Economic Diversification and Global Connectivity
Competitive Landscape and Industry Impact
Sfeer Loyalty Program: A Digital-First Approach to Customer Engagement
Innovative Features and Member Benefits
Digital Transformation and Customer Experience
Implications for the Aviation Industry
Conclusion: A New Era for Saudi Aviation
FAQ
The inaugural daily flights from Riyadh to London Heathrow are scheduled to commence on October 26, 2025.
The flights will be operated using a Boeing 787-9 Dreamliner named “Jamila,” which will serve as a technical spare aircraft during the initial phase.
Sfeer offers features such as point sharing with friends and family, no points expiry, gamified challenges, and exclusive early benefits for “The Founders.”
Riyadh Air is part of the Kingdom’s strategy to diversify its economy, boost tourism, and establish itself as a global aviation hub, supporting the Vision 2030 goal of attracting 100 million visitors annually.
Yes, flights to Dubai are expected to be added shortly after the London launch, with further route announcements anticipated for the winter 2025 and summer 2026 seasons.
Sources
Photo Credit: Riyadh Air
Route Development
Chicago O’Hare Launches Orchard-Inspired Concourse D Expansion
O’Hare International Airport’s $1.3B Concourse D with orchard-inspired design and 19 flexible gates is set to open in late 2028.
This article is based on an official press release from the City of Chicago.
On Thursday, February 5, 2026, Chicago Mayor Brandon Johnson and the Chicago Department of Aviation (CDA) released a detailed animated preview of “The New Concourse D” at O’Hare International Airports. Formerly known as Satellite Concourse 1, this $1.3 billion infrastructure project represents a pivotal phase in the airport’s massive ORDNext expansion program.
According to the official announcement, the new facility is currently under construction following a groundbreaking ceremony in August 2025. Scheduled to open to the public in late 2028, Concourse D is designed to modernize the passenger experience with a focus on wellness, natural light, and operational flexibility. The project is being led by the architectural firm Skidmore, Owings & Merrill (SOM), alongside partners Ross Barney Architects and Juan Gabriel Moreno Architects (JGMA).
The newly released video highlights a dramatic shift in design philosophy for the airport, moving away from industrial aesthetics toward a “nature-infused” environment that pays homage to the site’s history.
The central theme of the new concourse is a direct nod to O’Hare’s pre-aviation history as an apple orchard, originally known as Orchard Field, which gave the airport its “ORD” IATA code. The City of Chicago press release details how the interior architecture features tree-like structural columns that branch out to support the roof, creating a canopy effect intended to reduce travel stress.
A key feature of the design is the “Oculus,” a central skylight that serves as the building’s architectural focal point. The design team emphasizes that this feature is not merely aesthetic but functional, directing natural daylight deep into the building to aid in intuitive wayfinding.
“We designed the new satellite concourse to create a frictionless experience for travelers… The gate lounges feature column-free expanses for easy wayfinding, high ceilings to optimize views, and a daylighting strategy to help align the body’s natural rhythms.”
, Scott Duncan, Design Partner at SOM
The facility will include over 20,000 square feet of airline lounge space and 30,000 square feet dedicated to retail and concessions. In a move to accommodate modern traveler needs, the design also incorporates a dedicated children’s play area and multi-level communal seating equipped with integrated charging stations. Beyond the aesthetics, Concourse D is a critical component of the broader ORDNext (formerly O’Hare 21) capital program. The expansion is necessary to maintain O’Hare’s status as a global hub by increasing gate capacity and flexibility.
According to the CDA, the concourse will add 19 new flexible gates to the airport’s portfolio. These gates are designed with versatility in mind, capable of accommodating:
This flexibility allows the airport to adjust to shifting market demands between domestic and international travel without requiring physical construction changes.
“By breaking ground on Concourse D, we are taking a critical first step toward enhancing how the airport welcomes and serves more than 80 million passengers each year.”
, Michael McMurray, CDA Commissioner
Mayor Brandon Johnson emphasized the economic impact of the project, noting that it serves as an economic engine for the region. The city estimates the project will create approximately 3,800 construction jobs.
The rebranding of “Satellite 1” to “Concourse D” and the release of this high-fidelity animation signal a clear intent by Chicago officials to solidify the project’s identity before the steel rises significantly. By leaning heavily into the “Orchard” narrative, the CDA is attempting to differentiate O’Hare from other sterile, glass-and-steel global hubs.
From an operational standpoint, the “flexible gate” configuration is the most significant detail. As airline fleets evolve and the mix between wide-body international haulers and narrow-body domestic hoppers fluctuates, static gates can become liabilities. The ability to park two narrow-bodies in the footprint of one wide-body maximizes the return on Investments for this $1.3 billion asset, ensuring it remains relevant regardless of how airline strategies shift in the 2030s.
The project is currently active, with construction managed by the joint venture AECOM Hunt Clayco Bowa. The timeline provided by the city outlines the following key milestones:
Concourse D is located just south of the existing Concourse C (Terminal 1) and will be connected via a new walkway extension. It serves as the precursor to the eventual demolition of Terminal 2, which will make way for the future O’Hare Global Terminal.
Where is the new Concourse D located? When will Concourse D open? Why is it called the “Orchard” design? How much will the project cost?
O’Hare Unveils “Orchard-Inspired” Vision for New Concourse D
Design Philosophy: Returning to the Orchard
Operational Capacity and ORDNext Strategy
AirPro News Analysis
Timeline and Next Steps
Frequently Asked Questions
It is located directly south of the existing Concourse C at Terminal 1. It will be connected to the main terminal complex via a new walkway extension.
The City of Chicago and the Chicago Department of Aviation have scheduled the opening for late 2028.
The design pays tribute to “Orchard Field,” the original name of the airfield that became O’Hare. The interior columns resemble trees, and the layout emphasizes nature and light.
The budget for Concourse D is set at $1.3 billion.
Sources
Photo Credit: City of Chicago
Route Development
SAS and TAROM Codeshare Connects Scandinavia and Romania in 2026
SAS and TAROM announce a codeshare agreement effective February 2026, enhancing connectivity between Scandinavia and Romania with SkyTeam benefits.
This article is based on an official press release from SAS Group.
Scandinavian Airlines (SAS) and TAROM, the flag carrier of Romania, have announced a comprehensive codeshare agreement set to commence on February 9, 2026. The partnership aims to restore and enhance connectivity between Northern Europe and Romania following SAS’s strategic shift to the SkyTeam alliance.
According to the official announcement from SAS Group, the agreement will allow passengers to book single-ticket journeys between the two regions by utilizing major European transit hubs. This move integrates TAROM, a long-standing SkyTeam member, more deeply with SAS, which officially joined the alliance on September 1, 2024.
The collaboration addresses a significant gap in network connectivity, offering business and leisure travelers seamless baggage check-through and reciprocal loyalty benefits. Paul Verhagen, EVP & Chief Commercial Officer at SAS, emphasized the strategic value of the deal in a statement:
“This new partnership with TAROM marks an important step in enhancing connectivity between Scandinavia and Romania. By combining our networks and offering smooth transfers via key European hubs, we are giving our customers more choice, flexibility, and convenience.”
Rather than launching direct flights immediately, the airlines are leveraging a “virtual hub” strategy. According to the press release, the codeshare will route traffic through four key intermediate airports: Amsterdam (AMS), Brussels (BRU), Frankfurt (FRA), and Prague (PRG).
Under the terms of the agreement:
This structure allows the airlines to offer competitive travel times and frequency without dedicating aircraft to direct point-to-point routes, which are currently dominated by low-cost carriers.
This agreement is a direct consequence of the major airline alliance realignment that occurred in late 2024. When SAS departed Star Alliance to join SkyTeam, it lost its traditional connectivity to Eastern Europe provided by partners like Lufthansa and Austrian Airlines. Partnering with TAROM allows SAS to rebuild its footprint in the region using SkyTeam infrastructure.
For TAROM, the deal unlocks access to the high-yield Scandinavian market. The Romanian carrier is currently in the midst of a fleet modernization program, transitioning from aging aircraft to new Boeing 737 MAX 8 jets expected to arrive in late 2025 and 2026. By utilizing SAS for the northern leg of the journey, TAROM can expand its network reach while conserving its own metal for other high-demand routes. Narcis Obeadă, Commercial Director at TAROM, hinted at further expansion in the company’s statement:
“In the coming period, TAROM will announce new commercial agreements, in line with the company’s mission to safely and efficiently connect Romania and Romanian culture to the international air transport network.”
Travelers utilizing the codeshare will benefit from the full suite of SkyTeam alliance perks. Members of SAS EuroBonus and TAROM’s loyalty program will be able to earn and redeem points on these codeshare flights. Additionally, premium passengers will gain access to SkyTeam lounges at transit hubs.
The passenger experience on the SAS leg of these journeys is also set for an upgrade. SAS is currently rolling out free high-speed Starlink WiFi across its fleet, a project the airline states will be widely available by late 2025.
The “Prague” Anomaly and Market Positioning
The inclusion of Prague (PRG) as a connection hub is a notable operational detail. Following the cessation of operations by Czech Airlines (CSA) as a standalone SkyTeam member in October 2024, Prague is no longer a primary alliance hub. The decision to route traffic through PRG suggests a strong bilateral interline capability between SAS and TAROM that functions independently of major alliance hub infrastructure.
Furthermore, this deal clearly targets the premium business segment. While low-cost carrier Wizz Air operates direct flights between Bucharest and Copenhagen, legacy carriers cannot compete purely on price. Instead, SAS and TAROM are competing on schedule flexibility (multiple daily frequencies via hubs) and corporate perks (lounge access, baggage interlining). With tourism to Romania rising, foreign arrivals were up 13.4% year-on-year as of August 2024, the demand for reliable, full-service connectivity is likely to grow.
When can I book these codeshare flights? Will my bags be checked through to the final destination? Do these flights count toward SkyTeam Elite status?
SAS and TAROM Launch Strategic Codeshare to Connect Scandinavia and Romania
Operational Details: The Virtual Hub Strategy
RO marketing code on SAS flights connecting Copenhagen, Oslo, and Stockholm to these intermediate hubs.SK marketing code on TAROM flights connecting Bucharest to the same hubs.Strategic Context: The SkyTeam Realignment
Passenger Experience and Loyalty
AirPro News Analysis
Frequently Asked Questions
The codeshare agreement is effective starting February 9, 2026. Tickets should be available through both airlines’ booking channels prior to this date.
Yes. Because this is a full codeshare agreement, passengers traveling on a single ticket (e.g., Bucharest to Stockholm via Amsterdam) will have their baggage checked through to the final destination.
Yes. Flights marketed and operated by SkyTeam members (SAS and TAROM) count toward tier status and accrue redeemable miles/points according to the rules of your specific loyalty program.
Sources
Photo Credit: SAS Group
Route Development
Starlux Airlines Launches Taipei to Prague Flights in 2026
Starlux Airlines will begin nonstop service between Taipei and Prague in August 2026, featuring its exclusive First Class on the Airbus A350-900.
This article summarizes reporting by One Mile at a Time and Ben Schlappig.
Starlux Airlines, the Taiwan-based luxury carrier, has officially announced its expansion into the European market. According to reporting by One Mile at a Time, the airline will launch nonstop service between Taipei (TPE) and Prague (PRG) beginning August 1, 2026. This development marks a major milestone for the “boutique” airline, representing its first long-haul destination outside of North America.
The new route signals a strategic shift for Starlux, which has previously focused its long-haul efforts exclusively on transpacific flights to the United States. By deploying its flagship Airbus A350-900 aircraft on this sector, the airline intends to compete directly with legacy carriers by offering a premium-heavy configuration, including its exclusive First Class cabin.
Based on schedule data cited by One Mile at a Time and confirmed by Prague Airport, the service will initially operate three times weekly. The flights are scheduled for Tuesdays, Thursdays, and Saturdays, with plans to increase frequency to four times weekly by adding Mondays starting in October 2026.
The operational schedule is as follows:
Jiří Pos, Chairman of the Board of Directors at Prague Airport, welcomed the new connection in a statement regarding the launch.
“We estimate that the route will be used by approximately 95,000 passengers in the first year of operation.”
, Jiří Pos, Chairman of Prague Airport
Travelers on this route will experience Starlux’s most premium hardware. One Mile at a Time notes that the Airbus A350-900 is the only aircraft type in the Starlux fleet equipped with a First Class cabin. The aircraft features a total of 306 seats across four distinct classes:
This deployment is significant because it brings a true First Class product to the Taipei-Prague market, distinguishing Starlux from competitors that may only offer Business Class on similar routes.
While major European hubs like London Heathrow or Paris Charles de Gaulle are often the first ports of call for Asian carriers expanding westward, Starlux’s choice of Prague is driven by specific economic factors rather than traditional tourism volume alone. The Semiconductor Connection “Prague is a long-favored destination for Taiwanese travelers, and growing semiconductor industry ties are expected to further drive demand…”
, Glenn Chai, CEO of Starlux Airlines
Competitive Landscape According to the reporting by Ben Schlappig, this route is likely just the beginning of Starlux’s European ambitions. The airline has indicated plans to launch a second European destination later in 2026. While not officially confirmed, industry reports suggest Milan (MXP) is a strong contender, which would align with the carrier’s Strategy of connecting high-value fashion and business hubs.
Starlux Airlines Selects Prague for First European Route
Flight Schedule and Operational Details
Onboard Experience: The Airbus A350-900
AirPro News Analysis: Strategic Market Positioning
We observe that the economic ties between Taiwan and the Czech Republic have deepened significantly due to the semiconductor industry. With major investments from Taiwanese tech giants in Central Europe, business travel demand is high. Starlux CEO Glenn Chai highlighted this synergy in his remarks regarding the Launch.
Starlux will face direct competition from China Airlines, which launched the same route in July 2023. However, Starlux appears to be betting on its “luxury boutique” brand identity to capture high-yield business travelers and premium leisure tourists who prioritize cabin comfort and newer aircraft hardware.
Future European Expansion
Frequently Asked Questions
Photo Credit: Starlux Airlines
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