Saudi Arabia’s New Airline Riyadh Air Is Flying to London —So Why Can’t You Book?

Saudi’s Riyadh Air will launch its first London flights on October 26 using a leased Boeing 787-9 for staff only/ Photo: Riyadh Air

Riyadh - October 9, 2025 – Saudi Arabia's ambitious new national carrier, Riyadh Air, is set to mark its operational debut with daily flights from Riyadh's King Khalid International Airport (RUH) to London Heathrow (LHR) starting October 26, 2025. However, in a phased "soft launch" strategy, initial tickets will be exclusive to airline employees, their families, and affiliates of owner Saudi Public Investment Fund (PIF), allowing the startup to test systems without public pressure.

The inaugural service, flight RX401, departs RUH at 03:15 local time and arrives at LHR at 07:30, covering the 5,400-kilometer route in about 7 hours and 15 minutes aboard a leased Boeing 787-9 Dreamliner nicknamed "Jamila" (Arabic for "beautiful"). The return RX402 leaves LHR at 09:30 and lands back in RUH at 19:15. This move secures Riyadh Air's hard-won Heathrow slots under the airport's "use it or lose it" policy for the northern winter season, while gathering real-world feedback on crew performance, in-flight services, and ground handling.

Riyadh Air, unveiled in March 2023 as a cornerstone of Saudi Vision 2030 to diversify the economy and boost tourism, aims for a fleet of 72 wide-body aircraft by 2030, with plans to connect Riyadh to over 100 destinations. The October 26 launch is part of the "Pathway to Perfect" readiness program, delayed from an original 2024 target due to Boeing delivery setbacks. CEO Tony Douglas emphasized the cautious approach: "How do you stand up an airline from zero without testing absolutely everything?" Select passengers, enrolled via the newly launched Sfeer loyalty program, will provide structured surveys to refine the experience before full commercial operations in summer 2026.

Public bookings open "just weeks after" October 26, once the first two Boeing 787-9s—fresh from Boeing's South Carolina paint shop and final assembly—arrive, enabling a three-aircraft minimum for broader service. Early Sfeer "Founders" can register now for priority access, exclusive events, and shareable points with family—features aimed at building a "community-driven" loyalty base. The airline's premium "Hafawa Lounge" at RUH, spanning Terminals 1 and 2, will debut alongside, offering a glimpse of its upscale onboard product: lie-flat seats, high-speed Wi-Fi, and regionally inspired cuisine.

London was chosen as the debut route for its economic synergy with Riyadh, home to major Saudi investments like Newcastle United football club. Dubai follows as the second destination, with more routes eyed for winter 2025. Riyadh Air enters a crowded RUH-LHR market dominated by British Airways (daily A380s), Saudia, and Virgin Atlantic, but differentiates with tech-forward features like AI-personalized services and sustainability goals, targeting net-zero emissions by 2050.

Backed by a $3 billion PIF investment, the carrier projects 10 million passengers annually by 2030, creating 24,000 jobs. As Douglas noted, "We are not just selling tickets; we are selling an experience." While public access awaits, this trial phase positions Riyadh Air for a flawless global takeoff, blending Saudi hospitality with cutting-edge aviation.