Before its official take-off, Riyadh Air is already meticulously crafting a sophisticated travel ecosystem designed to elevate every moment of the passenger journey.
Slated to take its inaugural flight (for brand ambassadors and employees) in late October 2025, the new national carrier is moving beyond conventional air travel by integrating five major perks that address traditional travel friction and place Saudi Arabian culture and modern convenience at the forefront. Through strategic partnerships and forward-thinking digital platforms, the airline promises to deliver a truly end-to-end luxury experience — from the launch of its unique, shareable Sfeer loyalty program and custom-designed wellness kits by Kayanee, to its signature welcome featuring Saudi dates and Milaf Cola.
These initiatives collectively underscore Riyadh Air’s ambition to be a global leader in both high-end hospitality and seamless connectivity.
Revealed in October 2025, the airline's new luxury lounge at King Khalid International Airport is strategically positioned between Terminal 1 and 2 to create a unified premier journey, extending the airline's signature in-flight experience to a refined on-the-ground setting.
For every traveler, the airport is not just a transit point; it is the beginning of the journey and an extension of the travel experience itself. Waiting hours before takeoff can be a bit stressful, boring and unnecessarily time-consuming for some, but with the upcoming opening of the Hafawa Lounge, operated by Riyadh Air at King Khalid International Airport, these moments will be transformed into a comfortable and luxurious experience.
If you're looking for an exceptional travel experience from the moment you enter the airport, the Hafawa Lounge is the perfect place to start your journey. From the moment you enter, you'll feel like the wait has become an enjoyable part of your journey. The lounge offers elegant relaxation areas that are perfect for both leisure and business travel. The lounge features quiet seating, personalised service, and cuisine that blends local flavours with international touches, making you feel like a special guest. In addition, it offers immersive digital experiences and private and family rooms. The lounge has been meticulously designed to meet the needs of guests before takeoff.
Guests and passengers will enjoy complete privacy, as the lounge spans approximately 2,000 square meters and can accommodate approximately 370 passengers, meeting the needs of every discerning guest. The lounge's interior design reflects a harmonious blend of authentic Saudi style and modern touches, with a careful selection of colours and luxurious materials that create a sense of warmth and luxury. Limestone, oak wood, bronze details, and decorative gypsum elements combine to create a calm and comfortable environment, whether in individual rooms or group rooms.
Read more about the Hawafa Lounge right here
Riyadh Air flights will begin with Milaf Cola, Arabic coffee and Saudi dates
Even before the airline officially takes to the skies, Riyadh Air is distinguishing its onboard service with a powerful statement of cultural identity by centring its initial offering around authentic Saudi hospitality staples: Arabic coffee, premium Saudi dates, and Milaf Cola.
This is far more than a simple welcome menu; it's a deliberate and highly visible commitment to showcasing the Kingdom's heritage and taste to a global audience. The airline is partnering with the Saudi Coffee Company to serve signature blends sourced from high-altitude regions like Jazan, Abha, and Al Baha, reflecting the nation's rich coffee culture. Paired with a curated selection of up to seven premium date varieties, this welcome experience honours the age-old Saudi tradition of Hafawa, ensuring every passenger feels like a genuinely welcomed guest from the moment they board.
Further modernising this cultural expression, Riyadh Air will serve Milaf Cola, a homegrown Saudi beverage made innovativly with natural date extract instead of refined sugar. This unique, locally-developed soda provides a refreshing twist on traditional flavours, blending the essence of one of Saudi Arabia's most treasured agricultural products with contemporary refreshment. By weaving these authentic, locally-sourced items into every stage of the passenger journey—both in the lounges and in the cabin—Riyadh Air is positioning itself as a cultural ambassador. This move not only enriches the guest experience but also aligns with Saudi Vision 2030 goals to promote national products and create a distinct, modern image of the Kingdom on the world stage.
Read more about these new welcome traditions right here
The Sfeer Loyalty Program will offer passengers exclusive privileges
Coinciding with the launch of Riyadh Air's first pilot flight in October 2025, the new national airline announced the launch of its new Sfeer Loyalty Program. This new loyalty program will offer Riyadh Air passengers special travel benefits that make their journey a unique experience even more enjoyable. This newly revealed program will offer passengers a selection of features and unique experiences, including the opportunity win and earn free flights.
It is hoped that the new Sfeer loyalty program will redefine the concept of rewards and privileges in the world of aviation. Instead of offering accrued points with expiration dates, this program will help passengers to uniquely link the feeling of belonging and personal experience, with a membership program.
Members of Sfeer will be able to share their points with family and friends without expiration, a first for any airline in the region. Loyalty members will also receive a special badge to denote their membership, in addition to insider updates that will reveal behind-the-scenes updates, new route launches and new experiences before they're announced to the public. Members will also receive access to exclusive brand events, and a number of special gifting opportunities.
This smart platform is designed to keep pace with the evolving lifestyles of travellers and caters to their interests and needs through ease of use, advanced features, flexible rewards, and experiences that reflect Saudi hospitality. In addition, members who register early in the program's infancy will be able to earn the title of "The Founders" in recognition of their early joining, with exclusive privileges and priority booking opportunities for future flights.
Riyadh Air is collaborating with the Saudi-based wellness brand Kayanee to redefine the in-flight experience, bringing a philosophy of balanced well-being directly to its premium cabins. This partnership will introduce custom-designed amenity kits and luxurious loungewear, not just for First and Business classes, but uniquely extending this high-end offering to Premium Economy passengers on long-haul flights.
The core amenity kits, available across all three premium classes, feature Kayanee skincare essentials specifically chosen to refresh and rejuvenate travellers. By featuring products from a home-grown brand dedicated to women's physical and mental wellness, Riyadh Air aims to set a new global standard for comfort and care while proudly showcasing Saudi innovation and creativity to the world.
The exclusive Kayanee collection is carefully segmented to elevate comfort across the newly inaugurated airline's premium classes. Guests in Business Elite and Business will receive a comprehensive amenity kit packed with nourishing hand and body lotions, hydrating face creams, soothing lip balms, and further exclusive items like a refreshing facial mist and pulse point oil. These top-tier passengers will also be provided with a full set of custom-designed Kayanee loungewear for ultimate comfort.
Setting a pioneering industry standard, Premium Economy passengers will receive the standard Kayanee skincare products along with a Kayanee-designed loungewear top. All products are presented in reusable pouches, with Business Elite guests also receiving exclusive tote bags, underscoring the collaboration's commitment to high-quality and sustainable design.
Read more about the Kayanee amenity kits here
Top-of-the-range speakers are built into headrests onboard
Riyadh Air has announced an innovative audio feature integrated directly into the seats of its premium cabins, a partnership with the high-end French audio technology company, Devialet. This signature acoustic technology is embedded within the headrests of both the Business Elite and Business Class seats on its Boeing 787-9 Dreamliner fleet. The primary goal of this integration is to deliver an immersive, high-fidelity sound experience for movies, television, and music to the passenger without the constant need for conventional headphones.
The in-seat speakers leverage Devialet's advanced acoustic engineering is designed to project clear, high-quality audio that the passenger can enjoy while minimising sound leakage, ensuring that the experience does not disturb neighbouring travellers. This feature is intended to enhance the in-flight entertainment experience significantly, offering a level of audio sophistication rarely seen in commercial aviation. While this innovative system offers an alternative to wearing headphones, passengers in these premium cabins will still be provided with traditional noise-canceling headphones for those who prefer them or require complete audio isolation.
Uber & BlackLane will ensure seamless, on-time, luxury door-to-boarding gate journey
In a strategic partnership between Riyadh Air and Uber is a significant perk designed to eliminate "traditional travel friction" by creating a single, luxury-integrated journey from the passenger's doorstep to their final destination. The alliance goes beyond a simple code-share, instead using Uber's innovative global digital platform to redefine the entire end-to-end travel experience.
Meanwhile Riyadh Air's Business Class and First Class will enjoy a top-class chauffeur service courtesy of a newly announced partnership between the new digital-first airline, and Blacklane. These passengers will enjoy luxury ground transportation within a 50-kilometre radius of Riyadh's King Khalid International Airport (KKIA) ensuring a smooth transition between air and ground travel.
This integration is foundational to Riyadh Air’s operational strategy, promising an experience that is seamless, convenient, and highly personalised. By synchronising the airline's exceptional in-flight service with Uber's pervasive ground transport architecture, Riyadh Air is setting a new precedence for global mobility, ensuring that the transition between air travel and ground movement is ultra-smooth and effortless for passengers. Ultimately, the Uber partnership positions Riyadh Air at the vanguard of sophisticated, integrated travel, transforming a multi-step journey into a unified, stress-free luxury experience.
Read more about the Riyadh Air x Uber partnership right here
Riyadh Air's first flight will take off in October 2025, however this will only be for Riyadh Air employees
Official and commercial Riyadh Air flights are slated to take off before the end of 2025, however no exact date has been confirmed
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