Riyadh Air, Saudi Arabia's new national carrier, is marking a major milestone in its loyalty strategy as its Sfeer Lifestyle Membership approaches one million enrolled members. To celebrate, the airline is launching a points giveaway totaling 1.5 million Sfeer Points, with the millionth member set to receive a one-million-point prize and the distinction of becoming the programme's final Founding Member.
In addition to the top prize, two randomly selected existing Founding Members will each receive 250,000 Sfeer Points. The airline says the initiative underscores its commitment to building a loyalty ecosystem that extends beyond traditional frequent-flyer programmes, blending travel, experiences, and partnerships in a way that reflects Saudi Arabia's ambitions in global aviation.
Sfeer Points: flexible and future-proof
Sfeer Points are designed to never expire, giving members the flexibility to accumulate and redeem them at their own pace. Once redemption goes live later in 2026, one million Sfeer Points could cover more than 120 one-way Economy class flights across Riyadh Air's expanding route network. That scale could translate into multiple family holidays or group trips, making the programme particularly attractive for leisure and VFR travellers.
Riyadh Air has been steadily building its network ahead of its first commercial flights. The carrier recently added Islamabad and Lahore to its growing list of destinations, complementing existing routes and positioning itself as a key player in Saudi Arabia's aviation expansion. The airline's partnership with ANA also signals its intent to strengthen Japan-Saudi connectivity, a move that could appeal to both business and leisure travellers.
Kim Hardaker, Vice President of Loyalty and Sustainability at Riyadh Air, commented: “Reaching one million Sfeer members is a remarkable milestone in the journey we are building together with our community. Sfeer was created to be more than a traditional loyalty programme, bringing together travel, experiences, benefits, and partnerships in a way that reflects the generosity and ambition of Saudi Arabia.”
The Sfeer programme is part of Riyadh Air's broader strategy to differentiate itself in a competitive market. As the airline prepares for its launch, it is focusing on digital innovation and customer engagement, with loyalty at the core of its value proposition. The programme's growth—nearing one million members before the airline's first flight—suggests strong early interest from travellers eager to be part of the new carrier's journey.
Industry observers note that Riyadh Air's approach mirrors trends seen across the Gulf, where loyalty programmes have become a key differentiator for carriers. By offering points that never expire and a wide range of redemption options, Sfeer aims to build long-term customer relationships rather than transactional ones.
The giveaway also serves as a marketing tool to drive further sign-ups. With the millionth member set to receive a substantial points windfall, the campaign is likely to generate buzz among frequent flyers and travel enthusiasts. The airline has not disclosed the exact date when the milestone is expected to be reached, but the promotion is expected to run until the target is hit.
For travel professionals, the development signals Riyadh Air's intent to compete aggressively for loyalty-minded customers. The carrier's focus on a lifestyle-oriented programme, rather than a traditional miles-based scheme, could appeal to a younger, digitally savvy demographic. As Sfeer continues to expand its benefits and partnerships, it may become a model for other airlines looking to reinvent their loyalty offerings.
Riyadh Air's progress with Sfeer also aligns with Saudi Arabia's broader tourism goals, which aim to attract 150 million visits annually by 2030. The airline's route network, which includes key regional and international destinations, is expected to play a crucial role in supporting this vision. The carrier's recent additions of Islamabad and Lahore are part of a phased expansion that will likely include more cities in Asia, Europe, and beyond.
As the Sfeer programme approaches its one-million-member milestone, the airline is poised to announce further enhancements, including new partnerships and redemption options. The points giveaway is just the latest step in what promises to be an evolving loyalty ecosystem designed to keep members engaged long after their first flight.
