Riyadh Air's Sfeer lifestyle loyalty program is poised to surpass one million members this month, a milestone achieved less than a year after its debut. The Saudi carrier, owned by the Public Investment Fund (PIF), is leveraging the program to build a broader travel and lifestyle ecosystem ahead of its commercial launch.
To mark the occasion, Riyadh Air will award the millionth Sfeer member one million Sfeer Points and designate them as the program's final Founding Member. Additionally, two randomly selected existing Founding Members will each receive 250,000 Sfeer Points, bringing the total giveaway to 500,000 points.
According to the airline, one million Sfeer Points could cover more than 120 one-way Economy flights across its expanding network, though actual redemption value will vary based on destination, availability, and redemption requirements. The program is designed to go beyond traditional frequent-flyer schemes by integrating travel with lifestyle benefits, experiences, and partnerships.
Beyond traditional loyalty
Sfeer members currently enjoy benefits such as points with no fixed expiry, complimentary in-flight Wi-Fi, a “Best Offer Guaranteed” feature, and access to a growing portfolio of partners. These include Hilton, Uber, and muvi Cinemas, bringing hotel stays, ground transportation, and entertainment into the Sfeer ecosystem.
Kim Hardaker, Vice President of Loyalty and Sustainability at Riyadh Air, said: “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 program, bringing together travel, experiences, benefits and partnerships in a way that reflects the generosity and ambition of Saudi Arabia.” He added: “Awarding one million Sfeer Points to the millionth Sfeer member and our final Founding Member is our way of celebrating the community that has helped bring Sfeer to life.”
The program's rapid growth comes as Riyadh Air prepares to launch operations, with plans to connect the kingdom to global destinations. The carrier has already signed agreements with partners such as ANA to boost Japan-Saudi connectivity, signaling its intent to become a major player in international aviation.
Next phase of growth
As Sfeer enters its next phase, Riyadh Air plans to introduce features focused on sharing, community participation, and member recognition. These will include the ability to share points with friends and family, participate in community challenges, and earn Level Points tied to new benefits and recognition.
The expansion of Sfeer is expected to continue alongside the growth of Riyadh Air's network and partnerships, as the PIF-owned carrier seeks to create a broader Saudi-inspired lifestyle ecosystem around its airline offering. “This is only the beginning, as our community continues to grow, so will the experiences and possibilities that Sfeer can offer,” Hardaker said.
Industry observers note that Sfeer's early traction reflects a broader trend among Gulf carriers to differentiate through lifestyle-oriented loyalty programs. With its focus on partnerships and experiences, Sfeer could set a new benchmark for airline loyalty in the region.
Riyadh Air's ambitious plans also include expanding its route network and enhancing its digital capabilities, positioning the airline as a key player in Saudi Arabia's tourism and aviation strategy. The carrier's approach to loyalty, combined with its modern fleet and service standards, will be closely watched by competitors and travel professionals alike.
