Is This the Gamechanger Loyalty Programme? - Sfeer by Riyadh Air - The Loyalty Programme That Lets You Share Rewards With Friends

Forget everything you know about airline loyalty programmes - Riyadh Air is flipping the script with "Sfeer", a seemingly bold, fun, and community-focused loyalty programme designed to make travel more rewarding than ever. And with Riyadh Air creating partnerships with a host of airlines such as Virgin Atlantic, Delta, Air France, and KLM, you can look forward to future points collaborations.

Forget everything you know about airline loyalty programs - Riyadh Air is flipping the script.

Sfeer: Loyalty That Actually Feels Generous

Sfeer, meaning “Ambassador” in Arabic, is being billed as a next-generation loyalty program that allows members to share points with friends and family and climb membership tiers together. Early adopters, called Founding Members, gain perks like priority flight bookings, onboard Wi-Fi, and invitations to exclusive experiences.

Why Sfeer Stands Out

It's clear that Sfeer isn’t just about points, it’s about experience. The program even has a no points expiry policy, so everything you earn can be enjoyed without pressure.

Early members, also known as Founding Members, will get special perks like:

• Priority access to flight bookings

• Invitations to exclusive events and experiences

• Complimentary onboard Wi-Fi

• Special rewards from local and global partners

Tony Douglas, CEO of Riyadh Air, sums it up:

“With Sfeer, we’re creating a community of travelers who share experiences, generosity, and the joy of exploration. It’s loyalty reimagined for a generation on the move.”

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Helena’s Personal Journey: Signing Up for Sfeer

Alright, let’s get real about the sign-up process.

When I hit sign up, I was greeted with a 47-minute virtual queue that read: "To ensure a smooth experience for everyone, you have been placed in a virtual waiting room. Thank you for your patience."

47 minutes sounds brutal, right? In reality, I only actually waited 14 minutes, but it still felt like being let into the coolest, most exclusive travel club. Clearly, people are excited.

Signing up itself was straightforward, though a small hiccup: the phone number area codes were listed without countries. My tip: scroll to where you think your country might sit alphabetically - that saved me a few extra minutes of scrolling.

Once you’re signed up, you get a welcome email introducing you as a Founder, which lays out what you can expect:

• The Founders: Be part of a new era of travel with access to exclusive events, a unique badge, and early updates on everything Riyadh Air and Sfeer.

• Endless Sfeer Points: Earn points on every Riyadh Air flight and with partner brands. Plus, points never expire, so you're not getting punished for forgetting!

• Level Up Early: Alongside Sfeer Points, you earn Level Points on every flight. When Riyadh Air launches its tier system next year, you’ll be ahead of the game.

• Members-Only Wi-Fi: Stay connected on every flight.

• Partner Exclusives: Enjoy perks from partners across travel, fashion, dining, and more.

What’s Coming Soon?

The exciting part, or potentially frustrating? Sfeer isn’t done yet. Upcoming features promise to make the program even more interactive:

• Share Your Rewards: Build a sharable space and give points or benefits to friends, family, or colleagues.

• Earn and Spend Points Everywhere: Not just on flights — shop, dine, stay, and more.

• Dream Trips: Exclusive member-only fares and upgrades.

• Rewards Made Fun: Gamification is at the core of Sfeer, with leaderboards, awards, and challenges to keep things engaging.

And whilst some critics will say "Shouldn't this all be in place for when they announce it". No! Rome wasn't built in a day, they haven't even flown their first flight yet.

A small note for the tech-savvy (and slightly impatient): Riyadh Air seems to be using software similar to Qatar Airways’ system. Translation? The dreaded OTP page makes an appearance. Two-step authentication is great - I’m all for it - but unlike Qatar’s usually instant codes, you might have to wait a little longer for yours to arrive. Just something to keep in mind if you’re signing up and eager to dive in.

A broader note, Riyadh Air have serious ambitions, aiming to connect most of the world via Riyadh. And with London being their first destination (with flights starting in only three weeks!), Brits can definitely be one of the first groups to majorly benefit from Riyadh Air's loyalty programme. As mentioned at the beginning, Riyadh Air currently has codeshare agreements/partnership with the following airlines.

• Air China

• Air France–KLM

• China Eastern Airlines

• Delta Air Lines

• Egyptair

• Saudia

• Singapore Airlines

• Turkish Airlines

• Virgin Atlantic

When Virgin Atlantic announced their agreement with Riyadh Air they said:

The agreement lays the foundations for a long-term relationship, subject to regulatory approvals, that includes interline and codeshare connectivity, as well as a potential deeper partnership which could encompass loyalty benefits.

So whilst you are hedging that Riyadh Air will allow points redemption on partner airlines soon, I would say that was a pretty safe bet.

Should You Sign Up Now?

If you’re an adventurous traveller or a points enthusiast, joining Sfeer as a Founding Member could be worth it, especially for priority access to future flights and early perks. This genuinely could be a real game changer of a loyalty programme and given the money and funds behind this company we suspect it will be.

But if you’re hoping for a fully fleshed-out program with clear, detailed rules and features, it might be wise to wait and see how Sfeer develops over the next year.

Sign up now at www.riyadhair.com to become a Founding Member, start collecting points, and be part of the most innovative airline loyalty program in the world (sorry everyone else).

Helena

Points Well Made is a passion project of Sam and Helena with a loyal following. If you like what we do, and wish to help us continue to create the content you love, please consider buying us a Kofi, or subscribing monthly. Your help is greatly appreciated. Thank you.