RIYADH: RIYADH: Saudi Arabia’s newest full-service carrier, Riyadh Air, is rapidly moving from an ambitious start-up to an operational airline, marking significant progress within weeks of receiving its first factory-built Boeing 787-9 Dreamliners.
The airline has expanded its fleet with the addition of another Boeing 787 aircraft and has already launched operations to several key destinations, including London Heathrow, Dubai, Jeddah and Cairo. The swift expansion underlines the carrier’s determination to establish itself as a major player in the global aviation market.
While Riyadh Air has consistently maintained that its primary mission is to serve the Saudi people, the airline is also targeting international transit traffic, particularly from South Asian markets, which have traditionally provided significant passenger feed for Gulf carriers.
Unlike many start-up airlines that initially compete on low fares or target niche markets, Riyadh Air is entering the industry with a premium offering from the outset. The airline has confirmed that its London route is being operated by its newly delivered Boeing 787-9 Dreamliners featuring four cabin classes—Business Elite, Business Class, Premium Economy and Economy.
The carrier’s strategy is clear: to compete directly with the premium services offered by established Gulf airlines such as Emirates, Qatar Airways and Etihad Airways.
Its flagship product, Business Elite, includes private suites with sliding doors, 32-inch 4K entertainment screens and fully flat beds. Selected centre suites can also be converted into double beds, a feature generally associated with the world’s leading premium airline products.
Passengers onboard Riyadh Air’s Dreamliners will have access to one of the aviation industry’s most advanced in-flight entertainment systems. The airline is offering more than 500 movies, 600 television series and over 1,000 audio albums and playlists through Panasonic Avionics’ Astrova system, featuring high-speed connectivity, cinema-quality visuals, Bluetooth-enabled wireless listening and USB-C charging.
The airline is also highlighting Saudi hospitality through locally produced Kayanee in-flight products, bespoke Disney amenity kits for younger travellers, luxury bedding by John Horsfall and a wellness-focused onboard experience designed to enhance passenger comfort. Business Elite and Business Class passengers will receive exclusive Kayanee loungewear, while Premium Economy travellers will be offered specially designed loungewear tops.
Across all cabins, Riyadh Air is promising high-speed onboard connectivity and complimentary Wi-Fi for members of its Sfeer loyalty programme. The airline has also introduced a “Best Offer Guarantee” for loyalty members booking directly through its channels.
Chief Executive Officer Tony Douglas has repeatedly emphasised the airline’s commitment to delivering a premium experience across every cabin rather than focusing exclusively on premium-class passengers.
Riyadh Air aims to serve more than 100 destinations worldwide by 2030 as part of Saudi Arabia’s Vision 2030 initiative, which seeks to transform Riyadh into a major global aviation hub.
While it remains to be seen whether Riyadh Air can challenge the dominance of the region’s established giants, its rapid fleet expansion and premium-focused strategy indicate that the airline is entering a crucial and promising phase of its development.
