Hilton has become the first hotel partner to join Sfeer, the new lifestyle loyalty programme launched by Riyadh Air, in a move that underlines the Saudi carrier’s ambition to build a comprehensive travel ecosystem well before its first commercial flight takes off.
Announced in Riyadh, the strategic partnership gives early members of Sfeer immediate access to a range of hotel benefits while laying the foundations for deeper integration between the airline and one of the world’s largest hospitality companies.
The agreement is another step in Riyadh Air’s strategy to position itself as more than an airline. Alongside building an international route network, the carrier is creating a lifestyle platform that will combine air travel, hotels, retail and leisure experiences through a single loyalty ecosystem.
Under the initial phase of the partnership, Saudi-based travellers who enrol in both Sfeer and Hilton Honors will receive Hilton Honors Gold status for 30 days, valid at Hilton properties worldwide. Members will also enjoy exclusive food and beverage experiences across Hilton hotels in the Kingdom before additional benefits are rolled out.
Future phases are expected to include integrated loyalty initiatives, personalised travel planning, curated destination experiences and one of Sfeer’s most distinctive features—the ability for members to share points, benefits and even qualifying spend with friends and family. Unlike many airline loyalty schemes, Sfeer will also operate with a no-points-expiry policy.
Guy Hutchinson, President, Middle East & Africa at Hilton, said the partnership reflected the group’s long-term commitment to Saudi Arabia: “With more than 100 hotels operating or in the pipeline in Saudi Arabia – and 9,000 globally – Hilton is proud to partner with Riyadh Air and play a role in the airline’s vision to connect the Kingdom to more than 100 global destinations. At Hilton, we believe where you stay truly matters, and we look forward to welcoming Sfeer members to our hotels, delivering unforgettable stays and our signature hospitality.”
The agreement comes as Hilton accelerates its own expansion across Saudi Arabia. The company currently operates 21 hotels in the Kingdom and has a further 83 properties under development, making Saudi Arabia one of Hilton’s fastest-growing markets worldwide. The rapid expansion mirrors the Kingdom’s broader investment in tourism infrastructure under Vision 2030.
For Riyadh Air, the partnership forms part of preparations for the launch of commercial operations. Backed by Saudi Arabia’s Public Investment Fund (PIF), the airline aims to connect Riyadh with more than 100 destinations by 2030, helping transform the Saudi capital into a major global aviation hub.
Kim Hardaker, Vice President of Loyalty and Sustainability at Riyadh Air, said Sfeer was being designed around partnerships with leading international brands: “This significant partnership between Hilton and Sfeer reflects our commitment to working with the most innovative and creative brands in the world. The benefits for Sfeer Founding Members are growing as we build an incredible lifestyle program, and we are proud to be working with Hilton in bringing this reality to life.”
The announcement follows a series of major developments for Riyadh Air as it moves closer to launch. The airline has already unveiled routes to London Heathrow, Paris Charles de Gaulle, Frankfurt, Munich, Milan Malpensa, Madrid, Barcelona, Istanbul, Dubai, Abu Dhabi, Doha, Kuwait City, Bahrain, Muscat, Cairo, Amman and Mumbai, while services to Singapore, Hong Kong and other Asian destinations are also planned. In North America, Riyadh Air has confirmed New York (JFK) among its priority destinations, with additional US routes expected as its long-haul fleet grows.
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