If ever there was a moment that captured Saudi Arabia’s headlong dash into the future, it might just be now—winged, liveried and stitched in haute couture.
Riyadh Air, the Kingdom’s newborn flag carrier, has set its sights sky-high with first flights slated for late 2025. That might sound ambitious for most start-ups. But this is Saudi Arabia, and ambition isn’t just welcome—it’s policy. With former Etihad boss Tony Douglas at the controls and a mission to fly to 100 global destinations by 2030, this venture is no back-of-the-napkin fantasy. It’s the real deal. Or, as the Saudis now call it, The Riyal Deal.
A CEO with Jet Fuel in His Veins
Tony Douglas, a man with more air miles than most Boeing 787s, fronted the premiere episode of The Riyal Deal, Al Arabiya’s new flagship business show hosted by Tom Burges Watson. And, in true Douglas fashion, he didn’t hold back.
“This is super exciting. It has been nearly three years in the making. And by the end of this year, we want to be up in the skies.”
He didn’t say it with pomp. He said it like a man who’s been running on caffeine, spreadsheets, and after-hours optimism since the project began.
And why not? Riyadh Air has already ordered 72 Boeing 787 Dreamliners and 60 Airbus A321neos, and according to Douglas, a third fleet deal is on the way.
More Than Just a Flight
Riyadh Air isn’t merely an airline. It’s a flying embassy of Saudi Arabia’s Vision 2030—a bold campaign to diversify the Kingdom’s economy, culture, and global image beyond oil.
“We revealed our livery at the Paris Air Show,” Douglas said. “It was designed to stand out—elegance, refinement, a positive statement of who we are.”
That statement was stitched into the airline’s fashion-forward cabin crew uniforms, revealed at Paris Fashion Week. Designed by Ashi Studio, a Saudi label that knows its way around a runway—both fashion and tarmac—the uniforms call Pan Am with a Saudi twist to mind. If Leonardo DiCaprio strolls past wearing aviators, don’t be surprised.
Business Elite, Bedouin-Inspired
Forget lie-flat. Riyadh Air’s Business Elite is taking in-flight luxury up a notch. Think private suites with privacy doors, 32-inch 4K OLED screens, and a canopy twist design echoing traditional Bedouin tents.
“All our Business Elite seats will have Euphony, a hi-fi sound system built into the headrest. It’s zonal, so what you hear doesn’t disturb your neighbour. It’s next-generation entertainment at 38,000 feet.”
There’s a touch of Arabian hospitality in every stitch, every pixel, every decibel.
Routes Revealed (Sort of)
Douglas, ever the showman, teased rather than told when asked where Riyadh Air would fly first.
“We’re moving into our ticket selling window towards summer. But I can say we’re starting with long-haul routes from capital cities in northwestern Europe. Into Riyadh. Turnaround into regional sectors—Jeddah, Dubai, and beyond.”
Translation: Europe first, Gulf next, then world domination (with snacks).
Kevin O’Leary: “Just Go There”
The show’s debut also featured Kevin O’Leary, Shark Tank investor and global capitalist-in-chief. He didn’t mince words:
“You can’t understand Saudi Arabia by reading about it. You have to marinate in it. Ten days in Riyadh will change your mind. Everyone I’ve told that to said I was right.”
As always, Mr. Wonderful delivers bluntly—and with a stockbroker’s charm.
O’Leary attended a recent real estate forum in Riyadh:
“Massive. Just massive. Zurich, Geneva, London, Abu Dhabi—everyone’s there. Investors are watching each other and going, ‘Where are you putting your money?’ Right now, Saudi’s top quartile.”
Bob Diamond: “Remarkable”
And then came Bob Diamond, ex-Barclays boss and no stranger to luxury.
“In the last five, maybe ten years, the quality of life in Riyadh has changed immensely—restaurants, buildings, you name it. It’s been remarkable.”
Diamond has visited the Kingdom for two decades. These days, he says, Riyadh and Jeddah feel more like global cities than ever before.
More Than Smoke and Sand
It’s tempting to dismiss Riyadh Air as just another grand project on the desert wind. But then you look again. A world-class CEO. Aircraft orders in the dozens. High fashion in economy class. Strategic alignment with one of modern history’s most ambitious national transformation plans.
That’s not smoke. That’s the jet stream.
The Bigger Picture
Saudi Arabia wants to become the Middle East’s travel nexus, a rival to Dubai and Doha. With Riyadh Air taking flight, it’s got the hardware and the headlines to match. But more than that, it’s got a narrative—a country going from energy powerhouse to global stage player, and it wants the world aboard.
So next time you see a Dreamliner streaking overhead in purple-and-silver plumage, give it a wave. You might just be looking at the future of aviation—Saudi style.
By Sandra Jones
