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In the golden age of air travel, loyalty meant a hearty handshake at the check-in desk and maybe an upgrade if you smiled the right way. But in 2025, Saudi Arabia’s gleaming new national carrier, Riyadh Air, is throwing that quaint old ledger out the exit door and ushering in a loyalty revolution with the help of Silicon Valley loyalty maverick, Loyalty Juggernaut, Inc.

The two firms announced their strategic alliance with dramatic flair at the Arabian Travel Market (ATM) in Dubai—an event now as famous for announcements as it is for air-conditioned carpets and ambitious tourism dreams.

The airline’s Chief Commercial Officer, Vincent Coste, was in full flight: “At Riyadh Air, we are committed to setting a new standard in customer experience,” he said, eyes firmly on the horizon. “Loyalty Juggernaut’s cutting-edge GRAVTY® platform allows us to create a digital-first loyalty program that matches the ambition, innovation, and scale of Riyadh Air.”

And ambition they’ve got in spades.

Displaying their commitment to a strategic alliance: James Mulroney, SVP of Client Engagement, Loyalty Juggernaut, and Kim Hardaker, Vice President of Customer Loyalty at Riyadh Air, present their signed agreement.

Riyadh Air—backed by the Public Investment Fund (PIF)—isn’t just aiming to compete; it’s planning to redefine loyalty for the global traveller. The partnership promises to roll out a tech-forward scheme built entirely on GRAVTY®, Loyalty Juggernaut’s cloud-native engine that promises speed, scale, and no-nonsense integration.

So what makes this shiny new program different from the tired old “earn-and-burn” models gathering dust in inboxes worldwide?

For one thing, it’s smart—think artificial intelligence that knows you want an aisle seat before you do. It’s mobile-first and modular and promises real-time engagement with travellers on the go, wherever they are—from Jeddah to Jakarta.

Coste elaborated: “The program will feature real-time engagement, AI-driven personalization, expanded partnerships, dynamic earn and redemption opportunities, and a seamless mobile-first experience—redefining traditional loyalty for a new generation of travellers.”

In other words, Riyadh Air wants you to feel valued before you’ve even clicked ‘book’.

Loyalty Juggernaut’s CEO, Shyam Shah, echoed the excitement, calling the tie-up a “landmark initiative.”

“We are honoured to partner with Riyadh Air,” he said. “Our mission is to elevate loyalty into a strategic growth engine. GRAVTY®’s next-gen capabilities will enable Riyadh Air to deliver extraordinary value to its guests and partners, setting a bold new benchmark in airline loyalty.”

Strong words—but it’s hard not to believe them when you consider that GRAVTY® is being pitched as loyalty’s answer to rocket fuel.

Behind the buzzwords and bold statements lies a very real strategy: a digitally native, emotionally resonant loyalty experience designed to win hearts—and data points—in a fiercely competitive skyscape. With Riyadh Air’s inaugural flights still on the tarmac and set for launch soon, this program is poised to be a cornerstone of their customer engagement playbook from Day One.

And while it might not offer frequent flyer pyjamas just yet, the new scheme looks set to provide something even rarer in the airline world: loyalty that feels like it matters.

For Saudi Arabia, this is more than perks and points—it’s part of a broader effort to transform the Kingdom into a top global tourism destination. And for Riyadh Air, it’s about matching a bold brand promise with a loyalty engine that hums in the background and sings to the soul of a new-age traveller.

The GRAVTY®-powered loyalty program is expected to launch before the airline’s first passenger service, and with it, a promise to connect emotionally, digitally and seamlessly with every traveller who climbs aboard.

And if Riyadh Air can pull it off, it might just win the most elusive travel commodity of all: trust.