Riyadh Air’s new business class cabin aims to compete with Emirates, Qatar

As motorsport enthusiasts and high-net-worth individuals flocked to Saudi Arabia for the F1 weekend, Riyadh Air used the event as a backdrop for a big unveiling. On April 19 at the Jeddah Yacht Club it showed off the seats that will soon fill the front of its planes: a plush business class designed to lure luxury-leaning travelers away from Emirates and Qatar Airways, the industry’s heavy-hitters.

The startup carrier, which is set to begin flying near the end of this year, offered a first glimpse of the designs for the five-star service it plans to deliver. The cabin includes privacy panels, lie-flat seats, mood lighting, large screens and high-speed Wi-Fi, all cloaked in a color palette of deep purples, gold and stone. The interiors are inspired by the twisting canopies of traditional Arabian tents, with colors and materials that reflect Saudi heritage.

While the seats are similar to those of Riyadh Air’s Gulf rivals when it comes to spaciousness, the sliding doors offer the kind of privacy that distinguishes the most coveted seats in the skies. What the airline has yet to unveil are the finer details—amenity kit partners or food and beverage options—though it’s already understood that no Champagne will be served onboard since alcohol is prohibited in the Muslim kingdom. (The same goes for wine and cocktails; Emirates, by contrast, has a sizable collection filled with prestigious labels and grand crus.)


The cabin was designed with visual cues—like the detailing on top of the seats, the stitching of the fabric, and the seat-number panels—meant to make it stand out among competitors, Chief Executive Officer Tony Douglas said in an interview. “If you’ve ever seen it once before, straight away you’re going to know it’s Riyadh Air, because nobody else’s looks anything like that,” he added.

Riyadh Air’s reveal, set against a backdrop of superyachts and the roar of engines in Jeddah, underscored Saudi Arabia’s broader push to become a luxury destination catering to affluent travelers. The airline, owned by the kingdom’s Public Investment Fund, is set to play a central role in actualizing that goal.

The once closed-off Saudi Arabia is pouring billions into ultra-premium resorts, marquee sporting events, music festivals and cultural landmarks. There’s the ski resort in the multi-billion-dollar planned city of Neom, overwater bungalow-style resorts on the Red Sea—described by some luxury travel agents as “Maldives killers”—and even the world’s richest horse race, the $20 million Saudi Cup. With attractions like these, the kingdom is hoping its investments will yield more than 150 million tourists a year by the end of the decade.

But it will take some time before anyone will be able to book the airline’s indigo business-class berths. While Riyadh Air recently got regulatory approval to fly, the company has yet to receive its first jet from Boeing Co.; supply chain issues and setbacks at the US planemaker have pushed the airline’s launch to the end of the year.

The airline will roll out the cabins on its Boeing 787s, making them the prime offering in a three-class configuration: business, premium economy and economy. Each jet will be able to accommodate 290 passengers, with nearly 10% of capacity allocated for business class. That’s similar to what Emirates has on its new Airbus SE A350s.

While Riyadh Air plans to have a first class cabin in the future once it buys extra large jets, it’s not alone in choosing to forgo first class on some of its aircraft models. Many other carriers have determined it’s an unnecessary indulgence that takes up too much space and weight and whose perks are often equaled in the sumptuous business class. Qatar Airways, which routinely wins awards for its luxurious comforts, has poured resources into its QSuite business class; it also has lie-flat seats and enclosed passenger nooks.

Among the airlines rushing to upgrade their first-class offering is Deutsche Lufthansa AG, which is rolling out its Allegris product, featuring a fully enclosed first-class cabin, and Air France’s La Premiere, which the airline says is akin to being on a private jet. British Airways plans to introduce a new first class on its Airbus A380 double-deckers, an aircraft that is no longer produced. In what will prove a real test for Riyadh Air’s ability to court high-spending travelers, they all offer service to Saudi Arabia.