SpaceX's Falcon 9 rocket carried the payload from Space Launch Complex 40 in Florida at around 12:45 a.m. local time. According to the mission's press kit, the Falcon 9 rocket's second stage will deploy the satellite 32 minutes and 14 seconds after liftoff. The launch of SES-10 in March 2017 was a big milestone for SpaceX, which has been working toward reusable rockets for 15 years before successfully launching a recovered first-stage rocket.
SpaceX later tweeted "Successful deployment of SES-12 to a geostationary transfer orbit confirmed".
The launch was originally scheduled for early Wednesday morning, and then postponed again to early Friday.
The company has now re-flown Falcon 9 first stages 13 times and landed the boosters on more than two dozen occasions. This satellite will provide video, data, and other communications services across the Asia-Pacific region and the Middle East.
The plan was for the tourists to fly on a Dragon Crew spacecraft launched from Earth by a Falcon Heavy rocket. These activities are part of SpaceX's effort to develop fully and rapidly reusable rockets and spacecraft - technology that company founder and CEO Elon Musk has said could open the solar system to exploration by drastically reducing the cost of spaceflight.