New Airline, Beond, Aims to Provide Luxury Experience for Travelers to the Maldives
Traveling to the Maldives, the picturesque 1,000-island archipelago located off the western coast of India, is already a special occasion. However, a new airline aims to make the journey even more luxurious. Beond, pronounced “beyond,” plans to offer a private jet-like experience by utilizing narrow-body aircraft and providing an all-premium cabin with lie-flat seats.
“We want to do something completely new,” says Beond’s chief commercial officer, Sascha Feuerherd. “We deliberately chose to go for a luxury destination, which is a little paradise by itself, where people travel to relax and spend quality time. We want to ensure that they can travel there also in comfort, so that they are arriving fully relaxed.”
Beond, based in Malé, the capital city of Maldives, is set to start flying in fall 2023. Initially, they will operate a small fleet of Airbus A319 aircraft before transitioning to the larger Airbus A321. Their first two confirmed destinations are Dubai and Delhi. Instead of offering connections through a hub like many other airlines, Beond plans to choose its routes carefully and fly customers directly to their desired island destinations.
“We’re going for the airports with big catchment areas, with a certain wealth behind it, and then fly people directly,” explains Feuerherd. This strategy allows Beond to cater to high-end passengers and provide a higher-quality service compared to other carriers.
Beond will offer a total of just 44 seats on its Airbus A319s and 68 seats on its A321s. The seats, designed by Italian manufacturer Optimares, will share components with Ferrari cars and prioritize comfort and luxury. The airline aims to create a sense of privacy and exclusivity by adopting a two-abreast configuration.
Jointly owned by UAE-based firm Arabesque and Maldivian hospitality company SIMDI, Beond has a 50-year agreement with the Maldivian government. Although they plan to start flying as early as September, the airline has yet to announce additional launch destinations beyond Delhi and Dubai. However, Feuerherd reveals that roughly 60% of Beond’s traffic will come from Europe, with around 20 destinations. They also plan to serve Asian routes, including Japan, South Korea, and China, and offer direct connections to Australia and South Africa.
Described as a luxury option, Beond aims to offer attractive fares starting at around $3,000 return from Europe. The prices are competitive compared to other business class flights to the Maldives during peak season. Feuerherd states that tour operators are expected to provide most of the bookings.
While all-business class airlines often struggle in the industry, experts believe that Beond has the potential to succeed in the luxury-focused market of the Maldives. However, the airline might face competition from larger Middle Eastern carriers like Emirates, Qatar Airways, and Etihad, which offer premium class services.
Beond’s unique approach to providing a luxury experience and its focus on direct flights to popular island destinations make it an intriguing new option for travelers looking to indulge in the beauty of the Maldives.