Sunday, August 25, 2024 Beond , a business-class-only airline focusing on luxury leisure travel, has announced a one-year delay in launching its direct services between the Maldives, Hong Kong, and mainland China due to extended aircraft delivery times. Despite the setback, the airline remains committed to providing an upscale travel experience for affluent holidaymakers. Targeting high-end travelers to the Maldives, Beond, pronounced “beyond,” offers a private jet-like experience with fully flat beds.
The airline’s CEO, Tero Taskila, shared with the Post that luxury travelers from Hong Kong and mainland China would need to wait until next year to experience this premium service due to the delay in aircraft delivery. Based in Malé, Beond began operations last November and currently serves five destinations, including Dubai, Munich, Zurich, and Milan. The airline plans to launch a non-stop service to Hong Kong next year, with a flight time of approximately 61⁄2 hours, contingent on aircraft availability and government approvals.
Taskila also mentioned plans to expand to three to five destinations in mainland China next year, depending on aircraft delivery progress and bilateral agreements with Beijing. Currently, Beond operates two aircraft: an Airbus A319 with 44 seats, compared to the usual 150 economy class seats, and a larger Airbus A321 with 68 seats, versus a standard 220-seat configuration. While fare details for the Hong Kong to Malé route have yet to be announced, Taskila assured that they would be competitive, with promotional offers to attract Hong Kong passengers.
The airline is positioning itself to capture the luxury leisure travel market, catering to wealthy passengers seeking unique holiday experiences. Beond’s luxury amenities include Italian-designed airplane cabins configured into rows of two seats, equipped with Apple iPad Pros and wireless headsets instead of traditional screens, and Ferrari-supplied carbon fiber seat shells. Additionally, the airline offers chauffeured airport transfers.
Taskila highlighted the growing trend in luxury leisure travel, creating significant growth opportunities for Beond, which aims to operate 32 aircraft by 2030. He also noted that many prominent hoteliers have reported a substantial increase in luxury travel demand, positioning it as the most sustainable segment for the foreseeable future. Beond is a joint venture between Maldives-based trading company SIMDI Group and United Arab Emirates’ airline start-up Arabesque, with aspirations to expand to 52 destinations within the next five years.
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