Beond, a business-class-only airline specializing in luxury leisure travel, has announced a one-year delay in launching direct services between the Maldives, Hong Kong, and mainland China. This delay stems from extended aircraft delivery times, a setback that the airline acknowledges. Despite this, Beond remains committed to providing a premium travel experience for affluent holidaymakers.
Targeting high-end travelers seeking the ultimate Maldives escape, Beond (pronounced “beyond”) offers a private jet-like experience with fully flat beds, catering to a discerning clientele. The airline’s CEO, Tero Taskila, has shared that luxury travelers from Hong Kong and mainland China will need to wait until next year to enjoy Beond’s luxurious service due to the aircraft delivery delays.
Based in Malé, Beond began operations last November and currently serves five destinations: 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, subject to aircraft availability and government approvals. Taskila also mentioned plans to expand to three to five destinations in mainland China next year, contingent 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 assures that they will be competitive, with promotional offers to attract Hong Kong passengers.
Beond is strategically positioned to capture the luxury leisure travel market, targeting wealthy passengers who seek unique and opulent holiday experiences. The airline’s luxury amenities include Italian-designed airplane cabins configured into rows of two seats, each equipped with Apple iPad Pros and wireless headsets instead of traditional screens, and Ferrari-supplied carbon fiber seat shells. Additionally, the airline provides chauffeured airport transfers, adding to the overall luxurious experience.
Taskila emphasizes the growing trend in luxury leisure travel, recognizing significant growth opportunities for Beond, which aims to operate 32 aircraft by 2030. He also notes that 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 ambitions to expand to 52 destinations within the next five years. The airline’s commitment to luxury, coupled with its strategic expansion plans, positions Beond as a major player in the rapidly growing luxury travel market.
