Airline launched in 2023, Beond has quickly made a place for itself in the aviation landscape with a radical concept: a 100% business class fleet dedicated to the Maldives. If the experience is intended to be exclusive while remaining more affordable than that of large traditional companies, the reality of the product and the long-term viability of the model still need to be demonstrated.
Founded in 2023, the young airline Beond (pronounced “Beyond”) has chosen a unique positioning, that of offering only one class on board, business class. Here, no curtain separation, no separate cabins or rows relegated to the back of the aircraft: all passengers benefit from the same level of comfort, with reclining seats, top-of-the-range service, and a single destination: the Maldives. The first flights from London will begin in December.
Behind this concept, the stated objective is to shake up the codes of long-haul leisure travel by drawing inspiration from the world of the “shared private jet”. Based in the Maldives but administratively managed from Dubai, the company targets a particular clientele: travelers who do not travel just to reach a destination, but consider the flight itself as an integral part of the experience.
“I don’t consider that we can lie down completely”
Beond today operates a reduced fleet but designed for its concept, Airbus A319 and A321 configured exclusively in business class, with 44 and 68 seats respectively. On paper, the idea was appealing. In fact, the experience appears more nuanced.
The idea of the “shared private jet” is based above all on a low density of passengers and a more intimate atmosphere. However, unlike the business cabins of large companies like Air France, we are far from individual cocoons. Here, no sophisticated partitions or “suite” effect. The seats recline to form a bed, but without real separation from the neighbor. On social networks we can read:
“If the person in the aisle is lying flat, how could the person by the window get out to use the bathroom?”
And Beond replied: “We understand your concern. Our seating configuration is designed for couples and families traveling to the Maldives for vacation. I guess there is no other option than to take a quick hop in case of emergency.” Aviation journalist Rhys Jones of Head for Points sums up his experience:
“Anyone taller than 1.80 m will have difficulty lying comfortably in the bed position, as there is no real footrest. You end up in a small corner instead. Personally, I don’t consider lying completely flat and I wasn’t able to stretch out completely.”
The risks of “all-business”
Where Beond stands out is its exclusively tourist positioning, with a single destination: the Maldives. A strategic choice, but also risky, because the history of aviation is full of similar projects which have not survived. Indeed, the success rate of 100% business class airlines is very low.
About twenty years ago, three all-business airlines lined up on the London–New York route to compete with the large airlines Eos and MAXjet (departing from Stansted) and Silverjet (departing from Luton). They had modernized old Boeings to ensure the Atlantic crossing at fares much lower than those of British Airways and Virgin Atlantic.
However, all three went bankrupt in 2008. Their weaknesses? An insufficient connection network, too limited flight frequencies and the absence of real loyalty programs.
The question of quality-price ratio
Let’s take a concrete case. A round trip to Paris – Malé with Beond, in the “Opulence” formula including 60 kg of checked baggage, private driver and access to the lounge, costs around 4,547 euros for a trip in December. The journey lasts nearly 12 hours 50 minutes, with a technical stopover in Dubai, without getting off the plane.
Opposite, the company Air France offers a direct flight from Paris in business class at around 6,911 euros, for a shorter duration, around 9 hours 45 minutes, with all the comfort and recognized standards of the company, in particular its high-end lounges and its loyalty program. The difference is clear: more than 2,300 euros difference.
And that’s where Beond gets interesting. In a very competitive world, the question is no longer just that of luxury, but that of value for money. Regulars of loyalty programs, attached to miles and high standards, will probably remain loyal to the big companies. Others could be attracted by a different experience, more financially accessible in the business segment. Note that Beond is preparing the opening of a base in Bahrain, with the ambition of transforming this small Gulf state into a luxury travel hub.
