economie

I flew on a new all-business-class airline from Italy to the Maldives. It’s worth splurging for, even with the odd fuel stop.

Final approach into the Maldives.

Milan joins Beond’s four other routes to Male, including Riyadh, Dubai, Zurich, and Munich.

The airline’s website has a map of other potential destinations, including Bangkok, Tokyo, and Perth, Australia — but it’s unclear when these will begin as the airline awaits more planes.

Just one plane, a nearly 21-year-old Airbus A319 fitted with just 44 business-class seats, is currently operating Beond’s network.
The DWC airport is different from the main Dubai International Airport.

The A319 doesn’t have the range to make the nonstop journey between the Maldives and Europe on its own, so it stops for about an hour at Dubai’s Al Maktoum International Airport, also known as Dubai World Center, in both directions.

This involves a crew swap and catering, but passengers can stay onboard. Passengers who booked just the leg to Dubai (which Beond also offers to certain cities) can disembark at DWC.

Taskila said most of the company’s future planes will be longer-ranged A321neoLR and A321XLRs, which would negate the fuel stop and open more routes.

A non-stop flight would improve Beond’s service, but I think it’s still better than a layover.
Beond had two counters at the far end of check-in area nine.

On both sides of my itinerary, check-in was only available at the airport as Beond’s web systems are not yet set up. Instead, I had to go to the counter to get my boarding pass.

I’ll admit the counter was a little difficult to find in Milan — it was all the way at the end of the check-in area. More signage would help.

The Male airport has more branding around the check-in desk.
The Beond-branded boarding pass in Male (pictured) differed from the plain white one given to me in Milan, which had no Beond-specific colors or logo.

Beond has three fare categories: Delight, Bliss, and Opulence. Customers who book the Bliss or Opulence fare get perks like more baggage and lounge access. The latter also gets a free change until 30 days before the flight and a free transfer.

On the Milan side, the lounge is called Montale. On the Male side, customers can go to the Leeli Lounge. Neither space had the glitz and glam of an Emirates and Singapore Airlines lounge, but both had free food and drinks. That’s all I need, personally.

Further, in Male, my boarding pass gave me access to the business and first-class lines, meaning I skipped the long queues for security and passport control. According to Beond, this is available for all fare types at participating airports.

The gates were simple, but boarding differed at each airport. Male’s embarkation was a lot more fun.
I had both sets of seats to myself, while the rest of the passengers were couples and families seated together.

The plane is configured with lie-flat business class with two seats on either side of the aisle.

This differs from the norm. Airlines have largely abandoned installing two lie-flat business class seats on the outer sections of the cabin because the aisle seat, when in lie-flat mode, blocks the window passenger from freely accessing the rest of the plane.

It can turn into an awkward waking of a stranger to go to the bathroom, for example.

I was nervous about the 2×2 layout because there’s no direct aisle access for the window, but it’s not a big deal.
The back of the Beond seats did not have a television.

Airlines like Turkish Airlines and Air India have added doors to their planes as the demand for privacy grows and they want to better compete with the likes of Qatar and Etihad.

There was also no middle divider. Still, none of this would deter me from flying Beond again — especially since the high number of couples and families would make privacy between seats less important.

But, if you’re looking for the most private seats, I’d recommend a window as far back in the cabin as possible.

While the lack of TV may be odd, I like Beond’s in-flight entertainment setup.
The author’s Kindle Fire 10 fit in the tablet holder.

Although I did watch some Beond-provided movies like Interstellar on the iPad, I largely like to watch my own pre-downloaded shows when I fly (mostly reality TV, like Big Brother and The Traitors).

The little slot created for Beond’s iPads is similar to the tablet holder on American Airlines planes, and I could prop my Kindle Fire on it easily. Plus, I could connect the Beats headphones to my Kindle — another win.

There was no WiFi, though.
The slim pocket (bottom left) was one of a few storage spots attached to the seat. The power outlet is in front of the middle armrest.

The storage space was mostly small pockets in front of and beside the seat, as well as a small tabletop. I thought this was lacking compared to other airlines I’ve flown, and I struggled to get organized.

Fortunately, the seat next to me was open and I used it to store things like chargers, my laptop, and book. I imagine people traveling together would use the overhead bins or floor space in front of their seats for storing stuff.

The lie-flat bed was long enough to accommodate my 5’3” tall self. The footwell was small, which I’ve found on other carriers, too.
The ottoman seat provides a more spacious footwell.

These seats are located at the front of the cabin and in the exit row, which widens the footwell.

Passengers can pay an extra fee for the seat, but Opulence ticketholders can get one assigned for free.

Linens were provided, including a mattress cover, a pillow, and the softest blanket I’ve ever felt on a plane.
A menu was given to passengers before each leg. Pictured is the salmon tartare, the lamb cutlets, and the pancakes.

I was never hungry on Beond. Since one was served after takeoff during each leg, I had four full meals total, including bread, an appetizer, a main course, and dessert.

Everything from chicken and pasta to seafood and brisket was available. Not pictured here is the selection of cheese and cold cuts and the cake and seasonal fruits I also had.

I could also order mixed drinks, wine, and champagne, as well as nonalcoholic ones like soda and juice.

I liked the range of options and even tried some odder ones, like goose liver pate. My favorite was the lobster.
The Beond plane after landing in Male.

Beond touts itself as an affordable luxury airline, and I consider it almost like a private charter — minus the conveniences of skipping security and crowded airport terminals, of course.

While it’s not the modern business class with sliding doors and a giant television like on some other airlines, everyone gets a bed and multi-course meals for just a few grand. Once airborne, you’ll likely forget the other passengers are even there.

Plus, the things I thought I’d dislike — like the fuel stop and the aisle access — weren’t a big deal.

BI paid a $200 media rate. Roundtrip fares start around $2,000, which is more affordable than competitors.
Some critics say the iPad is a weak spot, and if you look at popular opinion, I agree. I’m just one of the weirdos who prefers it.

A Beond spokesperson told Aerotime Hub in July that the airline has also reduced some Zurich service, citing the low seasonal tourism in the Maldives between May and September.

But, they said the plane was available for charters — another potential revenue stream for Beond.

Beond also needs to work on its reliability, though all four of my flights were right on time.
Qatar’s QSuite is considered the world’s best business class, and pulling loyal passengers away will be hard.

Because Beond flies fewer routes less often, customers can’t rack up loyalty status like they can on carriers like Qatar and Emirates, which fly to hundreds of cities and have airline partners to feed through.

It’ll be difficult for Beond to poach loyal flyers, but Max Nilov, the airline’s chief strategy officer and cofounder, told BI in November that it’s “not afraid to compete with anyone.”

Beond will also need to overcome the supply chain hurdles delaying aircraft deliveries and the overall high costs of running an airline that operates in a highly seasonal market like the Maldives.

I hope Beond finds a profitable sweet spot in the industry. It’s an enjoyable and unique service that I’d personally splurge on.
Beond’s soft eye mask is my new favorite one to use on long-haul flights.

The all-business class planes once flown by British Airways and Singapore are no more, and BermudAir’s barely even left the ground.

French boutique airline La Compagnie, however, has managed to survive for a decade now, flying all-business-class Airbus narrowbodies across the Atlantic. It also earns money from chartering the jet for luxury tourism.

So, while many industry professionals (including myself) have their doubts, I’m giving Beond a chance — even if the odds are stacked against it.