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Beond– pronounced “beyond” – aims to create a “private jet” experience by using narrow-body aircraft (rather than the wide-body often used on routes to the Maldives), and offering an all-premium cabin with lie-flat seats which share components with Ferrari cars.

“We want to do something completely new,” Beond’s chief commercial officer Sascha Feuerherd tells 【 - Free Low-Risk Investment Plans 】. “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.”

Based in Malé and set to start flying in fall 2023, Beond will initially operate a small fleet of Airbus A319 aircraft, before switching to the larger Airbus A321. Dubai and Delhi are the first two confirmed destinations.

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“We’re going for the airports with big catchment areas, with a certain wealth behind it, and then fly people directly,” says Feuerherd. So in Germany, for example, Beond wouldn’t target Frankfurt – a business hub with plenty of competition. Instead, they’d go for Munich, which has less competition and a higher incidence of leisure travelers.

In other markets, like Asia, Beond plans to enter into direct competition with other carriers and differentiate itself with a higher-quality service instead. “The Maldives is one of those markets that can fill an aircraft, even a mostly economy class cabin,” says Feuerherd. “But that is making the Maldives lose some high-end passengers, because if they don’t find adequate transportation, they’d rather go somewhere else. That’s where we really come into the game.”

Beond will offer a total of just 44 seats on its Airbus A319s, even though the plane can carry up to 156 passengers in an all-economy layout. On the larger A321s, which will enter service in 2024, they plan to have 68 seats on a plane that normally has room for up to 220 economy passengers.

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“I’m about six feet tall and so is our CEO, and that was pretty much the size reference we worked with, to avoid getting the feeling that we were slipping out of the bed,” says Feuerherd. “We also very quickly decided that we wanted to have two abreast, because of the nature of our passengers, which is a lot of couples.”

Jointly owned by UAE-based firm Arabesque and Maldivian hospitality company SIMDI, Beond’s operating certificate is from Maldives as a designated carrier. It has a 50-year agreement with the Maldivian government.

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By the end of 2024, the airline plans to operate about a dozen aircraft, all on lease, including some brand new A321LR airplanes – long-range versions of the popular A321.

Using narrowbody aircraft will be unusual on some of Beond’s longer routes, which are normally served by larger, wide-body planes such as the Airbus A350 or the Boeing 787.

However all-business class airlines have used narrow-bodies before. La Compagnie, a French boutique airline connecting Paris to New York, has two A321LRs in its fleet of four (the others are A321neos). The Four Seasons private jet is also an A321LR. British Airways, meanwhile, used an A318 – the smallest aircraft in the Airbus A320 family – for its erstwhile all-business class flight from London to New York.

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“I do believe the advantages and disadvantages are really equalizing each other there,” he says. “We wouldn’t be able to fill a wide-body with this concept – it would be slightly too big. But we have significant cost savings with a narrow-body, in terms of cost of ownership, fuel burn, staff involved, landing and handling charges, which is something that really gives us a competitive advantage over the big birds.”

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For comparison, the cheapest business class flight 【 - Free Low-Risk Investment Plans 】 could find from London to Malé in peak season was $3,133 with Etihad in January 2024. From Frankfurt, Oman Air has flights from $2,762 – a cheaper peak season fare than Beond is suggesting for its off season fares. However, neither flight is direct.

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“My personal target on the commercial side is that if we become too greedy, it’s not going to be helpful,” says Feuerherd. “We will not want to be the leader in terms of price.” He adds that most bookings are projected to come from tour operators rather than directly from customers.

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“Dubai is presently well served from Malé, with an average of seven daily rotations in August 2023 and more than 60,000 seats each way in the month,” he says, citing schedule data that Cirium has pulled.

“This includes around 12% of those seats in premium class. Competition on that route will be challenging.

“In contrast, Delhi-Malé is presently unserved, at least directly, hence there may be more opportunity.”

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By being tied to only premium class travelers, he adds, they’re susceptible to downturns or softening in business travel demand: “In the long term, I think they’re going to face some pretty stiff competition, especially from the large Middle East airlines. It’s hard for anyone to beat out first or business class from Emirates or Qatar or Etihad.”

However, he believes that Maldives is certainly the right market for a new luxury option. “I think there are some legs to this, especially if they can channel demand from luxury travel agencies that are selling it as part of a package,” he says.

“There probably is a niche to carve out of premium travelers who want more of a private jet experience, but maybe don’t have the private jet budget.”

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