Could Beond be the next sustainable all-premium long-haul carrier? With interiors like these, there’s hope.

Beond is an interesting proposition. Through the hype and slightly clumsy press launch, there’s a glimmer of something quite adventurous that could actually work once the kinks are ironed out. Connecting via Dubai certainly doesn’t make for a luxurious experience from Europe to the Maldives, but it’s no different to how many already get there. But that glitch is simply because the airline is launching flights on their shorter-ranged aircraft earlier so as not to burn through investors money without starting to deliver revenues.

After a period of bedding in, we expect to see Beond become the next La Compagnie, the only other long-haul all-business-class carrier that has stood the test of time. While there are elements that don’t make for the best business case in our books (i.e. opting to be a point-to-point carrier will see peaks and troughs in demand during Maldives’ low seasons, rather than a hub and spoke which allows Beond to trade across the global peak seasons constantly) and the lack of a loyalty scheme of any kind will mean that price will often win out.

But business case aside, this is no Global Airlines. The airline is already starting to take bookings (even though the site has a few glitches) and there is a clear product, brand and physical product already in clear view of the paying public. In fact, the interiors, livery and brand has been brought to life by industry brand veteran Paul Wylde and his Californian based team. Considering his background in First Class products, there’s no surprise to see the airline showing off a considered private jet vibe that’s nothing short of the Four Season’s private jet.

Starting with just an A319, Beond certainly offers one of the least dense narrow bodies flying, with just 44 seats in the cabin, designed in a 2 x 2 configuration which is optimal for couples travelling together. In 2023 the airline will also take delivery of Airbus A321ceo aircraft with a larger 68-seat cabin.

The seats, designed by Italian manufacturer Optimares are unique to the skies, but it’s not just beautifully designed seats that are the star of the show. It seems that Paulwylde has taken the brand ethos across a range of amenities including Tableware by English brand William Edwards, of fine China with subtle golden watermark patterns – brought to life by CLIP. There’s also silverware in partnership with Robert Welch, a heritage English manufacturer and Chilewich placemats and leadfree crystal glassware. The airline has also decided to opt away from single-use plastics across its product.

“We are incredibly excited with the particular opportunities of this quite unique project, and, in the inspired vision of the airline’s dynamic leadership. We are the perfect team to articulate and design for the needs of a particularly demanding, discerning and sophisticated new modern global traveler, who seeks new forms of service, luxury and flying experience that is delivered through more meaningful and intrinsic ways” adds Paul Wylde, Founder, CEO & Creative Director of paulwylde.

‘The challenge we take up is to make our passengers live an unforgettable experience, in a unique cabin environment, designed specifically to provide truly exclusive service. The quality of the product will captivate the passenger, thanks to its appearance, functionality and quality of material and finish — worthy of a first-class seat through elegant design and intuitive functionality” says Tero Taskila, CEO of Arabesque.

“With the paulwylde team, we are going further to enhance the product experience, making it aesthetically irresistible and capable of offering maximum levels of comfort in every situation and at the same time, expressing Arabesque’s brand promise with maximum effectiveness” Mr. Taskila adds.

Paulwylde has done a truly excellent job in translating the brief into reality. And the cabin, positioning, brand identity, interiors and customer touch-points all delivered by the design studio are beautifully considered. The design language perfects sits within the premium leisure market, with references to Four Seasons, Fiji Airways, La Compagnie, Air Tahiti Nui all to be found that resonate with the key market demographic that will opt for the carrier.

I love the interiors, monochromatic finish and design flourishes that Beond are offering on the surface, but how the lounge offering, food and drink and other amenities stack up to complete the brand experience is for time currently to tell. Our only minor gripe with the Optimares seats, like that found on Hawaiian’s A330 is the fact the TV monitors have to be handed out as tablets and fit into the TV arm that comes out of the seat. In reality on a long flight this isn’t an issue, but as the screens have to be stowed for take off and landing, on a one-stop flight via Dubai from Europe, it will become an increasingly obvious annoyance to an otherwise luxurious product.

While the entrants into the all-business-class market haven’t been the most successful, on paper, this airline does have the potential if managed correctly to become a de-facto international carrier of the Maldives, and help position this Indian Ocean gateway as a potential one stop hub in the near future.