In the fall of 2023, Beond, a new upscale airline, began its journey to enhance the travel experience for those heading to the captivating Maldives. Based in Malé, the airline aimed to set itself apart by using narrow-body aircraft with all-premium cabins featuring luxurious lie-flat seats inspired by Ferrari cars. The founders envisioned providing a unique and relaxing voyage for their esteemed passengers, ensuring a comfortable start to their dreamy destination.

In a competitive market, Beond strategically selected its destinations. Instead of relying on hub connections like many major carriers, such as Emirates, Qatar Airways, and Turkish Airlines, Beond offered direct flights to popular leisure spots like Dubai, Delhi, Japan, South Korea, and China. This approach provided travelers with an uninterrupted and luxurious journey to their paradise retreat. The airline’s exceptional seating arrangement on Airbus A319s and A321s eliminated unpopular middle seats, offering a premium in-flight experience focused on comfort and sophistication. With a commitment to personalized service and catering to affluent leisure-seekers, Beond has established itself as a unique player in luxury travel. Promising an opulent “private jet” feel, the airline offered attractive prices, starting at approximately $3,000 for a round-trip from Europe to the Maldives, to all its discerning passengers.