A new premium Maldives airline with all-flat seats is headed for Australia

A new luxury airline with all-flat seats will head to Australia following its launch later this year, operating the first direct Australia-Maldives flight.

This masthead can reveal designated Maldives carrier Beond (pronounced “beyond”) is on track to launch a non-stop Perth-Male route in less than a year.

The new “premium leisure” airline will target affluent holidaymakers of the South-Asian destination, offering a private jet-like experience and five-star services such as private airport transfers, lounge access and gourmet in-flight dining.

Premium leisure airline Beond has set its sights on Australia.

Middle seats will also get the flick – all Beond aircraft are set to feature a one-class cabin concept with a 2-2 configuration to cater to travelling couples.

Although seats will include a premium price tag, Beond’s chief commercial officer Sascha Feuerherd says the airline will go to market with a competitive offering.

“We do believe we can compete on the lowest end of these [business class] fares,” said Feuerherd.

For instance, seats on the inaugural Perth service will be priced from about $US1500 ($2250) one-way, by early estimates.

Beond has adopted a single-class offering, with all-lie-flat seats.

Feuerherd puts the relatively low price down to the airline’s simplified approach.

“The narrow-body aircraft we’re using, in terms of cost of ownership, are significantly cheaper compared to the wide-bodied aircraft [of other international carriers].

“We’re using some of the principles of low-cost airlines with a single-fleet concept – we don’t have three different classes, and that allows us to produce [aircraft] significantly cheaper,” he said.

The Perth route will initially use an Airbus A319 with 44 seats. As a comparison, most other airlines use a layout of 150 seats for the same aircraft.

The carrier has secured top aviation design firm Optimares to manufacture the fitted flat-bed seats, which also incorporate the same seat shells used by luxury car manufacturer Ferrari.

Beond’s long-term plans for Australia include operating the first non-stop Maldives services from Sydney and Melbourne. Both east-coast routes hinge on the arrival of its long-range and extra-long-range narrow-body fleet, comprising 68-seat A321neo LR and XLR aircraft. Feuerherd says the carrier hopes to launch the services before the end of 2024.

The airline will offer a private jet-like experience.

“Sydney and Melbourne will take a bit more time because that requires a [A321neo] XLR,” said Feuerherd.

Australia is viewed as an attractive market, with no commercial airline currently flying direct to the Maldives.

“You have to go via Hong Kong or via Singapore, so the journey time is extended significantly,” said Feuerherd.

Professor Rico Merkert, aviation expert at the University of Sydney, says Beond taps into a recent surge in demand for premium travel.

“Even before the pandemic, the industry has seen the emergence of what is called ‘bleisure’ (business and leisure) travel,” said Merkert. “Since the pandemic, demand for premium travel has gone through the roof.”

It’s seen private charter operators flourish amid soaring demand, and led many international carriers to roll out more premium economy cabins.

But will worsening cost of living pressures and rising inflation burst the luxury travel bubble?

“With a mild recession on the horizon and mortgage rates going up, people will have less disposable income to spend on premium leisure flights,” said Merkert.

Feuerherd’s not too worried. “We don’t see it as something that is really making a difference in our [business] model. We’re covering a niche market,” he said.

The airline is remaining tight-lipped about an official global launch date and which destinations will be among the first to roll out, though Delhi and Dubai have featured as options in early talks.

The premium carrier has ambitions to launch 52 destinations globally with 30-32 aircraft in five years, with countries including Japan, China, South Korea, France, Italy and Australia in its sights.

Beond is jointly owned by Maldivian-based trading company SIMDI Group and United Arab Emirates’ airline startup Arabesque.