Review of BeOnd: The All-Business-Class Airline

Photo credit: www.travelandleisure.com

Before the era of crowded cabins and frustrating boarding procedures, air travel was often seen as a luxurious experience. For those who long for that sense of exclusivity without the hefty price tag of a private jet, BeOnd—a new boutique airline specializing in an all-business-class model—claims to be an exciting alternative.

BeOnd commenced operations in late 2023, establishing connections between the Maldives and several key cities, including Dubai, Zurich, Munich, Milan, and Riyadh, with plans to expand to Jeddah, Abu Dhabi, and Bangkok. By 2028, the airline aims to operate 25 aircraft serving 49 destinations.

Round-trip fares start at approximately $3,000, placing BeOnd in a pricing tier that is less than traditional first-class options but higher than standard business class. To provide a comparison, Emirates’ business-class tickets for the Dubai-Malé route usually range from $2,000 to $3,500, while first-class fares begin at around $6,000.

But does BeOnd’s upscale, club-class service measure up to expectations, and more importantly, is it worth the cost? I traveled the Dubai-to-Malé route to investigate.

Checking In

Arriving at Dubai’s Al Maktoum International Airport several hours before the scheduled 7:25 a.m. departure, I noted that the airport is undergoing a significant $35 billion expansion to become the largest in the world by the end of this decade. However, currently, it handles merely 150 flights each week, in stark contrast to Dubai International Airport’s 1,200 daily flights.

Inside, the airport had an unusually quiet atmosphere. In fact, I initially mistook the check-in area and inadvertently joined the line for a different flight to Copenhagen before quickly redirecting myself to BeOnd’s efficient check-in desk, where I learned my flight had been delayed by two hours.

Traveling light was not an issue, but for those bringing more luggage, BeOnd’s Bliss fare permits 40 kg of checked luggage plus 10 kg for carry-ons. Those opting for the Opulence fare, which costs around $300 more per leg, enjoy even higher allowances of 60 kg and 15 kg, respectively.

Security and immigration processing took mere minutes thanks to efficient e-gates and nearly empty X-ray lanes. With limited distractions in the terminal, I picked up a local specialty—a pistachio-laden chocolate treat—before heading to the lounge to wait out the delay.

The Lounge

Currently, BeOnd does not have its own lounge at Al Maktoum International and instead shares a space called Marhaba with business-class travelers from various airlines and passengers with credit card access.

Fortunately, with few travelers present at this early hour, there was ample room to relax. The lounge offered a modest assortment of magazines and a functional Wi-Fi connection sufficient for downloading a movie in about three minutes.

The seating arrangement consisted of basic armchairs and tables, which were practical but unremarkable. Complimentary refreshments included soft drinks, beer, and house wines, while premium spirits and Champagne were available for purchase—quite economical given Dubai’s typical bar prices.

Though the lounge was tidy and comfortable, it lacked the high-end atmosphere that BeOnd advertises. When discussing this issue with CEO Tero Taskila, he mentioned that plans are in place for a dedicated lounge in Dubai and a private space in the new Maldives terminal, acknowledging that the lounge experience is crucial for premium travelers.

The Plane

BeOnd’s aircraft model has been redesigned significantly since its previous life with budget airline EasyJet. The once vivid orange exterior is now a sleek black, and the interiors—crafted by Italian designer Poltrona Frau—feature luxurious leather upholstery and warm tones.

By the time I boarded, the plane was already partially filled with passengers from Munich. Due to the earlier delay, the boarding process felt hasty, and there was no formal introduction to the seat features or amenities, which meant navigating the iPad entertainment system was not entirely intuitive.

Nevertheless, the cabin’s elegant design and absence of central overhead storage creates a spacious, private-jet-like atmosphere.

The Seat

The business-class cabin is arranged in a 2-2 format, with 44 seats that offer 20 inches of width and a pitch of 50 inches. The seats are equipped with electric recliners and adorned in premium cream leather with cozy blankets and pillows.

The best seating options are found in rows one and five, which feature luxurious ottoman-style seats. However, reserving one of these seats incurs an additional fee of $100.

Storage options are somewhat limited, as shoes have no dedicated space, and personal items must be tucked away in narrow compartments. Each seat has power and USB outlets, and while traditional in-flight entertainment screens are absent, there’s a convenient pop-up armrest for tablets.

The open layout can make solo travelers feel close to their neighbors, but once reclined, each seat transforms into a cozy, private area for rest.

The Amenities

BeOnd’s amenity kits, though functional, are somewhat basic, including items like eye masks, earplugs, and body lotion. The airline has indicated plans for a more customizable amenity kit experience in the future.

The Food

The meal service begins about 30 minutes post-takeoff, with breakfast plated nicely and accompanied by metal cutlery. The menu emphasizes fresh and well-balanced dishes, avoiding the heavy breakfasts typical of many business-class services.

Starter options feature a selection of pastries, smoked salmon, and a watermelon and za’atar halloumi salad, which I found surprisingly delectable. The main courses include both Western favorites and Middle Eastern specialties, such as grilled beef sausage and an omelette or unique dishes like North African mesfouf—couscous served with eggplant and peas.

Beverage selections include cold-pressed juices and various wines, with spirits encompassing well-known brands. Cocktail options are also available, and an array of loose-leaf teas and freshly brewed coffee follows after the meal service.

The Entertainment

While BeOnd advertises Wi-Fi, it’s limited to a closed-loop system that only extends to the supplies iPads, which means no typical internet browsing can occur during the flight. This limitation may serve as a way to disconnect from digital distractions, which some travelers may appreciate, although others may find it inconvenient.

In-flight entertainment options are plentiful, with airline-provided Apple iPads offering a variety of movies and music, all intuitively categorized for easy access. High-quality noise-canceling headphones enhance the viewing experience by effectively blocking out engine noise.

The Service

In terms of service, BeOnd excels, with attentive crew members who go the extra mile to ensure a pleasant experience. On this route, the flight was nearly full, yet the staff created a warm and personalized atmosphere.

One traveler I spoke to, flying with his family on their annual trip to the Maldives, remarked on how this experience felt surprisingly intimate, likening it to flying on a private jet despite some initial challenges they had faced with the airline.

The Verdict

BeOnd is establishing a unique niche in the air travel market, delivering an experience reminiscent of a private jet at competitive prices compared to traditional business-class options.

Despite a few initial hiccups, including Wi-Fi challenges and minor inconsistencies in service, the boutique feel and personalized approach offer a compelling choice for travelers. With plans for growth and refinement, BeOnd shows promise in the premium travel sector, suggesting that it’s worth considering for those seeking exclusivity in their travels.

Source
www.travelandleisure.com