Overview of Beond’s First Year of Operations
Since its inception a year ago, Beond, the luxury airline, has made significant inroads in the competitive aviation market. The CEO, Tero Taskila, revealed that the airline has successfully transported approximately 8,000 passengers, achieving a 55% load factor. This performance indicator is crucial as it reflects the percentage of available seating capacity that has been filled.
Notably, around 60% of these bookings were facilitated through travel agents, with the remaining tickets purchased directly from the airline. This distribution strategy highlights the importance of travel agents in the luxury travel sector while also emphasizing the growing trend of direct consumer interactions.
Key Routes and Market Response
The route from Milan Malpensa (MXP) to Male (MLE) via Dubai (DWC) has been particularly successful, prompting considerations for increasing capacity to cater to the growing demand. Additionally, the airline is set to resume its service to Munich (MUC) following a seasonal suspension, indicating a strategic approach to route management based on seasonal passenger flows.
The Zurich (ZRH) to Dubai segment, part of a longer route to Male, has attracted not only leisure travelers but also business clientele. This dual-market appeal is a testament to Beond’s ability to cater to diverse passenger needs by offering an ‘affordable luxury’ experience.
Expansion Plans and Future Prospects
During the conference, Taskila expressed interest in expanding into new markets such as Abu Dhabi (AUH) and Jeddah (JED), with Bangkok (BKK) also under consideration. This strategic market expansion is supported by plans to apply for a second Air Operator Certificate (AOC) in 2025, potentially in Saudi Arabia or the UAE. This would enable Beond to enhance its operational capabilities and market reach in the Middle East.
Taskila also highlighted the exploration of new luxury travel destinations in the region, particularly around the NEOM project and Al Ula in Saudi Arabia. These destinations are seen as complementary to Beond’s existing focus on the Maldivian premium leisure market.
Economic Impact and Fleet Expansion
Beond’s operations have contributed an estimated US$210 million to the Maldivian GDP in its first year. With plans to receive four additional aircraft in 2025, Beond is poised for further growth. The current fleet includes a 44-seat A319 and a 68-seat A321, with the allocation of future aircraft yet to be determined.