I flew on a new all-business-class airline from Italy to the Maldives. It's worth splurging for, even with the odd fuel stop.

Taylor RainsAug 6, 2024, 19:57 IST

A selfie of the author with the Beond plane after flying in the new all-business-class airline from Milan to Male.Taylor Rains/Business Insider<ul class="summary-list"><li>A new Maldives-based airline called Beond launched in 2023 with an all-business-class Airbus A319.</li><li>Previous attempts at flying premium-only planes failed due to demand, high costs, and competition.</li></ul>I wouldn't be surprised if you've never heard of the <a target="_blank" class href="https://www.businessinsider.com/all-business-class-airline-beond-maldives-2023-10">airline Beond.</a>The <a target="_blank" class href="https://www.businessinsider.com/all-business-class-airline-beond-maldives-2023-10">Maldives-based carrier launched in November</a> and has one single plane flying to the nation's capital, Male, from cities like Zurich and Riyadh, Saudi Arabia.But what makes the new airline a head-turner is that its <a target="_blank" class href="https://www.businessinsider.com/the-evolution-of-transatlantic-flying-in-photos-2021-10">Airbus narrowbody plane</a> is in an all-business class configuration — no economy. Beond calls it "premium leisure" flying.Airlines like British Airways and Singapore Airlines have tried and failed to operate these <a target="_blank" class href="https://www.businessinsider.com/british-airways-airbus-a318-baby-bus-london-city-tour-2020-3">premium-only planes</a>. Newcomer BermudAir launched in August 2023 with similar intentions, but that plan has also since been tabled.The all-business class strategy doesn't always work, as it is largely inadaptable to fluctuating demand and comes with<a target="_blank" class href="https://www.businessinsider.com/why-airlines-are-struggling-despite-record-travel-demand-profits-revenue-2024-6"> high costs, </a>network restrictions, and fierce competition.Doubts from industry watchers aside, I found Beond to be a comfortable ride with splurging on.

I flew between Milan and Male, Beond's newest route that launched in July.

Final approach into the Maldives.Taylor Rains/Business Insider

Just one plane, a nearly 21-year-old Airbus A319 fitted with just 44 business-class seats, is currently operating Beond's network.

A photo of the empty plane that BI's Pete Syme during the Dubai Airshow in November. Pete Syme/Business Insider

The A319 makes a scheduled fuel stop in Dubai on flights to and from Europe.

The DWC airport is different from the main Dubai International Airport.Taylor Rains/Business Insider

A non-stop flight would improve Beond’s service, but I think it's still better than a layover.

Before each leg, passengers were given a welcome drink. This includes after each fuel stop.Taylor Rains/Business Insider

There's no online check-in.

Beond had two counters at the far end of check-in area nine.Taylor Rains/Business Insider

The Male airport has more branding around the check-in desk.

There was more Beond branding in Male.Taylor Rains/Business Insider

All of the agents were friendly and efficient. Within minutes, I had my boarding pass and was off to the lounge.

The Beond-branded boarding pass in Male (pictured) differed from the plain white one given to me in Milan, which had no Beond-specific colors or logo.Taylor Rains/Business Insider

The gates were simple, but boarding differed at each airport. Male’s embarkation was a lot more fun.

The view of the plane as passengers were shuttled via bus.Taylor Rains/Business Insider

I was assigned an aisle seat on the outbound and a window seat on the return.

I had both sets of seats to myself, while the rest of the passengers were couples and families seated together.Taylor Rains/Business Insider

I was nervous about the 2x2 layout because there's no direct aisle access for the window, but it’s not a big deal.

The crew rest areas were situated at the back of the cabin.Taylor Rains/Business Insider

There aren't sliding doors or giant flatscreen TVs that have become commonplace on competitors.

The back of the Beond seats did not have a television.Taylor Rains/Business Insider

While the lack of TV may be odd, I like Beond’s in-flight entertainment setup.

Beond provides an instruction card on how to use each seat.Taylor Rains/Business Insider

I love the tablet holder on American Airlines and I like Beond's version, too.

The author's Kindle Fire 10 fit in the tablet holder.Taylor Rains/Business Insider

There was no WiFi, though.

There were no seatback screens or WiFi onboard Beond.Taylor Rains/Business Insider

Beond also offered a universal power outlet, a tray table, slippers, an amenity kit, and a lie-flat bed. But storage was lacking.

The slim pocket (bottom left) was one of a few storage spots attached to the seat. The power outlet is in front of the middle armrest.Taylor Rains/Business Insider

The lie-flat bed was long enough to accommodate my 5’3” tall self. The footwell was small, which I've found on other carriers, too.

The author watched Jack Reacher: Never Go Back on the Beond iPad before sleeping. The narrow footwell is visible in the background.Taylor Rains/Business Insider

Beond does have a solution for the footwell in its eight ottoman seats.

The ottoman seat provides a more spacious footwell.Taylor Rains/Business Insider

Linens were provided, including a mattress cover, a pillow, and the softest blanket I’ve ever felt on a plane.

Thanks to the shells and middle armrest, passengers could get some privacy when sleeping.Taylor Rains/Business Insider

When not sleeping or watching TV, there was plenty of food.

A menu was given to passengers before each leg. Pictured is the salmon tartare, the lamb cutlets, and the pancakes.Taylor Rains/Business Insider

I liked the range of options and even tried some odder ones, like goose liver pate. My favorite was the lobster.

Pictured are some of the return trip meals, including gooseliver, beef brisket, and lobster tail.Taylor Rains/Business Insider

Beond was an enjoyable experience that was quicker and cheaper than competitors.

The Beond plane after landing in Male.Taylor Rains/Business Insider

BI paid a $200 media rate. Roundtrip fares start around $2,000, which is more affordable than competitors.

Beond's website shows a $1,900 flight price between Milan and Male in mid-September.Beond

Beond has already reduced some flying, like suspending its Munich route until October due to low demand.

Some critics say the iPad is a weak spot, and if you look at popular opinion, I agree. I'm just one of the weirdos who prefers it.Taylor Rains/Business Insider

Beond also needs to work on its reliability, though all four of my flights were right on time.

The FlightRadar24 Beond log for August.FlightRadar24

Plus, turning loyal flyers away from the likes of Qatar and Emirates will be a challenge.

Qatar's QSuite is considered the world's best business class, and pulling loyal passengers away will be hard.David Slotnick/Business Insider

I hope Beond finds a profitable sweet spot in the industry. It's an enjoyable and unique service that I'd personally splurge on.

Beond's soft eye mask is my new favorite one to use on long-haul flights.Taylor Rains/Business Insider

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