Newly established luxury airline Beond has showcased its first passenger plane at the Dubai Airshow.
The company's business model aims to offer an experience more similar to flying by private jet than premium or business-class travel on legacy airlines.
"You are part of an exclusive club on the aircraft," Tero Taskila, chief executive and chairman of Beond, told The National. "Our service means you don't have to board with 300 or 400 other people on the same flight."
The all-premium class airline showcased its first aircraft – an Airbus A319 – on Monday.
It comes as Beond this week prepares to launch its first flights from Riyadh, Zurich and Munich to the Maldivian capital, Male.
Future plans include flying from the Maldives to Dubai, Bangkok and Milan next year.
Elevating the flying experience
Mr Taskila says the airline's goal is to "get into people's emotions".
"One of the best compliments we've received at the Airshow is that the aircraft has exceeded expectations. When we were designing it [the plane], we wanted to make sure that it hit all the right points of sustainable luxury; how it makes people feel and how the interiors feel in people's hands."
He noted the majority of passengers have been booking the airline's most luxurious package, which includes baggage allowance, fast-track boarding, complimentary premium seating, lounge access and premium transfers. A one-way ticket from Munich to the Maldives starts at $2,331.
"That is a testament that our passengers' want to elevate their experiences," he said.
He describes typical Beond customers as people who travel to sports events, holidays, honeymoons, or those seeking a once-in-a-lifetime experience.
"We had one passenger ask us if they could fly in their private jet to Munich to take our aircraft to the Maldives because they loved our product so much."
Luxury at the forefront
Mr Taskila describes Beond as a "timeless luxury that doesn't want or need to compete with airlines that have the biggest TV screens".
Its first aircraft seats only 44 passengers in a two-two layout, instead of the usual 156 passengers in an all-economy layout.
Beond also has collaborations with various resorts on the island, meaning passengers can take private seaplanes and speedboats direct from Velana International Airport straight to their holiday destination.
"That's luxury leisure travel. This is not for business travellers. Our customers are travelling as honeymooners, celebrating anniversaries, or families on vacation," he said.
Seats, configured in rows of two and which recline flat, are equipped with gadgets such as iPad Pros and wireless headsets, replacing traditional aircraft entertainment systems.
"The power of iPad Pros gives us an immersive experience all provided by Apple so it is what sets us apart from other airlines," Mr Taskila said.
"We are reinventing that experience. Everyone else gives you champagne and a chauffeur. We wanted to execute that better so our on-board experience feels more luxurious than other airlines."
The seats are designed by Italian manufacturer Optimares, which previously supplied similar interiors for a custom-designed Four Seasons A321 private jet. They share the same components with LaFerrari, a luxury sports car that was priced at about $1.5 million when it was released in 2013.
Several parts were manufactured by the Ferrari factory in Milan, which keeps the seats light and robust.
"Being able to say we have the lightest premium seats enables us to fly further but also keep our emissions low. That's very important to us," he said.
Ambitious targets
Mr Taskila acknowledged Beond's commitment to ensuring it meets the Maldives' strict climate-change goals in launching its fleet, which is designed to be as light on traditional aircraft fuel as possible.
"We are currently taking part in Sustainable Aviation Fuel (SAF) programmes, so we will have a larger percentage of sustainable fuel than any other airline by 2025, and 2030 is the next milestone. We are speaking to our destinations about when that fuel will be available and we are committing to make that happen by May next year."
The airline has also committed to being plastic-free with locally sourced catering supplies where possible to reduce its carbon footprint.
Beond aims to fly 32 aircraft from Male to 60 non-stop destinations within five years.
"Every new aircraft we will introduce will bring with it three or four new destinations," Mr Taskila said.
An Airbus A321 will be added to the airline's fleet next year to fly passengers from Asia-Pacific, Europe and the Middle East to the Maldives.
The airline is also eyeing Al Maktoum International Airport as a potential hub in the future.
"We are seeing how the Dubai market is developing and whether there is space for us as a hub carrier. But for now, we are focusing on the Maldives and creating that link to Dubai, the Middle East and the rest of the world."
Thousands attended the first day of the Dubai Airshow at Al Maktoum International Airport on Monday, the largest yet, which will run until Friday, November 17.
The event has attracted more than 1,400 exhibitors from 148 countries, with more than 180 aircraft on display.
Crowds flock to Dubai Airshow 2023 – in pictures
Who are the Sacklers?
The Sackler family is a transatlantic dynasty that owns Purdue Pharma, which manufactures and markets OxyContin, one of the drugs at the centre of America's opioids crisis. The family is well known for their generous philanthropy towards the world's top cultural institutions, including Guggenheim Museum, the National Portrait Gallery, Tate in Britain, Yale University and the Serpentine Gallery, to name a few. Two branches of the family control Purdue Pharma.
Isaac Sackler and Sophie Greenberg were Jewish immigrants who arrived in New York before the First World War. They had three sons. The first, Arthur, died before OxyContin was invented. The second, Mortimer, who died aged 93 in 2010, was a former chief executive of Purdue Pharma. The third, Raymond, died aged 97 in 2017 and was also a former chief executive of Purdue Pharma.
It was Arthur, a psychiatrist and pharmaceutical marketeer, who started the family business dynasty. He and his brothers bought a small company called Purdue Frederick; among their first products were laxatives and prescription earwax remover.
Arthur's branch of the family has not been involved in Purdue for many years and his daughter, Elizabeth, has spoken out against it, saying the company's role in America's drugs crisis is "morally abhorrent".
The lawsuits that were brought by the attorneys general of New York and Massachussetts named eight Sacklers. This includes Kathe, Mortimer, Richard, Jonathan and Ilene Sackler Lefcourt, who are all the children of either Mortimer or Raymond. Then there's Theresa Sackler, who is Mortimer senior's widow; Beverly, Raymond's widow; and David Sackler, Raymond's grandson.
Members of the Sackler family are rarely seen in public.
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Neil Thomson – THE BIO
Family: I am happily married to my wife Liz and we have two children together.
Favourite music: Rock music. I started at a young age due to my father’s influence. He played in an Indian rock band The Flintstones who were once asked by Apple Records to fly over to England to perform there.
Favourite book: I constantly find myself reading The Bible.
Favourite film: The Greatest Showman.
Favourite holiday destination: I love visiting Melbourne as I have family there and it’s a wonderful place. New York at Christmas is also magical.
Favourite food: I went to boarding school so I like any cuisine really.
UAE currency: the story behind the money in your pockets
Lexus LX700h specs
Engine: 3.4-litre twin-turbo V6 plus supplementary electric motor
Power: 464hp at 5,200rpm
Torque: 790Nm from 2,000-3,600rpm
Transmission: 10-speed auto
Fuel consumption: 11.7L/100km
On sale: Now
Price: From Dh590,000
Killing of Qassem Suleimani
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ELIO
Starring: Yonas Kibreab, Zoe Saldana, Brad Garrett
Directors: Madeline Sharafian, Domee Shi, Adrian Molina
Rating: 4/5
What can victims do?
Always use only regulated platforms
Stop all transactions and communication on suspicion
Save all evidence (screenshots, chat logs, transaction IDs)
Report to local authorities
Warn others to prevent further harm
Courtesy: Crystal Intelligence
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Volvo ES90 Specs
Engine: Electric single motor (96kW), twin motor (106kW) and twin motor performance (106kW)
Power: 333hp, 449hp, 680hp
Torque: 480Nm, 670Nm, 870Nm
On sale: Later in 2025 or early 2026, depending on region
Price: Exact regional pricing TBA
Three ways to limit your social media use
Clinical psychologist, Dr Saliha Afridi at The Lighthouse Arabia suggests three easy things you can do every day to cut back on the time you spend online.
1. Put the social media app in a folder on the second or third screen of your phone so it has to remain a conscious decision to open, rather than something your fingers gravitate towards without consideration.
2. Schedule a time to use social media instead of consistently throughout the day. I recommend setting aside certain times of the day or week when you upload pictures or share information.
3. Take a mental snapshot rather than a photo on your phone. Instead of sharing it with your social world, try to absorb the moment, connect with your feeling, experience the moment with all five of your senses. You will have a memory of that moment more vividly and for far longer than if you take a picture of it.
Miss Granny
Director: Joyce Bernal
Starring: Sarah Geronimo, James Reid, Xian Lim, Nova Villa
3/5
(Tagalog with Eng/Ar subtitles)
Mica
Director: Ismael Ferroukhi
Stars: Zakaria Inan, Sabrina Ouazani
3 stars
Naga
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Results:
5pm: Handicap (PA) | Dh80,000 | 1,600 metres
Winner: Dasan Da, Saeed Al Mazrooei (jockey), Helal Al Alawi (trainer)
5.30pm: Maiden (PA) | Dh80,000 | 1,600m
Winner: AF Saabah, Tadhg O’Shea, Ernst Oertel
6pm: Handicap (PA) | Dh80,000 | 1,600m
Winner: Mukaram, Pat Cosgrave, Eric Lemartinel
6.30pm: Handicap (PA) | Dh80,000 | 2,200m
Winner: MH Tawag, Richard Mullen, Elise Jeanne
7pm: Wathba Stallions Cup Handicap (PA) | Dh70,000 | 1,400m
Winner: RB Inferno, Fabrice Veron, Ismail Mohammed
7.30pm: Handicap (TB) | Dh100,000 | 1,600m
Winner: Juthoor, Jim Crowley, Erwan Charpy
Uefa Nations League
League A:
Germany, Portugal, Belgium, Spain, France, England, Switzerland, Italy, Poland, Iceland, Croatia, Netherlands
League B:
Austria, Wales, Russia, Slovakia, Sweden, Ukraine, Republic of Ireland, Bosnia-Herzegovina, Northern Ireland, Denmark, Czech Republic, Turkey
League C:
Hungary, Romania, Scotland, Slovenia, Greece, Serbia, Albania, Norway, Montenegro, Israel, Bulgaria, Finland, Cyprus, Estonia, Lithuania
League D:
Azerbaijan, Macedonia, Belarus, Georgia, Armenia, Latvia, Faroe Islands, Luxembourg, Kazakhstan, Moldova, Liechtenstein, Malta, Andorra, Kosovo, San Marino, Gibraltar
