Beond's Milan-Maldives Flight: Luxury and Mistrust

Aviation Eagle
Sep 22
2 min read

The New Beond Route Between Milan and the Maldives: An Analysis of an Exclusive Proposal

Beond, an airline positioned in the luxury travel segment, inaugurated its new twice-weekly route between Milan Malpensa (MXP) and Malé (MLE) on July 3, 2024, with a technical stop in Dubai. The inaugural event in Malpensa highlighted the airline's value proposition: a "full business" service designed to replicate the private jet experience.

The Company's Offer and the Vision of Luxury

The official presentation detailed the distinctive features of the airline's primary aircraft, an Airbus A319-100 configured for 44 passengers. The interior design, handled by the company Optimares in collaboration with the Frau fashion house, is based on fully reclining seats that convert into beds. The choice of materials like carbon fiber and the emphasis on Made in Italy design reflect a high-end market positioning.

On board, the service includes a diverse menu, personal entertainment via iPads, and latest-generation headphones. The stated goal is to provide a meticulously curated travel experience, which also extends to ancillary services such as private airport transfers for clients.

Operational Issues and Passenger Testimonials

Despite the luxury vision, the first weeks of the route's operation have highlighted several management challenges. The regularity and punctuality of flights, as monitored by platforms like Flightradar 24, show a series of cancellations, particularly on the Milan leg.

One passenger reported experiencing a flight cancellation just hours before departure, forcing them to reschedule their trip from another European airport. On board, the service did not fully live up to the brand's promise. Reported issues included the absence of amenity kits, limited availability of certain menu items, and the perceived discomfort of the seats for sleeping, due to the space configuration.

Conclusion: Discrepancy Between Promised and Delivered Service

The new Beond route presents a strong brand identity and a high-end service offering. However, direct passenger testimonials reveal a discrepancy between the luxury strategy and operational performance. The problems encountered suggest that the airline, despite its investment in aircraft configuration and aesthetics, still needs to optimize its logistical management to ensure service consistency. The announced fleet expansion with larger aircraft, such as the Airbus A321ceo, could be a strategic step to improve reliability and align the fight experience with the exclusive image the company aims to project.

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