As the aviation industry undergoes rapid transformation, beOnd is poised to make a significant impact with its innovative all-premium class leisure-oriented airline model. Focused on delivering exceptional comfort and luxury, beOnd is set to introduce a new standard in the Middle East’s travel sector.
Leading this groundbreaking venture is Tero Taskila, the Chief Executive Officer and Chairman of beOnd. Tero’s extensive background and visionary leadership have been instrumental in establishing beOnd as the premier carrier in the Maldives. His career is distinguished by a commitment to excellence and a passion for pushing the boundaries of aviation.
Tero Taskila’s experience spans aviation, technology, and consultancy. He has held C-level positions in large, multicultural organisations with up to 5,000 employees and a turnover of 3 billion USD. Renowned for his strategic acumen and solution-oriented approach, Tero has steered major organisations through complex financial and operational transitions, always delivering clear strategic plans and effective processes.
In addition to his executive roles, Tero is an accomplished investor, advisor, and entrepreneur, driven by a dedication to growth and profitability. His leadership style is characterised by authenticity, integrity, and a relentless pursuit of innovation. Outside of his professional sphere, Tero is also passionate about mentoring and coaching, particularly in ice hockey, where he helps athletes develop their skills and reach their goals.
As beOnd prepares to expand its services into the Middle East, Tero Taskila will offer a detailed insight into the airline’s strategy for the region. He will discuss how beOnd’s premium offerings aim to enhance the travel experience and what this means for travellers both within the region and beyond. In this interview Tero’s explains how leadership and beOnd’s innovative approach are set to redefine premium travel in the Middle East.
The Partnership
beOnd, the world’s first premium leisure airline, is founded on the vision of the company’s creators — industry veterans from major airlines known for their innovations in aviation. We aimed to disrupt the industry and introduce something different, redefining leisure air travel by offering a seamless blend of luxury, innovation, and personalised service.
Luxury is defined by experience and emotions rather than merely aesthetics. Our goal was to replicate a private jet-like experience, considering every detail across all the senses. We then tailored this experience for even the most discerning travellers.
Luxury leisure travel is the fastest-growing market segment globally, as people increasingly seek out unique experiences. At its finest, it is an egalitarian experience where travellers enjoy similar levels of hassle-free pampering. Our premium-class aircraft carry far fewer passengers (44 or 68), making boarding and disembarking effortless. It is a fundamentally different experience compared to sharing a plane with over 400 other passengers, even in First Class. All-premium, business-class-style flights offer a more relaxed journey.
A World-First
beOnd distinguishes itself as the world’s first premium leisure airline through several unique characteristics. Our commitment lies in delivering the latest and most exciting experiences to our guests, ensuring every journey is filled with novelty.
We prioritise making “business-class” premium travel accessible, understanding the importance of seamless and efficient travel. We focus on ensuring that travel is not only about reaching a destination but also about enjoying the journey itself.
Additionally, we take pride in connecting key destinations from Dubai to the Maldives, Zurich, Munich, and Milan, facilitating easy exploration of these global highlights. Furthermore, beOnd is renowned for being the first premium leisure airline to offer all lie-flat beds, providing unparalleled comfort and luxury to our guests. This innovation redefines air travel standards, ensuring passengers arrive revitalised and ready for their adventures.
Offerings and Services
beOnd offers a range of unique services that set it apart in the aviation industry. Our all-premium cabin features lie-flat seats crafted by the esteemed Italian manufacturer Optimares, designed for ultimate relaxation. Luxurious amenities include iPad Pros and wireless noise-cancelling headsets, surpassing traditional in-flight entertainment systems.
Further enhancing the travel experience is our terminal at DWC, streamlining check-in and minimising wait times for a seamless journey from start to finish. Guests also have exclusive access to premium airport lounges, providing a serene space to unwind before their flight. Our complimentary chauffeur service (for the Opulence fare class) ensures that every aspect of the travel experience meets the needs of discerning travellers, setting new standards in air travel.
Our flagship aircraft, the Airbus A319, epitomises aviation luxury with lie-flat beds that redefine comfort and style in the skies. We will soon receive our second aircraft, the Airbus A321.
Landing in Dubai
The decision to launch in Dubai was influenced by several key factors aligning with our strategic objectives and vision for the airline’s future success.
Dubai’s status as a global hub played a significant role in our decision-making process. With its world-class infrastructure and strategic geographical location, Dubai offers unparalleled connectivity to major global destinations, enhancing travel experience and convenience.
Launching in Dubai also allows us to align with the UAE’s vision for the next 50 years. As a dynamic and forward-thinking nation, the UAE is committed to fostering innovation and growth across various sectors, including aviation. By establishing a presence in Dubai, we aim to contribute to the UAE’s aviation industry’s continued development while capitalising on the opportunities presented by its thriving economy and strategic location.
A Very Competitive Market
To stay ahead in the competitive airline market, our approach at beOnd revolves around several key areas:
- Offering a One-of-a-Kind Experience: beOnd is committed to providing a unique and unparalleled travel experience. By combining luxury and comfort with affordability and accessibility, we aim to attract discerning travellers seeking exceptional service and value.
- Continuous Innovation: We recognise the importance of staying ahead in a dynamic market. Therefore, we are dedicated to implementing pioneering experiences, both on board and throughout the travel journey. From cutting-edge amenities to innovative technology solutions, we strive to exceed passenger expectations.
- Expansion into New Destinations: beOnd is focused on expanding its route network to include new and exciting destinations, connecting global hubs for business and leisure travellers. By offering convenient travel options to sought-after locations, we aim to capture market share and meet evolving passenger needs.
- Elevating the Passenger Experience: At the core of our strategy is a commitment to enhancing the passenger experience. Whether through personalised service, premium amenities, or seamless travel processes, we prioritise guest satisfaction to foster loyalty and advocacy.
Amenities and Services
Passengers flying with beOnd can expect a luxurious and personalised travel experience with a range of onboard amenities designed to exceed expectations. Our gourmet dining features globally and regionally inspired dishes prepared by renowned chefs using fresh, seasonal, and sustainable ingredients. Served on fine china by English brand William Edwards, complemented by silverware from Robert Welch and lead-free crystal glassware, our dining experience is further enhanced with a selection of fine wines and premium beverages.
In a groundbreaking move, beOnd will introduce VR-based in-flight entertainment using Apple Vision Pro, offering immersive experiences like never before. Passengers will have access to a world of entertainment tailored to their preferences, from movies and TV shows to music and games.
Comfort is paramount aboard beOnd flights, with ample legroom, eco-friendly plush blankets, and oversized pillows ensuring ultimate relaxation. Our attentive cabin crew is dedicated to providing a tailored in-flight dining experience and ensuring a memorable journey from start to finish.
Expansion
Beyond the Maldives, beOnd already operates to several exciting destinations, each offering unique cultural experiences and vibrant cityscapes.
One notable destination is our Zurich route, which beOnd launched in May this year. This route caters to the growing demand from business and leisure travellers eager to explore Zurich’s rich cultural tapestry and vibrant cityscape. Known for its picturesque landscapes, historical landmarks, and thriving cultural scene, Zurich offers a blend of old-world charm and modern sophistication.
Milan will soon be added to beOnd’s expanding route network, with flights starting in July. Milan offers travellers the chance to immerse themselves in Italy’s fashion capital, renowned for its iconic landmarks, exquisite cuisine, and vibrant street life. Whether shopping along the famous Via Montenapoleone or marvelling at the majestic Duomo di Milano, Milan promises an unforgettable experience.
We are continuously looking to expand our network to include more exciting destinations, remaining committed to delivering exceptional experiences in the skies.
The Airline’s Future
Our vision for beOnd’s future is multifaceted and ambitious. Firstly, we are dedicated to continuing our mission of connecting the Maldives to key global destinations, ensuring travellers have seamless access to sought-after locations worldwide.
Expanding further into Asia is a key priority, recognising the immense growth potential in this region. We are committed to providing travellers with convenient options to explore Asia’s diverse cultures and landscapes.
We will continue to set new benchmarks in flying experiences through innovative in-flight offerings, enhancing passenger comfort, and curating exceptional dining experiences. Our goal is to continually raise the bar and exceed passenger expectations.
Finally, we aim to make premium travel both affordable and convenient. We will prioritise affordability and accessibility, ensuring travellers can reach their destinations with ease and comfort.
Overall, our vision for the airline’s future is centred on growth, innovation, and excellence, striving to become the preferred choice for travellers seeking exceptional flying experiences globally.