Luxury travel enthusiasts are in for a treat as Beond, heralded as “the world’s first premium leisure airline,” unveils plans to provide select passengers with the cutting-edge Apple Vision Pro headsets during flights, set to commence in July. Founded in 2022 and based in the Maldives, Beond currently operates three routes to and from the tropical paradise, with a unique focus on premium leisure experiences.
While the airline primarily caters to business-class travelers, boasting seats that transform into beds, the exact criteria for “select passengers” eligible for the Apple Vision Pro experience remain unspecified. With a commitment to delivering an unparalleled travel journey, Beond aims to utilize the headsets not only for entertainment purposes but also to showcase the breathtaking resort destinations and activities in the Maldives.
CEO Tero Taskila expressed, “The inflight experience will build anticipation for passengers before they arrive in the Maldives. Offering the Apple Vision Pro is another step in our vision of delivering a premium travel experience to our customers, from the start to finish of their journey.”
Despite the airline’s innovative approach, certain challenges and uncertainties surround this venture. Notably, the limited battery life of the Vision Pro (approximately 2.5 hours) poses a potential obstacle on longer flights, such as Beond’s routes from Malé to Munich, Zurich, and Riyadh. Additionally, concerns have been raised regarding motion sickness reported by some Vision Pro users.
Beond, still in its startup phase, closed a $13 million funding round in December, enabling the expansion of its fleet and plans for new routes to Milan, Dubai, and Bangkok. With fares starting at around $3,000, Beond positions itself competitively within the luxury travel market, targeting a demographic likely to have the discretionary income to appreciate such premium offerings.
Meanwhile, the Apple Vision Pro itself has garnered mixed reviews and a $3,500 price tag, making it a high-end status symbol. Apple’s deliberate approach, focusing on developer engagement and market adoption, contrasts with the typical rush for mass sales. Beond, by claiming the title of the first airline to offer the Vision Pro to passengers, aspires to solidify its reputation as the go-to carrier for high-end luxury travel, further enhancing the allure of its exclusive in-flight experience.