Business class-only airline beOnd’s planned new direct service between London and Saudi Arabia’s Red Sea International Airport (RSI) will give travel agents greater confidence when recommending the emerging luxury destination, according to one leading operator.
The airline will launch a three-times-a-week service between Heathrow and RSI on 15 December, creating a direct link between the UK and Saudi’s Red Sea region for the first time.
Wendy Wu Tours Head of Trade Sales Gary King said the new route would help simplify the customer journey and make the ‘relatively undiscovered’ destination easier for agents to position alongside established luxury beach destinations.
He said: “The launch of a direct service from London to The Red Sea is a really positive development for the UK market.
“Improved connectivity is one of the biggest drivers of destination awareness and demand, and a premium direct flight makes what was previously a more complex journey far more accessible for luxury travellers.
“The Red Sea is still a relatively undiscovered destination for many UK holidaymakers, so having an airline invest in direct services sends a strong message about the region’s growing appeal.
“We expect this to generate increased interest from travellers looking for something different, particularly those seeking high-end beach escapes, exceptional diving and snorkelling, and world-class hospitality.”
Gary added that the all-business-class concept could appeal to travellers headed to ultra-luxury developments on the Red Sea.
He said: “The all-business-class concept will undoubtedly resonate with a segment of the UK market that values comfort, exclusivity, and a seamless travel experience.
“As demand for premium travel continues to grow, particularly among experienced long-haul travellers, this type of product offers a compelling alternative to traditional premium cabins.
“For the travel trade, it’s another valuable selling point. Direct access helps simplify the customer journey and gives agents greater confidence when recommending an emerging luxury destination, making it easier to position The Red Sea alongside other established high-end beach destinations.
“We’ll certainly be watching the new service with interest as it launches. Any investment that improves access to exciting new destinations is good news for both travellers and the wider travel industry.”
The carrier launched in 2023 and is Maldivian-owned, headquartered in Dubai and describes itself as the ‘first pure luxury airline’. It will operate the route using its Airbus A321 aircraft, featuring 68 all-business-class seats that convert into fully lie-flat beds.
BeOnd CEO and Chairman Tero Taskila said: “The Red Sea is among the world’s most exciting new destinations, shaped by innovation, outstanding hospitality, and a deep respect for its natural surroundings.
“It is a perfect complement to the beOnd experience, and we’re delighted to offer more travellers from Europe an elevated way to discover this remarkable destination, where the holiday begins the moment they step on board.”
The announcement follows beOnd’s new service between London Heathrow and Malé International Airport in the Maldives, which starts on 16 December 2026.
