Eurostar Group reveals new brand – Business Traveller

Business Traveller attended the launch of the new Eurostar brand launch, following the merger with Thalys earlier this year.

The new brand will be under the Eurostar name and passengers are promised a single website and booking system, as well as a joint loyalty programme by October 2023.

This is expected to make booking connections across mainland Europe, including German destinations such as Cologne, easier.

Eurostar Group’s CEO Gwendoline Cazenave said that “the cities where we operate will become open hubs”, with passengers able to access 3,600 destinations from Brussels.

The Group announced that it aims to carry 30 million passengers by 2030 and “become the backbone of sustainable travel in Europe”. The train operator carried 19 million passengers in 2019, before the onset of the pandemic.

Branding changes

Commenting on the brand name, Cazenave says that there is “high consumer awareness of the Eurostar name in Europe and beyond”. The Thalys name will disappear, but “the spirit will live on” in the new brand.

The new brand identity, created by DesignStudio, features a palette of ten colours and will be rolled out from October 2023.

From the end of the year all customer touchpoints, including the 51 trains, will feature the new symbol and logo inspired by l’Etoile du Nord, the original train service linking Paris, Brussels and Amsterdam and as a tribute to the first Eurostar logo.

The press conference also detailed that there will be new classes of travel in 2024, though no further information was provided on this.

Capacity cuts

Eurostar has been dealing with capacity cuts since the pandemic, with Eurostar’s chief commercial officer François Le Doze stating that  “a great proportion of trains are capped” despite the huge demand for services.

“The pity is that we can’t offer enough seats because of the stations’ bottleneck”, explains Cazenave.

She added that it is currently taking 30 per cent more time to process passengers due to border checks and the stamping of passports following Brexit.

Such processing times mean that the train operator is currently only selling 550 of the 900 seats on the first trains of the day from London-Paris, Paris-London, and London-Brussels.

To improve the situation, Gwendoline commented:

“It doesn’t mean it’s impossible to tackle. We have to make it possible again but it means we have to be better organised, [with] more policing staff, more investment in automised e-gates (and these are not working quite well).”

“We need to add more booths and more e-gates at St Pancras and Gare du Nord – the length of the station has to be re-worked. In Brussels, the issue is that there are big booths but not enough of them.”

“We are working hard with the UK Border Force and Police aux Frontieres.”

Cazenave also described the forthcoming Entry Exit System (EES) for travellers from non-EU countries as a “major concern for all the actors”, with the system likely to increase congestion at stations.

The EES was scheduled to launch this May but has been officially postponed to the end of the year.

Many of our readers have voiced their concerns regarding Eurostar no longer stopping at Ashford and Ebbsfleet International. Cazenave told Business Traveller:

“Until we have fixed our border issues at London and Paris, we cannot imagine putting [the services] back.”


The press conference championed Eurostar as the sustainable option for travel across mainland Europe, with a passenger’s carbon footprint from one flight between London and Amsterdam the equivalent of seven Eurostar journeys.

Nonetheless, trains have to be affordable for people to switch from air to rail travel. Unfortunately, as long as there’s a capacity issue, it is difficult for Eurostar to offer cheaper fares.

“If I cap, then I don’t have a lot of incentive to do £29 promotions,” explains François Le Doze, chief commercial officer at Eurostar.

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