Eurostar

Corporate brand

A high-speed rail brand linking the United Kingdom with major cities in continental Europe through the Channel Tunnel and the merged Eurostar–Thalys network.

Last updated October 14, 2026

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Overview

Eurostar is an international high-speed passenger-rail brand serving the United Kingdom and continental Europe. Its original service began in 1994 after the opening of the Channel Tunnel, creating a direct rail link between London and Paris and between London and Brussels. Eurostar trains use dedicated high-speed infrastructure in Britain, France and Belgium, while the Channel Tunnel provides the cross-border connection beneath the English Channel. The service was designed around city-centre-to-city-centre travel, offering an alternative to short-haul flights for business and leisure passengers. For much of its early history, Eurostar was associated primarily with London St Pancras International, Paris Gare du Nord and Brussels-Midi. Its network later expanded to include destinations such as Lille, Rotterdam and Amsterdam, with seasonal and connecting services extending the practical reach of the brand. The operator has also promoted direct and connecting journeys to destinations in France, including Lyon, Avignon and Marseille, although schedules and route availability have varied over time. Eurostar’s corporate structure changed significantly during the 2010s and 2020s. The United Kingdom sold its 40% interest in Eurostar International in 2015 to Patina Rail, a consortium formed by CDPQ and Hermes Infrastructure, while SNCF and SNCB remained shareholders. A strategic alliance with the French-Belgian high-speed operator Thalys began in 2019 under the Green Speed project. Following regulatory approval, Eurostar Group was established on 1 May 2022. The two operating companies remained legally distinct, but the businesses were progressively brought together under one customer-facing brand. The unified Eurostar brand was introduced to customers in October 2023. It combined the former Eurostar and Thalys networks across five countries and introduced a consolidated website, mobile application and Club Eurostar loyalty programme. Thalys services were subsequently rebranded as Eurostar, broadening the brand’s association beyond cross-Channel travel to include routes within continental Europe, including links involving Paris, Brussels, Rotterdam, Amsterdam and Germany. The group has stated an ambition to carry 30 million passengers annually by 2030 and to position high-speed rail as a more sustainable alternative to short-distance air travel. Eurostar’s commercial positioning combines speed, central stations, simplified international travel and the experience of crossing multiple European borders by train. Its communications frequently contrast rail with air travel, emphasizing the ability to work, move around and arrive in the heart of a city. The brand also uses European cultural identity, destination marketing, inclusion and sustainability in its advertising. In 2024, Eurostar Group announced plans to invest in as many as 50 new trains and reported first-time group revenue of €2 billion, according to its media centre. Such financial figures relate to Eurostar Group rather than necessarily to the individual Eurostar International operating company.

History

Eurostar emerged from the railway infrastructure and operating arrangements created for the Channel Tunnel. Its first passenger services began in November 1994, shortly after the tunnel opened, providing direct high-speed journeys between London and Paris and London and Brussels. The service represented a major change in travel between Britain and continental Europe: passengers could board in central London and arrive at central European stations without using an airport or crossing the Channel by ferry. The early brand challenge was to persuade travellers, particularly former air passengers, that international rail could be fast, comfortable and practical. Advertising highlighted city-centre stations, greater freedom to move around during the journey and the avoidance of airport transfers. Eurostar initially operated a growing but limited timetable, with service frequencies increasing as the network and supporting high-speed infrastructure developed. During the 2000s and 2010s, Eurostar expanded its destination portfolio and strengthened its position as a European short-haul travel brand. London services connected with Paris, Brussels and Lille, while later developments enabled travel to the Netherlands, including Rotterdam and Amsterdam. The company also marketed direct or seasonal services toward southern France, including Lyon, Avignon and Marseille. These routes helped broaden the brand beyond a single Channel Tunnel corridor, although some services depended on operating conditions, station access and changing timetables. Eurostar’s ownership and governance evolved alongside the wider restructuring of British rail assets. The UK government nationalised the infrastructure holding company London & Continental Railways in 2008 and subsequently reorganised its interests. In 2015, the government sold its 40% stake in Eurostar International to Patina Rail, a consortium comprising CDPQ and Hermes Infrastructure. The transaction also included redemption of a government preference share. SNCF and SNCB continued as important shareholders, leaving Eurostar with a multinational ownership structure. A more consequential transformation began in September 2019, when Eurostar and Thalys announced the Green Speed project. Thalys operated high-speed services between France, Belgium, the Netherlands and Germany, while Eurostar specialized in routes involving the United Kingdom. The proposed combination was intended to create a larger European high-speed rail network under one commercial identity, improve connections and compete more effectively with short-haul aviation. The project was delayed by the COVID-19 pandemic, then relaunched and approved by the European Commission in 2022. Eurostar Group was legally established on 1 May 2022. The holding company, based in Brussels, owns Eurostar International Limited and THI Factory SA, the operating companies associated with Eurostar and Thalys. The operating companies retained their own headquarters and legal identities during the integration process. Shareholders included SNCF Voyageurs, CDPQ, SNCB and funds managed by Federated Hermes Infrastructure. Jacques Damas was appointed chief executive of the group at the time of the merger, while Gwendoline Cazenave later became chief executive of Eurostar. The unified customer-facing brand was launched on 1 October 2023. The former Thalys network was progressively brought under the Eurostar name, with a new visual identity, consolidated digital platforms and a shared Club Eurostar loyalty programme. The new network connected five countries and substantially changed public perceptions of Eurostar: it was no longer only the London–Paris or London–Brussels train, but a broader European high-speed rail system. The new identity used a star-related symbol referencing earlier European rail history and retained different train colour treatments for London-facing and continental services. Marketing after the integration emphasized the slogan “Together we go further,” European mobility, inclusivity and sustainability. Eurostar also continued its long-running comparison between train travel and flying, presenting the railway as a more convenient and environmentally preferable choice for many short-haul journeys. The company has stated a goal of reaching 30 million passengers per year by 2030. In 2024 it announced plans for up to 50 new trains and reported group revenue of €2 billion for the first time. By 2025, SNCF reported that the group had carried more than 20 million passengers during the year and more than 400 million since the original Eurostar launch.

2025
Group surpasses 400 million cumulative passengers
[8]SNCF profile of Eurostar Groupgroupe-sncf.com
SNCF reports that Eurostar Group carried more than 20 million passengers in 2025 and exceeded 400 million passengers since launch.
2024
Fleet investment is announced
[6]Eurostar media centremediacentre.eurostar.com
Eurostar Group announces plans to invest in up to 50 new trains and reports group revenue above €2 billion.
2023
Unified Eurostar brand launches
[5]Eurostar launches new brand campaign and loyalty programmetravolution.com
Eurostar and Thalys services are brought together commercially with a common identity, digital platforms and loyalty programme.
2022
Eurostar Group is established
[2]Eurostar Group unveils new brand and 30 million passenger ambitionlacaisse.com
Following regulatory approval, Eurostar Group is created as the holding company for Eurostar International and THI Factory, the Thalys operating company.
2019
Green Speed alliance is initiated
[3]Eurostar–Thalys merger completedrailjournal.com
Eurostar and Thalys begin developing a combination intended to create a larger European high-speed rail network.
2015
UK government sells its Eurostar stake
[4]UK National Audit Office report on the sale of Eurostarnao.org.uk
The government sells its 40% shareholding in Eurostar International to Patina Rail, a CDPQ and Hermes Infrastructure consortium.
2008
British rail interests are restructured
[4]UK National Audit Office report on the sale of Eurostarnao.org.uk
London & Continental Railways is nationalised and its assets, including the UK’s Eurostar interest, are subsequently reorganised for sale.
1994
Eurostar passenger service begins
[4]UK National Audit Office report on the sale of Eurostarnao.org.uk
Eurostar launches direct high-speed passenger services between London and continental Europe through the Channel Tunnel.

Products and positioning

Premium and accessible international high-speed rail positioned as a convenient, city-centre-to-city-centre and lower-emission alternative to short-haul flying.

Passenger rail · 1994
International high-speed rail tickets
The core Eurostar offering is scheduled international high-speed passenger travel between the United Kingdom and continental Europe, together with continental routes inherited from Thalys. Tickets are sold across several travel classes and through Eurostar’s website and application. The service is built around major city-centre stations and cross-border journeys through the Channel Tunnel or across the European high-speed network.
Loyalty programme · 2023
Club Eurostar
Club Eurostar is the unified loyalty programme introduced after the Eurostar–Thalys integration. It replaced or consolidated the former Club Eurostar and My Thalys World arrangements. Members earn points from eligible spending and progress through Classique, Avantage, Carte Blanche and Etoile tiers, with benefits intended for frequent leisure and business travellers.
Passenger rail route
South of France services
Eurostar has promoted direct or seasonal services from the United Kingdom toward Lyon and destinations in southern France such as Avignon and Marseille. Marketing for these services presented rail as a direct alternative to flying and emphasized access to central French cities and Mediterranean destinations. Availability has varied by timetable and operating period.

Marketing campaigns

2024Let the Games begin
United Kingdom and continental Europe
An Olympics-themed campaign promoted Eurostar’s role in travel to and around the Paris 2024 Games.
Source
2023Together we go further
United Kingdom · France · Belgium · Netherlands and Germany
The launch campaign for the unified Eurostar brand showed two women travelling through the expanded five-country network. It incorporated artwork from local artists and placed inclusion, European connection, creativity and sustainable travel at the centre of the brand story.
Outcome. The campaign accompanied the launch of the common Eurostar website, app and loyalty programme.
Source
2022You see more when you don’t fly revival
United Kingdom · France and Belgium
The refreshed campaign returned with new out-of-home, digital and cinema advertising, using the ostrich character to highlight city-specific experiences available on Eurostar routes.
Source
2020You see more when you don’t fly
United Kingdom · France and Belgium
Eurostar used the campaign to contrast rail travel with flying. A recurring ostrich character represented the idea that travellers can experience more when they avoid air travel.
Outcome. The campaign was refreshed and relaunched in 2022 after the pandemic period.
Source
2017Travel State of Mind
Eurostar markets
A brand campaign used playful, cinematic creative to position Eurostar as part of the emotional experience of travel rather than merely a means of transport.
Source
1995The Eurostar Campaign
United Kingdom and France
Young & Rubicam developed an early campaign to persuade people who normally flew between Britain and continental Europe to choose Eurostar. The work emphasized direct city-centre travel, additional comfort and the practical advantages of rail over airports.
Outcome. The campaign supported the early expansion of awareness and demand for the new Channel Tunnel service.
Source

Brand decisions

2024
Planned fleet expansionOther
Background
Eurostar Group identified additional rolling stock as necessary to support growth, capacity and customer-experience improvements across its enlarged network.
Action taken
The group announced plans to invest in up to 50 new trains.
Aftermath
The investment was presented as part of the group’s strategy to reach more passengers and strengthen international rail as an alternative to air travel.
Source
2023
Launch of a unified digital and loyalty platformStrategy
Background
The integration of Eurostar and Thalys required a common customer interface and a shared relationship with frequent travellers.
Action taken
Eurostar launched a single website, mobile application and Club Eurostar programme, incorporating members and points from the previous loyalty schemes.
Aftermath
Customers gained a common booking and loyalty environment across the expanded network.
Source
2019
Green Speed combination with ThalysStrategy
Background
Eurostar and Thalys sought to create a larger international rail network capable of competing more effectively with short-haul aviation.
Action taken
The companies initiated an alliance, obtained European Commission approval in 2022 and created Eurostar Group as their holding company.
Aftermath
The businesses launched a unified customer-facing Eurostar brand in 2023, covering five countries and targeting 30 million annual passengers by 2030.
Source
2015
Sale of the UK government’s Eurostar shareholdingM&A
Background
The UK government was restructuring its railway-related interests and sought to dispose of its 40% stake in Eurostar International.
Action taken
The government agreed to sell the stake to Patina Rail, a consortium formed by CDPQ and Hermes Infrastructure, and separately redeemed a preference share.
Aftermath
The transaction moved Eurostar toward a multinational private ownership structure while SNCF and SNCB remained shareholders.
Sale proceeds for 40% stake; preference-share redemption. £585.1 million; £172 million (2015)
Source

Recent events

Unconfirmed
Reported2026.10.09
ORR publishes signed Virgin-Eurostar agreement for train maintenance at Temple Mills International depot[12]英国ORR公布维珍与欧洲之星签署的Temple Mills International车辆段列车维护协议euronews.com
The UK-based Office of Rail and Road (ORR) has published a signed agreement between Virgin and Eurostar which will allow Virgin to maintain its cross-Channel trains, capable of travelling at speeds of up to 300km/h, at the Temple Mills International depot in London.
2021.09.07
Reported2021.09.07
TUI Group and Eurostar expand their activities partnership[13]TUI Group与Eurostar扩大活动合作breakingtravelnews.com
TUI Group upgraded its tours and activities partnership with Eurostar, expanding the activities available to Eurostar customers through the digital platform.
2020.09.10
Reported2020.09.10
Eurostar launches business booking platform[14]Eurostar 推出商务预订平台breakingtravelnews.com
Eurostar launched a booking platform for business travellers, giving organisations a single account and dashboard for managing bookings.
2020.03.03
Reported2020.03.03
Eurostar announces discounted ticket sale[15]Eurostar宣布推出折扣车票促销standard.co.uk
Eurostar announced a ticket sale offering fares from London to several European destinations for as little as £29, with sale tickets valid for travel between 23 March and 7 June 2020.
2019.10.10
Reported2019.10.10
Eurostar announces onboard masterclasses[16]Eurostar宣布推出列车 onboard 大师班standard.co.uk
Eurostar announced a series of onboard food, arts and culture, cocktail-mixing and wine masterclasses for trains to Paris, with sessions planned for October 11, 18 and 25, 2019. Passengers could apply through the Eurostar app.

Sources19 sources

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