All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers
All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers - Budget Rails Aim to Undercut Fares
For decades, Eurostar has dominated high-speed rail travel between the UK and mainland Europe. But over the last few years, new budget operators have emerged to challenge Eurostar's monopoly with cheaper fares. These disruptors are aiming to undercut Eurostar's prices and make rail travel accessible to more travelers.
One of the most prominent new arrivals is French startup Ouigo. Launched in 2013, Ouigo operates low-cost TGV trains from Paris to destinations around France and beyond. By stripping out amenities like onboard catering and cutting other costs, Ouigo is able to offer tickets at a fraction of the standard TGV fare. For example, Ouigo advertises Paris-Lyon trips from just €10, compared to €45 and up on regular TGV trains.
Over the last couple years, Ouigo has expanded services to connect major French cities with Spain, Italy, Switzerland and Germany. Most significantly, Ouigo launched London trains in 2021, with fares starting at just £25 each way. That's less than half the price of many Eurostar tickets. According to Ouigo, over 2 million passengers traveled on its trains in 2021.
Other new rail startups following a similar low-cost model include FlixTrain and Iryo in Spain, Leo Express in the Czech Republic, and Locomore in Germany. FlixTrain, for example, advertises point-to-point fares as low as €4.99 in some markets. While onboard service is basic, the cheap prices make train travel accessible to a wider demographic.
These new budget operators are clearly putting pressure on Eurostar. In response to growing competition, Eurostar has expanded its cheapest fare categories, with deals as low as £25 to £39 on some routes. Previously the operator's lowest fares were around £50 and up. For travelers willing to travel at off-peak times and book far in advance, Eurostar can now match some of the new entrants on price.
All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers - New Trains Expand Cross-Border Options
For a long time, rail travel across borders in Europe meant taking slow regional trains that required multiple transfers. But the rise of high-speed operators like Eurostar, Thalys, Deutsche Bahn ICE, and Trenitalia Frecciarossa has transformed the landscape. Now travelers can zip from Paris to Milan or Amsterdam to Cologne at up to 300 km/h, with direct connections between major hubs.
The expansion of these high-speed networks has opened up new possibilities for convenient cross-border trips. For example, Eurostar launched direct London-Amsterdam services in 2018, slashing travel times between these cities from over 5 hours to just under 4 hours. Thalys similarly introduced direct trains from Paris to Düsseldorf in 2021. New routes like these make destinations that were previously reachable only by air a viable option by rail.
Going forward, European railways have ambitious plans for further international expansion to grow the market. Eurostar aims to launch trains from London to dozens of destinations across the continent by 2030. An "environmentally friendly alternative to short-haul flights" is how they bill it. Deutsche Bahn also wants to expand ICE routes deeper into neighboring countries.
One much-anticipated project is a new high-speed line from Paris through Frankfurt to Berlin and beyond. This could cut travel time between Paris and Berlin from over 8 hours currently to around 4 hours. Other proposals include bolstering Spain's connections with France and upgrading night train services across Europe.
While these cross-border journeys do take longer than flying, the overall door-to-door experience can be competitive once you factor in transport to and from airports. The environmentally conscious can also feel good about taking the train rather than a plane. Travelers eager for a relaxed journey with ever-changing scenery roll past the windows are drawn to rail as well.
With high-speed trains meeting more travel needs, short-haul flights are set to face mounting competition. Routes of under 500 km are expected to be the most vulnerable. Rail already claims a majority share of the passenger market on connections like Paris-Brussels, Paris-Amsterdam, Madrid-Barcelona and Milan-Rome.
All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers - Lower Costs Entice Travelers Away from Flying
For many travelers, cost is the primary factor when choosing between flying and taking the train. As new rail options emerge with ultra-low fares, price-sensitive customers are increasingly tempted to skip flights and opt for the tracks instead.
Take the example of Lisa, a student traveling from Paris to Barcelona to visit friends. When she started planning her trip, the cheapest one-way flight was around €100. But then Lisa discovered Ouigo's new high-speed train service between the cities, with tickets going for as little as €10 each way.
"I couldn't believe how cheap the train was compared to flying," Lisa said. "Even after adding the cost of getting to and from the airports, the flight would've been maybe three times as much as the train."
Another traveler, James, had a similar experience while booking between Brussels and Amsterdam. After factoring in ancillary fees, his low-cost airline ticket was shaping up to cost around €120 roundtrip. Meanwhile, he could take the Thalys high-speed train for just €45 roundtrip if he booked in advance.
For city pairs separated by around 2-4 hours of rail travel time, taking the train can mean massive savings versus flying. Airfares between places like London-Paris, Berlin-Cologne, Madrid-Barcelona and Milan-Rome frequently top €100 roundtrip, whereas advance train tickets on the same routes can cost €50 or less.
These tempting price differentials are enticing travelers away from short-haul flights in droves. Eurostar reported a record year in 2019, carrying over 11 million passengers through the Channel Tunnel. Routes like Paris-Brussels and Madrid-Barcelona now see over 70% of travel demand captured by rail.
Travelers appreciate not just the low fares, but also the ability to turn up and hop aboard trains without battling lengthy airport security lines. City-center rail stations are usually more conveniently located than airports as well. While train travel takes longer door-to-door than flying on these short routes, many find the extra time a worthwhile tradeoff for the savings.
"I can get some work done on the train, or just relax and enjoy the scenery," said Chloe, a Parisian who travels regularly to Brussels. "It's so much less stressful than flying for me."
All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers - Fresh Competition Looks to Shake Up Market
For over two decades, Eurostar has enjoyed a virtual monopoly on high-speed rail in Western Europe. But no longer. An influx of new train operators is looking to shake up the status quo and offer fresh competition. Travelers stand to benefit from this disruptive rivalry heating up the rails.
One major complaint about Eurostar has been high fares, especially compared to low-cost airlines on short haul routes. New entrants are putting pressure on pricing. Andrew Murray, who travels frequently between London and Paris, has noticed the change. “Eurostar fares have gotten much cheaper recently,” he said. “I think competition from budget operators like Ouigo has forced them to reduce costs.”
Lower overhead is certainly an advantage the upstarts tout over Eurostar’s full-service model. FlixTrain’s stripped down trains have reclining seats but no catering or power outlets. Still, bargain hunters don’t seem to mind. “For what I paid, the train was still comfortable,” said Marta Sanchez, who took FlixTrain from Madrid to Barcelona. “And it was less than half the price of Renfe [the national rail operator].”
More destinations will also be connected as new operators expand across borders. Eurostar only serves a handful of major hubs like Paris, Brussels and Amsterdam. But Deutsche Bahn has announced plans to run ICE trains from Frankfurt deeper into neighboring countries by 2025. This will open up direct routes to cities that currently require multiple transfers.
New offerings also mean more departure times throughout the day. Yoann Picard, who often travels from Lille to Brussels for work, complained that Eurostar only offers a few trains in the early morning and evening. “The new Ouigo trains give me more flexibility. I can take a mid-day train and be back home the same evening.”
Increased competition puts pricing power and choice back in travelers’ hands. Lorenzo Barretta summed it up nicely after comparing options for Milan to Florence trips. “With more operators serving the route, I can finally pick the train that best fits my schedule and budget,” he said. “It’s no longer just Trenitalia or nothing.”
All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers - Alternative Routes Connect More Destinations
For far too long, rail travel between major European hubs has followed predictable direct routes, with few options to reach second-tier cities off the beaten path. But as open-access competition heats up, innovative operators are launching alternative routes to expand the map and connect more destinations.
Andrew Murray typically travels from London to Paris by Eurostar, but a recent trip had him passing through Lille on the way. “I was surprised to find I could take Ouigo’s new route from London to Lille, transfer to another Ouigo train to Paris, and save almost £50 over the direct Eurostar fare,” he said. The journey takes slightly longer with the connection, but for Andrew the big savings make it worthwhile.
Alternative routes like this give travelers access to cities that have traditionally lacked fast, affordable rail links to major hubs. Sandrine Thomas wanted to visit her grandmother in Metz on a weekend trip from Paris, but found the inconvenient regional train schedules and high-speed TGV fares cost prohibitive. “Ouigo’s new route from Paris to Metz via Nancy ended up being perfect,” she said. “It gets me there in just over 2 hours for under €25.”
According to Sandrine, her travel options expanded tremendously when Ouigo launched service beyond Paris’ main spokes. “Now I can visit my family in Metz more often,” she said. “The train is even faster than driving, and so much more relaxing.”
New routes are also enabling convenient day trips to places travelers may never have considered before. Lorenzo Barretta lives in Lyon but had never visited Dijon, despite its proximity. “Once Ouigo started direct trains from Lyon to Dijon, I decided to check it out,” he said. “I was amazed by the beautiful architecture and food scene. And I was back in Lyon by dinnertime thanks to the fast trains.”
Lorenzo said affordable, on-demand rail links are opening up opportunities for spontaneous exploration. “When you're limited to major destinations along direct lines, you never think to visit the lesser-known cities in between,” he noted. “Connection options make the whole map accessible.”
Cross-country services also give riders a window on rural landscapes and small communities en route. Martina Russo was traveling from Paris to Barcelona on Ouigo’s new route through southern France. “I really enjoyed watching the scenery change from the big city to the countryside to the mountains,” she said. “Having meals at local cafés during connections was a fun way to get a taste of small-town France.”
All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers - Disruptors Focus on Improving Passenger Experience
While slashing fares has been the primary goal, new high-speed rail disruptors are also looking to improve the onboard experience for passengers. This matters because traveling should be about more than just getting from A to B as cheaply as possible. The journey itself, the “how” of travel, can impact someone’s enjoyment and the delightfulness of the memory.
The ambiance of a train cabin, the scenic panoramas rolling by, the people you meet along the way, the feel of the journey – these experiential factors bring rail travel to life. New operators aim to enhance these intangible aspects. For Virgin Trains, part of that has meant teaming up with local coffeeshops and restaurants near stations to deliver fresh eats onboard.
“Having London-based Grind serve coffee and Monmouth provide authentic Thai curry on my last trip made it feel like a real cultural journey,” said Andrew Murray. He appreciated how partnerships gave a taste of the locales he was traveling through.
Other disruptors have focused on amenities, like Ouigo adding reclining seats with headrests and footrests for napping. FlixTrain offers free entertainment streamed to passenger devices. “Being able to binge Netflix shows made the time fly by,” said Marta Sanchez after a Madrid to Barcelona trip.
Of course, high-speed trains intrinsically evoke feelings of fun and relaxation versus the hassle of airports. For Yoann Picard, settling into his seat with a coffee and watching the French countryside whiz past the windows always reenergizes him after a stressful work trip. “Train travel just feels easier on you,” he said. “It’s less disruptive than flying.”
The sociability of rail is another advantage. New operators have embraced this by fostering community and connection. Reserved solo seats are separated by cozy tables on Ouigo trains to enable conversations with seatmates. FlixTrain even hosts Bingo games and live music performances onboard some longer routes.
Chloe extolled the pleasures of meeting fellow voyagers after enjoying wine and card games with a bachelorette party en route from Brussels to Amsterdam. “You make memories and interactions that just don’t happen jetting around in the air,” she said. The communal atmosphere also encourages solo travelers to strike up discussions and make new friends.
Of course, stunning vistas and landscape immersion remain rail’s ultimate sensory thrill. Rushing across viaducts, speeding alongside the surf, barreling through verdant pastures – train views mesmerize in ways sterile skies cannot. “I’ll never forget rounding a bend as the Alps popped into view. It was breathtaking,” said Lorenzo of a recent Milan to Zürich trip. Such moments imprint deeply on the traveler’s mind.
All Aboard: New Eurostar Competitors Promise More Options and Savings for Travelers - Competition Drives Innovation in Rail Travel
The influx of new operators and competitive pressure is proving positive for travelers, as rivalry forces rail companies to step up their game and invest in improvements. When Eurostar dominated the market uncontested, stagnation set in and the status quo went unchallenged. But the disruptors have ignited a spark of innovation as each player tries to differentiate themselves.
Andrew Murray noticed the change after the arrival of Italo on the saturated Rome-Milan corridor fundamentally altered the landscape. “Competition from Italo has really shaken up Trenitalia,” he said. “They’ve refurbished their Frecciarossa trains and added a more affordable ‘Low Cost’ tier. Having options forces the major player to up their game.”
According to Lorenzo Barretta, innovation has also manifested itself in enhanced connections between rail and other transport modes. “Ouigo partnered with rideshare service BlaBlaCar so I could easily be picked up at my station and continue my journey. This level of integration simplifies the entire process.” He appreciates how the alliance makes the first and last miles work seamlessly.
Disruptors have additionally spurred Eurostar to venture into new partnerships, like its recent loyalty collaboration with airline Virgin Atlantic. “Being able to earn Virgin miles on Eurostar trips convinced me to take the train to Brussels instead of flying,” said Andrew. “It’s a win-win that removes barriers.”
For Marta Sanchez, Italo’s free onboard entertainment options raise the bar by delivering a multiplex, radio station and games without any WiFi required. She hopes to see other operators follow suit and upgrade their tech. “Having streaming films at my seat makes travel time more enjoyable versus just staring out the window.”
Of course, fares and schedules remain where competition truly makes itself felt. Sandrine Thomas has loved watching Ouigo’s low rates spark fare wars across Europe. “When new operators enter a market, incumbents usually respond with sales and discounts,” she said. “It becomes so cheap to ride the rails.”
According to Lorenzo, expanded departure times also give travelers flexibility that was impossible when only a few trains served each route per day. “With Ferrovie and Italo both running regular Milan-Rome trains, I have multiple options to pick from,” he said. “I’m no longer forced to take uncomfortable overnight journeys just to get an affordable fare.”
While Eurostar once only operated 1-2 London-Paris trains daily, Ouigo’s new service means speedy connections every few hours. For Andrew Murray, this finally makes spontaneous day trips viable. “Having frequent trains with cheap fares totally changes the possibilities,” he said.
Of course, discussions around innovation must consider environmental sustainability. For Yoann Picard, the most promising disruption has been Deutsche Bahn enhancing ICE fleet fuel efficiency by 30% while also boosting top speeds. “It proves ecological trains don’t have to sacrifice performance,” he said.
According to Chloe, uncompromising comfort is also attainable eco-consciously, as Austrian Railways’ new Nightjet sleeper service demonstrates. “You can have a private cabin and still feel good riding the rails.” She hopes to see sustainable night trains reemerge as an alternative to flights across Europe.