Virgin Launches Challenge to Eurostar with 12 New High-Speed Trains

Virgin Group has taken a significant step in the competitive landscape of rail travel by ordering 12 high-speed Avelia Stream trains from Alstom, a French train manufacturer. This investment marks a crucial challenge to Eurostar, which has maintained a monopoly on Channel Tunnel rail services for nearly three decades. If Virgin secures the necessary agreements, it plans to launch services from the United Kingdom to mainland Europe by 2030.

The announcement came as part of Virgin’s submission to the Office of Rail and Road (ORR), seeking permission to operate on HS1, the high-speed rail line connecting London St Pancras to Kent and onward through the Channel Tunnel. Virgin aims to introduce routes to Paris, Brussels, and Amsterdam, with potential expansions into Germany and Switzerland. This move, if successful, would position Virgin directly against Eurostar, which has been the sole operator since its inception in 1994.

Virgin’s ambitions to challenge Eurostar were first announced in January 2023. By March, a spokesperson indicated that the company had overcome significant regulatory hurdles, particularly following the ORR’s confirmation that Eurostar’s Temple Mills maintenance depot could be accessible to other operators. This facility is essential for train maintenance and storage, enabling competition in the market.

The introduction of Virgin’s service is expected to enhance passenger choice significantly. Additionally, the company aims to elevate the travel experience, suggesting that customer comfort and satisfaction will be central to its strategy. Virgin has also indicated plans to integrate its Group-wide rewards program, Virgin Red, into the booking process, potentially attracting Eurostar’s existing customer base.

Competition in the Channel Tunnel rail service market is heating up, with other players also eyeing Eurostar’s dominance. Notably, Italy’s national railway, Ferrovie dello Stato Italiane (FS Group), plans to launch a high-speed service between London and Paris by 2029. This service could extend to cities such as Marseille, Lyon, and Milan. FS Group, a co-owner of Avanti West Coast, is also considering reopening Ashford International station in Kent, which Eurostar ceased servicing in March 2020 due to the pandemic.

In addition to Virgin and FS Group, Gemini Trains has announced its intention to introduce a fleet of 10 trains connecting the UK to Europe. Other emerging competitors include London St Pancras High Speed and the Spanish startup Evolyn. The influx of new operators could lead to a more competitive market, particularly as fares on the Channel Tunnel link have risen significantly since the pandemic.

Zoe Adjey, a Senior Lecturer at the Institute of Tourism and Hospitality at the University of East London, stated, “Any competition is good competition, and a new player would obviously help to bring rail fares down.” She emphasized the need for the UK to enhance its rail services both domestically and internationally, noting that the original promise of Eurostar in the 1990s to connect London efficiently to other major cities has not yet been fulfilled.

As Virgin prepares to enter this competitive arena, the potential for improved services and lower fares could benefit travellers across the region. With multiple operators now entering the market, the landscape of Channel Tunnel travel is poised for transformation.