Increased competition on cross-Channel rail routes could give South African travellers more choice and potentially more competitive fares, as several operators prepare to challenge Eurostar’s dominance of the market.
Virgin Trains, Gemini and Trenitalia are among operators eyeing cross-Channel services over the next few years. In August, Virgin received approval to operate cross-channel rail services from October 1, 2030, to December 31, 2040, while Gemini plans to run services between London and Cologne by 2030. Trenitalia France is also expected to launch Paris-London services by 2029.
South African rail specialists say greater competition could help grow a market that already has strong appeal among local travellers but where pricing, awareness and preference for flying remain barriers.
“I find that clients who have used Eurostar once are very likely to use it again,” said Penny Mc Aslin, from Optima Rail. She said demand had grown over the years but there was still a lot of potential in the South African market.
Barriers
Mc Aslin said the biggest barrier was awareness as many South Africans didn’t realise how easy it was to travel between London and Paris or Brussels by train.
“There is still a perception that flying is quicker. When you explain that with Eurostar you travel from city centre to city centre, without having to travel to and from an airport and arrive hours before departure, the overall journey makes much more sense.”
She said price could also be a factor. “When clients compare the headline price of a low-cost airline ticket with a Eurostar fare, the value of the journey isn’t always obvious unless you look at the total travel experience.”
Selling the journey
There is an opportunity to position Eurostar as part of the overall European travel experience, rather than a way to get from one city to another.
“South Africans tend to travel quite a long way when they go to Europe, so the holiday itself is important. I think we should be selling the convenience, comfort and experience of the journey, rather than concentrating only on the price of the ticket,” said Mc Aslin.
For example, she said London, Paris, Brussels and Amsterdam could easily become one holiday rather than separate trips requiring flights between each destination. “We need to sell the journey as part of the adventure, not just the transportation.”
Corné Kotze, Senior Rail Specialist and Product Manager at Travel by Train, said Eurostar should be positioned as a convenient way to combine multiple destinations.
“Rather than using it as a simple point-to-point commuter train, it should be positioned for South African travellers as a multi-destination route that turns complex cross-border European trips into seamless, flight-free experiences.”
More choice
With new operators eyeing the route, the increased competition could be positive for the market. Kotze said this could result in more compatible pricing and more convenient departures.
“More operators should also mean more choice in terms of fares, schedules and the type of experience offered. I don’t think it needs to be about one operator taking business away from another. If more people start thinking, ‘why fly when I can take the train?’, then the whole rail market benefits,” said Mc Aslin.
However, for the South African market, Mc Aslin believes the biggest opportunity is still education. “Once clients understand how easy, convenient and enjoyable the journey is, it becomes a much more attractive option.”
