Eurostar has joined the Association of Touring and Adventure Suppliers (Atas) to drive awareness of its expanded route network, sustainability credentials and fresh offerings.
It has become an associate member to build on recent strong agency sales and the “positive” feedback following its participation in the inaugural Atas Experiences trip in Europe last year.
Stephen Roby, UK leisure sales manager at the high-speed rail company, said: “We’ve always enjoyed a great relationship with UK agents who can reach the customers who might not think to book with us directly.
“Our agent partners are especially helpful in cases with more complex itineraries, such as group and multi-destination touring.
“Agents selling outside of our direct catchment areas in the southeast have invaluable expertise and knowledge of their customers’ travel needs and know how to encourage travel with Eurostar over other transport modes.”
He noted that a “large proportion” of Eurostar’s agent sales come from escorted touring agencies which include the transport element within their itineraries.
“It is important that we build strong relationships with these agents to provide the tools and product knowledge to sell with confidence,” he said.
“What better way to start an adventure than with a super-fast train journey that goes under the sea?
“Ease and simplicity of booking, hassle-free travel, confidence in connections, and the transport can be part of the adventure.”
He will also highlight growing sales to and from the Netherlands and increase awareness of continental routes.
“Our new customer offer launched in November, aligning our products and travel experience on all routes, with new classes of service, more flexible ticket conditions and a brand-new onboard catering offer,” he continued.
“We’ve also reopened the direct services between London and Amsterdam and Rotterdam, and increased connections into Switzerland through our partnership with TGV Lyria.”
Following the merger with Thalys in 2022, the group now has wider combined network of routes and increased connectivity under a single brand.
“We’re now able to serve customers travelling between five countries, with or without a Channel tunnel crossing included,” said Roby.
“All this helps us to encourage the switch from other transport modes onto rail and we increased our total passenger numbers in 2024 by 5%.”
He added: “We’ve seen strong leisure demand from Q4 2024 into the new year, following the success of last summer’s Olympic and Paralympic games in Paris as well as the reopening of sales for our direct Netherlands services which began operating again this month.
“Eurostar + Hotel package sales are showing significant growth, highlighting that many customers are seeking the added security of package protection.
“January was a great month for UK leisure agent sales, with revenue and volume both increased year on year.
“Summer 2025 opened for sale recently and created an encouraging spike in sales. With our new, larger departures terminal in Amsterdam having just opened, we look forward to meeting demand with increased capacity per direct train on this route.”
Support for agents includes a dedicated website (eurostarforagents.com) with information on products, services and booking options.
For agencies who are directly contracted to sell Eurostar, there is a dedicated sales team to offer training, incentives, webinars, station tours and educational trips.
Last year, Eurostar partnered with Intrepid Travel to take a group of agents from London to Paris and then onto Lake Como as part of the inaugural Atas Experiences event.
“The feedback was really positive, the agents enjoyed the Eurostar travel experience and the focus on sustainable travel was important to them,” said Roby.
“A couple of the agents let me know they’d made new bookings within two weeks of the trip.”
Other agent trips were held last year in partnership with tourist boards and more trips are planned for 2025.
“I’m looking forward to working with the Atas team to see what we might be able to put together during this year,” added Roby.
“It has been evident for some time that experiential travel is on the increase and people are wanting to get the most out of their travel experience.
“You only have to look at the resurgence of sleeper trains and luxury trains in Europe to see the appetite for making the journey part of the enjoyment of the trip.
“The carbon footprint of transport is of course a big factor for many people, but also, it’s becoming increasingly easier to make connecting journeys by train.
“All of this allows you to see more of the places you’re travelling through and enjoy the more relaxed and comfortable environment onboard.”
Claire Brighton, Atas director, said: “I’m so delighted that Eurostar has come onboard with Atas.
“I know the agents who joined the trip from St Pancras to Paris, Zurich and Lake Como last year really enjoyed the experience and found it very useful.
“With Eurostar being part of Atas, even more agents will be able to find out about the benefits of this rail service and how to incorporate it into more itineraries.”