Eurostar, which merged with Thalys in January 2023, now operates the overwhelming majority of trains linking London, Paris and Brussels, with a few other destinations included as well.

Boasting a new logo and revised font, Eurostar is in the process of merging the brands. For regular travelers like this journalist, there was hope that this branding work would lead to a broader revamp of the high-speed trains across Eurostar’s services. However, on a recent trip from London to Brussels, I observed no significant improvements to the fleet.

Ninety minutes before departure, I arrived at St Pancras Station, which is in line with Eurostar guidance. However, the checkin area was deserted and I was able to pass into the international departure area in just a few minutes. This area is very small but functional and has a Business Premier lounge on the right-hand side (which I could access with my Amex Platinum Card).

Boarding was called 20 minutes before departure, and I left the lounge to a very crowded space near the escalators. 

Nevertheless, boarding was orderly, and I ascended onto the platform to be greeted by our train, a Siemens E320 in Eurostar’s blue and grey livery. Introduced in 2015, these trains seat 902 passengers in a three-class formation and can reach a top speed of 320kph/200mph.

Aside from the revised branding at the nose, there was little visually different to highlight the revised Eurostar company. After being welcomed on board by an attendant, I made my way to my seat in Carriage 1.

Both Standard Premier (a premium economy-type product) and Business Premier* use the same seats but in different carriages, which are arranged in a 2+1 configuration with a variety of seating options including solos, seat doubles and those separated by a table. There is ample room for luggage in racks by the doors, and airline-style carryons can fit in the overhead racks. 

I arrived at my seat, only to be disappointed. The seat was poorly aligned with the windows, so my view was obscured (a travesty for train enthusiasts!)

The E320 trains have enormous pillars between windows, which I assume is for crashworthiness, but I feel like more could be done to ensure this situation is made clear in the booking process.

Nevertheless, I sat down and evaluated the seat. Runway Girl Network has covered this class of service before, and not much has changed. The seat was fine, if very firm and, in my mind, not very comfortable. And the design is boring and personally unappealing, with an abundance of grey, brown and beige.

Lime green accents on the seats don’t align with Eurostar’s design language at all. One can only hope that a mid-life refresh is coming down the tracks for these trains.

Having said that, the amount of living space and legroom is impressive, so it feels like a relaxed place to be. 

Boarding was complete 10 minutes before departure and our train glided out of London. Breakfast was served shortly thereafter, which consisted of fruit, a raspberry Danish, yoghurt, and some juice.

The pastry was divine, while the fruit was just okay. Ultimately, however, the complimentary meal is a nice addition to the main point of Standard Premier which is the bigger and more private seating. Green tea was served on request which was from the more premium UK brand Taylor’s. 

I tried several times to connect to the Wi-Fi, but it was very intermittent, and when I could connect, it was only suitable for messaging. 

After my breakfast I inspected the train. The current generation of Eurostar interiors has always been controversial, replacing the 2004 version designed by Philippe Starck, and this journalist is firmly in the camp that it is not a luxurious experience.

Irrespective of opinions on style, however, this train needs a refurb. For example, the bathroom faucet was incredibly slow to operate and was encrusted with limescale. It was deeply unpleasant to look at and to use. 

The seat was also grubby in places, especially around the tray table and cup holder. Overall, these trains are beginning to show their age after nearly a decade in service. 

The rest of the journey passed by in a high-speed blur, while I busied myself with my iPad. Our arrival into Brussels Midi/Zuid station was a rather fraught experience, with there being only three elevators to take passengers with luggage or accessibility requirements down to the ground floor.

I was finally disgorged into the main station concourse with moments to spare to catch my connecting train. 

As I caught my breath on the next leg of my journey, I concluded that the Eurostar Standard Premier experience remains a solid option, but Eurostar itself needs a rethink.

It appears that the firm’s merger with Thalys has elicited a new logo and very little else at this point, while its existing rolling stock, some of which dates back to the 1990s, grows older and more tired with each passing year. A more coherent design language, new seating, and refurbished interior fixtures would go a long way to restoring the Eurostar experience to one of luxury as well as convenience. 

*Note that, from 4 November 2024, Eurostar will rebrand their travel classes as Standard, Plus, and Premier. Standard Premier will be replaced by Plus. 

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All images credited to Fintan Horan-Stear