Granted, we spend way too many hours daydreaming about a whistle-stop tour along the Amalfi Coast aboard Orient Express La Dolce Vita, or an adventure through Japan culminating in a journey on the Seven Stars in Kyushu. However, while watching scenes of the Mediterranean azure or England’s verdant pastures whiz past vast windows in a zoetrope fashion is a bucket list wish for many, train travel’s recent renaissance stems from something altogether more practical – the necessity of getting from A to B.
One such journey for millions of people is that between London and Paris. 19.5 million customers travelled with Eurostar in 2024, marking the cross-channel train service’s most successful year to date, with more than 850,000 passengers compared to 2023.
The first departure of Eurostar’s passenger services in 1994, and of course the construction of the Channel Tunnel that preceded it, changed continental travel forever. Gone were the days of restrictive airport security and frantically darting between aviation hubs and city centres. Instead, travellers could shoot to the City of Light on an early departure, tick off business meetings and bistro lunches before being tucked back into their beds back home the same evening.
For more than 30 years, there’s been little in the way of competition – unlike in the skies, where 20 or so airlines service the route in an hour and 15 minutes. However, that’s all set to change.
In January 2025, Virgin Group’s plans to “end the Eurostar monopoly” emerged, creating quite the buzz among the travel and transport industries. A flurry of reports followed in March, following the announcement that Sir Richard Branson’s group was seeking £700m in investment off the ground – or on the rails, for want of a better phrase.
On Thursday, 30 October 2025, an announcement suggested that the ambitious project had received yet another green light in the long journey to launching a service to rival Eurostar’s. The Office of Rail and Road confirmed that Virgin could move ahead with its plans to use the Temple Mills International rail depot in East London, providing space for the ordered trains just a stone’s throw from the start of the cross-channel route.
Virgin Group Founder Sir Richard Branson said at the time, “The ORR’s decision is the right one for consumers – it’s time to end this 30-year monopoly and bring some Virgin magic to the cross-Channel route. Virgin is no stranger to delivering award-winning rail services, and just as we have successfully challenged incumbents in air, cruise and rail, we’re ready to do it again. We’re going to shake up the cross-Channel route for good and give consumers the choice they deserve.”
But what benefit does Virgin’s attempt to ‘end the monopoly’ bring to consumers? Does it ultimately equate to greater profits in Virgin Group’s pockets and slight else for the frequent traveller besides variation in the shade of their carriages?
“I would consider Virgin if they were to offer cheaper ticket options and provide stronger benefits through their own loyalty programs”, says Louis, a French, London-based photographer who finds himself on the Eurostar several times a year. He highlights how Eurostar’s rewards system benefits only the most frequent travellers, and questions whether one competitor on the rails is enough for Brits seeking a weekend escape to notice any extra change in their pockets.
Everyone I speak to has individual, specific reasons for choosing the existing cross-channel train services over flying. London-based Sales Associate Guillaume, a frequent Eurostar traveller, admires its convenience – “It gets you directly into the centre of Paris [and saves] a lot of time as the border controls are much quicker than airports.” The smooth process through St Pancras International, compared to London’s major airports, is a sentiment Louis agrees with: “It makes travelling easier when carrying larger luggage, as there are no fees. I take the Eurostar at least once every two months for either family or business reasons, and I have been doing so for a few years now. I also appreciate that it is a more environmentally responsible option than flying.”
However, unless Virgin Group’s rival trains transport travellers between the UK and major European cities for a fraction of the cost, which is highly unlikely, it’ll take a series of clever moves from the group to tempt frequent users away from Eurostar’s familiarity. What could possibly tempt Brits in particular to jump ship?
“The WiFi connection is terrible on board the Eurostar - it never works,” says Guillaume. Faster, more efficient WiFi is one of several things he’ll be looking to Virgin for when the trains launch in 2030 – a sentiment shared by Fashion Editor Jessica Burrell, who uses the route around twice a year on average.
Jessica will be seeking competitive pricing and larger seats – while eyeing up the quality of Champagne on board, naturally. However, the part of Virgin’s latest plans that may prove most attractive to potential customers is the reinstated stops at Ebbsfleet International and Ashford International stations in Kent. The company confirmed that if either station is operational, Virgin trains will stop there. On the plan, Kent County Council Leader Linden Kemkaran said, “It’s a clear signal that Kent matters and that our international stations have a vital role to play in the future of cross-Channel rail. There is a clear economic case for stopping in Kent – we have so much to offer visitors, and the benefits for local businesses and communities are huge.”
It's these wider connections that would sway Guillaume, who said he’d be among the first on the new services, “If Virgin stop at Ashford International Station, which is more convenient and accessible for parking and serves all those living in the south.”
Responding to a request for comment, Virgin representatives explained that the group will look to make improvements to the platforms to enhance the passenger experience, although services will continue to operate out of the existing St Pancras International area. While peak travel times can feel somewhat frantic in the queue ahead of security, the representative ensured, “We don’t have any concerns around the capacity available at the station.”
With trains on track to launch in 2030, and services set to transport travellers from London St. Pancras to Paris Gare du Nord, Brussels-Midi and Amsterdam Centraal, there’s plenty to play for – especially following the announcement of Eurostar’s new fleet of double-decker trains.