Eurostar & Plusgrade Partner to Elevate Rail Travel in Europe: Premium Upgrade Now Available in the UK, France, Belgium & the Netherlands

Published on February 18, 2025

The global travel industry is witnessing yet another shift toward enhanced passenger experiences, as Plusgrade and Eurostar have joined forces to introduce a dynamic bidding system for premium upgrades. This strategic partnership, announced on February 18, 2025, marks a significant milestone in the evolution of rail travel, offering passengers a more flexible and personalized approach to upgrading their journeys.

With the introduction of Premium Upgrade, eligible travelers on Eurostar routes can now bid for an enhanced travel experience, transitioning from standard class to the newly introduced Eurostar Plus. This upgrade promises greater comfort, additional amenities, and an overall improved journey across some of Europe’s most popular high-speed rail routes.

Expanding Plusgrade’s Footprint in the Rail Industry

As a leader in ancillary revenue solutions, Plusgrade has long been instrumental in optimizing revenue streams for the airline and hospitality industries. Now, the company is deepening its presence in the passenger rail sector, demonstrating that its expertise in upgrade auctions and premium offerings is just as valuable on the tracks as it is in the skies.

By implementing a proven bidding model, Plusgrade and Eurostar aim to enhance traveler satisfaction while simultaneously optimizing seat utilization. This approach ensures that premium seating does not go unused while providing passengers with opportunities to access high-end services at a price point that aligns with their budget.

How the Upgrade System Works

Eligible passengers will be notified via email prior to departure, inviting them to place a bid for an upgrade. The process is designed to be simple and transparent:

• Bids can be submitted up to 24 hours before departure.
• Passengers are informed at least a day in advance if their bid has been accepted.
• The upgrade grants access to Eurostar Plus, offering more spacious seating and exclusive services.

This system empowers passengers to take control of their travel experience while ensuring Eurostar maximizes its premium seating inventory.

Enhancing Passenger Experience on Key Routes

Eurostar’s high-speed trains serve major European destinations, including London, Paris, Brussels, and Amsterdam. The Premium Upgrade program is already available for travelers on these routes, with plans for further expansion in 2025. This initiative aligns with Eurostar’s broader mission to elevate the rail travel experience and make premium services more accessible to a wider audience.

Looking ahead, Eurostar Premier is set to launch next year, offering an even higher-tier experience with additional luxury amenities. This expansion underscores the growing demand for premium rail travel, particularly among business travelers and leisure tourists seeking greater comfort.

Eurostar’s Vision for the Future of Rail Travel

Eurostar has ambitious goals for the future, with plans to carry 30 million passengers annually by 2030. The company operates a fleet of 51 high-speed trains across 28 destinations in Germany, Belgium, France, the Netherlands, and the United Kingdom. In 2023, Eurostar transported 18.6 million passengers, generating €2 billion in sales.

To support its expansion, Eurostar announced its intention to acquire up to 50 new trainsets in 2024. These investments reflect the company’s long-term commitment to sustainable travel and its aspiration to become the backbone of Europe’s rail network.

The Impact on the Travel Industry

This collaboration represents a pivotal moment for both the rail and broader travel industries. By integrating Plusgrade’s revenue solutions, Eurostar is setting a precedent for how rail companies can adopt airline-style upgrade models to boost revenue and passenger engagement.

For travelers, the introduction of Premium Upgrade provides:

• Greater affordability and accessibility to premium services.
• A seamless digital experience for managing travel preferences.
• More sustainable alternatives to air travel, aligning with the industry’s push for greener transport options.

From a global perspective, the shift toward more flexible, passenger-driven upgrade systems may encourage other rail operators to explore similar models, further transforming the landscape of premium rail travel.

A Step Toward Personalized Travel Experiences

As the travel industry evolves, personalization remains at the heart of innovation. Eurostar and Plusgrade’s initiative demonstrates that travelers are increasingly seeking flexibility, choice, and enhanced experiences. By embracing digital solutions and adaptive pricing strategies, rail operators are moving closer to providing truly tailored travel journeys.

With Premium Upgrade now live and future expansions on the horizon, travelers can anticipate a more refined, comfortable, and engaging journey across some of Europe’s most beloved destinations.