“Today, with our teams and for our customers, we are writing a new page in the history of high-speed rail travel in Europe,” group chief executive Gwendoline Cazenave said on Monday (9 October).

“Our ambition is clear: more Europe for a unique and sustainable travel experience.”

The new Eurostar Group was created in March 2022 after the European Commission greenlit the Thalys merger, initially proposed back in September 2019 as part of Eurostar’s Green Speed project.

To mark the new beginning, Eurostar on Monday debuted a new logo and brand, and unveiled a series of initiatives to support its ambitions – including a loyalty programme.

Eurostar said its new star logo had been inspired by the Etoile du Nord, the original rail service linking Paris, Brussels and Amsterdam in the 1920s.

The loyalty programme, meanwhile, will allow customers to accrue points more quickly. Travellers subscribed to the new Club Eurostar will earn one point for every euro or dollar spent, and 1.2 points for every pound spent.

Eurostar, which has set itself the goal of hitting 30 million annual passengers by 2030, has also created a new tagline – "Together we go further" – and will launch a new TV and digital campaign next week (16 October).

“Travel inspires us and renews our sense of creativity, which we wanted to bring to life in our new campaign,” said Eurostar chief commercial officer Francois Le Doze.

“We wanted to create the feeling of excitement customers feel when they are about to embark on a journey to discover Europe.”