The faster track to sales Germany & Benelux
With European rail travel getting ever faster, Dave Richardson explores the growing market for rail breaks to Germany, Belgium, the Netherlands and Luxembourg
This was only a test train –direct sched- uled services from London to Germany and the Netherlands are not due to start until December 2013 – but with Eurostar also planning new routes from 2014, people are starting to take notice.
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Cologne and Amsterdam will be about four hours from London, and Frankfurt about five. It’s already possible to reach Cologne and Amsterdam in little more than four hours with a fast connection at Brussels, but it’s more likely to take five.
Not just for London agents Agents outside London may say that high- speed rail is of no use to them, but Eurostar also serves Ebbsfleet and Ashford in Kent. Through fares are available to many stations beyond Brussels and Paris, and from many cities around Britain. Trains arriving at St Pancras, King’s Cross and Euston make it fairly easy to connect with Eurostar. Eurostar’s multimedia promotional campaign, Exploring is Beautiful, highlights Eurostar as a link to more than 100 destina- tions in western Europe.
eads really turned when a sleek, German ICE high-speed train rolled into London’s St Pancras station last October.
Specialist companies feel that the problems affecting air travel are making people consider the alternatives, if time is not an issue.
Paul Lacey, a former Jetsave and First Choice manager, has been appointed head of trade sales for Rail Europe. The company en- joyed a 20% increase in trade sales last year. “Events such as the ash cloud crisis and airline strikes forced agents to look at the alternatives,” he says. “More people are now environmentally minded, and the train is always greener. Agents are becoming more comfortable about tailor-made holidays.” Journey times to Amsterdam will be cut when the much-delayed NS Hispeed line from Brussels opens. DB (German Railways) and Eurostar plan head-to-head competition.
Finding the right partners
Many agents are put off booking European rail travel because of low remuneration or because they don’t know how. But several specialist companies work with agents, who can add accommodation and put together a package.
Despite involving agents in its promotions and operating a trade website, Eurostar pays
no commission but works closely with short-break operators.
Through tickets are available to 200 European cities, including Cologne and Aachen in Germany; Amsterdam, Rotterdam and The Hague in the Netherlands; the entire Belgian network and Luxembourg. Rail specialists offer Eurostar and a wider network. Those working with agents include Rail Europe, Trainseurope, Ffestiniog Travel, Great Rail Journeys, Erail, International Rail and Railchoice. Trainseurope can arrange ticket pick-up at its St Pancras desk. DB operates a UK booking centre covering most of Europe, and agents can book by GDS or via an online system that is due to be launched shortly.
Track records
The few remaining city-break specialists don’t venture beyond Brussels and Bruges by rail, but may do so in future.
Shearings has introduced flexible trips to these cities for 2011, and is exploring rail options across Belgium and the Netherlands for summer 2012.
Germany specialist Dertour’s rail bookings rose by 17% last year, with Munich, Berlin and Cologne the most popular destinations.
For suggested city breaks by journey duration, turn to 52
ICE high-speed train: direct services from London to Germany and the Netherlands are due to start in 2013
11.03.2011 51
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