Anna Peters, creative director at Evolve Events and a champion for sustainable travel, recently travelled by train from London to Antwerp with 170 conference delegates. Here, she assesses how a shift in favour towards sustainable travel is changing the way we attend events...
The desire to reduce carbon footprint has led to a shift in how people approach and travel, with a recent One Poll survey revealing that two in five UK holiday makers would prefer to take the train, ferry or coach rather than flying.
This preference is influencing the way we attend events
Event attendees are becoming increasingly selective about the events they choose to participate in. Some delegates are reluctant to attend European events that necessitate air travel. It’s evident that the demand for overland travel options is growing, but many event organisers have concerns about offering train travel.
To explore how the industry is addressing this challenge, I recently joined the Business Travel Association (BTA) on a train journey organised by Eurostar. The journey took 170 business travel professionals from London to Antwerp via Brussels for their annual conference.
What, we can keep laptops in our bags?
Many of the BTA delegates were new to Eurostar and their initial impressions were overwhelmingly positive. “The check-in experience was seamless; not having to remove items from our bags or endure multiple security checks was just great,“ shared Charitha Hettiarachchi, director of sales at Blue Orchid.
Change your mindset and take the time
One common concern among the group was around potential time constraints. Train travel across Europe can be slower so it requires a change in mindset - a chance to learn to love the journey as much as the destination.
Managing delegates' expectations and helping them make the most of their time on board is key; whether working, socialising or simply a chance to unwind by gazing out of the window.
Taking the train is a comfortable experience and many of our group who were meeting each other for the first time were social, chatting across tables and moving around carriages, whilst others appreciated the chance to slow down in the comfort of their own space.
Catching the train to London to Antwerp takes about three hours. It requires a connection in Brussels but this isn’t as complicated as you might think; merely involving a platform change. As with any form of travel there is a possibility of unexpected delays, and, according to Sod's law, this happened to us.
Thanks, however, to the flexibility of the Eurostar ‘Any Belgian’ ticket, we adjusted our plans and simply jumped onto a different train to continue our journey, with many attendees unaware of the change.
It's the personal touches that make a difference
Coordinating travel for large groups can be challenging, but thoughtful touches such as ‘tour guide style’ paddles and additional Eurostar staff at St Pancras station to welcome delegates, ensured our group stayed together and the journey proceeded without a hitch.
It literally pays to plan ahead as tickets are typically available 180 days in advance and the earlier you book, the more you save.
Enjoy the journey, marvel at the arrival
Whilst the London to Antwerp journey may not be particularly scenic, the moment our group arrived at Antwerp Centraal Station was truly remarkable, with even the most world-weary of travellers reaching for their cameras! Arriving at any big station is always exciting but arrival at Antwerp Centraal is jaw-dropping. It's a palace of transport and a destination in its own right.
Dubbed the 'railroad cathedral' (Spoorwegkathedraal) it’s one of the word’s greatest stations, providing a unique welcome that European airports can’t match.
Carbon savings result in a clearer conscience
With 78 per cent of an event’s overall footprint of an event attributed to travel, it’s evident that the event industry plays a critical role in demonstrating climate leadership.
It was encouraging to see the BTA leading the way with their conference, facilitating change and converting rail sceptics. “Eurostar provided a fantastic service from London to Brussels, transporting over 170 delegates for our annual overseas conference. Not only are the trains a sustainable option, they provided an efficient journey with everyone enjoying the wonderful onboard service in the Business Premier carriages. The service and ease of travel was a wonderful way to kickstart and conclude our event” siad David Clare, event manager at the BTA.
Rail links are increasing across Europe
Many countries are actively enhancing long-distance networks, making trains more efficient, accessible and affordable. New sleeper services, including the line from Brussels to Berlin, are launching to meet travellers’ evolving needs.
Eurostar CEO, Gwendoline Cazenave showcased the simplicity of cross-European travel by hopping on a Thalys train from Paris to Antwerp to deliver her keynote speech at the BTA Conference and then continued her journey to Amsterdam on another, train all in one day.
New partnerships forge the way
Eurostar’s recent merger with Thalys is set to further shake-up European travel, creating a unified network that connects France, Belgium, the Netherlands, Germany and the UK.
In the words of Inge Bauwens, senior lead for business and MICE at Eurostar, “The vision of the new Eurostar is to become the backbone of sustainable travel in Europe. The cities we serve are no longer just destinations; they’re open hubs for further exploration.
"During the BTA group’s journey to Antwerp, we demonstrated how easy it is to switch trains in Brussels, even for a large group. By choosing train travel, they achieved an impressive 96 per cent reduction in emissions.”
This new network promises streamlined booking options for a broader range of European destinations, offering a more seamless, sustainable train travel experience — an experience that the MICE industry is increasingly willing to embrace, providing not just a greener way to attend events but also a chance for delegates to enjoy the journey, connect with other and explore iconic destinations along the way.
As Creative Director at Evolve Events I help people and brands tell their stories through events and believe in a world that's better when people get together. With a background in marketing, I know just what it takes to quickly get to the core of what someone is trying to communicate and how to bring that message to life through a live event experience. Typically Evolve Events are hired on a project fee basis from concept stage, through to the planning and production of the event.
