VisitFlanders and Eurostar teamed up to highlight sustainable rail travel from Brussels and the cultural charm of Flanders. There was a lot to pack into a 48-hour FAM.
On November 8, Belgium commemorated National Indigenous Veterans Day by honouring Indigenous veterans who fought for Canada in WWI. Most people know Flanders, Belgium, from the poem, Flanders Fields -- and the sight of those blood-red poppies that inspired Canadian physician John McCrae to write the first words of that famous poem.
But your clients may not know that Flanders is at the heart of Europe. As Belgium’s northern region, it is known for its chocolate, fries and beer, and has a wide range of art, culture and culinary excellence -- not to mention cities such as Antwerp, Bruges, Brussels, Ghent, Leuven, and Mechelen.
Green is the New Black
Sustainable travel has been on the rise. Eurostar has claimed an excellent spot in the sustainability, convenience and comfort market by solidifying their partnership with Thalys in 2023 -- effectively making Brussels the central connecting hub of their new network. Neighbouring cities like Paris, London, Amsterdam and Cologne can be traversed in under two hours.
“We’re celebrating our 30th anniversary on November 13 and we’ll be holding an event in Brussels to thank our partners and clients for helping us to be what we are now,” says Sara Espinosa, sales executive with the corporate team for Eurostar.
Having Brussels at the heart of the connector for local cities is particularly important: “It's going to allow us to reach our goals for 2025 onwards, to connect Eurostar to the rest of the world, and not just the European areas, but hopefully beyond. We're purchasing 50 new fleets, and by 2030 we should hopefully be getting the first deliveries. So having Brussels as the main hub will assist us with utilizing those new fleets,” says Espinosa.
“The world is really loud and harsh right now, and we need to remember the fundamentals, and looking after the earth is really what Eurostar is about,” the sales executive says. “We're a big pioneer for sustainability and travel really doesn't have to cost the earth. For example, going to Brussels, if you were to travel by plane, the CO two would be crazy. But with us, you save 93% CO2 emissions, kg. It’s important to us to just keep spreading that message to look after the world.”
Eurostar had six classes of service after the merge with Thalys, but on the fourth of November, the rail company unified and harmonized it down to three classes of service: Eurostar Premier, Eurostar Plus and Standard.
The Eurostar Premier Lounge Experience
But before boarding the train to Brussels, Open Jaw toured the Eurostar Premier Business Lounge at St. Pancras International, London. Immediately following check in—which Premier guests can do 15 minutes and up to two hours prior to departure to access the lounge—a security check point and passport control leads guests to the entrance of the Premier Lounge experience. There are two floors accented by warm colours. Newspapers, magazines, coffee, drinks and snacks line the lounge, and a beautiful bar sits in the centre. Onboard, champagne along with cold and hot meal options and snacks are served. Upon return, Eurostar’s Brussels Midi Train Station Premier Lounge is intimate with oversized chairs, work areas and countertops situated in the centre of the lounge offering coffee, drinks and snacks.
The Centre of it All
Brussels is the pulse of Belgium. Your clients will benefit from a walking tour through the European cobblestone streets and Art Nouveau architecture, including the historic town house, the Hôtel Tassel. Built at the end of the 1800s and designed by Victor Horta, it made the UNESCO World Heritage list in 2000. -- much like the 17th-century UNESCO World Heritage Centre La Grand-Place. And just minutes away is Belgian Beer World. The country's beer culture is included by UNESCO in the Representative List of the Intangible Cultural Heritage. Four beautiful floors include the archeological basement, displays and interactive sessions, and the rooftop Beerlab, where an entrance ticket gets visitors one of 150 Belgian brews.
Next up: Gallerie Saint Hubert is where art, shopping and chocolate meet. The Choco Story Museum offers workshop where your clients can design and make their own chocolate to bring home—the more your make, the more you take.
Where Food and History Meet
A lunch stop at Belga Queen offers an intimate setting in the heart of Brussels. Set in a beautifully restored 18th-century former bank building, the restaurant reopened their doors this year after a full renovation. Here, your clients will enjoy Belgian cuisine with a contemporary twist. For dinner, La Quincaillerie serves seafood and Belgian dishes housed inside an old ironmonger store.
The Palace on Avenue Louise
Avenue Louise is one of the most residential and prestigious Avenues in in Brussels, highlighted by high-end shops. Situated along the avenue is the Steigenberger Icon Wiltcher's Hotel Brussels. Twenty minutes from the city centre, the building was originally constructed 110 years ago, by Mr. Wiltcher, an English salesman. In 1991, Conrad built an entirely new structure. They kept the façade and built a new structure in a U shape around the inner court and in 2013 the property was taken over by Steigenberger. The Loui Cocktail Bar & Restaurant delivers classic Belgian dishes paired with a handcrafted cocktail in a Roaring Twenties setting. The property houses 267 rooms including one Royal Suite and five Presidential Suites. The Ballroom holds 400 seated and 600 theatre style and 13 meeting rooms range in size.
Open Jaw spoke with Guy Ceunen, Director of Sales and Marketing for the hotel, who told us that their biggest business --- at 30% -- comes from MICE: “We also have official delegations because we have forty suites in five types, so we can rent out a complete floor,” says Ceunen. “Next to that, we have leisure travel coming from the US, like river cruises and luxury programs like Virtuoso and Signature. The hotel appeals to North Americans because of its classical Palace style,” he says. “We have travel industry rates, and we also offer special promotions for weekends, because on the weekend the hotel is less busy.”
According to General Manager Norman Mark, “We are planning a renovation phase for all 267 rooms, including the lobby area. And it's going to be a mixture between keeping this atmosphere, but in a modern classical way. Concerning food, we want to be a bit more flexible and adapt to the customer’s needs, but keep this Belgium print and touch while improving in quality and services.”
“That's our main point every day. Every day, you must change something.”
Antwerp, The Walkable City
A short intercity train ride brings your clients from Brussels to Antwerp. Antwerp Central Station is a stunning architectural masterpiece, also known as the Railway Cathedral. Millions have passed through here since 1905. The Antwerp Zoo is located across the street. Situated in the Diamond Quarter right across from the train station is NH Collection Antwerp Centre, the first NH hotel in the city. Convenient for leisure and business travelers, the hotel features 186 brand-new rooms with a simple layout with modern décor. The Antwerp Central Station image in the shower accentuates the bathroom. Breakfast is on the first floor in a bright and spacious room and offers an array of local food items, including a make-your-own waffles station.
Another walking tour highlights three main parts of the city including the Diamond and Fashion Districts and the Historical City Centre. The Diamond Square Mile sees 4% of the world’s rough diamonds pass through its dealers. The Meir Shopping Street is a must-see along with Grote Markt, where the Renaissance Town Hall building sits. This UNESCO World Heritage site is situated in front of the Brabo Fountain, the legend that gave Antwerp its name. The Historic City Centre was once an underground cemetery and is now 200 years old. There's no shortages of museums in Antwerp. The Museum Plantin-Moretus made the UNESCO World Heritage List in 2005—it is the only museum on this list. Behind its walls is a16th century courtyard where a printing plant and publishing house once stood, remaining active until 1867. KMSKA, the Royal Museum of Fine Arts, spent 12 years in restoration and reopened in September 2022. Its current exhibit, Ensor’s Wildest Dreams, Beyond Impressionism, ties into this year’s 75th anniversary since the death of Antwerp’s avant-garde artist, James Ensor.
Antwerp Eats
This is another city that highlights local and traditional Belgium eats. Brasserie Appelmans is under the shadow of the Cathedral and its menu serves Belgian classics with a touch of Antwerp. Take their lunch special of steak stew with fries and salad, for example. Located in the Graanmarkt area, Bourla offers a relaxed atmosphere with a mix of French and Dutch dishes.
