( CNN ) -- Eurostar , the high-speed train company connecting London with Brussels and Paris , is undergoing a massive overhaul . Its chief executive , Nicolas Petrovic , says a new fleet of trains will be ready by 2015 , and to go with it , there will be new uniforms and new products . Recently a redesigned website was launched to make it easier for passengers to book trips . But the real change over coming years will be a broadened destination network . `` We have this big program of expansion to re-energize the business , and based on that , we will be able to expand our business beyond our core routes , '' Petrovic says . London , Brussels and Paris have long been the company 's main stops , with every train going through the Channel Tunnel . To extend away from these routes , Eurostar first needs the fleet , Petrovic says , but the greatest challenge is economic : `` How do we make money going to Holland , the South of France , anywhere -- the amount of money we have to pay to access the tracks ? '' After existing as a partnership of three railway companies since its establishment in 1994 , Eurostar only became a single corporate entity in 2010 -- the same year Petrovic became chief executive . His track record has been encouraging ; in 2011 , the company turned a profit for the first time in its now 18-year history . And despite a rough economic climate in Europe last year , the company 's profits doubled , its business given an extra boost by an increased number of passengers after the London Olympics . Read more : China 's high-speed rail dreams . The recent and upcoming changes are partly in anticipation of competition from Deutsche Bahn for train service through the Channel Tunnel , which Eurostar has monopolized until now . Deutsche Bahn has said it may start those operations in 2016 . Eurostar has already begun some new routes . A direct route that goes from London to Lyon and Provence in southern France will begin operations in May , while trains to the Swiss Alps began running last year . Routes with busy air traffic , Petrovic says , offer high potential for Eurostar to grab market share . Other than journeys to Provence and the Alps , these popular flights include London to and from Holland and Germany . Also taking a cue from air travel , Eurostar may partner with other services to broaden its network of routes . Petrovic says whether to partner up -- or not -- will be determined for each market . `` But we package it for the customers so they do n't see the difference , and it 's to try to bring to the railway the thinking of the airlines when they started to do hubs and spoke of connections between different airlines , '' he says . Read more : Hotels aim to be offices of the future . Petrovic believes it will take years for people to think of train hubs and partnerships the same way they do for airlines , but he believes it will happen someday . `` It 's a combination . You need to have the marketing right , the product right , the service right and to be a bit patient at times . But I really believe it is going to work , '' he says . Eurostar has undergone other transformations in recent years . In 2010 , it introduced a whole new travel class , called standard premier , which is priced between standard and business class . One of the target markets of standard premier are business travelers whose companies have tightened finances and put the brakes on pricy business class travel . `` We 've got a business product , which is fantastic actually , but for many companies , the CFOs were saying 'no business . ' So we created what they were looking for , and they are happy with it , '' Petrovic says .
Eurostar , the high-speed train company , is undergoing a massive overhaul . With Nicolas Petrovic as its chief executive , it is trying to establish new routes . Petrovic says someday , travelers will think of train travel the same way they think of air travel . Eurostar faces future competition from Deutsche Bahn for travel through the Channel Tunnel .