The SNCF Connect widget: a gateway to more sustainable mobility

Presented at the Tourism Summits, a leading professional event bringing together key players in the tourism sector in Lyon, the SNCF Connect widget illustrates how the company is putting its digital know-how to work for local authorities and tourism stakeholders. The aim: to facilitate the adoption of sustainable mobility, by making access to the train as easy as a click, as Marine Liger, Head of Affiliations and Partnerships, and Marie-Amélie Charpentier, Head of Tourism Partnerships at SNCF Connect & Tech, explain.

 
How would you describe SNCF Connect & Tech's role in the sustainable mobility ecosystem?

 
Marine Liger: SNCF Connect & Tech is a private subsidiary within the SNCF family, combining three major activities supported by two value propositions. On the one hand, there is SNCF Connect, the online travel agency that everyone knows, with its website and app. On the other hand, there is Tesmo, which combines the activities of a digital service provider and publisher of turnkey mobility solutions for local authorities and businesses: eco-driving tools for drivers, apps for ticket inspectors, and mobility solutions for local authorities.
 

Marie-Amélie Charpentier: It's this dual role, both as a travel agency and as a partner for companies and local authorities in their digital transformation, that enables us to make a concrete contribution to more sustainable mobility. We support local authorities and tourism operators in their digital transformation and ecological transition.
 

 
What guides your partnership approach with local authorities and the tourism industry?

 
Marie-Amélie Charpentier: We provide them with a range of tools to promote their destinations and facilitate access by train. We have three flagship products: the SNCF Connect widget, which lets you integrate a transport component into a website; our urban mobility offer, which brings together more than 30 paid services (60 in total) in the app; and finally, our advertising network, which offers territories tailored media solutions to promote their assets to passengers.
 

Marine Liger : We bring our transport expertise and a turnkey solution to the table, while leaving each partner in charge of its own communications. It's a real synergy, which we're also deploying with cultural events: over twenty summer festivals have integrated our widget in 2025!

How did the SNCF Connect widget come about?

 
Marine Liger: The widget was born out of listening carefully to our partners. Many of them were expressing the need to easily integrate trip booking on their own websites. So we co-constructed an initial prototype, before developing it further in response to feedback. The idea was simple: to offer an intuitive tool with an origin/destination/dates field accessible even to teams unfamiliar with digital technology. The widget integrates easily with just a few lines of code to copy and paste, enabling our partners to offer an entry point to train travel directly from their site.

 
How does integration work in practice?

 
Marie-Amélie Charpentier : It's very straightforward. We whitelist the partner's domain, send them a short technical documentation, a few questions/answers and a contract; within a few days, the widget is online.

And the results?

 
Marine Liger: Over a hundred widgets have been integrated to date, with a double-digit conversion rate of between 15 and 20%. This shows that the public is genuinely interested in this type of solution. For tourist offices, it's also a guarantee of a recognized, mature digital partner.

 
How does this widget help to encourage sustainable mobility?

 
Marine Liger : By making the train more visible and easier to access, we're making it easier to take action. It's a concrete way of encouraging a modal shift towards less carbon-intensive transport.
 

Marie-Amélie Charpentier: Beyond the widget, our support helps tourism operators position their regions as sustainable destinations. With the SNCF Connect media agency, we promote their destinations to our audiences, with tailor-made, multi-levers media devices (banners, newsletters, social network content, etc.) and co-branded SNCF Connect to maximize the reach of their communications. The aim is to maximize travel intentions to their destination... all while using a sustainable means of transport.

 
What are the next steps in your support for territories?

 
Marie-Amélie Charpentier: We'll be continuing to develop the widget, based on feedback from our partners. Recent improvements have been numerous in 2025, and we're continuing with this logic of continuous improvement.
 

Marine Liger : More broadly, we're strengthening our presence in the field: participation in trade shows such as IFTM, the Lyon Tourism Summit and JOT Breizt, and developing our cooperation with tourist offices and major events. Our objective remains the same: to put technology at the service of sustainable mobility, wherever it can make a difference.