Lyon, France – December 13, 2025 – Italian rail operator Trenitalia is set to launch an unprecedented commercial offer this Sunday, December 14, with tickets between Lyon and Paris priced at a fixed rate of just 14 euros. This strategic move is part of Trenitalia’s broader plan to consolidate its presence in the French market, increase train occupancy rates, and directly challenge the incumbent SNCF.
Trenitalia’s Ambitious 2026 Strategy: Consolidation and Customer Loyalty
Trenitalia France, which currently serves Milan, Lyon, and Marseille, is focusing on “consolidation” and customer loyalty in 2026, according to Marco Caposciutti, President of Trenitalia France. Speaking at a press conference on Tuesday, December 9, Caposciutti stated, “Our 2026 objective will be to be very close to our customers… we do not intend to open new lines in the short term.” This indicates a shift towards optimizing existing routes rather than immediate expansion, with a particular emphasis on improving the profitability of its high-speed trains, which have not yet reached their full potential.
Significant Growth and Revenue Increase in 2025
Despite not yet achieving profitability in France, Trenitalia has demonstrated substantial growth. In 2025, the company transported 1.8 million passengers on its three lines originating from Paris, doubling its 2024 figures. Since its entry into the French rail market four years ago, Trenitalia has served a total of 4.7 million travelers. The three lines-Paris-Milan, Paris-Lyon, and Paris-Marseille-generated 90 million euros in revenue in 2025, a significant increase from 40 million euros in 2024, as reported by Fabrice Toledano, Commercial Director.
The €14 Ticket Offensive: A Direct Challenge to SNCF
The upcoming €14 ticket offer, valid for travel over the next six months in standard class (subject to availability), marks a direct escalation in the price war with SNCF. This promotional price is even lower than SNCF’s low-cost Ouigo trains, signaling Trenitalia’s aggressive intent to capture market share. “On the Paris-Lyon line, our arrival led to a price reduction of about 10%,” noted Fabrice Toledano, highlighting the impact Trenitalia has already had on pricing dynamics.
Overcoming Initial Hurdles and Future Investments
Trenitalia’s initial foray into the French market was met with significant investment costs and unexpected challenges. A massive landslide in Savoie in August 2023, which resulted in the 19-month closure of the Maurienne tunnel, cost the company an estimated “500,000 customers,” according to Toledano. Despite these setbacks, Trenitalia remains committed to its trans-European projects, including a planned Paris-London route around 2030. The company is also considering investments in France for a maintenance center that would serve both its current operations and future Paris-London trains.
Boosting Occupancy Rates and Enhancing Customer Experience
Trenitalia aims to address varying occupancy rates across its lines. Last year, the average occupancy rate on the Paris-Milan route was 80%, but only 65% on the Paris-Lyon and Paris-Marseille lines, with the latter being described as “very seasonal.” In contrast, SNCF boasts occupancy rates close to 90%, partly due to its Ouigo low-cost TGV services and efficient pricing management systems.
Trenitalia’s strategy to improve these figures involves increasing frequencies on the Paris-Lyon route, from 9 to 14 round trips daily starting December 14, and leveraging promotional offers like the €14 tickets. The company differentiates itself by focusing on a “quality offer” for business travelers, providing amenities such as meeting rooms, adjustable seats, free Wi-Fi for all passengers, and onboard catering. Additionally, Trenitalia is exploring the creation of a loyalty card to further engage its customer base. “Our ambition is to expand the railway market, not just to take customers from SNCF,” emphasized Toledano, indicating a broader goal of encouraging more people to choose train travel.
