"Equeco has played a crucial role in shaping and executing our marketing strategy—first by helping us reach profitability, then by driving impressive campaign growth. Their expertise remains essential to our mission of making sustainable travel more accessible."
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Tictactrip, a French travel website specializing in rail, bus, and carpool bookings, struggled to grow its digital marketing due to the complexity of its inventory and the ever-changing advertising landscape.
They partnered with Equeco, a full-service agency, to leverage its advanced technology and travel industry know-how. Together, they developed and executed a step-by-step plan, adding foundational components first and then layers of optimization in the following months.
This collaboration led Tictactrip to grow bookings by +73% year-on-year in January 2025.
Accurate measurement of bookings and revenue is the cornerstone of a successful traffic acquisition strategy. Equeco and Tictactrip collaborated to enhance the conversion tracking mechanism and precise revenue reporting, with a focus on refining conversion and conversion value tracking configurations to align with the then-new consent mode V2 compliance in the EU.
Equeco tracked every user interaction on the website, from the initial visit to the final ticket purchase. This allowed Tictactrip to gain a deeper understanding of customer behavior and make informed decisions about their marketing campaigns.
Tictactrip had previously struggled to meet its monthly return on investment goals. By leveraging the improved performance data, these objectives are now consistently exceeded and profitable.
Tictactrip faced a huge challenge managing advertising campaigns for thousands of routes and destinations. Equeco's technology simplifies this process. It automatically evaluates a vast number of train and bus pages, optimizing campaigns by identifying the most relevant keywords and generating high-quality ads.
Tictactrip ads now differentiate themselves by featuring hyper-contextualized messaging relevant to the user’s search. This includes details such as the number of daily trips and a list of suppliers operating on the route.
The improved ads increased click-through and conversion rates, which was key to supporting Tictatrip’s growth.
Paid search was a key channel, and once it proved successful, Equeco and Tictactrip began exploring new opportunities. They launched dynamic retargeting campaigns to convert undecided users and integrated Microsoft Ads, which has since become a significant contributor to the traffic mix.
Equeco is now supporting Tictactrip in their latest venture, packages, by assisting with the launch of their new brand, Verytrain.
Equeco's comprehensive performance marketing strategy strengthened Tictactrip's position in the intermodal travel sector, with 73% year-on-year growth in January 2025.
Through close collaboration, the two companies established robust conversion tracking to gather performance data and automate advertising across thousands of pages. As a result, Tictactrip’s growth on these channels significantly outpaced market trends.
