Mobility-as-a-Service and Travel Behaviour Change: How multimodal bundles reshape our travel choices

Abstract

Mobility-as-a-service (MaaS) offers an appealing narrative around sustainable mobility as being a useful tool for the transportation sector to achieve sustainable goals by changing users travel behaviour. Empirical evidence on how MaaS may lead the transport sector to a more sustainable future is rare due to the very limited number of real-world trials and commercial offers of MaaS. Leveraging high quality data collected from the Sydney MaaS trial and the Application of Programming Interface (API), this paper develops an original mode choice model that describes the choice of transport mode under the MaaS era. Results offers the first insight into how multimodal bundles reshape mode choices and the extent to which subscription bundles could be used as a powerful tool to nudge users towards more sustainable choices. The results show that multimodal bundles present an appealing alternative for the users and help them reduce their private car use. Simulations were conducted to provide guidance for designing multimodal bundles that are both attractive to users and friendly to the environment.