Preferences for MaaS bundles: Insights from various choice models

More transport opportunities are available in cities, but the adoption of diverse solutions is rather slow. This highlights a gap between the growing availability of mobility options and travelers’ limited willingness to integrate them into daily travel. Mobility as a Service (MaaS) is considered a mobility management tool that integrates less popular modes with more established ones, such as public transport. However, the promising idea is not accompanied by successful implementation. Thus, this study aims to unveil travelers' preferences and willingness to pay for MaaS, providing relevant inputs for creating policies to enhance the adoption of mobility solutions. Various choice models (MNL, MXL, LC) are applied to analyze the data gathered from stated preference experiments in Hungary. The descriptive analysis reveals that younger individuals and frequent public transport users are likely early adopters of MaaS bundles. The combination of public transport and bike-sharing is the most favored option, while e-scooter-sharing becomes favorable when it is combined with bike-sharing and discounts on taxi. Frequent car users prioritize add-ons when making choices, while non-working car users and those without a college education show stronger preference for bike-sharing over other services. The findings offer a snapshot of how service combinations influence MaaS uptake and provide insight into traveler segments that may be more resistant to adoption, offering guidance for policymakers and operators in designing tailored, equitable MaaS bundles.