Mobility-as-a-service and travel behaviour change: How multimodal bundles reshape our travel choices

Mobility-as-a-service (MaaS) is an innovative framework aiming to promote sustainable mobility via altering users travel behaviour. Despite its potential, empirical evidence of MaaS effectiveness in achieving sustainable goals is scarce due to limited real-world trials and commercial offers of MaaS. This study leverages high-quality data from the Sydney MaaS trial and the Application of Programming Interface (API) to develop an original Error Components-Random Parameter Logit Model that describe the choices of transport modes under the “MaaS era”. Analysis results offer 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.