MaaS users: Who they are and how much they are willing-to-pay

Abstract Mobility-as-a-service (MaaS) is a concept that has gained popularity and interest in the last few years. A significant determinant of the successful integration of a MaaS scheme is demand from passengers and potential users. The current research explores demand and willingness-to-pay for MaaS, focusing on different MaaS plans and offered services. An online survey in Greater Manchester, United Kingdom is utilized in order to explore and model such preferences and choices. Data from the survey includes socio-demographic data, current travel patterns, and a menu-based, stated preference experiment where the users were able to design their ideal MaaS plan. We model user choices by estimating a multinomial logit model, calculating also willingness-to-pay (WTP) for different levels of offered services in the MaaS package (public transport, car-sharing, bike-sharing and taxi). Results of the paper shed light into demand and quantitative analysis regarding MaaS, which the current literature lacks and outlines a price range for mobility services which is close to relevant literature in other locations for public transport and car-sharing and provides WTP estimates for taxi and bike-sharing. Results from this paper are useful both to potential MaaS operators and mobility service providers who would consider joining such initiatives; as we highlight user preferences and willingness-to-pay and to policymakers; outlining the overall preference for MaaS and the effect of socio-demographic and travel habits on MaaS plan choices.