1 Stated Preference Design for Exploring Demand for “Mobility as a Service” Plans Melinda Mayas and Maria Kamargianni Abstract As the Mobility as a Service (MaaS) concept gains wider acceptance, there is increased demand for understanding more about MaaS subscription plans. There is a gap in knowledge on how the plans should be created and what transport modes and features they should include in order to cater for the heterogeneous mobility preferences of all the socio- demographic user groups. This paper presents the design of a stated preference (SP) experiment that captures the complex decision making process of purchasing MaaS products. It uses a prompted recall smartphone based travel survey tool that is expanded by a SP experiment regarding MaaS plan choices. Respondents are presented with repeated choices between four hypothetical MaaS plans out of which three are fixed plans and one is a menu option. This approach allows us to test people’s preferences and willingness to pay for flexibility. The attributes of the plans include transport modes and amounts, mode specific features (e.g. 10-minute taxi guarantee), transferability (meaning how much of left over mode-attributes can be transferred to the next month), special prizes (e.g. a free dinner for two) and the price of the plan. The SP is tested and validated through focus groups and a simple choice model is presented to support the usefulness of the collected data. Key words: Mobility as a Service, Stated preference design, demand, MaaS plans/packages To cite this: Matyas, M and Kamargianni, K. 2017. Stated Preference Design for Exploring Demand for “Mobility as a Service” Plans. Presented at 5 th International Choice Modelling Conference, Cape Town, April 3-5.