Presented at the 3rd ICoMaaS conference

1. “The best of both worlds?” Linking tourism and transport functions in MaaS –
A review of selected European and Asian-Pacific exemplars
Abraham Leung
JYU Visiting Fellow / Advance Queensland Industry Research Fellow
Cities Research Institute, Griffith University
29/11/2022 Tampere, Finland

2. About me
Dr Abraham Leung
• Based in Brisbane (Nathan Campus), Queensland
• Background in urban and transport planning
• Recent research in innovative transport
- Mobility-as-a-service and micromobiliy, electric aviation
and sustainability
• Tourism x MaaS - Advance Qld Industry Fellow
Email:
abraham.leung@griffith.edu.au

3. Oct-Nov 2022

4. • MaaS struggle to gain scalability and still remain as a niche
function for certain (usually urban) markets
• Unlike Netflix or telcos, MaaS operators had to negotiate with
incumbent transport operators who prefer to keep their
customers
• Users may also very well prefer to deal with incumbents
anyway with current pay-as-you-go (for flexibility) and
periodical or seasonal offers directly from transport providers
• Perhaps we should move beyond “mobility” only MaaS?
MaaS at crossroads…

5. 1. “MaaS is a framework for delivering a portfolio of multi-modal mobility services that
places the user at the centre of the offer.
2. MaaS frameworks are ideally designed to achieve sustainable policy goals and
objectives.
3. MaaS is an integrated transport service brokered by an integrator through a digital
platform.
4. A digital platform provides information, booking, ticketing, payment (as PAYG and/or
subscription plans), and feedback that improves the travel experience.
5. The MaaS framework can operate at any spatial scale (i.e., urban or regional or global)
and cover any combination of multi-modal and non-transport-related multi-service
offerings, including the private car and parking, whether subsidised or not by the
public sector.
6. MaaS is not simply a digital version of a travel planner, nor a flexible transport service
(such as Mobility on Demand), nor a single shared transport offering (such as car
sharing).
A newer definition of MaaS (Hensher et al.)
Hensher, D. A., Mulley, C., & Nelson, J. D. (2021). Mobility as a service (MaaS) –
Going somewhere or nowhere? Transport Policy, 111, 153–156.
https://doi.org/10.1016/j.tranpol.2021.07.021

6. Tourism MaaS?

7. Tourism MaaS?
Aapaoja, A., Eckhardt, J., Nykänen, L., & Sochor, J. (2017). MaaS service combinations
for different geographical areas.
Urban Transport Tourism

8. • Tourists often have difficulties getting their way around
destinations (Matyas, 2018)
- Foreign language
- Unknown transport modes
- Complex networks
- Different payment methods
- Foreign currency
• Transport is a derived demand - adding non-transport
functions may help to create demand and add value to
MaaS
• Tech savvy millennials or younger “digital natives” may
prefer apps more than other groups – an important
market for MaaS
• There might be a market for combining tourism and
mobility services?
• Prior MaaS research did not really touch this area…
Why combine tourism and MaaS  T-MaaS?
Matyas, M. (2018, June 25). Mobility as a Service and Tourism: Insights from the
MaaS4EU Horizon 2020 Project. “Smart Transport for Sustainable Tourism” Conference,
London, UK.

9. Typologies of Tourism MaaS (T-MaaS)

10. Criterion Scoring method / parameters Sub-score
Relative
weight per
category
User (maximum of 10 points)
Market penetration
Download statistics (Google Play Store indicates overtime download, monthly downloads of both iOS and Android obtained from
SensorTower)
0 = Lowest; 5 = Highest
5 3.33%
User rating (app store ratings)
Average of Google and Apple’s smart device application store (0-5 stars)
0 = Lowest; 5 = Highest
5 3.33%
Languages
0 = no English, through to; 5 = English and the most languages available
(Adjusted by quality of language translation)
5 3.33%
Coverage (maximum of 10 points)
Access platform 0 = Not available; 5 = Most number available
(App, website, etc)
5 5%
Payment method 0 = Not available; 5 = Most number available
(Bank/credit cards, QR, own protocol (wallets), Phone-based (e.g. Apple/SamsungPay)
5 5%
Mobility Services (maximum of 25 points)
Local public transport
0 to 5 scale given for each information, booking and payment options if available
(Deductions given for partial access or linking to external site)
15 3.57%
Pre-booked shuttles or DRT 15 3.57%
Bike or e-scooter share 15 3.57%
Car share or rental 15 3.57%
Rideshare/hail or taxi 15 3.57%
Long distance (railways, coach, flight) 15 3.57%
Vehicle services (parking, car servicing, EV charging
points)
15 3.57%
Tourism Services (maximum of 25 points)
Events
0 to 5 scale given for each information, booking and payment options if available
(Deductions given for partial access or linking to external site)
15 5%
Stay or accommodation 15 5%
Attractions 15 5%
Food and dining (incl. delivery) 15 5%
Retail (incl delivery) 15 5%
Integration (maximum of 30 points)
Mapping
0 = Not available; 5 = Available and most useful
(ranked by relative usefulness, mode and travel location coverage, and availability of route search)
5 7.5%
Subscription and Bundles (Lv. 3 MaaS) 0 = Not available; 5 = Available and best coverage of options (count) 5 7.5%
Policy and societal Goals 0 = Not available; 5 = Most explicit and well stated policy goals for social or environmental benefits 5 7.5%
Scoring scheme to analyse T-MaaS

11. Schemes benchmarked in the study:
NameApp Country/Region Location Platforms available
Ylläs Around
Finland (FI)
🇫🇮 Ylläs Android, iOS
Ylläs Tiketti
Finland
🇫🇮 Ylläs Android, iOS, WatchOS
Trentino Guest Card
Italy (IT)
🇮🇹 Trentino Android, iOS
Mio Trentino
Italy
🇮🇹 Trentino Android, iOS
MyRoute
Japan (JP)
🇯🇵 Various locations in Japan Android, iOS
Izuko
Japan
🇯🇵 Izu Prefecture Android, iOS
Grab
Southeast Asia (SEA)
🇲🇾🇮🇩🇸🇬🇻🇳🇹🇭🇰🇭🇲🇲🇵
🇭
Multiple countries in SEA Android, iOS
KaKao T
Korea (KO)
🇰🇷 Nationwide Android, iOS, WatchOS, Wear OS

12. Results

13. Finland – Ylläs Around (2015-2019)

14. Finland – Ylläs Tiketti (2016-2019)

15. Italy – Trentino Guest Card (2017-)

16. Italy – Trentino Guest Card (2017-)

17. Italy – Mio Trentino (2021-)

18. Japan –
MyRoute
(2018-, by Toyota)
• Developed by Toyota with
the collaboration experience
with Whim in Finland
• Trialled in Fukuoka and
Kitakyushu, Kyushu Island,
southern Japan
• Now expanded to
Yokohama, Minamata, and
many more

19. Japan – Izuko
(2019-2021)
Izu Peninsula

20. Tourist dispersal policy intention

21. “AI bus” (Demand responsive transport)
Free during trial
Izuko app needed for prebooking

22. South East Asia – Grab (2013-) a “super app” grown from ridehailing

23. South East Asia – Grab (2013-) a “super app” grown from ridehailing

24. South East Asia – Grab Subscriptions and bundles

25. South Korea – Kakao T(2015-) a “super app” grown from a chat app

26. Recap

27. • Destination Marketing Organisation (DMO-led)
• Yllä Around/Tiketti
• Trentino Guest Card / Mio Trentino
• Mobility Service Provider (MSP) led
• Toyota (interest in car-share)
• Grab (rideshare provider)
• KaoKaoT (rideshare+social media)
• Izuko (Railway companies + Govt)
• Hypothetical
• Government-led (above has some with government involvement)
• MaaS operator-led (MaaS global?)
• E-scooter company led?
T-MaaS Models?

28. MaaS
Roaming?

29. Carbon awareness to be included?

30. T-MaaS is
blossoming
across
Japan

31. Taiwan (not studied)
Umaji, MeN Go, TT Go
Chang, S. K. J., Chen, H.-Y., & Chen, H.-C. (2019). Mobility as a service policy planning, deployments and
trials in Taiwan. IATSS Research, 43(4), 210–218. https://doi.org/10.1016/j.iatssr.2019.11.007

32. Japan and Taiwan
Super departments with portfolios of transport and tourism

33. Prospects and challenges
• Non-Transport Services: Transport can be seen as a
“derived demand” - a purpose that needing travel creates
the demand for travel.
• Demand Creation: By combining both transport and
non-transport services, more trips can be created, and
also more service can be consumed, thus generating
wider business and economic benefits
• How to balance the interests of subsidised modes
(e.g. urban buses) and for-profit modes?
• How to “grow the pie” by converting previous car
(rental) users to use modes offered in MaaS! (have to
overcome turf mentality….)
• The car is still preferred by many travellers…
Aapaoja, A., Eckhardt, J., Nykänen, L., & Sochor, J. (2017). MaaS service combinations for different geographical areas.

34. Tourism MaaS We proposed a regional MaaS ecosystem for
Regional Queensland cities
• State government (TMR) sets the
MaaS vision and provide
regulatory and policy guidance
• Local governments: local policy,
planning and infrastructure
provision.
• MaaS operators: role is to provide
an “one-stop shop” for customers
to access information
• Transport Service Providers
supply core mobility services for
the MaaS ecosystem
• Tourism Service Providers
creates demand for travel, and
gain access to customers via
transport services

35. Advance Queensland
Industry Research Fellowship

37. Narrowing down the scope
A tourist-centric MaaS platform that integrates micromobility and public transport with add-on
destination services
Based on the mode preference voting by workshop participants, for transport integration, the most important
modes to be integrated are
1. e-scooters (Neuron/Beam)
2. local public transport (Translink / Sunbus)
3. Ferries (Sealink)
4. Would also be ideal to include a walkability assistance feature and airport transfer
5. QR Train, rideshare/taxi integration are next on the list (good to haves)
For tourism services, the top listed features are:
1. Attractions
2. Dining
3. Events
4. Parks / Amenities
(Focus on collaboration with local businesses to reveal “hidden gems” and ”what locals would do”)

38. MaaS personas
• TMR has developed a
MaaS persona from 12
longitudinal surveys
with a survey
(n=2000+)
• The tool is planned to
be included in this
research as a test bed
• To expand the
allocation tool to
tourists in this project

39. Thank you
Abraham Leung
JYU Visiting Fellow / Advance Queensland Industry Research Fellow
https://www.linkedin.com/in/abraham-leung/