Mobility is undergoing an unprecedented transformation. An era propelled by technological innovations, environmental imperatives, and shifting user expectations. This transformation, far from being minor, reflects a global move towards more conscious mobility. For industry professionals, these changes present a vast field of business opportunities. Opportunities that align with consumer expectations and sustainability imperatives. A new dynamic, at the crossroads of sustainability and digitalization, which we sought to decode. Through seven predictions on the upcoming mobility trends of 2024. But most importantly, the opportunities they represent…
The exponential rise of national single tickets
“Radically transforming the daily life of public transport users across the country.” This is the ambitious goal increasingly set by European governments. From Germany to the Netherlands, through Portugal and soon France or UK, the single ticket initiative has won over a wide audience. Why such success? For starters, this initiative aims to make citizens’ daily lives easier. Moreover, it also supports the ecological transition by promoting the use of public transport.
To illustrate this trend, Germany’s Deutschlandticket, introduced in May 2023, is particularly representative. For a monthly cost of 49€, it offers unlimited access to all local and regional public transport. Barely adopted, this pass was used by more than 10 million users between July and August 2023. However, this enthusiasm for the scheme is tempered by the concerns of some municipal authorities. Under pressure, they have recently called for concrete actions from the government…
The rise of national MaaS solutions
Valued at 12 billion dollars in 2020, the MaaS (Mobility as a Service) market is booming. According to a recent analysis by Mordor Intelligence, it is expected to quintuple by 2026. This increasingly competitive ecosystem fosters the emergence of new economic models. One of which consists of positioning oneself as the reference MaaS application on a national scale. A trend is notably driven by railway companies. Among them, Iryo with Iryo Conecta, Renfe with dōcō, and SNCF with SNCF Connect.
In this new proposition, Iryo places the train as the backbone of an integrated and sustainable mobility system and promotes collaboration between companies for passenger transport by various means.
SIMONE GORINI, CEO AND GENERAL MANAGER OF IRYO
Toutefois, les compagnies ferroviaires ne représentent pas les seuls porteurs de projets… En effet, des leaders reconnus de la mobilité tels qu’Uber, Freenow, ou encore Gaiyo, figurent également parmi les acteurs clés de ce marché. Leur atout majeur réside dans leur couverture nationale étendue. Leur avantage concurrentiel significatif est leur position de leader national de la mobilité. Un statut presque monopolistique consolidé par divers accords signés avec des fournisseurs de services de mobilité, tant nationaux que locaux. Une pluralité de partenariats, pouvant être rapidement conclus avec l’aide de facilitateurs technologiques MaaS émergeants, à l’instar de Splyt ou encore Lyko qui a récemment levé 1,4 million d’euros.
However, railway companies are not the only project bearers… Indeed, recognized mobility leaders such as Uber, Freenow, or Gaiyo, are also key players in this market. Their major asset lies in their extensive national coverage. Their significant competitive advantage is their position as a national mobility leader. A status almost monopolistic, consolidated through various agreements signed with mobility service providers, both national and local. A plurality of partnerships, which can be quickly concluded with the help of emerging MaaS technological facilitators, such as Splyt or Lyko, which recently raised 1.4 million euros.
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Micromobility, the beginning of chain mergers
The shared micromobility sector is currently witnessing significant consolidation. The recent merger between giants Tier MOBILITY and Dott testifies to this dynamic. A strategic operation that increases their competitiveness, now positioning them as the most important operator in Europe. An approach anticipated and adopted since 2019 in the United States with Grow Mobility. A major player in Latin America, born from the merger between startups Grin and Yellow.
This ecosystem evolution is explained by the numerous challenges shared micromobility companies must face. A situation currently causing significant financial losses, even bankruptcies. Strategic mergers between companies thus allow them to streamline their operations and benefit from economies of scale. In the long term, this trend is likely to lead to a more stable and diversified service offering. An offer that will be better adapted to user needs, while taking into account urban and environmental constraints.
We created Dott with the vision of freeing our cities from congestion and pollution, and by teaming up with TIER we will combine our expertise to reduce car use on a much larger scale.
Maxim Romain, COO and co-founder of dott
The rise of the cargo scooter as a new utility
The cargo scooter is increasingly positioning itself as a central element of urban logistics. It represents an ecological and efficient solution for last-mile deliveries. The ambition is clear. Transform urban delivery by significantly reducing CO2 emissions and improving logistic efficiency. This trend emerges as a promising business opportunity, as shown by the example of Deutsche Post DHL. The latter already has a fleet of about 500 electric vehicles including electric cargo bikes.
In nearly a third of its delivery areas, these vehicles offer a solution to the challenges of urban traffic and parking.
Deutsche Post DHL
Faced with this new demand, innovative new players are seeking to stand out in the utility scooter market. Antonio Loro, an urban planner at Movmi, is a perfect example with the creation of SCOOTILITY. This cargo scooter distinguishes itself by its increased safety, robustness, versatility. Ultra-compact, it offers a substantial loading capacity. Designed to meet the needs of a wide range of industries, it finds its place among company and institutional fleets, ambulance services, delivery, maintenance, or security personnel.
The surge of more eco-responsible business travel
Faced with the urgency of the environmental crisis, the impact of business travel on the climate has become a major concern. Indeed, both company managers and employees are meticulously analyzing the carbon footprint. This awareness has changed travel habits, with a growing preference for the train. A trend that has intensified since the beginning of 2023, for European SMEs and independents.
In France, between January and July 2023, 60% of bookings were for train tickets.
According to a study by Qonto
This enthusiasm for more ecological alternatives is supported by internal company policies. A societal demand in favor of eco-responsibility that is now pushing TMCs (Travel Management Companies) to integrate train reservations on their platforms at all costs. This represents a significant competitive advantage, already undertaken by companies such as Fairjungle, Travelperk, Agiito, or Spotnana. Various changes highlighting the increasing importance of ecomobility in professional travel. A trend that can be quickly grasped with the help of strategic technological partners. Different strategic partners thus provide access to Multimodal Mobility Marketplaces or offer only train ticket reservations.
Digitalising night train journeys
Night trains are currently experiencing a resurgence of interest, as demonstrated in our latest infographic. They respond to a growing demand for more economical and sustainable travel options. Their increasing popularity is supported by comfortable and practical connections between major European cities. This convenience is now attracting an increasingly large clientele of enthusiasts.
The rail sector is now on a par with the car industry before Tesla came along.
ALEX HAAG, FOUNDER OF FUTURAIL IN THE NEWSLETTER LE PLONGEOIR
This trend is arousing the growing interest of new players who see it as a flourishing commercial opportunity. This is particularly the case for companies Midnight Trains or Nightgoes, specialized in this vertical. At Nightgoes, their mission is simple. Namely, “to make night train travel more visible and accessible”. Launched last year, it is currently in private beta testing. Through distinctive UX and UI, the site allows planning, customizing, and booking night train journeys. And this, in more than 25 countries in Europe.
The integration of more impactful incentive levers
The ambition of cities and shared mobility services is to push drivers to abandon their car in favor of more ecological options. To achieve this goal, a growing number of companies are betting on the implementation of incentive programs. These aim to deeply change travel behaviors. How? By awarding rewards such as loyalty points or discounts. This approach encourages environmentally friendly decisions, as exemplified by the Berlin MaaS app, Jelbi. In collaboration with Voucherify, it has thus integrated the use of vouchers, acclaimed by users. This strategy has also allowed to triple the application downloads, with a 260% increase attributed to the vouchers.
We see the impact that referrals have in mobility, and we are excited to soon implement this program run by Voucherify as well.
JULIA ROITSCH, HEAD OF DIGITAL ANALYTICS AND MARKETING AT BVG JELBI
Dans ce secteur en plein essor, des entreprises à l’instar de Voucherify se distinguent. C’est notamment le cas deTransway ou VAZY. Ces deux acteurs prometteurs avaient d’ores-et-déjà fait l’objet d’un article de notre part. Un engouement vers la durabilité qui souligne sans nul doute le potentiel innovant dans cette dernière tendance mobilité…
In this booming sector, companies like Voucherify stand out. This is notably the case of Transway or VAZY. These two promising players had already been the subject of an article by us. An enthusiasm towards sustainability that undoubtedly underlines the innovative potential in this latest mobility trend…
