Walking as a Service – Does It Have Legs?

The paper introduces the concept of Walking as a Service (WaaS), arguing that pedestrian navigation delivered via smartphones (e.g., Google Maps) can become a genuine mobility service. Walking offers independence, reliability, flexibility, health benefits and low cost, yet it is often bypassed because of cognitive challenges in estimating distance and route planning. The authors examine UK travel data, noting a sharp rise in average walking‑trip rates between 2015 and 2018, and contrast the business model of MaaS (selling access to mobility) with WaaS (selling access to geography). A “WaaS Circle of Virtue” is proposed, illustrating how improved walkability, navigation assistance and increased walking can reinforce sustainability and profitability.

Supporting evidence

• In England, 79 % of trips under 1 mile were walked in 2018, dropping to 31 % for trips between 1‑2 miles (the remainder are mostly car trips).
• 40 % of respondents agree that many of their car journeys under 2 miles could be replaced by walking.
• National walking mode share fell from 35 % (1975‑76) to 22 % (2008), mirroring rising car dependence.
• The authors argue that behavioural change, supported by big‑data and AI‑driven navigation, is essential for reversing this trend.
• Travel‑Demand‑Management (TDM) strategies that leverage digital tools are positioned as a core pillar for future mobility.

Key findings

1. Policy priority: Encouraging trips under 2 miles—especially under 1 mile—to be walked should be a top transport‑policy objective, backed by WaaS and walkability measures.
2. Navigation impact: Smartphone navigation (e.g., Google Maps) reduces the cognitive load of walking trips, giving users a sense of control and increasing perceived utility (e.g., listening to music while walking).
3. Risk of displacement: Innovations that unintentionally divert walkable trips to motorised modes must be guarded against; the WaaS Circle of Virtue outlines how investment in walkability and navigation can create a virtuous loop of increased walking, higher local economic activity, and further investment.
4. Investment pillars:
   • Public‑ and private‑sector investment in walkable infrastructure and pleasant public realms.
   • Enhanced navigability that answers “how do I get there?”, “how far?” and “how long?”.
5. Economic upside: Greater walking boosts foot traffic for businesses, enriching the Google ecosystem and generating profit for intermediaries and local merchants, which can be reinvested in walkability.
6. Research gaps: Empirical studies are needed to quantify WaaS usage (particularly Google Maps for walking) and to understand how public authorities can shape navigation services to better serve pedestrians.