In one embodiment, passenger demand for transportation by a driver associated with a transportation service is estimated for a first plurality of locations within a geographical region. A wait time parameter is determined for the geographical region, wherein the wait time parameter is based on one or more expected wait times associated with one or more locations of the geographical region, wherein an expected wait time is an estimate of the time that would elapse from a submission of a transportation request from the associated location until a driver of the transportation service will arrive at the associated location. A plurality of drivers are directed to a second plurality of locations within the geographical region based on the estimated passenger demand and the wait time parameter.