Methods, systems, and computer programs are presented for implementing Personalized Mobility as a Service (PMaaS) to improve transportation services delivery. One storage medium includes instructions for detecting, by a mobility as a service (MaaS) system, a request for a trip from a user device of a user. The storage medium further includes instructions for mapping, using a model executing on the machine, the user to a persona from a plurality of persona models. Each persona model has one or more characteristics associated with users of the MaaS system. Further yet, the storage medium includes instructions for determining trip parameters for the trip based on the persona mapped to the user, the trip parameters defining one or more trip segments for the trip, and instructions for providing trip parameters to the user device.