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Latent modal preferences, or modality styles, are defined as behavioral predispositions characterized by a certain travel mode or set of travel modes that an individual habitually uses. They are reflective of higher-level orientations, or lifestyles, that are hypothesized to influence all dimensions of an individual’s travel and activity behavior. The objectives of this paper are to understand and quantify different modality styles, and to show how the modality styles construct can be operationalized within the context of traditional models of travel mode choice. We employ the six-week MOBIDRIVE travel diary and estimate behavioral mixture models in which the modality style provides a behavioral rationale to the way in which unobserved heterogeneity is specified in the travel model. Our analysis consists of two stages: First, we explore the presence and types of modality styles suggested by the data through the means of a …