Purpose The objective of this paper is to provide a tool for transport system planning. Therefore, a system of models for student mobility simulation on a university campus is proposed. Methods An activity-based approach has been adopted. The system of models is sequential, in which each choice dimension is linked to the previous one and involves the choices made at a lower level, and it is made up of multinomial and hierarchical Logit models. Additionally, the Revealed and Stated preferences technique has been adopted for investigating user choice behaviour in the hypothesis that an innovative transport system is realized to access the campus. Conclusions The proposed system of models adopt the activity-based travel approach combined with the conjoint use of the RP and SP methodologies, allowing a better understanding and prediction of users responses to travel demand management measures. The model structure is very realistic for student mobility simulation, helping the analyst in evaluating the effects of park pricing policies and the introduction of a new transport system in the travel users choices.