From Policy to Innovation: CEO Anna-Theresa Korbutt on HVV’s Role in Shaping Mobility

In the ever-evolving world of public transport, innovation and adaptability are key to meeting the demands of modern society. Recently, Dr. Kaan Yildizgoz sat down with Anna-Theresa Korbutt, CEO of HVV, Hamburg’s Integrated Transport Association, to explore HVV’s role in shaping mobility in Germany, and beyond. This conversation is of great interest to CEOs in public transport, especially those keen on understanding forward-thinking strategies in governance and digitalization.

HVV’s Governance Model

Under the HVV umbrella, about 28 to 29 transport companies work collaboratively to provide a seamless travel experience in Hamburg. Anna-Theresa explains how HVV serves as a coordination hub, combining innovative ideas from these companies to offer unified services to customers, benefiting passengers significantly. This model could potentially be replicated in other cities, offering a template for integrated governance in public transport.

The Deutschland Ticket: A Game Changer

An exciting development in Germany’s public transport landscape has been the introduction of the Deutschland Ticket—a single ticket that grants access to public transport across all of Germany. Launched nearly two years ago, this initiative aims to simplify travel across different regions and has sparked a significant shift in travel behavior. Notably, in the HVV region alone, 1.2 million Deutschland Tickets have been issued, highlighting its success and acceptance among the population.

Digitalisation and the Rise of HVV Switch

Digitalisation in the public sector is crucial, and the HVV Switch app is at the forefront of this transformation. Originally launched as a local tariff purchasing solution, it has now evolved to include various mobility options like e-scooters and on-demand taxis. Following the Deutschland Ticket’s success, HVV Switch has seen exponential growth, with 500,000 to 600,000 users embracing a more integrated mobility ecosystem. The app’s success has prompted plans for a nationwide rollout, setting a benchmark for mobility as a service.

Innovative Initiatives in Hamburg

Innovation doesn’t stop with ticketing and apps. In Hamburg, HVV is integrating bicycles and private carpooling into the public transport ecosystem, acknowledging the multifaceted nature of modern mobility. Through partnerships, like the one with Airbus, HVV is actively encouraging carpooling, reducing car usage significantly in the process. Moreover, the organization is testing autonomous mobility solutions, positioning Hamburg as a pioneer in the field.

Safety and Security: A Top Priority

Ensuring passenger safety is paramount for HVV. The “Safe Travels in HVV” initiative includes practical measures such as platform walks with police and security personnel, emergency call demonstrations, and educational events to improve passenger confidence. These efforts reflect HVV’s commitment to creating an inclusive and secure travel environment for all.

Preparing for UITP Global Public Transport Summit in Hamburg

Hamburg will host the UITP Global Public Transport Summit in June 2025 and 2027. The city is not only known for its scenic beauty but also for its commitment to innovation. Attendees can expect to witness live demonstrations of cutting-edge technologies like digital rail systems and autonomous vehicles, making this summit a must-attend event for anyone in the sector.

A Final Word from Anna-Theresa

Anna-Theresa emphasises that innovation is not just for Hamburg but is intended to set standards for public transport across Germany and beyond. She invites everyone to the summit to share feedback and foster a collaborative approach to enhancing public transport.

In summary, HVV’s initiatives offer valuable lessons in integration, digitalization, and safety for public transport CEOs worldwide. By embracing these strategies, we can move towards smarter, more sustainable, and customer-centric mobility solutions.