Urban travelers doing work trips in the morning were divided into three groups; namely, (a) private car users, (b) public transport users with cars of their own or who have access to vehicles belonging to their households, and (c) captive public transport users who do not own a vehicle. Using Factor Analysis and SEM, latent variables were identified to reduce the more than 30 variables available for analysis. Comparison was then made regarding the differences in the significant variables of these three groups of travelers as they view urban travel. The main concern was in identifying variables important to car-owning but transit-using individuals that can be of significance when introducing travel demand management (TDM) measures that could encourage and attract car-using individuals to use public transportation. The results of this study are important in the planning of new TDM schemes that encourages the use of public transportation in Metro Manila.