This article investigates the value transit travelers place on qualitative factors, such as comfort and convenience, and practical ways to incorporate these factors into transport planning and project evaluation. Conventional evaluation practices generally assign the same time value regardless of travel conditions, and so undervalue comfort and convenience impacts. More comprehensive analysis of transit service quality tends to expand the range of potential transit improvement options, and justify more investments in transit service quality improvements. This article examines the value passengers place on transit service quality, summarizes research on travel time valuation, explores how transit service quality factors affect travel time values and transit ridership, and discusses implications of this analysis.