This paper investigates the impact of conformity on traveler’s route choice and evaluates the value of conformity in this context. Drawing from classic theoretical model of conformity, we analyze the factors influencing conformity in route choice. Based on this analysis, we develop an integrated choice and latent variable (ICLV) model, incorporating latent variables related to conformity, individual characteristics, as well as route-specific attributes. The model parameters are calibrated using data collected from a stated preference (SP) survey in Nanjing, China. Estimation results reveal strong correlations between conformity and travelers’ route choices. The findings of this study carry significant insights for leveraging conformity in the design of navigation software and congestion pricing strategies.