Systems and methods for determining a number of vehicle occupants based at least in part on sensor data gathered by one or more in-vehicle sensors are disclosed. The number of vehicle occupants may be determined, at least in part, by an in-vehicle system associated with the vehicle. Vehicle occupancy information indicative of the number of vehicle occupants may be transmitted to facilitate identification of one or more incentives based at least in part on the vehicle occupancy information. The incentive(s) may include a reduction in a fee associated with operation of the vehicle such as a discounted toll amount, an elimination of a fee, an incentive payment, a discount associated with a product or service offering, and so forth. A tolling system ma be provided for receiving the vehicle occupancy information and determining a toll amount based at least in part on the received information.