The NATSO Foundation has released its 2026 Annual Professional Driver Buying Behavior at Travel Centers Survey Toolkit, giving truck stop and travel center operators new insights into the factors shaping where professional drivers choose to stop, their wants and needs, and what makes them return to a location.
The survey revealed that truck stops and travel centers are competing not only on location and fuel price, but also on the overall stopping experience. Operators focusing on efficiency, safety, cleanliness and value have incredible opportunities to attract customers, increase loyalty and convert customer traffic into sales.
Key findings include:
- Very few drivers plan their stops far in advance, making awareness and visibility critical to attracting customers. Most drivers—42%—said they plan their fuel stops the same day. The top factors drivers consider when choosing a truck stop are fuel prices, plenty of parking and easy access to the interstate.
- Parking lot behavior plays a central role in where drivers choose to spend the night. Drivers said they avoid locations with difficult parking lots, and they like to park away from busy areas. Drivers said they prefer parking lots with spaces that are easily accessible.
- Lifestyle trends can shape the driver experience, and pets are becoming increasingly common on the road. Among respondents, 16% said they travel with a pet.
- Three out of four drivers said better lighting is the most important way to improve parking areas. More than half also pointed to surveillance cameras and security patrols.
- Cleanliness was either a major factor or the most important factor that drivers said influences their decision on whether to return to a location. When asked to rank the cleanliness of areas of a truck stop, convenience stores ranked the cleanest, followed by showers, the building exterior and restrooms. Parking lots and trash bins were rated the least clean.
The toolkit combines survey data from more than 500 professional drivers with operational insights designed to help operators improve customer experience, strengthen loyalty and increase profitability. The 2026 Annual Professional Driver Buying Behavior at Travel Centers Survey can be purchased from the NATSO Foundation here or using the form below.
The report is available for download for $250 using the form below.
The report was made possible through the support of the NATSO Foundation’s 2026 3K sponsors: Alto-Shaam, CAT Scale Co., CC&F Retail, Inc., Flynn’s Truck Plaza, Heinz Corporations, Love’s Travel Stops & Country Stores, LV Petroleum, LLC, Muralt’s Travel Plaza, ONRAMP, Onvo, Pat’s Travel Center, Pilot Companies, Relay Payments, TA Davy Crockett Travel Center, Truck Stop 75 Market, Trucker Path, and W. Capra.
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