Four More Key Findings on Driver Buying Behavior at Travel Centers
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.
Four more key findings include:
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Drivers are often conscious of prices, and offering value could spur sales. Lower prices are the No. 1 factor that make drivers more likely to make an inside purchase. Drivers perceived that some categories, including truck supply products, are priced higher at truck stops and travel centers than other stores.
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Half of respondents said they have less discretionary income than last year, while 42% said they have about the same amount. Less discretionary income has some drivers cutting back on spending. Among those, drivers said they are cutting back on snacks and hot foods the most.
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Loyalty programs influence drivers’ decisions on where to stop and can be a powerful tool to attract value-minded consumers. More than a one-third of drivers prefer to redeem loyalty program points for free showers, followed by in-store discounts and merchandise discounts.
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Because drivers are pressed for time, they are frustrated by fellow drivers who do not pull forward after fueling. Respondents reported that they often see drivers taking extended breaks at fuel islands: 34% stated that they always observe this behavior, while 39% reported experiencing it frequently.
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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