Meet the Changing Needs of Professional Drivers at Your Travel Center
The demographics of professional truck drivers are evolving, which is altering the needs and preferences of drivers on the road. Adapting to these changes not only helps travel centers better serve their customers but also ensures long-term success.
Key areas for operators to consider are:
The Rise of Female Drivers
More and more women are interested in careers in trucking. “When we talk about female drivers, we know it is still a small percentage, but we know that is a growing percentage,” Schulte said, adding that team drivers are often made up of a husband-and-wife pair.
Plus, and many of the same features the appeal to women can also benefit their male counterparts. Female drivers often place a high priority on safety. Operators can address this by providing well-lit parking and clear, unobstructed views into the location. “Also think about how far away parking is from the building and the path your customers have to travel to come inside,” Schulte said.
Women, whether they are professional drivers or part of the traveling public, also prioritize clean, well-maintained restrooms and showers. “If you don’t have large female restrooms, you’re not speaking to the demographic change,” Schulte said. “We also know drivers are tight on time, so if it takes you forever to use the restroom, you’re going to decide not to stop there again. It becomes a self-fulfilling prophecy for the location.”
An Aging Driver Workforce
The average age of a professional truck driver is hovering around 50, and older drivers may have different needs, including access to physical fitness opportunities. Fitness facilities and walking paths can provide much-needed exercise. TravelCenters of America has horseshoe pits, bean bag tosses and fitness trails at several of its locations. There is mileage on the trails, so people know how far they have to walk to get a mile in.
Older drivers may also be more likely to seek out health-conscious food options. Offering customizable options, such as a salad bar, can help drivers get quick access to meals tailored to meet their needs and preferences. Fresh fruits and vegetables, yogurt parfaits and protein-rich grab-and-go options may also do well.
Several NATSO members have also had success with adding on-site pharmacies and medical facilities as well as health-related merchandise, such as blood pressure cuffs.
Younger Drivers
New, younger drivers joining the industry, bring a new set of expectations. “If you have a younger driver, they’re much more digital focused,” Schulte said. “Yet, if you look at the diesel fuel islands today, there is no information on most of them about digital.”
That applies to digital payments as well as digital ordering options for food. “We know in the backcourt we have a customer starved for time but often there is no information about ordering ahead,” Schulte said. “We’re missing out on that type of customer.”
Younger drivers are also more likely to order food to be delivered to their trucks. “Younger people use food delivery apps and don’t think twice about it. They’ve built that into their thought process,” Schulte said.
One easy way to determine where drivers might be ordering from is to take a peek in the trash. “Dumpster dive. If you’re seeing Panda Express trash in there, you know the driver has gone somewhere else or had it delivered,” Schulte said.
A More Diverse Driver Base
Diversity among professional drivers is increasing, which is creating demand for more culturally diverse food options. However, Schulte said it is important to get to know more about drivers. “If you have a lot of first-generation Mexican drivers, their needs will be different than Hispanic fifth generation drivers,” Schulte said.
Schulte added that rice is a big part of the culture for drivers of Mexican, Pakistani and Indian descent. “If you’re not offering rice-based dishes, you’re probably losing out on an opportunity,” he said. As a bonus, other customers may also be attracted to more diverse food options that they don’t find anywhere else.
Keeping diversity in mind can help operators make better use of their space. “We typically have unused space in our truck stops and travel plazas because we don’t have lounges anymore. We can repurpose that to meet the changing needs of drivers,” Schulte said. “Think about putting in a prayer room for people.”
Drivers Traveling with Pets
Although it isn’t considered a demographic, the trucking industry has seen an uptick in the number of drivers traveling with pets, which can create additional opportunities for operators. Many locations are adding dog parks, pet relief areas and walking paths so drivers can get their pets out of the cab.
Drivers may also be willing to spend more time inside the location since they know their pets had a chance to relax and play before being left in the truck. Those same drivers may also need to re-stock on pet supplies or pick up an impulse item for their animal companion.
Get to Know Your Customers
Schulte has been a long-time advocate of getting to know customers and has shared extensive tips for how to do just that. Check out these posts for his recommendations:
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