NATSO Foundation Releases 2026 Professional Driver Buying Behavior Toolkit
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 toolkit found that while fuel prices remain important, drivers increasingly evaluate travel centers based on the overall experience, including parking availability, cleanliness, safety, lighting, convenience and loyalty rewards.
“Drivers are making decisions based on the full experience, not just cost,” said Amy Toner, executive director of the NATSO Foundation. “Operators that invest in safe, clean and efficient locations will be better positioned to attract drivers and ensure repeat visits.”
The survey found that 42% of drivers plan fuel stops the same day, highlighting the importance of visibility, accessibility and real-time decision-making. Drivers identified fuel prices, available parking and easy interstate access as the top factors influencing where they stop.
Economic pressures are also affecting driver purchasing behavior. Half of respondents reported having less discretionary income than the previous year, and many said they are cutting back on snacks and hot meals. Lower prices were the No. 1 factor influencing inside purchases, while loyalty rewards such as free showers and in-store discounts continue to resonate strongly with drivers.
Additional findings from the report include:
- 58% of respondents saying that cleanliness was either a major factor or the most important factor influencing whether they return to a location.
- 16% of drivers said they travel with pets, creating opportunities for operators to expand pet-friendly amenities and merchandise.
- 27% of respondents said healthier food options would make them more likely to make an inside purchase.
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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