2026 Annual Professional Driver Buying Behavior at Travel Centers Survey

Professional Drivers Weigh More Than Cost When Choosing Where to Stop

Truck stops and travel centers provide essential services that connect professional drivers with the food, fuel and amenities that keep them and the economy moving. To help operators better understand professional truck drivers and their needs, NATSO and its subsidiaries regularly survey company drivers, leased drivers and independent owner/operators. In 2025, NATSO asked hundreds of owner-operators, leased drivers and company drivers to share their thoughts about fueling, cleanliness, pricing and services offered by truck stops and travel centers.

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.

Findings include:

• Most drivers—42%—said they plan their fuel stops the same day.

• 16% of professional drivers travel with a pet.

• Better lighting is the most important way to improve parking areas.

• Cleanliness was either a major factor or the most important factor that drivers said influences their decision on whether to return to a location.

• Lower prices are the No. 1 factor that make drivers more likely to make an inside purchase.

• Less discretionary income has some drivers cutting back on spending. Drivers said they are cutting back on snacks and hot foods the most.

• More than a one-third of drivers prefer to redeem loyalty program points for free showers.

The report is available for download for $250 using the form below.

NATSO Foundation 2026 supporters can request a copy by contacting Amy Toner, executive director of the NATSO Foundation, at atoner@natso.com.