Stop Watch Archives is a regular column that features highlights from a Stop Watch article from our archives. Stop Watch, NATSO's bimonthly magazine, provides in-depth content to assist NATSO members in improving their travel plaza business operations and provides context on trends and news affecting the industry. Delivery of Stop Watch is a member only benefit. Join NATSO today to receive a copy of Stop Watch every other month.
The aging of America’s baby boomers means the country’s 65 and older demographic is growing faster than any other group. As the nation grows grayer, nearly every segment of a truckstop and travel plaza’s business will be affected, and many businesses are adjusting their offerings to best meet the wants and needs of their workforce and their customers.
The Administration on Aging estimates there will be 71.5 million people age 65 and over by 2030, which is more than twice the number there were in 2000.
With fewer younger generations joining the ranks of the country’s professional drivers, the average age of truck drivers is increasing as well. In the 2000 Census, 16.7 percent of professional drivers were 55 or older. Just over 26 percent were 45-54 and 32 percent were 35-44.
Although fleet drivers are typically told where to purchase fuel, the traveling public and owner-operators often make decisions as they are driving down the road.
How to Attract Baby Boomers:
- Make sure your location is easy to get off the freeway, safe and clean.
- Put a premium on providing quality service, which boomers particularly care about. They have the do-it-yourself skills, but they value and understand service more than some of truckstop's other target audiences.
- Utilize billboards with directional information to help attract boomers because being less internet savvy, they are using signs more so than some of truckstop's other customers.
- Keep baby boomers in mind when adding new amenities. For example, consider contracting with a local physician to provide preventive medical services.
- Accessibility will become more important as the population ages. Be sure your location complies with the Americans with Disabilities Act (ADA) requirements. NATSO’s blog series, Top 20 ADA Compliance Issues Seen in Truckstops and Travel Plazas, is a good source of truckstop specific information on ADA.
- Keep the needs of RVers in mind. For example, RVers are always on the lookout for dump stations, locations where they can refill their freshwater tanks and electrical outlets to plug in and recharge their batteries.
- As people age they may have stricter diet requirements. Be sure to offer heart healthy options, such as a salad bar, chicken fajita salads, steamed vegetable plates and grilled flounder. When deciding what to put on the menu, operators may also want to think about the menu itself. Aging eyes can’t see small print on menus or price signs.
/// Read the original full article, Business is Booming: Attracting the Older Generation Could Be Key to Your Truckstop Business.
Photo Credit: lisafx/bigstock.com
Subscribe to Updates
NATSO provides a breadth of information created to strengthen travel plazas’ ability to meet the needs of the travelling public in an age of disruption. This includes knowledge filled blog posts, articles and publications. If you would like to receive a digest of blog post and articles directly in your inbox, please provide your name, email and the frequency of the updates you want to receive the email digest.
