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. Key findings include: 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…

Food is a critical part of truck stops and travel centers’ offerings, and it continually helps locations stand out from the competition. The NATSO Foundation’s 2027 Food and Beverage Steering Council is bringing together experts to share their insights and knowledge to help steer the industry in this important profit center. “QSRs, beverage companies, wholesale supply chains—these companies all have a wealth of knowledge to guide travel center operators on their food offerings,” said Amy Toner, executive director of the NATSO Foundation. “The NATSO Foundation Food and Beverage Steering Council ensures travel centers remain relevant amidst evolving consumer food, buying, and travel habits.”

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. Key findings include: Very few drivers plan their stops far in advance, making awareness and visibility critical to attracting customers. Most drivers—42%—said they plan their fuel stops the same day. The top factors drivers consider when choosing a truck stop are fuel prices, plenty of parking and easy access to the interstate…