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. 鈥淲hen we talk about female drivers, we know it is still a small percentage, but we know that is a growing percentage,鈥� 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. 鈥淎lso think about how far away parking is from the building and the path your customers have to travel to come inside,鈥� Schulte said.
Women, whether they are professional drivers or part of the traveling public, also prioritize clean, well-maintained restrooms and showers. 鈥淚f you don鈥檛 have large female restrooms, you鈥檙e not speaking to the demographic change,鈥� Schulte said. 鈥淲e also know drivers are tight on time, so if it takes you forever to use the restroom, you鈥檙e going to decide not to stop there again. It becomes a self-fulfilling prophecy for the location.鈥�
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.聽 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 黑料社区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. 鈥淚f you have a younger driver, they鈥檙e much more digital focused,鈥� Schulte said. 鈥淵et, if you look at the diesel fuel islands today, there is no information on most of them about digital.鈥�
That applies to digital payments as well as digital ordering options for food. 鈥淲e know in the backcourt we have a customer starved for time but often there is no information about ordering ahead,鈥� Schulte said. 鈥淲e鈥檙e missing out on that type of customer.鈥�
Younger drivers are also more likely to order food to be delivered to their trucks. 鈥淵ounger people use food delivery apps and don鈥檛 think twice about it. They鈥檝e built that into their thought process,鈥� Schulte said.
One easy way to determine where drivers might be ordering from is to take a peek in the trash. 鈥淒umpster dive. If you鈥檙e seeing Panda Express trash in there, you know the driver has gone somewhere else or had it delivered,鈥� 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. 鈥淚f you have a lot of first-generation Mexican drivers, their needs will be different than Hispanic fifth generation drivers,鈥� Schulte said.
Schulte added that rice is a big part of the culture for drivers of Mexican, Pakistani and Indian descent. 鈥淚f you鈥檙e not offering rice-based dishes, you鈥檙e probably losing out on an opportunity,鈥� he said. As a bonus, other customers may also be attracted to more diverse food options that they don鈥檛 find anywhere else.
Keeping diversity in mind can help operators make better use of their space. 鈥淲e typically have unused space in our truck stops and travel plazas because we don鈥檛 have lounges anymore. We can repurpose that to meet the changing needs of drivers,鈥� Schulte said. 鈥淭hink about putting in a prayer room for people.鈥�
Drivers Traveling with Pets
Although it isn鈥檛 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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