Key Insights for Enhancing Customer Experience at Travel Centers

The travel center market has experienced a significant transformation, evolving from simple stops for truck drivers into popular places for all kinds of travelers looking for convenience and comfort during their journeys.

According to NATSO — the organization representing truck stops and travel centers— this industry now serves over 1 billion people every year.

As the market grows, travel centers are becoming much more than just a place to refuel. They now offer a mix of convenience, dining, shopping, and services. With customer expectations constantly rising, businesses in this sector must adapt to meet these evolving demands.

To gain deeper insight into this evolving landscape, we conducted mystery shopping visits across eight brands in multiple states. These visits revealed key factors that shape the customer experience in travel centers today.

Ready to explore the findings?

What Did We Look For?

Shoppers were asked to visit travel centers and evaluate four main areas:

• Friendliness of service
• Stock availability in the fuel section
• Cleanliness
• Speed of service

Friendliness of Service

Staff friendliness is one of the most significant factors influencing customer satisfaction. The study showed that 83% of customers had positive interactions with staff, but 5% still experienced less friendly service.

Only half of the customers (50%) were greeted when they entered the store. However, being greeted had a noticeable impact—those who were welcomed rated the friendliness 25% higher than those who weren’t.

A simple "thank you" after a purchase also made a big difference. Customers who were thanked reported 36% higher overall satisfaction compared to those who weren’t acknowledged.

Cleanliness and Stock Availability

Clean restrooms and fuel lanes, along with well-stocked supplies, played a significant role in customer satisfaction. 

A considerable 95% of customers noted that both the fuel lanes and restrooms were clean and well-stocked. Clean facilities directly impact customers' perceptions of the center, reinforcing the importance of maintaining high operational standards.

To ensure these standards are consistently met, digital checklists can be a valuable tool for your team. They help track routine tasks like cleaning and restocking easily. 

For more tips, check out our blog, Make the Most of Routine Inspections, to see how mobile inspection software can support your Standard Operating Procedures (SOPs).

Speed of Service

Efficiency in processing transactions and speed of service are important factors in customer satisfaction. 

According to the study, 95% of customers found their transactions quick and efficient, significantly contributing to their overall experience.

In a travel center environment, where customers often need quick stops to avoid delays in their travel plans, minimizing wait times is essential for keeping customers satisfied.

Opportunities for Enhancing the Customer Experience

Our study highlights how simple actions, like greeting and thanking customers, can make a big difference. These small gestures not only improve satisfaction but also help build customer loyalty. Even better, they don’t cost anything to implement.

While the overall results are positive, there's room for improvement. For instance, 10% of customers reported not being thanked at all after their purchase. 

This points to an opportunity for travel centers to refine greeting protocols and improve employee training to improve customer satisfaction. Regular training in customer service skills can help maintain the brand standards of friendliness and responsiveness.

Staying Ahead of Consumer Trends

To meet future demands, brands need to stay on top of changing consumer preferences. 

For instance, in our 2024 C-Store Trends Report, we asked consumers if they would be more likely to choose a retail location over another if it had an EV charging station. 

Among those who said yes, we see a clear shift in preferences according to age. Over 40% of Gen-Z respondents (18-24) said they would choose a location with EV charging stations.

This growing interest in alternative fuels suggests that this new market is set to expand quickly. Keeping an eye on such trends can help brands stay relevant and meet evolving customer needs.

Conclusion

As travel centers continue to evolve, focusing on delivering a top-notch customer experience at every touchpoint will remain a top priority in boosting satisfaction and loyalty. 

Cleanliness, quick service, and especially friendly staff interactions are crucial for shaping a positive customer journey.

If you're looking to elevate your travel center’s customer experience, we provide a variety of CX solutions, including mystery shopping, operational audits, surveys, and mobile inspection software, to help you exceed customer expectations.