Love’s bets $700M on growth and reinvestment for 2026
Expansion, technology upgrades and loyalty enhancements set the pace for the year.
Love’s Travel Stops is entering 2026 with a renewed focus on expansion and reinvestment across its U.S. network, aiming to deliver a stronger customer experience for travelers, professional drivers, RV customers and local communities. The company said its strategy for the year will be driven by new and remodeled locations, updated technologies and enhancements to its loyalty ecosystem.
As part of its newly named Road Ahead Plan, Love’s will invest $700 million in 2026 to build new locations and remodel existing ones. The company plans to open 20 new sites and refresh 35 existing stores, with remodel locations closing temporarily to speed construction while maintaining essential services via mobile facilities. The long‑term plan aims for more than half of all locations to be newly built or remodeled by 2035.
“Our 2026 priorities reflect what has always mattered at Love’s, delivering a best‑in‑class customer experience every time, no matter the part of our business,” said Shane Wharton, president of Love’s.
The travel center operator will also expand amenities for professional drivers, adding 1,500 truck‑parking spaces in 2026 and opening two new truck care locations and four truck washes. For RV customers, the company plans to open 23 new RV Stops and add 150 RV hookups, while introducing RV tires and batteries at 79 locations.
Electric vehicle (EV) charging and alternative‑fuel footprint will continue to expand through Love’s Alternative Energy, including 100 new EV fast‑charging stalls supported by NEVI grants. Fast chargers are planned at roughly 150 locations over the next several years.
In February, an enhanced Love’s Rewards program will debut, offering points per dollar spent in‑store and at the pump for casual customers, as well as bonus earning opportunities on Love’s branded products. The updated loyalty program will also integrate with Love’s Media Group, the retail media network launched last year to unify the company’s physical and digital advertising channels.
