Travel 2026
With 94% of parents saying they trust Mumsnet for travel advice, it’s the high intent space where they research, shortlist and book their holidays
(Research published: January 2026)
In our Travel insights for 2026, we discover:
Family travel is one of the biggest planning moments of the year - parents are investing a meaningful chunk of household income into one main trip, budgeting carefully and trying to balance everyone’s needs… so the pressure to get it right is huge.
Mum is running most of the show - from research to booking - and almost 9 in 10 would love something taken off their plate. Creating a real opportunity for brands that can genuinely simplify decisions and reduce stress.
Parents want honest, detailed, lived experience - and that’s exactly what shows up on Mumsnet, with 357k+ holiday posts and 57 million views in 2025. Users are candid about what worked, what didn’t, and where they’d genuinely go back to.
The planning window is long - travel decisions are made months in advance, giving brands time to build trust, seed destinations, and keep reassuring parents right up to the booking moment.
Partnering with Mumsnet connects you to high intent planners just as they are choosing where to go, who to book with and what to spend. If you’re not part of that conversation, you’re not in their shortlist.
