Summer travel is more than just a seasonal getaway for neighbours – it’s a high-investment, high-frequency priority that dominates household planning. New research from Nextdoor’s April 2026 UK Summer Travel Insights Report reveals a neighbour population that is experience-driven, financially committed, and deeply reliant on community trust when making travel decisions.
For travel brands, this represents a premier opportunity to reach primary decision-makers who are actively allocating significant budgets for the season ahead.
Neighbours are not occasional travellers; they represent a remarkably active segment of the market. In fact, 93% of neighbours plan to take at least one trip this summer.
Nextdoor users are also traveling more often throughout the season:
Implication for advertisers: Maintain a sustained presence rather than a single campaign burst. Due to the fact that neighbours book multiple times during the summer season, a consistent presence creates more than one conversion opportunity per user across the season.
On Nextdoor, brands reach the household's primary decision-maker rather than just the individual traveller. 64% of neighbours will be primary planners for their household's summer travel, 9% more likely than the general population. This allows messaging to reach the person actively allocating the budget and making the final purchase.
Summer travel is predominantly a household endeavor:
64% will travel with a partner or spouse
41% will travel with children under 18
27% are planning multi-generational trips with extended family
Implication for advertisers: Design creative for the planner's mindset. Focus on family-friendly features like suites, kids' programming, and "best for families" framing that helps the primary planner feel confident in their choice for the whole group.
Neighbours rely on their local community
In a travel landscape filled with aspirational content, neighbours turn to their community for reality-based advice. Neighbours trust their community more than social media influencers and online reviews.
Implication for advertisers: Incorporate social proof directly into your creative. Elements like "trusted by neighbors in your area" or review callouts mirror the peer trust dynamic that makes Nextdoor uniquely effective.
Neighbours represent one of the most valuable audiences available, with a planned summer travel budget of £3k per household — which is 8% more than the general population.
While the beach (planned by 55%) and major cities (planned by 49%) are top destinations, neighbours significantly over-index for diverse experiences:
Implication for advertisers: For premium brands, the greater likelihood of neighbours to book diverse experiences validates Nextdoor as a primary acquisition channel. For the portion of neighbours looking for more affordable options, brands can utilise creative that focuses on travel deals and flexible booking options.
When it comes to luxury spending, neighbours prioritise the trip itself over the logistics.
For some neighbours, their spending is focused on the moments leading up to their trip. In fact, 87% of neighbours will spend money in another category in preparation for their summer vacation. 58% of neighbours spend money on clothing and swimwear, while 30% of neighbours spend money on pet sitting or boarding, 26% more than the general population.
Implication for advertisers: For airlines, lead with smart value and reliability rather than just aspirational imagery. For dining, experience brands, and hotel brands, this is your primary acquisition window as neighbours actively allocate discretionary budget to your category.
Bringing it all together, here’s how to turn these insights into action:
Neighbours are high-frequency bookers planning multiple trips; a consistent presence ensures you capture more than one conversion opportunity throughout the season.
Neighbours are the ones booking the flights and reserving the hotels as main household decision-makers. Creative should help them feel informed and confident with decision-ready messaging.
3. Segment by mindset
With 45% of neighbours spending more this year, segment your campaigns with premium upsells for upgrade-seekers and value-reassurance for cost-conscious planners.
For flights, convenient times and price are the top decision drivers, with 63% of neighbours opting for flights at convenient times. 30% of neighbours prefer traditional hotels for their summer travel. Airline brands should lead with schedule breadth and pricing transparency, while hotel brands should lead with location, consistent quality, and convenience to resonate with neighbours.
Since 87% of neighbours spend in adjacent categories before departing for their trip, brands that are in retail, vehicle maintenance, luggage, or pet care, should leverage this by targeting neighbours during the "pre-departure" planning window.
Source: Nextdoor Survey, UK (04/2026)