Winter travel on Nextdoor: 2026 insights for advertisers
82% of neighbors plan at least one leisure trip this winter, with an average travel budget of $4.1K, 23% more than the general population. They are also 80% more likely than the general population to take 3 or more trips.
Neighbors are the household's decision-maker, too. 67% are the primary planner for their winter travel, so they research, compare, and book flights, hotels, rental cars, and experiences for everyone in the home.
For travel advertisers, the window is open now. Fall is peak planning season, and 38% of neighbors plan to spend more than they did last winter.
Neighbors take more trips and spend more per trip than the general population
Winter travel on Nextdoor means frequency and budget, not a single splurge. 33% of neighbors plan two trips, 10% plan three, and 8% plan four or more. Half plan to spend about the same as last winter, 38% plan to spend more, and only 10% plan to spend less. Neighbors are also 35% more likely than the general population to plan a trip of one week or longer.
Family drives the plans. 62% travel to spend time with family and 59% want to relax. Neighbors over-index on tradition and events:
- 44% want to explore a new destination, 26 more than the general population
- 37% are continuing an annual family tradition, 42% more than the general population
- 33% are attending a specific event, 50% more than the general population
Implication for advertisers: Each trip is a new decision. Keep a steady presence through the season instead of a single burst, and build creative around family traditions and holiday-dated offers. Put resort, cruise, and theme park packages in front of the household planner before each trip is booked.
The planner is deciding in fall, and brands that wait will miss them
Timing matters as much as audience. 41% of neighbors plan winter trips in the fall, 28% in summer, and 19% in spring, which means 47% start planning before fall begins. Only 13% plan last minute, during winter itself. Because 67% of neighbors are the primary planner, the person you reach this fall is the one who will book for the whole household.
Implication for advertisers: Launch consideration-stage creative now, with comparison tools, "best for families" framing, and itinerary inspiration. Shift to urgency and availability messaging as departure dates approach. Keep a lighter always-on layer for the 13% who book late..
Neighbors trust neighbors over influencers, then use AI to build the plan
Travel inspiration starts with people. 59% of neighbors turn to friends and family for winter trip ideas and 55% use online search, ahead of social media at 45%. When asked whom they trust a lot for travel recommendations, 42% name neighbors and only 29% name social media influencers.
Then the planning moves to AI. 61% of neighbors will use AI-powered tools this winter, 27% more than the general population:
- 62% use AI to summarize reviews, hotels, or activities, 13% more than the general population
- 60% use it to answer questions about a destination
- 55% use it to find deals
Implication for advertisers: Make creative read like a recommendation, not a broadcast ad. Use guest ratings, local-expert voices, and "loved by neighbors near you" framing. Give neighbors something concrete to carry into an AI tool: a clear deal, a destination highlight, or a ready-made itinerary.
Neighbors over-index on flights, resorts, and bundled packages
Driving is still the most common way neighbors travel (62%), but they are far more likely than the general population to fly. 59% plan a domestic flight (+37% vs gen pop), 43% plan to use a rental vehicle (+43% vs gen pop), and 41% plan an international flight (+64% vs gen pop). The same pattern shows up in destinations:
- 35% of neighbors plan to travel to theme parks, 31% more than the general population
- 31% of neighbors plan to travel to an all-inclusive resort, 47% more than the general population
- 29% of neighbors plan to travel to ski or snow resorts, 45% more than the general population
Bundling appeals too, half of neighbors have booked or plan to book an all-in-one travel package, and neighbors traveling with kids under 18 are 52% more likely to.
Implication for advertisers: Airlines should lead with schedule convenience and reputation, since 63% of neighbors rank convenient times and airline reputation as very important. Sequence flight creative into rental car creative. Hotels should lead with location and consistent quality (66% each), and put loyalty perks up front, since 45% value rewards programs (+13% vs gen pop).
The trip starts before neighbors leave home
93% of neighbors find winter travel stressful. Higher prices (55%) and weather disruptions (44%) are top concerns, so 47% build in extra travel time and 38% book refundable or flexible options. The preparation spills into everyday spending:
- 57% plan to buy clothing, swimwear, or cold-weather gear
- 46% plan vehicle maintenance
- 29% plan to spend on home security or house-sitting services, 38% more than the general population
Implication for advertisers: Lead with flexibility and reassurance: free rebooking, price-lock guarantees, and weather protections. Retail, auto, pet care, and home security brands can time campaigns to the pre-departure window.
Winter travel advertising playbook: how to activate on Nextdoor
Bringing it all together, here’s how to turn these insights into action:
1. Start prospecting this fall
With 41% of neighbors planning in fall and 47% starting earlier, launch inspiration creative now and use neighborhood intelligence to refine the audience as bookings approach.
2. Speak to the household planner
67% of neighbors are the primary planner. Build comparison content and "best for families" offers that help them decide for everyone traveling.
3. Sound like a neighbor, not an influencer
42% trust neighbors a lot, versus 29% for influencers. Use local voices, guest ratings, and real traveler stories.
4. Show a range of options in one ad
38% plan to spend more, and rising costs are shaping budgets at every level. Use good, better, best tiers, transparent pricing, and flexible booking.
5. Reach neighbors before departure
57% are buying cold-weather gear and 46% are scheduling vehicle maintenance. Time retail, auto, and home-security messaging to the pre-trip window.
Source: Nextdoor Survey, US (09/2026)
