When Do People Plan Winter Travel? What Nextdoor Research Says About the Household Planner

Most winter trips get planned in the fall: 41% of neighbors who Nextdoor surveyed do their planning in that window, and another 47% start earlier, in spring or summer. That's according to a September 2026 Nextdoor survey. Only 13% wait until winter itself. The person doing the planning is also the person doing the booking, since 67% of neighbors are the primary planner for their household’s winter travel.

For advertisers, that makes this month the moment to be in front of them.

More trips, bigger budgets

82% of neighbors plan at least one leisure trip this winter. Their average travel budget is $4.1K, 23% higher than the general population’s, and they are 80% more likely to take three or more trips. Among neighbors, 33% plan two trips, 10% plan three, and 8% plan four or more. About half expect to spend what they did last winter, 38% plan to spend more, and 10% plan to spend less.

Family and tradition drive much of it. 62% are traveling to see family and 59% want to relax. Neighbors are 42% more likely than the general population to be continuing an annual family tradition, and 50% more likely to be traveling for a specific event. Because each trip is its own decision, a steady presence through the season will do more than a single burst of ads.

Neighbors trust neighbors, then hand the details to AI

Ideas start with people. 59% of neighbors ask friends and family for winter trip ideas, 55% turn to online search, and 45% look to social media. When asked whom they trust a lot for travel recommendations, 42% named neighbors. Only 29% named social media influencers.

The plan itself often comes together with help from software. 61% of neighbors will use AI tools this winter, 27% more than the general population. 62% use them to summarize reviews, hotels, or activities, and 55% use them to find deals. Advertisers who give an AI tool something concrete to work with, such as a clear offer or a ready-made itinerary, have a better chance of making the shortlist.

Where the money goes

Driving is still the most common way neighbors travel, at 62%, but they fly more than the general population does. 59% plan a domestic flight and 41% plan an international one, which is 64% above the general population. Neighbors also over-index on all-inclusive resorts (47%) and ski or snow destinations (45%), and half have booked or plan to book an all-in-one travel package.

Almost all of them (93%) find winter travel stressful. Higher prices worry 55% and weather disruptions worry 44%, so 47% build in extra travel time and 38% book refundable or flexible options. The preparation reaches beyond the trip itself: 57% plan to buy cold-weather gear or swimwear, 46% plan vehicle maintenance, and 29% plan to spend on home security or house-sitting, 38% above the general population.

What this means for advertisers

Launch consideration-stage creative now, with comparison tools, “best for families” framing, and itinerary inspiration. As departure dates approach, shift to urgency and availability, and keep a lighter always-on layer for the 13% who book late. Write ads that read like a recommendation, with guest ratings, local voices, and “loved by neighbors near you” framing. Lead with flexibility: free rebooking, price-lock guarantees, and weather protections speak directly to what worries these households most. Retail, auto, and home security brands can time their campaigns to the weeks before departure.

Source: Nextdoor Survey, US (09/2026)