Parents have described cost pressures as the biggest challenge and special offers as more important when booking a family holiday in the current financial crisis, according to a new survey by online forum Mumsnet.
The research, exclusive to Travel Weekly, follows findings by The Advantage Travel Partnership that more families are looking to travel in the shoulder seasons due to better deals and cooler temperatures.
In the Mumsnet survey, 60% of parents named budget constraints their number one concern when it comes to booking holidays. The average total budget for a family for holidays in the next year was £6,800, of which £4,025 was set aside for a main family holiday.
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More than 500 Mumsnet users were surveyed in December 2024 and January 2025.
Due to the cost-of-living crisis, holiday deals were deemed more important by 45% of parents surveyed while 30% said they were likely to make sacrifices or savings in other areas so they could still go on holiday and 24% expected to go on fewer holidays.
Nearly a third of parents, 29%, were booking earlier and putting holidays on credit to spread the cost. The research also showed 27% were more likely to consider holidays closer to home.
However, around a fifth, 19%, said their holiday plans were not affected. The survey also highlighted a strong desire to travel, with 95% of parents planning a holiday in the next year, 76% planning at least two holidays and 35% planning three.
In terms of holiday types, 71% planned to go to Europe over the next year or so; 70% planned a UK holiday; and 27% planned to travel further afield than Europe. More than half, 57%, planned a beach holiday in the next year; almost half, 49%, planned a city break; and 25% a cultural holiday. For adventure trips, the figure was 13% and for cruise, it was 9%.
Mumsnet founder and chief executive Justine Roberts said: “Despite tightening budgets, holidays remain a priority for families – and Mumsnetters are willing to make sacrifices in other areas to ensure they can get away, as well as seeking out special offers and using credit to spread the cost.
“But when every penny counts, parents want to be absolutely sure they’re getting their money’s worth. That’s why they come to Mumsnet, where other users share honest advice and first hand experiences.”
She added: “Pre-travel research is booming on site, with nearly a quarter of a million posts from users about travel last year, and £1.67m driven in holiday sales.”
Mumsnet users also told the survey they were most likely to rely on information from customer review sites (77%) or recommendations from friends and family (70%) when considering booking a holiday, and more than a fifth (22%) of parents said they involved their children in the holiday decision-making process.
Among straight couples surveyed, mums were mainly responsible for the bulk of the holiday planning and booking. In total, 97% of mums said they were responsible for deciding the destination; 93% for finding the accommodation and 90% for making the bookings.
The research also found 91% of families with children found it exciting to visit new destinations, although 49% agreed it was easier to relax at a destination they had visited before.
Travel agency consortium The Advantage Travel Partnership reported a family bookings slowdown for the main summer holiday but said Easter bookings were up 15% year on year.
It noted a 5% shift from short-haul to long-haul bookings for summer due to similar prices in August.
Premier Travel managing director Paul Waters highlighted a “significant change in booking preferences” with families “actively seeking ways to reduce holiday costs” by booking for Easter, May and October holidays to destinations including the Dominican Republic, Mexico and Egypt instead of Europe.
He noted a recent upturn in family bookings, adding: “Family holiday sales have been noticeably slower this year [but] the market has seen a positive shift in recent weeks.”
Scottish agency Thorne Travel said families were increasingly looking for shorter durations and choosing to fly from Manchester in the first week of July, when English schools were still open, to save £600 to £700 on holiday costs.
Managing director Shona Thorne added: “Bookings have been slow for families, but they’re improving.”