Mumsnet founder Justine Roberts points to a survey which reveals more families are venturing beyond the UK and cruise continues to grow in popularity
Travel is a huge subject on Mumsnet, and a glance at our holiday forum gives you an idea of the breadth and depth of the conversation.
As I write, users are discussing everything from Easter weather in Turkey to ranch holidays in Vancouver.
In the last year, there were nearly a quarter of a million posts from users about holidays and travel, and 37 million views of related conversation – as well as £1.67m driven in sales.
It’s no surprise really, given I had the idea for the site after a holiday with my nearly one year old twin daughters back in 1999.
More: Budget constraints biggest challenge for families booking breaks, says Mumsnet
We went to a so-called family friendly resort in Florida that turned out to be anything but. Everything about the trip was disastrous, from the flight to the jet lag to the resort itself.
All the parents there bemoaned their choice – ‘if only we’d known before we left’. It turned out to be the light bulb moment for Mumsnet because I realised that the web would be a great place to tap into the wisdom of other parents about holidays, and of course, about everything else too.
Twenty-five years later, travel conversation on site is booming as users share experiences and swap tips on everything from long-haul flights with toddlers to budget-friendly UK breaks.
And these conversations – combined with survey data from our parent panel – provide us with a unique insight into what matters to families when booking a trip.
Our latest survey showed that holidays remain a priority for families, with rising budgets reflecting their importance even as the cost of living increases.
Although financial constraints are the number one concern for families, they’re willing to make sacrifices in other areas to ensure they can get away.
And travel preferences are evolving – more families are venturing beyond the UK, opting for trips to Europe or long-haul destinations. Beach holidays still dominate, but families are increasingly considering other options.
Nearly a fifth of our users told us they’re thinking about opting for a cruise in the next year, a figure that’s more than doubled since 2022.
Looking at conversations on site, we can see that parents increasingly find that cruises work well for families with more diverse needs – perhaps with kids that stretch in age from toddler to teen, or for a multigenerational trip with grandparents.
And parents particularly appreciate the convenience of only having to unpack once while visiting multiple destinations!
Our insights also shed light on how families approach the booking process. Mumsnet users told us they lean heavily on customer reviews and word-of-mouth recommendations to pick the perfect getaway – and 96% of them trust the holiday advice they find on Mumsnet.
So although the site was born out of a travel disaster, 25 years later, it’s helping families to avoid them.
The sheer volume of conversations shows that when it comes to family travel, parents want to get it right the first time – and they’re relying on each other to help them do that.