As the world gears up for the Milano Cortina 2026 Winter Olympics, a fresh wave of enthusiasm is sweeping through US based travelers, fueled by digital technology. A new study from Visa (NYSE: V) recently uncovers how artificial intelligence is transforming the way people research, organize, and fund their snowy escapes, marking a pivotal shift in consumer habits during this Olympic cycle—the first where generative AI plays a starring role in everyday planning.
The research, drawing from US participants, highlights a remarkable uptick in winter getaway interest.
More than half (55%) of those surveyed are eyeing AI tools to map out their next frosty adventure, while 40% have already leveraged them for recent trips.
This adoption isn’t just a fad; it’s driven by practical advantages, with 71% of users praising AI for slashing planning time.
From scouting destinations and crafting schedules to sourcing gear, these digital assistants are streamlining what used to be a cumbersome process.
Domestic spots reign supreme in preferences, with two-thirds (66%) of respondents favoring U.S. locations over international favorites like Switzerland (8%) or Canada (5%).
Factors such as straightforward access (43%), cost-effectiveness (39%), and a sense of home turf (29%) tip the scales.
This homeward tilt underscores a broader trend toward accessible, value-packed experiences amid economic uncertainties.
The Olympics themselves are a major catalyst, inspiring 58% of Americans to dive into winter activities.
Whether hitting the slopes at mountain retreats or gliding on urban ice rinks, the Games are sparking participation across skill levels.
Popular bookings include snowboarding (44%) and ice skating (41%), while shopping lists top out with apparel (61%).
Spending priorities lean toward retail therapy (41%), athletic pursuits (33%), and relaxation like spas (30%), painting a picture of holistic winter indulgence.
AI’s influence extends to smarter commerce, offering tailored suggestions that enhance decision-making.
As one industry professional notes, this era blends cultural excitement with economic innovation:
“The buildup to the Winter Olympics creates a unique cultural buzz, but now we’re entering a fresh chapter in engagement and buying. AI is redefining discovery of winter pursuits, travel choices, and seasonal interactions. These trends reveal not just actions, but motivations—and with tech evolving participation and expenditures instantly, it highlights an unprecedented fusion of culture and business.”
This perspective comes from Visa’s CMO, emphasizing the real-time evolution.
On the tech side, another leader points out AI’s democratization:
“What was once expert-only tech is now routine for explorers and shoppers. It’s empowering quicker, wiser, and bolder choices in time and budget allocation, revolutionizing winter sports markets and unlocking fresh avenues for travel advancements.”
Visa’s President of Technology underscores how this tool is embedding itself into daily life.
This intersection of sports, tech, and spending signals broader implications.
As AI becomes the go-to for everything from itineraries to impulse buys, it could boost tourism economies, especially domestically.
For businesses, adapting to these AI-driven behaviors means innovating payment solutions and personalized offers.
With the Games on the horizon, we can expect winter travel to not only rebound but evolve into a more efficient, inspired affair.
In essence, Visa’s findings capture a transformative moment: AI isn’t just assisting—it’s inspiring a new generation of winter enthusiasts to explore, spend, and connect in different ways.