The research published by Visa as part of its Winter Sports Study 2026 indicates that more than 55% of Americans are considering using AI tools to plan a winter holiday, while 40% say they have already used AI to plan or book their most recent winter trip. Respondents most often cited time savings as the main benefit, particularly when comparing destinations, planning routes, and purchasing or renting equipment.
Visa notes that Milano Cortina 2026 will be the first Winter Olympics during which consumers are expected to make widespread use of AI tools in their decision-making processes. This is likely to influence not only destination choices and bookings, but also spending on winter activities and travel-related purchases. The study found that 66% of respondents prefer domestic winter travel within the United States over international destinations, a trend Visa analysts link to both convenience and value for money.
The survey also shows that winter spending spans a wide range of categories, including winter shopping and apparel (41%), sports activities (33%), and wellness and spa services (30%). The most commonly planned activities are snowboarding (44%) and ice skating (41%), suggesting that AI is helping travelers tailor not only destinations but also activity plans to their personal preferences.
Frank Cooper III, Visa’s Chief Marketing Officer, said the shift represents more than just a technological trend—it reflects a broader transformation in consumer behavior and in how people make purchasing and travel decisions, blending technology, culture, and consumption into new forms of interaction between travelers and the winter experiences market.
According to Visa, the integration of AI into travel planning and spending decisions marks a new stage of digital adoption, in which tools that automate search, comparison, and booking could become a standard part of personal trip planning. This, in turn, may reshape how travel brands and service providers design their offerings and communicate with customers in the digital era, particularly during periods of peak seasonal demand.
