Americans are increasingly turning to artificial intelligence to plan and book winter travel, reshaping how trips are researched, organized and experienced.
New U.S. insights from Visa’s Winter Sports Study show that as interest in ski vacations and cold-weather getaways grows, AI is becoming a central tool in travel planning. The shift comes as the Olympic and Paralympic Winter Games Milano Cortina 2026 approach, marking the first Winter Games where AI is widely used by consumers for research and trip planning.
According to the Visa study, 55% of U.S. respondents say they are considering using AI to plan a winter vacation, while 40% report they have already used AI tools to plan or book their most recent winter trip.
Travelers point to time savings as a key benefit, using AI to compare destinations, build itineraries and simplify decision making.
Simplified Winter Planning
AI is moving quickly from an experimental tool to a mainstream part of winter travel. Visa’s research shows that travelers are using AI to simplify planning for cold-weather trips, which often require juggling weather forecasts, activity schedules, and travel logistics.
The trend is reinforced by TakeUp’s research on AI-planned travel in 2026, which found that awareness of AI in travel planning is nearly universal. About 90% of travelers say they know AI can assist with trip planning or booking, while 38% report they have already used AI tools for this.
Researchers describe the gap between awareness and usage as a sign of rapid transition rather than resistance, with many travelers still early in the adoption curve.
Once travelers begin using AI, they tend to stick with it. A majority of AI users say they rely on these tools for most or all of their trip planning and expect to use them again for future travel.
“The lead‑up to the Winter Olympics is always a cultural moment, but this year we’re witnessing an entirely new era of participation and commerce,” said Frank Cooper III, Chief Marketing Officer, Visa. “AI is changing how fans discover winter sports, where they choose to travel, and how they engage with the season. These insights don’t just tell us what people are doing – they uncover what inspires them. And with technology reshaping participation and spending in real time, it signals how culture and commerce are converging in ways like never before.”
Domestic Destinations Lead
Despite growing global attention around the 2026 Winter Games in Italy, Americans remain focused on domestic winter travel. Visa’s study found that 66% of U.S. respondents say the United States is their top winter vacation destination, ahead of international options such as Switzerland and Canada.
Travelers cite ease of travel, value for money and familiarity as the main reasons for staying stateside. Analysts say AI planning tools may reinforce this preference by helping travelers quickly identify nearby destinations that match their budget, schedule, and interests, without the added complexity of international travel.
The study also found that 58% of Americans say the Olympics inspire them to participate in winter sports themselves, suggesting that excitement around the Games may drive increased interest in winter destinations across the U.S.
Hannah Aiken, Luxury Travel Advisor and founder of Hideaway with Hannah, says, “We’re seeing a noticeable rise in cold-weather travel this year, with the Winter Olympics in Italy sparking renewed interest. Many families are swapping their traditional warm-weather winter trips for ski destinations like Aspen, Telluride, and Jackson Hole.”
How Travelers Are Using AI to Plan Their Trip
AI is influencing nearly every stage, from early inspiration to booking. According to TakeUp’s research, travelers most commonly use AI for destination research, flight comparisons and accommodation planning. About 60% rely on AI to research where to go, while more than half use it to compare or book flights.
When choosing accommodations, travelers increasingly rely on AI to sort through hotels and rentals based on price, amenities, location, and individual preferences, reducing the time they spend scrolling through listings.
AI is also shaping booking behavior. TakeUp found that a majority of AI users have booked travel based primarily on AI recommendations, showing that the technology is influencing not just inspiration and planning but also final purchase decisions.
Trust Is High, but Verification Remains
While trust in AI recommendations is strong, travelers still want reassurance. Research found that 94% of AI users trust AI travel recommendations at least as much as traditional sources, and 96% report being satisfied with the guidance they receive.
At the same time, most travelers continue to cross-check AI suggestions by reading reviews, consulting booking platforms or seeking input from friends and family. Researchers describe AI as a powerful first filter that narrows choices, with traditional sources still playing a role in final confirmation.
Looking Ahead to the Future of Winter Travel
As AI tools improve, travelers say they want features that do more of the work for them. That includes personalized price alerts, recommendations based on past trips and itinerary changes triggered by weather or real-time conditions.
Taken together, these findings suggest winter travel is entering a new phase shaped by AI, growing consumer trust and a continued preference for domestic destinations. As the first Winter Olympics of the AI era approach, researchers say artificial intelligence is set to play a central role in how travelers plan, book and experience winter trips.
