Did you watch the Super Bowl? Or are you in it for the commercials? Or maybe the halftime show is your thing ... There is no doubt that several sports spectacles are unfolding this year. From the Super Bowl to the ongoing drama of the Winter Olympics, and teasing us with the promise of the biggest soccer event on Earth still to come later in 2026, this month has given fans, and yes, business entrepreneurs alike, plenty to talk about and plenty to learn from. In this edition of the Travel Hi-Five, I look to examine what we can learn from these big moments to help our businesses.
Super Bowl LX, the 60th championship game of the NFL, took center stage on February 8, 2026, at Levi’s Stadium in Santa Clara, California. It was a matchup that once again captivated a global TV audience. Bad Bunny headlined the halftime show with special guests like Lady Gaga and Ricky Martin, blending sports, entertainment and culture in a way that no other event quite does. Just days earlier, on February 6, the 2026 Winter Olympics kicked off in Milan and Cortina d’Ampezzo, Italy, a two-week celebration of athletic excellence featuring nearly 3,000 athletes across 116 events in eight disciplines. I am captivated, are you? I never am glued to a thing called curling until these games come around every four years.
And sure, the FIFA World Cup 2026 doesn’t hit the pitch until Summer 2026, but its build-up is unmistakable across the travel and sports worlds. The next edition will be the largest World Cup ever, with 48 teams competing across 16 cities in the U.S., Canada, and Mexico, a huge opportunity for travel experiences centered around soccer tourism and global fandom.
These three events, one in football, one in winter sports and one in world soccer, go beyond medals and championships; they’re also lessons in mindset, strategy and business growth. Here are my five key take-aways from this sports filled month.
Peak Moments Require Powerful Preparation
Just as athletes train for years for a single moment — think Olympians perfecting a jump or a quarterback preparing for the Super Bowl — travel advisors must plan meticulously to deliver unforgettable experiences.
In our industry, “training” means mastering logistics, knowing your destinations deeply and anticipating client needs before they do. Your expertise creates confidence in your clients and in your brand.
Diversity Is a Competitive Advantage
The Winter Olympics feature dozens of sports — from skeleton to figure skating — and the World Cup will soon unite cultures from every continent on the planet. Sports thrive on diversity; competition is richer when more voices and styles are included.
As advisors, embracing cultural and geographic diversity in your offerings means connecting more authentically with clients looking for unique, personalized journeys. Niche expertise isn’t just valuable, it’s market-defining.
Storytelling Drives Engagement
The Super Bowl halftime show and the opening ceremonies of the Winter Olympics aren't just a break in play, they're narrative moments designed to captivate millions, spark conversation and create sharable moments.
Your business benefits from the same principle: stories sell experiences. Whether through social media, newsletters or face-to-face sales, weaving narratives — not just itineraries — makes your travel packages feel rich, emotional and life-changing.
Adaptability Wins Championships
Winter Games schedules shift with weather conditions. Olympic athletes might bounce back from a cancelled event. Businesses that adapt stay in play. Rapid changes, from transportation delays to shifting travel advisories, are part of being a travel expert. Your ability to pivot with poise earns trust and long-term loyalty.
Big Events Amplify Small Voices
Major sporting events like the World Cup not only spotlight the athletes but also communities hosting fan festivals, local performers and small businesses benefiting from tourism and cultural exchange.
This shows us that big platforms can elevate others. As an independent travel advisor, you can use trending events to amplify your voice and grow your brand: create themed travel bundles, partner with local vendors and spotlight experiences tied to widely followed sporting moments.
February 2026 reminds us that momentum matters, whether it’s on the field, the ice or in your business strategy
Sports giants show us that preparation, storytelling, diversity, adaptability and strategic use of big moments can scale visibility and deepen impact. For independent travel advisors, the lesson is clear: think like an athlete, market like an entertainer and build community like a global sporting brand. Let February’s action inspire you to make your next “big play” — on your calendar and in your business.
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