On Location Experiences has revealed ticket-inclusive packages for the 2026 Winter Olympics in Italy.
The company, which specializes in experiential hospitality at live events like the Super Bowl, NCAA Final Four and New York Fashion Week, will offer exclusive packages for Milano Cortina 2026 as well as the 2028 Summer Olympics in Los Angeles.
The ticket-inclusive hospitality packages offer three in-venue tiers to view the Games: private suite, premium lounge and classic lounge. The off-site Clubhouse 26, a concept that debuted at the Paris Olympics last year with Clubhouse 24, will offer a location in city centers outside of the venue, which Will Whiston, the executive vice president of On Location's Olympics and Paralympics business unit, dubbed "a home away from home." Prices start at $162 per guest, based upon package and game selections.
On Location aims to offer a deeper way to engage with the Olympics rather than simply watching the Games, Whiston said. The company has developed an experience-based opportunity for fans to attend the Games, but with "white-glove service," he said.
The Gold Lounge, one of four service levels that travelers could purchase when choosing hospitality packages that official hopsitality partner On Location Experiences provided for the 2024 Paris Olympics. Photo Credit: On Location Experiences
"This needs to be immersive," he said. "People need to feel part of the Olympics, not just watch it."
He added that sports tourism is evolving from sitting in the stands watching a game to believing that there is "a lot more value in the immersive experience."
The new hospitality model was unveiled in 2021 by the International Olympic Committee, and On Location was named appointed hospitality provider through the 2028 Games.
The ticket-inclusive overnight packages include tickets, transportation and accommodations. For those who opt for overnight packages, accommodations will range from "essential" (2- and 3-star hotels) to luxury 5-star hotels.
The private in-venue suite offers priority venue entry, broadcast coverage of competitions and a dedicated suite host. The premium lounge includes a guaranteed Category A ticket, a communal viewing space and buffet-style menu. The classic lounge is marketed as "a great value option" with a Category A, B or C ticket and a shared space to watch the competition.
On Location builds out programs around accommodations, transportation, dining and entertainment. For Milano Cortina 2026, the company will provide guests different meal options based upon the tier they purchase, ranging from a multicourse Italian menu to aperitivo-inspired bites.
"It's an all-inclusive experience, but flexible so someone's able to take in the Olympics in the way that they want to," Whiston said of the packages and add-ons. "It's ... providing a full trip in one place that also allows someone to ski or do whatever other activity they want to do at the same time. So it's a vacation on steroids."
Already, Whiston said, the Olympics are shaping up to be an experience attracting more than just sports nuts, including families who are already planning to vacation in the area and want to take advantage of next year's Games. It was a type of travel Whiston said the company noticed last year.
"We have seen in Paris and now Milan ... there is a whole segment of people who have wanted to go to the Olympics, but also who view this as an opportunity to have a family experience," he said.