Following the TCS London Marathon in April, boutique accommodation brand Generator has recorded an increase in guests looking to combine their love of running with travel – opting for a hybrid of a holiday and a marathon, affectionately coined the “mara-cation”.
With a surge in bookings across its global portfolio, Generator’s properties in key marathon locations have seen increased demand during event weekends, highlighting that guests now more than ever are seeking a blend of wellness, intense self-optimisation and a desire to see the world through a new lens.
Of the locations that are seeing the biggest increase, New York leads the way, with a 67% increase in bookings at Paramount Times Square – a Generator Hotel during the NYC marathon weekend 2025 (2 November). Berlin comes in second with a 42% uplift over the event weekend (21 September), followed by Barcelona which saw a 36% uplift (16 March). This interest in ‘mara-cations’ is supported by Google Trends data, which shows a significant uptick in UK searches for overseas marathons in the past few years.
Annajane Güzel, head of global marketing at Generator, said: “It appears the days of traditional holidays for younger adults are over – with more people opting for ‘mara-cations’ as a way to blend travel and wellness. We have seen this trend first-hand, with a huge surge in bookings across our properties during key marathon dates and have also seen guests opting to extend their stay beyond just the event. It represents a real shift in the travel industry – with more and more people seeking out holidays that provide a balance of wellness alongside culture.”
With properties located in Dublin, London, Copenhagen, Hamburg, Berlin, Venice, Barcelona, Paris, Amsterdam, Stockholm, Rome, Madrid Miami and Washington DC, the hospitality group offers curated affordable spaces for solo travellers, couples, and families. Flexible accommodation options include bunk rooms – of four, six or eight travellers – as well as private rooms, perfect for runners looking to relax after their big marathon challenge.
Marathon weekend bookings
Website booking uplift according to Generator data:
- New York 67%
- Berlin 42%
- Barcelona 36%
- Rome 25%
- Hamburg 24%
- Madrid 19%
- Stockholm 12%
- Copenhagen 10%
- Dublin 5%
For more information see staygenerator.com
Image: Metropolitan Transportation Authority/Patrick Cashin/WikiCommons