While it’s no secret that demand for wellness continues to increase across all sectors, today’s travelers are redefining what that means within the hospitality space, seeking experiences that extend well beyond the traditional spa treatments and fitness classes.
Travel, now more than ever, is offering fresh inspiration for guests to find new ways to be active. At leading hybrid lifestyle brand, Generator, we have most recently seen that our guests are increasingly building trips around key sporting events, including full and half marathons. With a global portfolio in the world’s most iconic cities and marathon hotspots including Dublin, Paris, Amsterdam, Washington D.C., and more, Generator is perfectly positioned to serve this new breed of global explorer.
Last year, Generator saw spikes in London, Paris, and Rome hotel reservations during the Six Nations Championship, and unsurprisingly, ahead of the 2024 Olympic Games. Specifically in the French capital, Generator Paris saw a 400 percent boost in bookings during the games, while its German properties all saw a 10 percent boost in business on the books during UEFA EURO 2024. Global technology research and advisory company, Technavio, forecasts the sports tourism market to grow by USD 77.1 billion from 2024 to 2028.
Now, following the sharp rise in running amongst Gen Z and millennials, Generator is seeing a surge in ‘mara-cations’, with an increase in reservations over key marathon race weekends in the world’s biggest cities, allowing guests to blend their love of travel and running. We predict that this trend will only continue to grow and further emphasize the outlook on sports tourism.
For many, running is more than a hobby, it’s a goal-driven discipline that fuels self-optimization, physical endurance, and mental clarity. In tandem with this, there’s a broader cultural shift toward running as a lifestyle, reflected in the growing popularity of run clubs, particularly among younger generations, where movement is as much about community as it is about personal growth, motivation and identity.
This shifting mindset is shaping how travelers engage with destinations, and today’s ‘mara-cationers’ are planning trips around their race day – staying longer, connecting more deeply, and seeking experiences that balance accomplishment with enjoyment. With a set date to work toward, marathons offer powerful motivation to turn intention into action, while also serving as a fun, purposeful excuse to explore a new city. Traveling for a race elevates the experience, transforming it into a personal journey enriched by cultural immersion, local flavors, and meaningful shared moments that linger long after the finish line.
The desire to combine a love of running with global curiosity is driving travelers to do more than just race through a new city, but to truly experience it. Today’s ‘mara-cationers’ are spending a few extra days recovering on the sunny beaches of Miami, exploring hidden neighborhoods in Rome, and soaking up the buzzing energy of New York City – with Generator’s lifestyle hotels as their base.
Running Toward Something Bigger
Known for our design-forward, flexible, and affordable accommodations, Generator has seen firsthand the growing interest in and enthusiasm for ‘mara-cations’, with a significant increase in bookings across key marathon destinations.
Generator properties have now become a go-to for wellness-minded travelers, especially those looking to achieve a fitness goal during their travels. Our New York house, Paramount Times Square – A Generator Hotel, is leading the charge, already seeing a remarkable 67 percent increase in bookings for this year’s TCS New York City Marathon weekend – with this figure only expected to rise the closer we get to race day. Miami has also become a major draw for active travelers, with Generator Miami posting a 30 percent rise in shared room bookings during The Life Time Miami Marathon and Half Marathon earlier this year.
Further reinforcing this global shift in traveler behavior, Generator Barcelona saw a 36 percent increase in bookings during the Zurich Barcelona Marathon in March 2025, while Generator Rome recorded a 25 percent increase during the annual Run Rome The Marathon. In addition to a significant surge in bookings across our properties over these key marathon dates, Generator has also seen guests opting to extend their stays beyond just the race, providing an opportunity to explore the city and deepen their overall travel experience.
These numbers tell a compelling story: travelers are choosing purpose-driven travel that prioritizes wellness and community over nightlife and traditional party-style getaways. Our guests are training for a better vacation that is rooted in discipline, achievement, and self-care, and they’re finding comfort in destinations that reflect and support their values.
From Party to Purpose
Data suggests that fitness-led vacations are rapidly replacing wild, party-fueled trips among younger, savvy spenders. Travelers are trading all-nighters for sunrise runs, choosing recovery smoothies over late-night shots, and swapping hangovers for hiking trails. They are looking to book intentionally planned trips with places that offer more than just a bed and a bar, but a sense of culture and community.
‘Mara-cations’ are a reflection of how today’s generation wants to live their lives: healthy, balanced, and curious. Our guests are arriving with their running shoes and leaving with unforgettable memories, and maybe even a personal best.
Generator properties across the globe have been thoughtfully designed to reflect the unique character of their cities, while offering dynamic public spaces and engaging programming that help guests connect with like-minded travelers, setting a new standard for socially-led travel. In Barcelona, Generator guests can experience Spanish culture with onsite Sangria masterclasses and in Rome, weekly rooftop Aperitivo meet-and-greets as well as Sunday game nights create a welcoming, social atmosphere for travelers. Most recently, we launched our social first KlubGen, which partners with local creatives to bring together communities and host iconic experiences, Generator style. From music, art, and fashion to wellness and sustainability, KlubGen celebrates culture’s freshest voices.
Generator – Designed for the ‘Mara-cationer’
As a social, design-forward, community-centered brand that thrives on innovation, Generator is focused on a whole new dimension of culturally connected travel. We aim to lead the way for a new generation of travelers, supporting every stage of the ‘mara-cation’ experience by offering nutritious on-site dining options, vibrant social lounges, and communal bunk rooms.
If you are traveling solo, with friends, or even as part of a running club, you are sure to find an environment that motivates, inspires, and fosters connection. Our properties encourage runners to recover, reflect and revel in their experience, with flexible accommodation options including bunk rooms – of four, six or eight travelers – as well as private rooms, perfect for runners looking to relax after their big marathon challenge. As a leader in hybrid accommodations and pioneers of affordable travel, Generator delivers centrally located, stylish, and safe spaces ideal for those chasing finish lines across the globe.
We designed our properties to bring guests out of their rooms and into our vibrant social spaces to connect and socialize with other like minded travelers and locals through thoughtful community programming and concept-driven food and beverage offerings. With rooftop hangouts and stylish bars, guests can chill out and celebrate their achievement in style. Generator Barcelona is home to Mexican-inspired restaurant, Pikio Taco where ‘mara-cationers’ can indulge in locally sourced tacos and enjoy authentic margaritas after the race. Washington D.C. runners and travelers can also enjoy Pikio Taco’s Mexican cuisine concept with farm-to-taco-table menu items, as well as a boost of caffeine from Gen Café.
Those traveling to Rome for a race can grab a quick post-marathon bite or celebrate their milestones all night at Generator Rome’s Lantern Bar & Lounge with fresh Italian meats and local brews on tap. New York City marathoners can mix and mingle or unwind and reconnect in Paramount Time Square – A Generator Hotel’s Paramount Bar with a vibrant and stylish bar scene and classic NYC cocktails.
More Than a Marathon
Planning trips around world events like marathons, concerts, festivals, or cultural happenings, has increasingly become a motivator for travel, particularly among Gen Z and younger Millennials. These travelers crave experiences that align with their passions and values, often choosing destinations based on events rather than location alone.
For us, this shift in how people use their time off is redefining what we are providing as a leading hospitality brand. We want to serve as the launchpad for something much bigger than a stay, by offering soulful, socially-led experiences, and flexible room types that appeal to solos, groups, and families alike. Whether it’s bunking up with your marathon crew or retreating to a private suite, we’ve got the setup to suit every kind of traveler to ensure they can make the most out of their journey.
Looking Ahead
As the global appetite for mindful, wellness-driven travel grows and marathons continue to bring together international communities of runners, Generator remains committed to evolving to accommodate our guests’ needs. We see ‘mara-cations’ not just as a fleeting trend, but as part of a larger shift toward travel that empowers personal growth, fosters authentic connection, and celebrates wellness in all its forms.
With marathons as the backdrop, we’re proud to offer a base where runners can return to time and time again with inspiring spaces, community-driven experiences, and affordability that today’s wellness travelers demand.
Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.
