Published on
September 22, 2025
As more and more tourists look for wellness experiences beyond the usual spa treatments and fitness classes, travel trends have changed dramatically in recent years. What was formerly regarded as a niche market has grown to be an important aspect of the travel industry, particularly in the hospitality sector. A wider shift in how people view travel is reflected in the rise of “mara-cations”, or vacations focused on marathons and other fitness events. The market for wellness-driven vacations is expanding as more and more runners combine their love of fitness with their enthusiasm for discovering new places.
A New Era of Wellness-Focused Travel
Across the globe, travellers are looking to incorporate wellness into their vacations, shifting from indulgent, party-centric trips to those that focus on personal growth and achievement. With marathons growing in popularity, particularly among younger generations like Gen Z and Millennials, the concept of a ‘mara-cation’ has gained significant traction. These travellers are no longer just signing up for races; they are planning entire trips around major sporting events, making these races a central part of their journey.
As major marathon hotspots such as Paris, New York, and Miami attract thousands of runners each year, the travel and hospitality industries have adapted to this new demand, offering more than just a bed and breakfast but an immersive, community-driven experience. The shift has not gone unnoticed. Studies show that sports tourism is expected to grow by billions in the coming years, with events like the Olympics and global marathons driving increased travel.
Iconic Global Destinations Become Marathon Hotspots
Cities known for their iconic marathons, like Paris, New York, and Rome, have seen a marked increase in bookings surrounding major races. Hotels in these cities are becoming key players in the rise of mara-cations, offering accommodations and experiences tailored to marathoners. With locations in some of the most popular marathon destinations, including Dublin, Paris, Amsterdam, and Washington D.C., hospitality brands like Generator are perfectly positioned to cater to these new-age travellers.
In Paris, for example, Generator saw a 400% surge in bookings during the 2024 Olympic Games. Similarly, during significant sporting events such as the Six Nations Championship, hotel reservations spiked across cities like London, Paris, and Rome. This surge reflects the broader growth of sports tourism, where travellers are increasingly motivated by the combination of personal goals, cultural experiences, and the global draw of large-scale events.
Wellness and Community at the Heart of Travel
Running, for many, is no longer just a hobby—it has become a lifestyle and a powerful tool for self-optimisation, endurance, and mental clarity. This shift is mirrored by the rise in running clubs, particularly among younger generations, where running is not just about fitness but about building community and identity. As a result, more travellers are seeking destinations that align with their wellness values, aiming to blend fitness with relaxation and cultural exploration.
This trend has spurred the growth of ‘mara-cations’, where race day becomes the focal point of a larger travel experience. After the race, many participants extend their stays, recovering on the beaches of Miami or exploring the hidden gems of Rome. With a marathon on the horizon, runners find a compelling reason to immerse themselves in a city, discovering its culture, local flavours, and people in ways that go beyond typical tourist activities.
Generator Hotels: The Ideal Base for Mara-Cationers
Brands like Generator have tapped into this trend by offering flexible accommodations that cater to marathoners and wellness-focused travellers. Generator’s design-forward, social, and community-orientated properties are now the go-to choice for those planning their travel around races. In key marathon cities such as New York, Miami, Barcelona, and Rome, Generator has experienced a notable increase in bookings, especially during marathon weekends.
For instance, Generator’s New York property, Paramount Times Square, saw a 67% increase in bookings during the TCS New York City Marathon weekend. Similarly, Miami’s Generator Hotel reported a 30% rise in bookings during the Life Time Miami Marathon and Half Marathon. The surge in reservations is a clear indication of the growing demand for wellness-focused travel experiences. Guests are increasingly choosing destinations where they can train for and participate in marathons and then relax and recover in a vibrant, social setting.
The Evolution of Fitness-Led Vacations
What makes the trend of ‘mara-cations’ even more significant is the shift in traveller behaviour, particularly among younger generations. Millennials and Gen Z are opting for fitness-centred vacations over traditional party-based trips. Sunrise runs are replacing late-night parties, and hiking trails are now the preferred alternative to bar-hopping. The trend reflects a broader cultural movement toward health, balance, and self-care. Instead of choosing destinations for nightlife or relaxation alone, today’s travellers are considering the broader lifestyle experience, seeking places that encourage both physical wellness and personal achievement.
This growing preference for fitness-led travel is transforming the landscape of global tourism. More travellers are opting for locations and events that align with their personal interests and values. Whether it’s training for a marathon or attending a wellness festival, these purpose-driven trips allow travellers to enrich their experiences with meaning and fulfilment.
A Shift Toward Authentic, Experience-Driven Travel
The ‘mara-cation’ trend also reflects a desire for deeper engagement with the destinations travellers visit. Today’s wellness-minded travellers are not just passing through cities—they are spending time to connect with local communities and immerse themselves in cultural experiences. Generator’s social spaces and engaging community programmes create environments where travellers can interact with like-minded individuals, forge new friendships, and gain a greater understanding of their destinations.
In cities like Barcelona, Generator offers guests unique experiences such as sangria masterclasses, while in Rome, travellers can enjoy weekly rooftop meet-and-greets and Sunday game nights. The launch of Generator’s KlubGen programme further amplifies the brand’s commitment to fostering authentic connections, offering local creative partnerships and experiences that celebrate culture, art, wellness, and sustainability.
Looking Toward the Future of Wellness Travel
Marathons will continue to be a key component of the growing trend of wellness-focused travel. In order to meet the needs of today’s wellness tourists, Generator has created properties that provide lodging and experiences that encourage both their cultural curiosity and athletic aspirations.
In the future, Generator wants to take the lead in offering wellness enthusiasts and marathoners immersive, socially driven travel experiences. The company is establishing itself as the preferred option for tourists looking for mission-driven travel experiences that put an emphasis on community, wellness, and fitness by continuing to provide adaptable, reasonably priced lodging in popular marathon destinations throughout the world.
The popularity of mara-cations will only increase in the upcoming years as the global sports tourism market grows. Health, achievement, and cultural exploration appear to be more important in the future of travel than traditional vacation norms, as more locations offer carefully chosen wellness experiences for runners and hospitality brands like Generator adjust to meet these demands.
