Rise of ‘mara-cations’: Generator sees marathon weekend booking surge
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 c...