Travel: The rise of the mara-cation – why people are swapping R&R for running holidays
- InsightTrendsWorld
- May 8
- 7 min read
Why is the topic trending:
Increased Popularity of Running: The article notes a surge in the popularity of running, evidenced by record participation in the London Marathon and a high number of ballot applications.
Emergence of "Mara-cations": People are increasingly combining their love for running with travel by participating in marathons abroad, choosing fitness-focused holidays over traditional rest and relaxation.
Hotel Booking Trends: Hotel companies like Generator have reported significant increases in bookings around major marathon weekends in cities like New York, Rome, and Barcelona.
Google Trends Data: Studies by Travel Republic, backed by Google Trends, show a substantial rise in demand for "fitness holidays" and searches for "European marathons."
Overview:
The article explores the growing trend of "mara-cations," where individuals are combining their passion for running with travel by participating in marathons in different cities around the world. This shift indicates a change in holiday preferences, with more people prioritizing fitness-focused trips over traditional relaxing vacations. The article highlights the increasing popularity of running, using the London Marathon as a prime example. It then discusses how this enthusiasm is translating into travel, with hotel bookings spiking in cities hosting major marathons. Google Trends data further supports this trend, showing a significant increase in searches for fitness holidays and European marathons. The article concludes by offering a selection of top marathon destinations for those looking to combine their love of running with the excitement of exploring new cities.
Detailed Findings:
Record Running Participation: The London Marathon saw a record-breaking 56,000 participants in April 2025, with 840,000 people applying for the ballot.
Gen Z's Interest in Fitness: 38% of Gen Z singles reportedly ditch dinner dates for runs, and mentions of "park run" in Tinder bios have significantly increased.
Increased Hotel Bookings: Generator hotel company reported double-digit increases in bookings around marathon weekends in New York, Rome, and Barcelona, with New York showing a 67% spike in interest.
Surge in Fitness Holiday Demand: Travel Republic's study found an 84% increase in demand for "fitness holidays" in April.
Spike in European Marathon Searches: Google searches for "European marathons" increased by 403%.
Top "Mara-cation" Destinations: The article recommends Paris, Berlin, Cyprus (Pafos), Rome, Seville, and New York as top cities for combining running with a holiday, providing information on their marathon dates and highlights of the courses and cities.
Key Takeaway:
"Mara-cations" are on the rise, with a growing number of people opting to combine their passion for running with travel, participating in marathons abroad and prioritizing fitness-focused holidays over traditional relaxing getaways.
Main Trend:
The Fusion of Fitness and Leisure Travel
Description of the Trend (please name it):
Active Escapism
What is consumer motivation:
Combining physical activity with exploration and new experiences.
Setting and achieving fitness goals in exciting and motivating environments.
Experiencing the culture and sights of a new city in a unique way.
Meeting like-minded individuals who share a passion for running and travel.
Feeling a sense of accomplishment and well-being through physical activity during a holiday.
What is driving trend:
Increasing awareness and prioritization of health and fitness.
The desire for more active and engaging travel experiences.
The growing popularity of running as a recreational activity.
The availability of organized marathon events in various attractive destinations.
The ease of planning and booking travel through online platforms.
What is motivation beyond the trend:
The inherent human desire to travel and explore new places.
The personal satisfaction derived from physical exercise.
Description of consumers article is referring to:
Age: Likely spans various age groups, with a specific mention of Gen Z's interest in running.
Gender: Not specified in the article.
Income: Likely includes individuals with disposable income to travel internationally for marathon events.
Lifestyle: People who are actively involved in running and prioritize fitness as part of their lifestyle, seeking to integrate it with their travel experiences.
Conclusions:
The trend of "mara-cations" reflects a growing desire among individuals to incorporate their fitness interests into their travel plans, seeking active and fulfilling holiday experiences that combine athletic achievement with cultural immersion.
Implications for brands:
Sports Tourism Companies: Opportunity to create and market specialized travel packages centered around marathons and other fitness events.
Hotel Chains: Can cater to this demographic by offering amenities and services geared towards runners.
Sportswear and Fitness Brands: Can target marketing efforts towards individuals who combine running with travel.
Tourism Boards: Can promote their cities as ideal destinations for "mara-cations," highlighting both the marathon and the attractions of the city.
Implication for society:
Reflects a growing societal value placed on health, fitness, and active lifestyles, influencing travel preferences.
Implications for consumers:
Provides opportunities for more engaging and fulfilling travel experiences that combine personal fitness goals with exploration and adventure.
Implication for future:
The "mara-cation" trend is likely to continue to grow as more people embrace running and seek ways to integrate their fitness passions with their travel aspirations.
Consumer Trend (name, detailed description):
The Fitness-Focused Explorer: This trend describes individuals who actively seek out travel opportunities that allow them to pursue their fitness interests, particularly running, while exploring new destinations and cultures.
Consumer Sub Trend (name, detailed description):
The Marathon Tourist: A sub-trend highlighting individuals who specifically travel to participate in marathon events in different cities, using these races as a focal point for their travel and sightseeing.
Big Social Trend (name, detailed description):
The Blurring Lines Between Leisure and Wellness: Modern travel is increasingly incorporating wellness activities and a focus on physical and mental well-being.
Worldwide Social Trend (name, detailed description):
The Global Growth of Running Events: Marathons and other running races have gained significant popularity worldwide, attracting participants from diverse backgrounds and locations.
Social Drive (name, detailed description):
The Pursuit of Purposeful Travel: Travelers are increasingly looking for experiences that offer a sense of accomplishment, personal growth, or connection to their passions, such as completing a marathon in a new city.
Learnings for brands to use in 2025: (bullets, detailed description)
The demand for travel experiences that incorporate fitness is rising.
Marathons are a significant driver of this trend.
Travelers are willing to spend on holidays that align with their fitness goals.
Highlighting both the athletic event and the destination's appeal is crucial.
Strategy Recommendations for brands to follow in 2025: (bullets, detail description)
Develop travel packages specifically for marathon participants, including race entry, accommodation, and city tours.
Partner with marathon organizers to offer exclusive deals and promotions.
Highlight the fitness and wellness aspects of travel destinations.
Promote running routes and facilities in cities to attract fitness enthusiasts.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
In 2025, "Active Escapism," exemplified by the rise of "mara-cations," demonstrates a growing consumer preference for combining fitness pursuits, particularly running, with their travel plans, leading to a fusion of athletic achievement and cultural exploration.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, travel companies and tourism boards should capitalize on the "Active Escapism" trend by creating specialized travel packages and promotions centered around popular marathons and other running events in attractive destinations. By highlighting both the athletic challenge and the cultural and leisure opportunities of these locations, they can effectively cater to the growing number of "fitness-focused explorers" seeking to combine their passion for running with their travel aspirations.
Final Note:
Core Trend: The Fusion of Fitness and Leisure Travel: People are increasingly combining exercise, especially running, with their holidays.
Core Strategy: Create travel packages around marathons and fitness events, highlighting both the activity and the destination.
Core Industry Trend: Growth in sports tourism and the integration of wellness into travel.
Core Consumer Motivation: Combining fitness goals with travel experiences and exploring new places in an active way.
Final Conclusion: The rise of "mara-cations" indicates a significant shift in travel preferences towards more active and purposeful holidays, offering a valuable opportunity for the tourism and fitness industries.
Core Trend Detailed (The Fusion of Fitness and Leisure Travel):
Description: This core trend describes the increasing convergence of fitness activities and leisure travel, where individuals are actively seeking out holiday experiences that allow them to pursue their fitness goals while simultaneously enjoying the benefits of travel and tourism. This goes beyond simply exercising while on vacation; it involves planning trips specifically around fitness-related events or activities, indicating a shift in consumer priorities towards more active and purposeful travel.
Key Characteristics of the Trend (summary):
Purposeful Travel: Holidays are planned with a focus on fitness activities.
Event-Driven Tourism: Participation in events like marathons, races, or fitness retreats is a key motivator.
Active Exploration: Combining physical activity with sightseeing and cultural immersion.
Prioritizing Well-being: Reflects a growing emphasis on health and fitness as an integral part of lifestyle and leisure.
Blending Challenge and Relaxation: Seeking a balance between pushing physical limits and enjoying vacation time.
Market and Cultural Signals Supporting the Trend (summary):
The record participation and ballot applications for the London Marathon indicate a strong appetite for running.
The reported increase in hotel bookings around marathon weekends in cities like New York, Rome, and Barcelona suggests people are traveling for these events.
Google Trends data showing a significant rise in demand for "fitness holidays" and searches for "European marathons" confirms growing consumer interest in this type of travel.
The article itself is dedicated to the topic of "mara-cations," highlighting the trend in mainstream media.
How the Trend Is Changing Consumer Behavior (summary):
Choosing Destinations Based on Fitness Opportunities: Travelers are selecting destinations known for specific races, outdoor activities, or fitness retreats.
Budgeting for Active Experiences: Consumers are allocating their holiday funds towards participation fees, specialized gear, and accommodations near fitness event locations.
Integrating Fitness into Itineraries: Even without a specific event, travelers are incorporating activities like running, hiking, or cycling into their vacation plans.
Seeking Travel Companions with Similar Interests: Social media and online communities are facilitating connections among individuals interested in fitness travel.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs: Sportswear, fitness gear, and nutrition brands have opportunities to target travelers participating in fitness events or active holidays.
For Retailers: Travel agencies and online booking platforms can create specialized packages catering to fitness travelers. Hotels can offer amenities and services tailored to athletes and active individuals. Destinations can promote their fitness-related attractions and events.
For Consumers: Have access to a wider range of travel experiences that align with their fitness lifestyles. They can combine their passion for sports with the joy of exploring new places, leading to more fulfilling and active holidays.
Strategic Forecast: The fusion of fitness and leisure travel is expected to continue its upward trajectory as health and wellness remain top priorities for many. The increasing availability of fitness events worldwide and the desire for unique and active travel experiences will further fuel this trend.
Final Thought: The "mara-cation" phenomenon is a compelling illustration of how personal passions and lifestyle choices are increasingly shaping travel preferences, leading to a more dynamic and active approach to holidays that prioritizes both physical well-being and the joy of exploration.
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