K searches increasing by 86% annually.
With running on the rise, Samuel Jefferies, Senior Growth Marketing Manager at leading tour operator software provider Bókun, has shared how this hobby has transcended travel experiences and which countries are the most highly sought after to head to.
On average, Brits’ interest in running marathons abroad has increased by two thirds (66%) in the past year.
Athens Marathon
“There’s no doubt that running a marathon is the peak accomplishment for runners with more and more people training to achieve it. It’s perhaps no surprise then that searches for countries’ respective marathons have all increased – ‘Paris marathon’ surging by 80% in a year and 814,000 searches in the past month alone.
“In the past year, Brits have shown heightened curiosity for international marathons, with a 66% average increase, and most notably for the Cape Town marathon – with a 353% search increase – compared to just 20% for the London marathon.
“Brits’ increased interest in running the Tokyo (+39%) and New York (+20%) marathons signals a rising appetite for combining bucket-list travel with major race experiences, suggesting that marathon running is becoming a powerful motivator further than Europe.”
Countries’ marathon | UK yearly search increase | Number of monthly worldwide searches | Yearly search increase |
‘Cape Town marathon’ | 353% | 1,000 | 43% |
‘Paris marathon’ | 76% | 814,000 | 80% |
‘Athens marathon’ | 43% | 58,000 | 17% |
‘Tokyo marathon’ | 39% | 459,000 | 19% |
‘London marathon’ | 20% | 764,000 | 16% |
“New York marathon’ | 20% | 303,000 | 14% |
‘Berlin marathon’ | 18% | 180,000 | 1% |
‘Amsterdam marathon’ | 16% | 18,000 | 16% |
‘Chicago marathon’ | 10% | 200,000 | 17% |
When are running experiences expected to peak?
“According to Viator booking data, July is peak time for running experiences due to the warmer weather, longer daylight hours and an abundance of races and outdoor events taking place. June and May follow as the most popular months for running experiences. Summer being the optimum time for running experiences works well for those who are looking to make the most of their annual leave and combine their holidays with personal fitness goals.”
The running terrains seeing the biggest yearly increase
“Different terrains offer runners unique challenges and experiences, so they often choose destinations based on the landscapes they want to explore. ‘Coastal running’ was found to have the highest yearly search increase, with 24%, closely followed by ‘trail running’ and ‘track running’ both with 17%.
“It’s no surprise that coastal running has become so popular; routes such as the vibrant Bondi to Coogee route cause 20,000 people to search monthly. Similarly, trail running has become increasingly popular, due to Icelandic experiences like Arctic Running, encouraging travellers to immerse themselves in the rugged landscape.”
Search Term | Number of monthly searches | Yearly search increase |
‘Coastal running’ | 4,000 | 24% |
‘Trail running’ | 1.3 million | 17% |
‘Track running’ | 571,000 | 17% |
‘Mountain running’ | 99,000 | 8% |
‘Urban running’ | 34,000 | 5% |
Runcations are set to become a bigger trend in 2
“The rise in ‘runcations’ presents an exciting opportunity to tap into a global trend, with more people seeking meaningful, active travel experiences, planning trips around sporting events, races or competitions like Hyros or Spartan.
“This shift reflects a broader lifestyle trend towards wellness, community, and purposeful travel, seen in Tripadvisor’s Trendcast, showing that bookings for niche sports and activities have grown by 329%. Before sporting events ramp up this summer, tour operators should capitalise by offering tailored packages that combine training-friendly accommodation, local sport activities, and cultural excursions. Recovery also plays a huge role in this, yet is often forgotten, so to differentiate, incorporate sports massages, guided yoga or stretching sessions to help travellers unwind post-event.”
Tags: Samuel Jefferies, Bókun
