The 2026 London Marathon set a new benchmark, with 59,830 runners crossing the finish line and more than one million applicants vying for a bib. Hotels across the city have evolved their wellness offerings to support the needs of these performance-driven travelers.
Global marathon participation is on the rise. Strava data shows that 37% of runners recorded the London Marathon as their first, emphasizing the event’s growing appeal. The Abbott World Marathon Majors Six Star Journey continues to draw runners across the United States and Europe to complete all six original races in pursuit of the coveted medal.
These races bring in a significant economic impact. Major races like Chicago, Boston and Berlin generate substantial tourism increases, with Tripadvisor reporting that the Chicago Marathon brings in more than 300% more visitors than usual. London, now the largest of the majors, is at the center of this momentum.
The rise in “sweat jetting” — a phenomenon where travelers are booking trips around race weekends and athletic experiences — is transforming hospitality. Marathoners are high-value, repeat customers with specific needs. Unlike traditional leisure travelers, they prioritize sleep, nutrition and recovery. Hotels are not just places to sleep at night but performance-focused hubs.
Companies like Marathon Tours & Travel, which offer runners travel packages bundling race entry and accommodations, are growing in popularity.
Hotels Lean Into Performance, Recovery & Nutrition
Westin, which previously partnered with the Abbott World Marathon Majors, went the extra mile to cater to these runners.
The Westin London City offered a RunWestin London Marathon package that included a pre-race pasta buffet, a runner-focused goodie bag including heating gel, safety pins and foot care items, and a late check-out for post-race recovery. The property, located near mile 24 of the course, also had a recovery zone in partnership with Hyperice, with stretching sessions hosted by its Heavenly Spa team.
“At The Westin London City, supporting guests during the London Marathon is about anticipating the needs of runners at every stage of their journey,” Raffaele Ruocco, general manager at The Westin London City, told Athletech News. “It’s all part of our commitment to ensuring guests can perform at their best and leave feeling better than when they arrived.”
Nutrition was another key focus across the city. The London Edition offered guests energy gel packs and homemade energy balls, and a rehydration station in the lobby with infused water and snacks. At The Savoy, executive pastry chef Nicolas Houchet created a special London Marathon dessert, delivered to runners’ rooms the night before the race, aligning with Fairmont’s broader initiative to roll out wellness experiences across its properties.
Meanwhile, The Haymarket Hotel added a personal touch, delivering handwritten notes alongside endurance gels and other running essentials to guests’ rooms.
To help runners recover after the races, hotel spas were ready with signature treatments. At Hotel Café Royal, Akasha Spa offered treatments including Therabody Theragun-assisted massages.
Meanwhile, The Berkeley and The Emory provided access to Surrenne Belgravia, a multi-floor wellbeing and longevity club. Runners could recover with a thermal circuit which included a sauna, steam room, and snow shower, as well as advanced recovery modalities like a hyperbaric chamber, red-light therapy, and hydrogen inhalation. The properties also offered in-room red-light panels and compression leggings.
