Global travellers are increasingly framing their trips around major events. Credit: Sampajano_Anizza via Shutterstock.

Scheduled this year for 21 April, the London Marathon has boosted hotel bookings, according to data from software platform SiteMinder.

The average lead time for accommodation bookings has increased 13% year-on-year to 83 days for the coming event, while the lead time for the upcoming weekend is also 46% longer than the weekend immediately prior.

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According to SiteMinder’s vice president of ecosystem and strategic partnerships, James Bishop, the rise in lead time reflects grown confidence and increasingly-proactive planning by ever-savvier travellers, which offers strategic opportunities for the UK capital’s hoteliers.

“While the increase in booking lead times reflects the real buzz around the Marathon that we’re seeing in all areas of London life, it’s also a boon for the city’s accommodation businesses. Early bookings allow for better preparedness, meaning London hotels can leave their guests delighted with a tailored offering,” Bishop commented.

Global travellers are increasingly framing their trips around major events, such as the recent total solar eclipse in the US.

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For the Marathon, Bishop pointed out that “the average daily rate at London hotels has decreased slightly by 6.5% year-on-year. While this suggests the capital’s hotels may be adopting more competitive pricing strategies compared to last year, to entice marathon runners and spectators, it also suggests that London hotels aren’t adopting a dynamic pricing strategy which is based on real-time demand.”

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In January, SiteMinder reported that the UK hotel industry is entering a new era of travel following a rise in international arrivals throughout 2023.