‍If you’re heading to, or well into your 30’s, you may recall recently seeing many of your friends plastering half marathons all over their Insta stories.

But why is this?

Well, apart from the obvious health benefits, marathons are now as trendy as Fashion Week, according to the Financial Times.

Brands like Bandit and Patta are embracing this by launching exclusive running gear, with Patta even teaming up with Nike.

‍Interestingly, this fitness fashion wave is also influencing hotel stays.

‍For instance, runners at Patta’s club end their Sunday jogs at The Hoxton in Amsterdam for a quick juice.

Mathias Coudert points out in his most recent Linkedin post that hotels have a unique opportunity to tap into this trend.

By organizing things like group runs sponsored by the hotel and even offering tailored quick bites for breakfast, hotels can create a community vibe that some runners may not have had in the past.

Essentially, hotels can become a hotspot for running enthusiasts whilst keeping the word-of-mouth game strong, too.