Keeping pace with the running craze, the travel and hotel industries are seeing the rise of so-called "run trips" (run + trip) that combine running and travel. As products to join overseas marathons or run through famous tourist spots roll out one after another, hotels and resorts are introducing a variety of runner-tailored services.
According to related industries on the 21st, Lotte JTB recently began selling a package that includes entry to the Yokohama Marathon in Japan. It combines a marathon bib, flights, local transportation, lodging, and sightseeing, and is priced at about 1.2 million won for a two-night, three-day itinerary.
For overseas marathons, it is cumbersome for individuals to apply on their own, so demand is growing for travel-agency packages. Hanatour operates products that include race entries for Saipan and Da Nang, Vietnam, and has introduced packages that combine a professional escort (track and field athlete) and pre-run programs.
Modetour Network is targeting a niche market by launching run-trip products linked to marathons centered on small Japanese cities. The hallmark is itineraries that get out of crowded downtowns to run and rest against backdrops such as sand dunes, coasts, and hot spring towns.
Yellow Balloon Tour is releasing a series of run-trip products tied to marathons in Saipan, Guam, Bohol in the Philippines, and the Gold Coast in Australia. Options range from airtels (flight + lodging) focused on free time to guided packages.
Run-trip products are said to have higher margins than general packages. Although they are one-off products run to match marathon schedules, administrative procedures and timelines to secure entries are fixed, which is seen as lowering consumers' price resistance by comparison.
Hotels are also moving to capture runner demand. The Yeouido Marriott Hotel unveiled a dedicated package aimed at marathon participants. Features include adjusting breakfast hours to the race time, late checkout, and running kits.
Kensington Hotel & Resort is collaborating with a sports brand to offer an experiential package that includes running-shoe and apparel rentals. Signiel Seoul moved to court runner demand with a product that combines entry to the "Lotte World Tower Skyrun" with lodging.
Paradise Hotel Busan held a run trip earlier this month to coincide with the spring cherry blossom season in collaboration with a sports brand. Incheon Paradise City also teamed up with a sports community to operate a program that linked post-run spa time with music content.
With the rise in the running population, experience- and taste-centered consumption is spreading. As demand grows for purpose-driven travel that focuses on what one does rather than simple sightseeing, joining a marathon or running at a destination itself is taking root as content.
Korea's running population is estimated at about 10 million. That is more than double the roughly 5 million in 2017. According to Marathon Online, a marathon club website, about 530 marathons were held nationwide last year, up 136 from the previous year's 394.