Skip to main content

London hotels see advance bookings race ahead for Marathon weekend: SiteMinder

  Posted in Press Releases


London, UK: The average lead time for accommodation bookings has increased 13% year-on-year to 83 days for the coming London Marathon weekend, shows data from SiteMinder, the name behind the only software platform that unlocks the full revenue potential of hotels. The lead time for the upcoming weekend is also up 46% from the weekend immediately prior, when it averaged 53 days.

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 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 comments.

The longer lead time prior to this year’s London Marathon, up 10 days from 73 days in 2023, is not an isolated case. According to SiteMinder’s Hotel Booking Trends, the average lead time for UK hotel bookings grew by 7% in 2023, when compared to 2022, and by 12% when compared to 2019. While this was in part due to increased international arrivals, which grew by 17% as a proportion of all UK check-ins, Bishop believes this also reflects a change in guest behaviour that hotels must recognise in order to adopt a more dynamic approach to their revenue management strategies, especially in the lead up to significant events that drive demand.

“Undoubtedly, more travellers than ever before are framing their trips around major events, and hotels are adapting to keep pace. As travellers book further in advance, hoteliers are in a stronger position to forecast occupancy and optimise their revenue management, allowing them to fully leverage events like the London Marathon,” concludes Bishop.

He adds: “Alarmingly, 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.”

In addition to a longer lead time, the figures from SiteMinder show that London hotel bookings are up 2% compared to last year’s Marathon weekend, while length of stay remains stable at approximately two days.

All data refers to the week prior to check-in.

Media enquiries
Maria Cricchiola
+61 2 9056 7415

Investor information
Paul Wong
+61 411 889 876

About SiteMinder
SiteMinder Limited (ASX:SDR) is the name behind SiteMinder, the only software platform that unlocks the full revenue potential of hotels, and Little Hotelier, an all-in-one hotel management software that makes the lives of small accommodation providers easier. The global company is headquartered in Sydney with offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London and Manila. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 115 million reservations worth over US$45 billion in revenue for its hotel customers each year.


Thanks for sharing

Sign up to our blog and receive regular updates on the content you're into

Send this to a friend