Hotels.com data show searches for Seoul hotels jumped 15% between March 13 and 15 compared with the previous weekend as the city geared up for the Seoul Marathon. The spike makes it clear: big sporting events send short-term lodging demand soaring. Hotels.com published the findings as part of its Get a Room travel-insights series, looking at how major events reshape travel demand and accommodation trends.
Domestic interest surged ahead of marathon weekend. Searches by local travelers for Seoul hotels climbed 26% from the prior weekend, while international attention also grew—U.S. searches rose 36%, Hong Kong 22%, and Japan 11%. Within Seoul, neighborhoods along or near the main race route saw the biggest upticks: Jamsil led with a 17% increase, City Hall and Myeong-dong rose 15% each, and Jongno went up 13%. In short, proximity to the event route matters when people pick short-term city stays.
Search behavior shifted too. Booking lead time increased 27% from the previous weekend, meaning travelers were reserving rooms earlier than usual. Average length of stay inched up about 1.5%, but short trips still dominated. Demand from couples rose 35%, while group bookings increased 39%—a sign that many marathon participants brought companions or came with friends.
Bookings climbed across hotel classes. Midscale properties saw the biggest boost: 3-star bookings jumped 31%. Bookings for 4- and 5-star hotels also rose by 6%, showing growing demand for both practical and premium options.
Ahead of the marathon weekend, Hotels.com also highlighted lodging features in key Seoul neighborhoods to help travelers choose where to stay.
Jamsil—home to the Jamsil Sports Complex and Lotte World Tower—is a convenient base during big downtown events like the marathon. Premium properties such as Signiel Seoul (9.6/10, Excellent) offer VIP access inside Lotte World Tower, with easy shopping and dining, subway access, and luxe perks like a spa and indoor pool.
Central Seoul's Jung-gu—around City Hall and Myeong-dong—is super walkable, packed with hotels, and boasts excellent transit, making it a favorite for short urban stays. L'Escape Seoul Myeongdong, a Luxury Collection Hotel (9.6/10, Excellent) with VIP access, sits within walking distance of Namdaemun Market and Myeong-dong and offers standout dining and concierge services.
Jongno, where many of Seoul's cultural sites cluster, also draws event-driven travelers. The Ambassador Seoul Pullman (9.0/10, Very Good) with VIP access is within walking distance of Dongdaemun Design Plaza (DDP) and offers modern rooms and easy transport links—handy for visitors who want culture and convenience.
Hotels.com's analysis makes one thing clear: major city events don't just draw participants—they bring a wide range of visitors and reshape booking patterns and neighborhood preferences. Hotels.com says it will keep sharing travel-market insights through its Get a Room series.
