Novotel, Accor's founding brand, has announced the launch of Longevity Everyday, an ambitious new vision designed to redefine the role of hotels in supporting guests' wellbeing and quality of life.

With over 600 hotels across 67 countries, Novotel is drawing on nearly 60 years of innovation to address one of travel's fastest-growing shifts: the longevity economy, now experiencing double-digit year-on-year growth and forecast to be worth $4.6tn1 to the travel and hospitality sector by the end of the decade.

Accor data2 reveals that one in three travellers is taking a daily step to improve their mental and physical wellbeing. Longevity is becoming a defining pillar of this movement - influencing everything from diet and sleep to mental wellbeing, physical activity and social connection. Yet most longevity programmes and philosophies remain out of reach for many people. Novotel's ambition is to change that by making longevity practical, intuitive, and achievable for everyone, every day.

A New Chapter Rooted in Heritage

Since its founding in 1967, Novotel has served family-focused professionals with a spirit of boldness, and continuous reinvention. The brand's very name - “Novo-Tel” meaning "new hotel" - reflects a commitment to renewal that continues today.

"Longevity is a megatrend reshaping our world and our industry - a high-growth market expected to be worth trillions to the travel and leisure sector by 2030," said Jean-Yves Minet, Novotel Global Brand President. "Until now, longevity has often been framed as a luxury pursuit built around extreme wellness practices. At Novotel, we believe longevity is not about radical transformation, but about small, incremental actions that last and compound over time. You live better and longer by staying physically and mentally healthy through simple, everyday choices. This is where Novotel comes in."

"Novotel's strength is its universal appeal, delivering elevated experiences for all travellers, from business professionals to friends and families. We therefore have a unique opportunity to democratise longevity and make it possible for everyone, every day,” Minet adds. “For nearly 60 years, one universal desire has united Novotel guests: to live a longer, fuller, happier life. Our goal is to integrate longevity into daily habits across four pillars - Eat, Sleep, Move, Meet - at Novotel and beyond the stay."

Four Pillars of Longevity Everyday

Novotel's approach is built on four tangible pillars designed to enhance guest wellbeing, through new programming, products, and partnerships launching throughout 2026 and beyond. Underpinning all four pillars is the brand's commitment to ocean preservation, recognising that planetary health is inseparable from personal wellbeing.

SLEEP: Mental & Physical Wellbeing Through Rest 

• New beds and elevated bedding being rolled out globally

Novotel is elevating its bedding standards globally and rolling out new eco-conceived premium beds worldwide by 2030. With 36%2 of travellers citing comfortable beds as a key factor in business travel appeal, the new Novotel Bed - 29cm deep and both OEKO-TEX® and NF Environnement certified - has been designed to support optimal rest and recovery.

EAT: Delicious, Healthier & More Sustainable Choices  

• New menus launching worldwide in April

Novotel is transforming its culinary approach with a focus on flavour and sustainability. By the end of 2026, guests will see at least 25% plant-forward options across all hotels, reinforcing the brand's commitment to offering balanced, thoughtful choices that support long-term wellbeing. Culinary teams are benefiting from world-class training from the Culinary Institute of America to create delicious, healthier, sustainable choices. This shift responds directly to the 37%2 of travellers seeking healthier dining choices.

Novotel has also launched a multi-year partnership with Alfie Steiner, British cook and food creator who has inspired a 5m+ following for his simple, transformative, and delicious approach to plant-forward dining. Steiner, who goes by @alfiecooks, is launching new recipes on Novotel menus worldwide later this year and collaborating with Novotel to inspire guests during and long after their stay with plant-forward dishes they can enjoy at Novotel and recreate at home.

In alignment with the brand's multi-year ocean commitment with WWF, Novotel is strengthening seafood sustainability. Novotel has created Sustainable Seafood Principles and training in partnership with WWF, and is implementing full traceability for priority species, with established partnerships with Seafood Souk and Seafood Task Force.

MOVE: Making Everyday Movement Easier 

• Novotel x PSG experiences in Novotel hotels around the world

With gyms and pools in most (70%) of its hotels, Novotel is enhancing its movement offering through both physical spaces and accessible, everyday activity. A global partnership with Paris 2024 Olympic Gold medallist Kauli Vaast and Paris Saint-Germain (PSG) will bring practical tips, energy-management tools, and family-friendly inspiration to encourage guests to move more, whether for a workout or just a few minutes each day.

MEET: Improving How People Connect 

• Enhanced meetings, events, and family offerings launching in 2026

Novotel is redefining business travel for the modern corporate athlete, recognising they are energy managers, not just time managers, and offering an intentionally designed experience to support sustained wellbeing, energy, and peak performance by fostering physical, mental and social longevity. For business travellers and meeting delegates, this includes revitalising breaks with light movement; focus-fuelling, sustainable food; and drinks crafted to boost energy and creativity or promote calmness and rest.

The preferred3 hotel brand for kids and families, Novotel serves over 5 million families annually, understanding that longevity for life and the planet begins with the experiences and decisions nurtured in childhood. Quality family time is essential for developing lifelong wellness habits, supporting busy parents and their children. Beyond industry-leading family benefits – including 50% off a second room and free stay and breakfast for up to two children under 16 – Novotel puts children at the heart of every experience with purpose-driven initiatives like WWF-designed edutainment games that inspire the next generation of ocean ambassadors, making every Novotel visit not just memorable, but meaningful for the next generation.

Introducing The Novotel 37 Collective

At the heart of Longevity Everyday is The Novotel 37 Collective, a global community of opinion leaders and wellbeing experts, coming together to exchange ideas and inspire the world to embrace the positive impact of conscious choices and sustainable habits. 

The number 37 illustrates the transformative impact of consistent daily effort. Just a 1% improvement each day doesn't just add up; it compounds exponentially, resulting in a 37-fold enhancement by year-end, a stark contrast to remaining at the starting point. The math is simple: (1.01)^365 = 37, while (1.00)^365 = 1. Small daily gains create extraordinary annual transformation.

Through videos, interviews, tips and on-property activations, the Collective will share practical, human insights that make longevity feel achievable, engaging and personal. 

The founding members of the Novotel 37 Collective are:

• Kauli Vaast – The 23-year-old Tahitian surf champion didn't just ride waves to Olympic gold at Paris 2024; he redefined what's possible through disciplined daily practice and deep connection to nature. His approach to incremental improvement mirrors the ocean's patient power.
• Alfie Steiner – The plant-forward food creator and culinary revolutionary is transforming how we think about food, proving that delicious, nourishing meals can fuel both personal health and be 'greener' supporting planetary wellbeing without sacrificing flavour or satisfaction.
• Javier Pastore – The former Paris Saint-Germain footballer and maestro, celebrated for his extraordinary vision and technical brilliance, brings elite-level insights into mental clarity, strategic thinking, and the daily habits that sustained a world-class career.

The Novotel 37 Collective will continue to grow with more experts including world-renowned sleep experts and inspiring ocean5 defenders joining the Collective in the coming weeks and months.

Meeting Market & Guest Demand

The strategy addresses powerful shifts in the global travel landscape: year-on-year travel growth, remote work opportunities expanding to 92m by 20304, rising demand for wellness tourism, and the continued surge in plant-based dining. These trends have been accelerated by an acute global awareness of the importance of physical and mental wellbeing.

“A recent Accor study revealed that 68% of working adults globally wish they had a better work-life balance,” added Jean-Yves.  “We are at a pivotal moment. While big changes may not always be possible, small steps repeated every day create meaningful, lasting impact. This is our philosophy - for our guests, our teams, and the planet.”

He continued: “Longevity Everyday is our promise to help people live better every single day. Not through perfection, but through progress. Not through grand gestures, but through small, meaningful steps. When those steps are repeated, they build healthier lives, stronger communities and a more sustainable future. That is the essence of Longevity Everyday - and it starts here, at Novotel.” 

For more on Longevity Everyday, follow Novotel Hotels (@novotelhotels) • Instagram photos and videos

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Notes to Editors

1. Source: Gintux 2024
2. Accor Business Traveller Survey conducted with OnePoll. 9,000-person sample (1,000 in each market) UK, US, Brazil, France, Germany, UAE, India, Australia, China.
3. Novotel is the preferred brand for families* recommended by 9 out of 10 families. Dynata study 2025. Survey sample 900 people in 9 countries (FR, UK, DE, AU, IND, THAI, UAE, BR, CH)
4. World Economic Forum here
5. Novotel Ocean Preservation and WWF partnership - Novotel - Ocean