Novotel, the founding brand of the Accor Group, has announced the launch of Longevity Everyday, an ambitious new vision designed to redefine the role of hotels in supporting travellers’ wellbeing and quality of life.
With more than 600 hotels across 67 countries, Novotel is drawing on nearly 60 years of innovation to respond to one of the fastest-growing trends in tourism: the longevity economy, which is recording double-digit annual growth and is forecast to reach a value of USD 4.6 trillion in travel and hospitality by the end of the decade.
Accor data show that one in three travellers takes daily steps to improve their mental and physical health. Longevity is emerging as a central pillar of this trend, influencing everything from nutrition and sleep to mental clarity, physical activity and social connection. Yet most longevity programmes remain inaccessible to the majority of 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 stood alongside family businesses, maintaining a spirit of boldness and continuous evolution. The brand’s very name – “Novo-Tel”, meaning “new hotel” – reflects a commitment to renewal that continues to this day.
“Longevity is a megatrend reshaping the world and our industry – a high-growth market expected to be worth trillions for travel and leisure by 2030,” said Jean-Yves Minet, Global Brand President of Novotel. “Until now, longevity has often been framed as a luxury pursuit based on extreme wellness practices. At Novotel, we believe longevity is not about radical transformations, 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. And that’s exactly where Novotel comes in.”
“The strength of Novotel lies in its global reach, offering elevated experiences for all travellers – from business guests to friends and families. We therefore have a unique opportunity to democratise longevity and make it achievable for everyone, every day,” Minet added. “For nearly 60 years, one shared desire has united Novotel guests: to live a longer, fuller and happier life. Our goal is to embed longevity into daily habits through four key pillars — Eat, Sleep, Move and Meet — both within Novotel hotels and beyond the stay itself.”
The four pillars of Longevity Everyday
Novotel’s approach is built around four tangible pillars that enhance guest wellbeing through new programmes, products and partnerships rolling out from 2026. Underpinning all of this is the brand’s commitment to ocean protection, recognising that planetary health is inseparable from personal wellbeing.
SLEEP: Mental and physical wellbeing through rest
New beds and upgraded linens worldwide
Novotel is raising global sleep standards by introducing new, eco-designed premium beds across its portfolio by 2030. With 36% of travellers citing a comfortable bed as a key factor when choosing accommodation for business trips, the new Novotel Bed – 29 cm deep and certified by both OEKO-TEX® and NF Environnement – has been designed to support optimal rest and recovery.
EAT: Tasty, healthy and sustainable choices
New menus worldwide from April
Novotel is transforming its culinary approach, focusing on flavour and sustainability. By the end of 2026, guests will have access to at least 25% plant-forward options in all hotels, reinforcing the brand’s commitment to balanced, thoughtful choices that support long-term wellbeing. Culinary teams are being trained by the world-class Culinary Institute of America to create delicious, healthy and sustainable dishes. This shift responds directly to the 37% of travellers seeking healthier food options.
At the same time, Novotel has launched a multi-year partnership with Alfie Steiner, the British chef and content creator who has inspired more than five million followers with his simple and tasty plant-forward approach. Known as @alfiecooks, Steiner will introduce new recipes to Novotel menus worldwide throughout 2026, inspiring guests during and after their stay with dishes they can enjoy at Novotel and easily recreate at home.
Building on its long-standing commitment to ocean protection in partnership with WWF, Novotel is strengthening its sustainable seafood initiatives. The brand has developed Sustainable Seafood Principles and dedicated training programmes with WWF, and is moving towards full traceability for priority species through established partnerships with Seafood Souk and the Seafood Task Force.
MOVE: Making everyday exercise easier
Novotel x PSG experiences worldwide
With gyms and swimming pools in 70% of its hotels, Novotel is further enhancing the movement experience through both physical facilities and simple daily activity formats. A global partnership with Paris 2024 Olympic gold medallist Kauli Vaast and with Paris Saint-Germain (PSG) will bring guests practical tips, energy-management tools and family inspiration, encouraging them to move more – whether through a full workout or just a few minutes each day.
MEET: Improving the way we connect
Enhanced meeting, event and family offers in 2026
Novotel is redefining business travel for the modern “corporate athlete”, recognising that travellers are not just managers of time, but managers of energy. With this in mind, it offers an experience designed with intention to support sustained wellbeing, energy and peak performance, strengthening physical, mental and social longevity.
As the preferred hotel brand for children and families, Novotel serves more than five million families annually, understanding that longevity – for both life and planet – begins with experiences and decisions shaped in childhood. Quality family time is essential for building lifelong wellbeing habits, supporting busy parents and their children.
Beyond flagship family benefits such as 50% off a second room and free accommodation and breakfast for up to two children under 16, Novotel places children at the centre of every experience. This includes targeted initiatives such as WWF-designed edutainment games to inspire the next generation of “ocean ambassadors”, making every Novotel visit not only memorable but meaningful.
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 who come together to exchange ideas and inspire people to embrace the positive impact of conscious choices and sustainable habits.
The number 37 highlights the transformative power of consistent daily effort. A 1% improvement every day does not merely add up – it compounds exponentially, leading to a 37-fold improvement by year-end. The maths is simple: (1.01)^365 = 37, while (1.00)^365 = 1. Small daily gains create extraordinary annual transformation.
Through videos, interviews, tips and in-hotel activations, the Novotel 37 Collective will share practical, human-centred insights that make longevity an achievable, appealing and personal experience.
Founding members of the Novotel 37 Collective include:
Kauli Vaast – The 23-year-old Tahitian surfing champion who not only rode the waves to Olympic gold at Paris 2024, but redefined what’s possible through disciplined daily practice and a deep connection to nature. His approach to incremental improvement reflects the patient power of the ocean.
Alfie Steiner – The plant-forward creator and culinary revolutionary transforming how we think about food. He shows that delicious, nourishing meals can boost personal health while being greener, supporting planetary wellbeing without compromising taste or pleasure.
Javier Pastore – The former Paris Saint-Germain footballer and midfield “maestro”, renowned for his vision and technical brilliance, brings elite-level insights into mental clarity, strategic thinking and the daily habits that supported a world-class career.
The Novotel 37 Collective will continue to expand in the coming months, welcoming new experts including internationally renowned sleep specialists and leading advocates for ocean protection.
The meetings market and evolving guest needs
This strategy responds to major shifts in the global travel landscape: continued annual growth in travel, remote-work opportunities expected to reach 92 million people by 2030, rising demand for wellness tourism, and the ongoing surge in plant-based diets. These trends have been accelerated by heightened global awareness of physical and mental health.
“A recent Accor study revealed that 68% of employees worldwide want a better work-life balance,” Minet added. “We are at a pivotal moment. While big changes are not always feasible, small steps repeated daily create meaningful, lasting impact. This is our philosophy for our guests, our teams and our planet.”
He concluded: “Longevity Everyday is our promise to help people live better every day. Not through perfection, but through progress. Not with grand gestures, but with small, meaningful steps. When repeated, those steps build healthier lives, stronger communities and a more sustainable future. That is the essence of Longevity Everyday – and it starts here, at Novotel.”
