Novotel, the founding brand of the Accor hotel group, has announced the launch of its global “Longevity Everyday” strategy, an initiative aimed at integrating wellness and longevity practices into the daily experience of its guests. This strategic direction responds to a major transformation in the tourism industry, namely the longevity economy, a sector with double-digit annual growth, estimated to reach approximately €3.9 trillion for the travel and hospitality industry by the end of this decade.
With a portfolio of more than 600 hotels in 67 countries, Novotel aims to democratize access to longevity practices that until now were perceived as a luxury or based on extreme methods. According to Accor representatives, the strategy is based on data showing that one in three travelers take daily actions to improve wellbeing, and 68% of global working adults seek a better work-life balance. Jean-Yves Minet, Global Brand President of Novotel, emphasizes that the brand’s approach is not about radical transformations, but about small, consistent actions that, over time, add up to significant results for physical and mental health.
The strategy will be implemented through four main pillars – Sleep, Eat, Move and Meet – with new product launches and partnerships planned throughout 2026 and beyond. The Sleep pillar will see the introduction of new eco-designed, 29cm-thick premium beds by 2030, as 36% of travelers consider bed comfort essential. On the “Eat” front, Novotel will partner with the Culinary Institute of America to train culinary teams, with the goal that at least 25% of menus will be plant-forward by the end of 2026. The brand has also implemented principles for sustainable fishing in partnership with WWF. For the “Move” pillar, partnerships have been signed with Paris Saint-Germain (PSG) and Olympic surfing champion Kauli Vaast to provide energy management tools, with 70% of hotels already having fitness rooms or pools. The “Meet” pillar aims to redefine business travel with concepts that support the energy and focus of event attendees.
Central to this strategy is the “Novotel 37 Collective” community, made up of experts and athletes such as Kauli Vaast, Alfie Steiner and former footballer Javier Pastore. The concept of the community is based on the mathematical idea that a 1% daily improvement leads to a 37-fold increase in a year. The initiative comes in response to global trends such as the expansion of remote working, expected to reach 92 million people by 2030, and the growing demand for wellness tourism.