Novotel Launches Longevity Everyday Strategy - Get updated on what's happening in tourism!

Novotel, Accor’s founding brand, has unveiled Longevity Everyday, a long-term strategy designed to redefine how hotels contribute to guests’ wellbeing and quality of life. Announced in Paris on 21 January 2026, the initiative positions longevity not as an exclusive wellness ideal, but as a set of practical, achievable habits integrated into daily travel experiences.

With more than 600 hotels across 67 countries and nearly six decades of brand heritage, Novotel is responding to one of the fastest-growing shifts in global travel. The longevity economy is expanding at double-digit rates and is forecast to reach a value of USD 4.6 trillion for the travel and hospitality sector by the end of the decade. Accor data shows that one in three travellers already takes daily steps to improve mental and physical wellbeing, underlining the growing relevance of this movement.

Longevity as an Everyday Practice

Novotel’s approach is rooted in the belief that longevity is built through small, consistent actions rather than extreme lifestyle changes. The strategy seeks to make wellbeing intuitive and accessible for all travellers, from business guests to families, both during hotel stays and beyond.

Jean-Yves Minet, Global Brand President of Novotel, said: “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. Until now, longevity has often been framed as a luxury pursuit built around extreme wellness practices. At Novotel, we believe longevity is about small, incremental actions that last and compound over time.”

He added that Novotel’s broad, inclusive positioning gives the brand a unique opportunity to democratise longevity and embed it into everyday routines across its hotels worldwide.

Four Pillars Shaping the Experience

The Longevity Everyday strategy is structured around four pillars: Eat, Sleep, Move and Meet. Together, they guide new programming, products and partnerships that will be introduced throughout 2026 and beyond. Across all pillars, Novotel’s long-standing commitment to ocean preservation underpins the strategy, reflecting the link between personal wellbeing and planetary health.

Sleep focuses on mental and physical restoration. Novotel is rolling out upgraded bedding standards globally, including new eco-designed premium beds to be fully implemented by 2030. The new Novotel Bed, developed to support rest and recovery, responds to the importance travellers place on sleep quality.

Eat centres on healthier and more sustainable dining. New menus launching worldwide from April will introduce a stronger plant-forward focus, with at least 25 percent of offerings meeting this criterion by the end of 2026. This shift is supported by advanced culinary training and reflects growing demand for balanced, nutritious choices. A multi-year partnership with British food creator Alfie Steiner brings plant-forward recipes to Novotel menus and aims to inspire guests beyond their stay.

Move encourages accessible, everyday physical activity. Building on the fact that most Novotel hotels feature gyms and pools, the brand is enhancing movement-focused experiences through partnerships with Olympic surfer Kauli Vaast and Paris Saint-Germain. The emphasis lies on practical motivation, energy management and family-friendly inspiration.

Meet addresses social connection and modern work-life balance. Novotel is redesigning meetings, events and family experiences to support sustained energy and wellbeing. For business travellers, this includes movement-led breaks, thoughtfully designed food and drinks, and environments that foster focus and creativity. For families, the brand continues to place children at the centre of the experience, reinforcing lifelong wellness habits through shared activities and educational initiatives.

The Novotel 37 Collective

At the core of Longevity Everyday is the Novotel 37 Collective, a global community of wellbeing experts and opinion leaders. The name reflects the compounding power of small daily improvements, illustrating how consistent progress can lead to transformative change over time.

The founding members include Olympic gold medallist surfer Kauli Vaast, plant-forward food creator Alfie Steiner and former Paris Saint-Germain footballer Javier Pastore. Each brings a distinct perspective on discipline, nourishment, mental clarity and sustainable habits. The Collective will expand in the coming months to include additional experts, sharing insights through content, interviews and on-property activations.

Responding to Changing Travel Expectations

Longevity Everyday addresses broader shifts shaping global travel, including the rise of remote work, growing interest in wellness tourism and increased awareness of mental and physical health. Novotel’s strategy aligns with these trends by focusing on realistic, repeatable actions that fit naturally into travellers’ lives.

Jean-Yves Minet concluded: “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 repeated, those steps build healthier lives, stronger communities and a more sustainable future.”

Image Credit: © Novotel