Novotel Rolls Out Longevity Model Across 630 Hotels

Novotel has launched "Longevity Everyday," a global operating framework across its portfolio of more than 630 midscale hotels designed to integrate daily health habits into ordinary guest stays [1]. Rather than selling high-cost wellness retreats, the Accor brand is embedding long-term health practices across its rooms, food and beverage, fitness facilities, and corporate meetings [1].

What is Novotel's Longevity Everyday operational framework?

Novotel's Longevity Everyday framework is a brand-wide operating model that adjusts hotel touchpoints around four core pillars: Sleep, Eat, Move, and Meet [1]. Jean-Yves Minet, global brand president for midscale and economy at Accor, told Skift that the framework serves as an operating model rather than a marketing campaign, shaping everyday property operations and guest interactions [1].

The concept focuses on small, compounding actions that travelers can sustain during business travel, family holidays, or one-night stays [1]. According to eHotelier, the brand inaugurated the strategy by launching Novotel Longevity Week during the 37th week of the year (7–13 September 2026), based on the concept that improving by 1 percent daily compounds into a 37-fold improvement over a full year [2].

Why is Accor taking longevity wellness to midscale properties?

Accor is democratizing longevity concepts that have historically been limited to ultra-luxury resorts and specialized clinics [1]. Skift Research reported that U.S. travelers spent $258 billion on wellness-focused travel over the past year, but most visible longevity offerings remain concentrated at the high end of the market [1].

Proprietary research justifies expanding these services into mid-market hotels. An Accor survey of 13,000 respondents across 12 countries revealed that 71% of consumers are more interested in their future wellbeing than they were five years prior [2]. Furthermore, 76% of respondents admitted they wish they lived a healthier lifestyle, while 45% want to improve their sleep and 47% want better exercise habits [2]. According to Accor, 68% of working adults globally wish they had a better work-life balance, and one in three travelers already takes a daily step to improve mental or physical health [1].

How are hotel rooms, food, and facilities changing?

The framework reorganizes core guest operations around measurable standards across sleep, dining, recreation, and meeting design [1]. Under the Sleep pillar, properties are introducing elevated bedding standards and eco-conceived premium beds throughout the global portfolio through 2030, complemented by sleep guidance content [1]. Australian sleep expert Olivia Arezzolo contributed breathwork and sleep guidance to the program [2].

For food and beverage operations, Novotel has committed to offering at least 25% plant-forward menu options across all properties by the end of 2026 [1]. Kitchen teams receive training from the Culinary Institute of America, alongside British food creator Alfie Steiner [[1], [2]]. Novotel also operates "Oh My Greens!", a plant-forward dining initiative that awards ALL Accor loyalty points to guests ordering qualifying plant-forward dishes [2]. In sourcing, the brand applies sustainable seafood principles and traceability guidelines developed with the World Wildlife Fund and marine conservation biologist Kaushiik Subramaniam [[1], [2]].

How does the model change meetings and business travel?

Novotel is shifting corporate travel programming from time management to human energy management [1]. The Meet pillar structures corporate gatherings with scheduled movement breaks and catering menus tailored to sustain physical and mental stamina throughout long sessions [1].

Former Paris Saint-Germain footballer Javier Pastore has advised on energy recovery and performance routines for the program [2]. On the leisure side, the Meet pillar focuses on shared family activities across the chain, which accommodates around five million families annually [1].

What are the capital expenditure implications for hotel owners?

For hotel owners and asset managers, the framework relies on existing property infrastructure rather than requiring heavy capital expenditures [1]. Pools and fitness centers already operate in roughly 70% of Novotel's network [1]. Instead of building new wellness facilities, operators are upgrading fitness programming, retraining kitchen staff, adjusting banquet service formats, and replacing beds as part of scheduled refresh cycles running through 2030 [1].

Movement programming incorporates athlete-guided routines from Olympic surfing champion Kauli Vaast, giving properties ready-to-deploy digital content via QR codes without adding dedicated on-site wellness personnel [[1], [2]]. In-stay surveys reported by eHotelier indicate that guest holiday wellbeing boosts endure for an average of 5.6 days after departure, giving owners an operational pathway to drive loyalty and repeat direct bookings [2].