At the start of the year, many people make resolutions: they vow to live more healthily, exercise more and generally take better care of themselves. According to statistics, around 30 per cent of people make a New Year’s resolution, yet 19 January is the day on which most resolutions fail.
The hotel chain’s new concept, Longevity Everyday, responds to this phenomenon, aiming to inspire people through the power of small, everyday changes. The approach draws on the ideas of long life and wellness, while being closely linked to the Novotel brand and its nearly six decades of experience.
Jean-Yves Minet, Accor’s Global Brand President for Midscale & Economy, opened the presentation of the concept by saying that the day marked a key moment in Novotel’s almost 60-year history, as they were presenting not just a new strategy but a fundamental rethink of the brand.
Important triggers for this rethink were research findings – including those of Stanford University’s centre for longevity research – suggesting that a significant proportion of children born today could live to 100. Although longevity is a fashionable term these days, he explained, the level of interest is clearly shown by the figures: the longevity economy is a global market worth tens of trillions of dollars, from which the travel and tourism sector stands to benefit greatly in the future.
At the same time, according to the hotel chain’s philosophy, longevity is not about technology or extreme wellness trends, but about people, and about how we can live better and more fully.
The philosophy is based not on radical change but on the power of small, conscious choices: sleeping well, eating well, moving enough, nurturing relationships and consistently looking after ourselves, Minet emphasised, before briefly introducing the hotel chain. He said the company was founded in 1967, and its name comes from “Novo-Hotel”, meaning “new hotel” – which in itself shows that it carries the spirit of renewal, he pointed out.
According to Accor’s data, it emerged, one in three travellers takes at least one step every day to improve their mental and physical well-being.
The four pillars of a long and healthy life
“The strength of the brand lies in its universal appeal: the hotel chain offers elevated experiences to every traveller, from business guests to groups of friends and families,” Jean-Yves Minet continued, “and this gives us a unique opportunity to democratise longevity and make it accessible to everyone. For nearly 60 years, a shared desire has connected the guests of our hotel chain: to live a longer, fuller and happier life. Our aim is to make longevity part of everyday life in our hotels along four core pillars – Eat, Sleep, Move, Meet.”
The Longevity Everyday concept is being rolled out gradually from 2026, supporting guests’ well-being along four interconnected pillars. In the area of sleep, the brand is raising its sleep comfort standards worldwide: by 2030 it will introduce new, environmentally conscious premium beds designed for optimal rest and recovery.
Healthy eating focuses on tasty, healthier and more sustainable choices. Under the new approach, the offer will include at least 25 per cent plant-based options by 2026, thanks to an inspiring culinary collaboration with chef Alfie Steiner.
Movement, the third pillar, makes everyday activity easier: in addition to the sports facilities available in most of the hotels, practical tips, energy management tools and family-friendly inspiration are provided with Kauli Vaast, gold medallist at the 2024 Paris Olympics, and through a global partnership with Paris Saint-Germain.
The fourth pillar places the emphasis on the quality of human connections: reimagined business and family experiences are offered that strengthen energy management, creativity and the value of time spent together. Beyond their industry-leading family discounts, this is supported by purpose-driven initiatives.
Today the brand has nearly 600 hotels in 67 countries, serving more than one million guests a year, and plans to open a further 200 hotels in the near future.
Source: Szöllősi Tímea, Turizmus Online