Novotel, Accor’s founding brand, has launched Longevity Everyday, a global brand strategy focused on integrating well-being into everyday travel and reframing the role hotels play in supporting guests’ quality of life.
Unveiled in Paris on January 20, the initiative comes as the longevity economy is forecast to reach US$27 trillion globally by the end of the decade, with US$4.6 trillion attributed to the travel sector.
Jean-Yves Minet, Novotel global brand president for midscale and economy, said during a live broadcast from Paris: “Longevity is a mega trend reshaping our world and our industry. The question is not about adding years to life anymore. Instead, we must be thinking about adding life to years.”
He noted that longevity has traditionally been framed as an exclusive pursuit focused on luxury wellness, biohacking and costly interventions.
“But longevity is not about tech. It’s about people. It’s about living better, fuller, happier lives through simple, sustainable choices that anyone can make.
“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.”
The strategy is structured around four pillars – Eat, Sleep, Move and Meet – which will be progressively rolled out across Novotel’s global portfolio of more than 600 hotels in 67 countries.
Under the Eat pillar, new menus will be introduced worldwide from April, with at least 25 per cent plant-forward options across all hotels by the end of 2026. This reflects survey data showing that 37 per cent of travellers are seeking healthier dining choices.
Novotel has also entered a multi-year partnership with British cook and food creator Alfie Steiner. The brand has developed Sustainable Seafood Principles and training in partnership with WWF and is implementing full traceability for priority species through partnerships with Seafood Souk and the Seafood Task Force.
Under Sleep, Novotel will upgrade bedding standards globally, introducing new eco-designed premium beds by 2030. The new Novotel Bed, which is 29cm deep and certified by Oeko-Tex and NF Environnement, has been designed to support rest and recovery.
The Move pillar includes global partnerships with Paris 2024 Olympic gold medallist Kauli Vaast and football club Paris Saint-Germain, offering practical guidance and tools to encourage physical activity. The Meet pillar focuses on rethinking business travel and family stays.
