Novotel, Accor’s founding brand, has launched Longevity Everyday, a new vision designed to make everyday wellbeing more practical and accessible for travellers.
With more than 600 hotels across 67 countries, Novotel is responding to the growing interest in longevity, with the global longevity economy expected to reach $4.6 trillion in the travel and hospitality sector by 2030. Accor data also shows that one in three travellers is taking daily steps to improve their mental and physical wellbeing.
“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 not about radical transformation, but about small, incremental actions that last and compound over time. You live better and longer by staying physically and mentally healthy through simple, everyday choices. This is where Novotel comes in.” said Jean-Yves Minet, Novotel Global Brand President.
Four Pillars of Longevity Everyday
The approach centres on four pillars: Eat, Sleep, Move and Meet, supported by new programmes, products and partnerships.
- Sleep: New eco-designed premium beds are being introduced globally to support better rest and recovery.
- Eat: At least 25% of menu options across Novotel hotels will be plant-forward by the end of 2026, supported by culinary training and a partnership with British food creator Alfie Steiner.
- Move: Partnerships with Olympic gold medallist Kauli Vaast and Paris Saint-Germain (PSG) will introduce accessible movement and wellbeing experiences for guests.
- Meet: New meeting and family experiences will focus on connection, energy, movement and meaningful time together.
Novotel is also strengthening its commitment to ocean preservation through its partnership with WWF, recognising the connection between planetary and personal wellbeing.
The Novotel 37 Collective
At the heart of the initiative is the Novotel 37 Collective, a community of experts and wellbeing advocates sharing practical advice on healthier, more sustainable habits.
The founding members include Kauli Vaast, Alfie Steiner and Javier Pastore, with additional sleep and ocean experts joining in the coming months.
The number 37 represents the impact of small daily improvements, based on the idea that a 1% improvement each day can compound significantly over a year.
“A recent Accor study revealed that 68% of working adults globally wish they had a better work-life balance,” added Jean-Yves. “We are at a pivotal moment. While big changes may not always be possible, small steps repeated every day create meaningful, lasting impact. This is our philosophy – for our guests, our teams, and the planet.”
He continued: “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 those steps are repeated, they build healthier lives, stronger communities and a more sustainable future. That is the essence of Longevity Everyday – and it starts here, at Novotel.”
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