Remember that you're going to die... but not just yet! And even much later, if all goes well, according to the predictions of the Stanford Center on Longevity, which foresees a future with more and more centenarians. It is on this basis that Novotel is unveiling the ambition it intends to share with its customers, be they families or business travellers: "Live life to the full, day after day". Because living longer also means living well, staying fit despite the weight of years. Close to its 60th birthday - the Novotel Lille Lesquin was opened in 1967 - the Accor group's mid-range brand is placing the issue of longevity at the heart of its thinking.
" This is a fundamental trend that affects industries and societies alike. How do you design a city, and what ergonomics are needed for an older population? Novotel is part of this trend, responding innovatively to the new expectations of its customers. "explains Jean-Yves Minet, Global President of the Accor Group's economy and mid-range brands. " This is a fast-growing market, estimated to be worth several trillion dollars by 2030 for travel and leisure.he adds. Until now, longevity has often been associated with a wealthy clientele and radical wellness practices. For Novotel, longevity is based on simple actions that can be adopted on a daily basis and whose benefits are felt over the long term. "
Of course, even among business travel road warriors, very few spend every night in one of the brand's 600 establishments worldwide, including 133 in France. The 'Longevity Everyday' philosophy professed by the brand will therefore be relayed on social networks by members of the Novotel 37 collective, a group of experts and opinion leaders who will be sharing best practices.
But why 37? A simple mathematical formula: 1.01 365 = 37. In other words, an improvement of just 1 % per day results in a multiple of 37 over twelve months. One small step a day, one giant leap towards longevity. " We are at a turning point. Even if it's not always possible to make big changes, small gestures repeated every day have a significant and lasting impact. That's our philosophy, for our customers, our teams and the planet. "explains Jean-Yves Minet.
Eating better, sleeping better, getting a bit of exercise, having a social life rich in interaction and encounters: this progress, accessible on a daily basis, revolves around four pillars. The first concrete expression of this approach in the brand's establishments: from April, new healthy menus will be available worldwide, with Novotel committing to offering 25 % of plant-based options in all its hotels. The Culinary Institute of America will be training restaurant teams to help them develop recipes that are both healthy and sustainable. This is in line with the brand's commitment with the WWF to protect the oceans, and in particular to improve the traceability of seafood products.
Among the first to join the Novotel 37 collective, culinary creator Alfie Steiner, a pioneer of plant-based cuisine better known as @alfiecooks to his 5 million followers, has also become a partner of the brand, both to launch new recipes in Novotel restaurants, but also to inspire guests after their stay with dishes to recreate at home.
Sleep is another key aspect of physical and mental well-being, and Novotel will continue to roll out its new top-of-the-range eco-designed bedding, which began in 2024. With a depth of 29 cm, certified OEKO-TEX® and NF Environnement, this new bed will be present in all hotels worldwide by 2030. In the same vein, later this year, the 37 collective is set to welcome world-renowned sleep specialists to its ranks, joining Alfie Steiner, as well as sports stars Kauli Vaast and Javier Pastore.
When it comes to physical activity, Novotel can already draw on its network of 70% establishments with fitness rooms and/or swimming pools. But the presence of both the Olympic surfing champion and the former PSG player among its community of experts, as well as the global partnership with the 2024 Olympic gold medallist and the Paris team, should also result in the dissemination of ideas and practical advice to encourage guests to move more, whether with their families or on business trips.
" For the business traveller, it's not so much about managing time as it is about managing energy.says the brand's Global President. For many, many years, they have been asked to manage their time better. But to be in top form, you need to know how to manage your energy. And that means eating better, sleeping well ". Aimed at these "corporate athletes", Novotel will be rethinking its MICE offering over the course of the year, with revitalising breaks based more on fruit and vegetables and stimulating or soothing drinks, fun ways to get a bit of exercise between two meetings, and catering designed to boost concentration, with a focus on sustainability of course.
Currently in the pilot phase in a number of hotels in France and abroad, this MICE offering should be presented in the second quarter of 2026. This offer will be available when the future Novotel hotels in Marseille, Hamburg, Madrid and Bucharest open, pending the completion of a project near Lyon-Part Dieu station.
