A view of the Congo River from its lounge bar, contemporary design, a technological accent with digital room keys: the Novotel Kinshasa La Gombe has everything it takes to become one of the leading destinations in the capital of the Democratic Republic of Congo. Recently opened, this hotel with 115 rooms and suites embodies in its own way this new trend. new generation of an evolving brand.
Like Ibis a few years ago, Novotel has turned its attention to the needs of its customers. to international design studios - Sundukovy Sisters, Hypothesis, Metro, RF Studio - to adapt its establishments to the times. This project, which was presented in 2021, is now being implemented in the latest establishments to open in Mexico City, Liverpool and, closer to home, the Novotel Paris Vaugirard or Suresnes Longchamp, recently renovated.
These are hotels that stand in stark contrast to all the other establishments that business travellers have come to know along France's roads, some of which are still in decline. the brand's ultra-standardised past. Reminiscent of a time when Paul Dubrule and Gérard Pélisson - who passed away last year - were inspired by the fundamentals of the American hotel industry to sow the seeds of a success story in France, at Lille Lesquin airport, a story that has been running since 1967.
As well as Mama Shelter, Hoxton, Raffles and Fairmont, Novotel is one of the most popular hotels in France. hard core brands that have served as the foundation for Accor's rise to become a key player in the global hotel industry, leader on almost every continent except the United States and China. With almost 560 Novotel hotels, Mercure approaching the 1,000 mark and Ibis more than 1,200 hotels, these pillars of the new Premium, Midscale and Economy division still account for more than half of the group's hotels worldwide.
And while the French group is firmly committed to expanding its luxury and lifestyle offering, they still account for a large proportion of future projects. The fact remains that, if it is to have a long-term future, a brand like Novotel needs to be in tune with today's expectations. " Today's customers expect something different. As a result, more and more hotels are offering something more fun, in the tradition of lifestyle hotels" says Marie Nouzille, head of marketing for mid-range brands, citing as an example the rooftop of the Novotel Paris Porte de Versailles and its warm and relaxed restaurant Pedzouille La Grange.
" With these new concepts, we have completely decompartmentalised our lobbies, with lively areas on one side, quieter areas for working or holding a small meeting, and other areas for leisure activities.says Nadège Keryhuel, VP in charge of mid-range brands worldwide. We will go further in this proposal to meeting the needs of today's travellers. And Novotel hotels lend themselves well to the bleisure trend, as business travellers can easily accommodate their families to extend their stay over the weekend." .
While the market in France and Western Europe is already largely covered, the brand's future lies well beyond that. Among its 165 hotels under developmentNovotel has its sights set on other areas such as Eastern Europe - Poland in particular - and "new territories" such as Georgia, where a hotel opened in Tbilisi last September. " Whereas with Mercure, we can be in secondary or tertiary towns, we are targeting the heart of major cities with Novotel." says Nadège Keryhuel.
Sydney, Lima, Djibouti: several of these cities are on the brand's shelves. Among the major world cities, Mexico has also seen the emergence of several Novotel in a very short space of time, with the fourth expected by the end of the year in the historic centre of the Mexican capital. While 2023 will also see the inauguration of a new establishment in Phnom PenhThe brand also plans to make its debut in Japan in 2024, in Nara.
Big cities, big ambitions
As for Europe, next year business travellers will find a new hotel in Hamburg, right next to the main railway station, and in Valencia, with the renovation of the the former Expo Hotel. Located between the congress centre and the city centre, this 370-room establishment will have a rooftop and will include a large meeting and event space.
With regard to business hotelsIn recent months, they have opened the Novotel Rayong Star Convention Center in Thailand, with a MICE area that can accommodate up to 1,500 guests, and a hotel located between terminals 1 and 2 of Baiyun international airport in Guangzhou (Canton), China.
Established in China since 1984, with its first hotel in Beijing, the Novotel brand is continuing to expand with the unveiling of its fiftieth hotel in Xi'an, and almost as many more to come by 2030, all featuring the new design concepts. At the same time, the brand is also deploying in China its long-stay version Novotel Livingalready present at SingaporeBangkok, Ho Chi Minh City and Almaty, in Kazakhstan. Expected to open in Chengdu this year and Kunming in 2025, this new brand will support Accor's ambitions in the fast-growing long-stay market worldwide.
