Accor’s founding brand Novotel is getting firmly behind supporting guests wellbeing and quality of life through a new vision called Longevity Everyday.

The launch will see Novotel, which has over 600 hotels across 67 countries, address one of travel’s fastest-growing shifts – the longevity economy, now experiencing double-digit year-on-year growth and forecast to be worth US$4.6 trillion to the travel and hospitality sector by the end of the decade.

Novotel Global Brand President, Jean-Yves Minet, said Accor data reveals that one in three travellers is taking a daily step to improve their mental and physical wellbeing.

He said longevity is becoming a defining pillar of this movement – influencing everything from diet and sleep to mental wellbeing, physical activity and social connection – yet most longevity programmes and philosophies remain out of reach for many people.

Minet said it is Novotel’s ambition is to change that by making longevity practical, intuitive, and achievable for everyone, every day.

“Longevity is a mega-trend reshaping our world and our industry – a high-growth market expected to be worth trillions to the travel and leisure sector by 2030,” he said.

“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.”

Novotel’s Longevity Everyday approach is built on four tangible pillars – Sleep, Eat, Move and Meet –designed to enhance guest wellbeing, through new programming, products, and partnerships launching throughout 2026 and beyond.

Underpinning all four pillars is the brand’s commitment to ocean preservation, recognizing that planetary health is inseparable from personal wellbeing.

“Novotel’s strength is its universal appeal, delivering elevated experiences for all travellers, from business professionals to friends and families,” Minet said.

“We therefore have a unique opportunity to democratize longevity and make it possible for everyone, every day.

“For nearly 60 years, one universal desire has united Novotel guests: to live a longer, fuller, happier life. Our goal is to integrate longevity into daily habits across (these) four pillars at Novotel and beyond the stay.”

As part of the Sleep pillar, Novotel is elevating its bedding standards globally and rolling out new eco-conceived premium beds worldwide by 2030.

With 36% of travellers citing comfortable beds as a key factor in business travel appeal, the new Novotel Bed – 29 cm deep and both OEKO-TEX and NF Environnement certified – has been designed to support optimal rest and recovery.

For the Eat pillar, Novotel is transforming its culinary approach with a focus on flavour and sustainability.

By the end of 2026, guests will see at least 25% plant-forward options across all hotels, reinforcing the brand’s commitment to offering balanced, thoughtful choices that support long-term wellbeing.

Culinary teams are benefiting from world-class training from the Culinary Institute of America to create delicious, healthier, sustainable choices.

This shift responds directly to the 37%2 of travellers seeking healthier dining choices.

With gyms and pools in most (70%) of its hotels, Novotel is enhancing its movement offering through both physical spaces and accessible, everyday activity, as part of the Move pillar.

A global partnership with Paris 2024 Olympic Gold medallist Kauli Vaast and Paris Saint-Germain (PSG) will bring practical tips, energy-management tools, and family-friendly inspiration to encourage guests to move more, whether for a workout or just a few minutes each day.

For the Meet pillar, Novotel is redefining business travel for the modern corporate athlete, recognizing they are energy managers, not just time managers, and offering an intentionally designed experience to support sustained wellbeing, energy, and peak performance by fostering physical, mental and social longevity.

For business travellers and meeting delegates, this includes revitalizing breaks with light movement; focus-fuelling, sustainable food; and drinks crafted to boost energy and creativity or promote calmness and rest.

On the leisure side, Novotel serves over 5 million families annually, understanding that longevity for life and the planet begins with the experiences and decisions nurtured in childhood.

Quality family time is essential for developing lifelong wellness habits, supporting busy parents and their children.

Beyond industry-leading family benefits – including 50% off a second room and free stay and breakfast for up to two children under 16 – Novotel puts children at the heart of every experience with purpose-driven initiatives like WWF-designed edutainment games that inspire the next generation of ocean ambassadors, making every Novotel visit not just memorable, but meaningful for the next generation.

At the heart of Longevity Everyday is The Novotel 37 Collective, a global community of opinion leaders and wellbeing experts, coming together to exchange ideas and inspire the world to embrace the positive impact of conscious choices and sustainable habits.

Through videos, interviews, tips and on-property activations, the Collective will share practical, human insights that make longevity feel achievable, engaging and personal.

Minet said this strategy addresses powerful shifts in the global travel landscape: year-on-year travel growth, remote work opportunities expanding to 92 million by 2030, rising demand for wellness tourism, and the continued surge in plant-based dining.

He said these trends have been accelerated by an acute global awareness of the importance of physical and mental wellbeing.

“A recent Accor study revealed that 68% of working adults globally wish they had a better work-life balance,” Minet said.

“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.

“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,” he said.