Novotel & PSG
Novotel and Paris Saint-Germain introduce Legendary Rooms, celebrating football's greatest icons.
Brands
Novotel Launches "Longevity Everyday"
Pioneering the quiet wellbeing revolution.
January 28, 2026
The hospitality industry is witnessing a profound shift. The longevity economy is experiencing double-digit year-on-year growth and is forecast to be worth $4.6 trillion to the travel and hospitality sector by the end of the decade.
Accor data* reveals that one in three travelers is taking daily steps to improve their mental and physical wellbeing, yet most longevity programs remain out of reach for many people. This gap between demand and accessibility has created a strategic opportunity that Novotel, Accor's founding brand, is uniquely positioned to address.
Democratizing Longevity Through Strategic Innovation
Novotel has unveiled “Longevity Everyday”, an ambitious vision to make longevity practical, intuitive and achievable for everyone. Drawing on nearly 60 years of experience, Novotel is redefining how guests can feel better during and beyond the stay at over 600+ hotels in 67 countries.
Longevity is a megatrend reshaping our world and our industry. At Novotel, longevity is not about radical transformation but small, incremental actions that compound over time.
Jean-Yves Minet
Global Brand President, Midscale & Economy, Accor
The strategy addresses powerful market shifts: rising demand for wellness tourism, the surge in plant-based dining, and acute global awareness of physical and mental wellbeing importance. Recent Accor research reveals that 68% of working adults globally wish they had better work-life balance, while 37% of travelers actively seek healthier dining choices.
Quiet Wellbeing: Everyday Wellness Over Extreme Retreats
Just as quiet luxury redefined what it means to live well, Quiet Wellbeing is transforming how we approach health and self-care. It recognizes that intense detox retreats and off-grid digital fasts often provide short-term benefits accessible only to a privileged few.
Instead, travellers and busy professionals in 2026 are seeking sustainable and realistic options: morning meditation classes that inspire daily practice, nutritious meals that teach rather than restrict, gentle movement that energizes, and improved sleep. It's about incremental improvements and sustainable habits, not perfection at the extreme.
Quiet Wellbeing means using travel as an opportunity to pause, learn, and return home with better rituals woven into our daily lives. It's about discovering small practices that make everyday life a little better, a little calmer, a little more balanced.
Jean-Yves Minet
Global Brand President, Midscale & Economy, Accor
Four Pillars of Operational Excellence
Novotel's approach centers on four tangible pillars launching throughout 2026.
SLEEP
EAT
MOVE
MEET
The Novotel 37 Collective: Science Meets Habit
At the heart of Longevity Everyday is the Novotel 37 Collective, a global community of experts, creators and athletes who encourage everyday action. The concept is simple: improving by 1% each day compounds into a 37-fold improvement over a year, offering a relatable framework for building lasting microhabits.
“You have to listen to your body… small, consistent actions create the biggest impact,” says Kauli Vaast. Alfie Steiner adds: “My ethos is about encouraging plant-based ingredients in exciting, achievable ways.”
Strategic Market Impact
This positioning responds directly to a critical business opportunity. Novotel's universal appeal, serving business travelers, families, and leisure travelers, creates a unique platform to democratize longevity across market segments.
As the hospitality industry evolves toward experience-driven value creation, Novotel's "Longevity Everyday" represents more than wellness programming, it's a strategic repositioning that transforms hotels into catalysts for longer, fuller, happier lives, meeting unprecedented market demand while creating sustainable competitive advantage in the midscale segment.
*Accor Business Traveller Survey conducted with OnePoll. 9,000-person sample (1,000 in each market) UK, US, Brazil, France, Germany, UAE, India, Australia, China.
