Novotel Manila Araneta City has unveiled a new marketing campaign, My Novotel Family for ALL, that reframes the concept of family within the hospitality sector. Rather than limiting the term to traditional nuclear units, the campaign embraces a broader spectrum of bonds—including lifelong friends, couples, chosen families, and even pets—as legitimate and valued travel companions.
From Longevity Philosophy to Local Execution
The campaign is the local expression of Novotel's global Longevity Everyday platform, an Accor initiative that positions well-being as an attainable daily practice rather than a distant goal. Under the pillars of Eat, Sleep, Move, and Meet, the hotel aims to deliver experiences that prioritize restorative sleep, mindful dining, purposeful movement, and meaningful connection.
Erwin Dona III, cluster director of marketing and communications at Novotel Manila Araneta City, explained the strategic intent: “Through this campaign, Novotel Araneta City brings its Longevity Everyday ethos into sharper focus not merely as a hospitality message, but as a reflection of how modern families choose to live, connect, and celebrate today. By strengthening engagement with our ALL Accor-loyalty members and ALL Accor+ Explorers, we are creating experiences that feel both personal and culturally resonant for the local market.”
Packages Designed for Diverse Travelers
The hotel has introduced several staycation packages tailored to different guest profiles. The Family Time Elevated package offers an Executive Room with breakfast for two adults and two children, Kids Club access, and Premier Lounge privileges—positioned as a refined urban escape for families seeking comfort and convenience.
For guests wanting to explore the city together, the Explore the City package combines accommodation with curated experiences including entry to Art In Island, Gateway Cinema tickets, and artisanal gelato from Che Buono. Meanwhile, the Little Explorers Staycation targets younger adventurers with Executive Suites featuring kiddie teepee glamping setups, themed amenity kits, unlimited Kids Club access, and weekend activities.
For milestone gatherings and intimate reunions, the Reunions at The 25th package transforms the Presidential Suite into a venue for curated dining and cocktail experiences, catering to groups of friends and extended family.
Industry Context and Relevance
The campaign arrives as hoteliers globally seek to differentiate their family offerings beyond standard kids-club amenities. By explicitly including non-traditional family structures and pets, Novotel Manila Araneta City aligns with broader societal shifts that travel professionals must acknowledge. The initiative also leverages Accor's ALL loyalty ecosystem, offering a direct channel to engage frequent travelers and subscription-based ALL Accor+ members.
This approach mirrors trends seen elsewhere in the industry. For instance, Milaidhoo Maldives CEO: Staff-as-Family Culture Drives Ultra-Luxury Success highlights how the family concept extends to staff culture in luxury properties. Similarly, Royal Caribbean Dominates 2026 Travel Awards with Family, Loyalty, and Ship Honors underscores the growing importance of family-focused loyalty programs across travel sectors.
For travel agents and tour operators, the campaign offers a clear selling point: a property that actively markets to diverse family configurations, including multi-generational groups and pet owners. The packages are designed to be bookable through standard GDS channels, and the hotel's proximity to Araneta City—a major commercial and entertainment hub in Quezon City—makes it a convenient option for both leisure and MICE travelers.
As the travel industry continues to recover and evolve, campaigns like My Novotel Family for ALL demonstrate how hotels can use brand philosophy to create emotionally resonant yet commercially viable offerings. The emphasis on everyday well-being and inclusive definitions of family may well set a template for other properties in the Accor portfolio and beyond.
