Novotel, the midscale hospitality brand under Accor, is launching its inaugural Longevity Week from September 7 to 13, a global initiative designed to help travelers and locals alike integrate small, science-backed wellness habits into their daily routines. The timing is symbolic: the 37th week of the year represents the potential for a 37-fold improvement in wellbeing through incremental changes, according to the brand.
The initiative comes as new research commissioned by Novotel reveals a significant shift in consumer attitudes toward long-term health. The study, which surveyed 13,000 respondents across 12 countries, found that 71% of participants are more interested in their future wellbeing than they were five years ago. Yet despite this awareness, 76% say they wish they could adopt a healthier lifestyle, citing challenges in balancing diet, sleep, and exercise amid busy schedules.
Navigating a crowded wellness landscape
The complexity of the modern wellness market is a key barrier. Two-thirds of respondents (67%) said they find it difficult to distinguish trustworthy health advice from misinformation on social media. However, 62% expressed confidence in their ability to identify credible sources, suggesting a growing demand for expert guidance and evidence-based recommendations.
To address this, Novotel has assembled the Novotel 37 Collective, a group of athletes and wellness specialists including Olympic surfer Kauli Vaast and sleep expert Olivia Arezzolo. The collective will lead free sessions focused on four pillars: Eat, Sleep, Move, and Meet. These sessions will be available both online and at Novotel properties worldwide, making the programming accessible to a broad audience of business and leisure travelers.
Jean-Yves Minet, Global Brand President of Novotel, emphasized the importance of practical, sustainable habits. "Wellness shouldn't be complicated or reserved for a few. Longevity Week is about giving our guests and communities simple, actionable tools they can use every day," he said. "Small, consistent actions can have a profound impact on health over time."
The launch of Longevity Week aligns with a broader industry trend toward wellness-focused hospitality. Accor has been investing in wellbeing across its portfolio, and Novotel's initiative complements efforts by other hotel groups to integrate health into the guest experience. For travel professionals, this signals an opportunity to cater to a growing segment of health-conscious travelers who prioritize wellness even while on the road.
Hotels are increasingly becoming platforms for wellness education, not just accommodation. Novotel's approach—offering free expert-led sessions in hotels and online—could serve as a model for other brands looking to differentiate themselves in a competitive market. The initiative also taps into the rise of weekend wellness breaks, a trend that has gained traction across Asia and beyond.
For travel advisors and tour operators, Longevity Week presents a potential selling point for clients seeking meaningful travel experiences. The sessions, which cover topics like sleep optimization and mindful movement, can be integrated into itineraries, adding value for guests who want to return home feeling refreshed and empowered.
Novotel's global footprint—with more than 580 hotels in 65 countries—gives the initiative significant reach. The brand plans to leverage its properties as venues for both in-person and virtual events, ensuring that even travelers in remote locations can participate. This hybrid approach reflects a broader shift in the hospitality industry toward digital engagement, a trend accelerated by the pandemic.
The wellness travel market continues to expand, with projections indicating strong growth in the coming years. According to the Global Wellness Institute, wellness tourism is expected to reach $1.3 trillion by 2025. Novotel's Longevity Week is a timely entry into this space, offering a low-barrier introduction to wellness for mainstream travelers.
Industry observers note that the initiative could also have implications for wellness programming in serviced residences, as brands seek to extend health-focused offerings beyond traditional hotel stays. The emphasis on daily habits rather than intensive retreats positions Novotel as a brand that supports long-term wellbeing, not just short-term escapes.
As the travel industry rebounds, wellness is emerging as a key differentiator. Novotel's Longevity Week, with its focus on practical, expert-led advice, is a strategic move to capture the attention of health-conscious travelers. For hoteliers and agents, it's a reminder that wellness is no longer a niche—it's a core expectation for many guests.
The free sessions will be promoted through Novotel's digital channels and in-hotel materials, with additional partnerships expected to be announced closer to the launch. Travel professionals interested in incorporating Longevity Week into their offerings can direct clients to Novotel's website for schedules and registration details.
With the backing of Accor and the involvement of high-profile athletes, Longevity Week is poised to make a splash in the hospitality wellness space. Whether it translates into lasting guest loyalty remains to be seen, but the initiative's focus on achievable habits is a refreshing departure from the often-intimidating world of wellness trends.
