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Novotel
Novotel
Novotel
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Novotel is a French midscale hotel brand owned by Accor.[1] Created in 1967 in France, the company grew into what became the Accor group in 1983, and Novotel remained a pillar brand of Accor's multi-brand strategy. Novotel manages 559 hotels in 65 countries (2021).[2] Since 2010, Novotel also includes the apartment hotel brand Novotel Suites.[2]

Key Information

History

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From Novotel to Accor

[edit]

The first Novotel was launched in Lille, France, in 1967. It was inspired by American motels with comfortable rooms, a restaurant and parking. By 1970, seven Novotel hotels were in operation,[3][4] and the group raised the funds to develop internationally.[5]

By 1975, Novotel opened 60 hotels in France and 13 in Europe.[5] Novotel bought Mercure in 1975, and Sofitel in 1980. In 1981, Novotel entered the Asian market with the opening of a hotel in Singapore.[6]

Novotel reached the top 10 of hotel groups worldwide with 319 hotels.[7] It turned into the Accor group in 1983, and was introduced to the Paris stock exchange index the same year. Novotel survived as Accor's strong midscale brand alongside Mercure.[3] In 1984, Novotel bought the New York Times Square building,[8] a city where the company already operated the Roosevelt Hotel on Madison Avenue.[9]

In 1986, Novotel introduced full breakfast buffets.[10] In 1995, Novotel launched an international competition to award the best chefs of its hotels,[11] which became the Victoires internationales de la cuisine in 2001 and stretched its scope to ibis and Mercure chefs.[12]

Since 2000s: Modernization

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By the end of the 1990s, ibis hotels took the leadership on cities' peripheries, leading Novotel to redefine a strategy towards city centers,[13] and to launch a global refurbishment program based on design and modularity, bringing Novotel closer to Accor's upscale brand Sofitel.[10] In 2004, Novotel introduced more ergonomic and elegant rooms (Novation) rooms.[14] In 2008, Novotel introduced new organic bath products branded "N".[15]

In November 2011, Novotel and Microsoft prototyped a futuristic room showcased at the Paris Vaugirard location and dubbed "Room 3120".[16] In 2013, the Xbox became available to customers,[17] and successfully tested a virtual concierge (Monscierge) within its hotels.[18] In 2014, Novotel introduced a multimedia table, PLAY, to provide digital guest services.[19]

In 2012, Novotel sold its New York Times Square location in a €160m sale and management-back deal.[8] In 2013, Novotel opened its 100th hotel in Asia Pacific.[20] In 2016, Novotel opened its largest hotel worldwide, in Madrid,[21] and a new flagship hotel in London's Canary Wharf the following year.[22] In 2017, the "N" rooms were launched, another step towards design customization.[23] In July 2018, Novotel opened in Seoul its 500th hotel worldwide.[24] In May 2019, Accor opened the Novotel Miami Brickell, the brand's second hotel in the USA.[25]

Description

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Novotel caters to business and leisure travelers, with hotels located in the heart of major international cities, business districts and tourist destinations.[26] Novotel manages 559 hotels in 65 countries (2021).[2]

Development

[edit]
Novotel in Canberra
Novotel in Southampton
Development since 2011[2]
Year Hotels Rooms
2021 559 108,272
2020 542 105,559
2019 536 104,835
2018 527 102,795
2017 492 98,903
2016 464 92,843
2015 448 89,219
2014 428 83,340
2013 414 79,220
2012 401 76,383
2011 395 74,502

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Novotel

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from Grokipedia
Novotel is a midscale owned by the Group, founded in 1967 with the opening of its first property in , , pioneering standardized hotel chains with modern comforts such as private bathrooms and . As 's founding , it has grown into a emphasizing a seamless balance between business, family leisure, and wellbeing, featuring intuitive spaces designed for connectivity and relaxation. With approximately 600 hotels and over 116,000 rooms across 68 countries as of 2025, Novotel caters primarily to travelers, families, and couples seeking versatile accommodations for short stays or extended trips. Key features include family-friendly policies, such as free stays and breakfast for children under 16 (introduced in ), ergonomic Live N’Dream beds for better sleep, fitness centers, pools, and nutritious dining options as part of its 360° Wellbeing Experience. The brand also commits to through initiatives like a partnership with WWF for ocean protection, aligning with 's broader positive impact goals.

History

Founding and Early Expansion

Novotel was founded in 1967 by French entrepreneurs , Gérard Pélisson, and Maurice Simond through the Société d'Investissement et d'Exploitation Hôtelière (SIEH), marking the birth of a new midscale hotel chain in . The inaugural Novotel opened that year in , , specifically in the suburb of Lesquin, and was designed as a European adaptation of the American concept to meet the growing demand for affordable, standardized accommodations amid post-World War II economic recovery and rising travel. The pioneering model emphasized a comprehensive guest experience, featuring modern rooms with private bathrooms, , an on-site , and a —amenities that were innovative for the era and catered to both travelers seeking convenience and families desiring comfort during leisure trips. This approach revolutionized by prioritizing efficiency, cleanliness, and accessibility, setting Novotel apart from traditional European inns and luxury establishments that dominated the market. Early expansion was swift, beginning with additional openings across in the late before venturing internationally with the first hotel outside the country in , , in 1972. By 1975, the chain had grown to 45 hotels throughout , capitalizing on the era's burgeoning road travel and to establish a for scalable, midrange hospitality that influenced the standardization of the industry.

Integration with

In 1983, Novotel, along with its parent company SIEH (Société d'Investissement et d'Exploitation Hôtelière) and the holdings of Jacques Borel International (JBI), were incorporated into the newly formed S.A. by and Gérard Pélisson, the entrepreneurial duo who had originally launched Novotel as an innovative hotel concept. The strategic rationale behind this consolidation was to merge Novotel's established midscale hotel operations with JBI's complementary assets in restaurants, catering, and leisure services, thereby forging a diversified multinational hospitality group capable of delivering integrated guest experiences across multiple sectors. This integration immediately propelled expansion efforts, as Accor's pooled resources— including enhanced capital access following its Paris Stock Exchange listing—enabled more aggressive development and international outreach for Novotel. One key early outcome was the 1985 alliance with Lenôtre, the renowned French baking and catering firm, which elevated food and beverage standards at Novotel locations through specialized culinary enhancements and on-site services. By the late , these synergies had driven Novotel's portfolio to over 100 properties across , cementing its position as Accor's flagship midscale brand and a of the group's European dominance.

Modernization and Recent Milestones

In the 2000s, Novotel underwent a strategic rejuvenation under Accor's renewal program, focusing on updating interiors to incorporate modern, flexible designs while enhancing family-oriented services such as spacious suites and integrated wellness facilities like fitness centers and kids' areas to meet evolving traveler preferences for comfort and . This effort included significant investments in property upgrades, exemplified by the 2000 renovation of North American Novotel hotels totaling approximately US$8.4 million, which added amenities and refreshed guest experiences to reposition the brand in competitive midscale markets. Key milestones marked Novotel's global growth during this period. By , the brand achieved a significant expansion target in the , reaching its 100th hotel in the region with the opening of the Novotel Phuket Kamala Beach Resort in , solidifying its presence as 's foundational midscale offering. In 2014, Novotel benefited from a landmark partnership with Huazhu Hotels Group in , establishing Huazhu as the exclusive master franchisee for brands in , , and , which facilitated the planned development of 350 to 400 new hotels including Novotel properties over the subsequent five years. Following the 2020 , Novotel accelerated its recovery through digital innovations and adaptive measures. The brand implemented Accor's ALLSAFE hygiene standards, which encompassed enhanced cleaning protocols, room sanitization on request to minimize guest interactions, and the introduction of contactless check-in via mobile apps for seamless arrivals. To address the rise of hybrid work-leisure travel, Novotel properties incorporated flexible spaces such as co-working lounges and reservable meeting areas, aligning with broader industry trends toward bleisure accommodations that blend professional and personal needs. These adaptations were complemented by a focus on health and sustainability, including reduced plastic use and partnerships like the 2024 three-year collaboration with WWF to lower carbon footprints and promote ocean conservation across its network. By 2025, Novotel had grown to 604 hotels in 68 countries, reflecting robust post-pandemic resilience and a emphasizing innovative, eco-conscious designs such as the Live N’Dream system for improved guest .

Brand Identity

Target Market

Novotel primarily targets professionals who require efficient and functional accommodations for short to extended stays, families seeking comfortable and convenient options for group travel, and travelers desiring balanced experiences that combine relaxation with . This core demographic often includes individuals aged 30-55, encompassing mid-career executives, parents with children, and couples or small groups exploring urban or suburban destinations. The brand's appeal lies in its ability to serve these segments without the extravagance of luxury properties, providing reliable service that supports both professional productivity and personal downtime. Positioned in the midscale segment—equivalent to a 3- to 4-star rating—Novotel emphasizes value-driven stays that avoid while delivering consistent quality, particularly appealing to the growing "bleisure" trend where and activities merge. This positioning caters to hybrid workers who blend obligations with personal exploration, offering versatile spaces that facilitate seamless transitions between work and relaxation. Unique family-friendly policies, such as free accommodation and for children under 16 sharing a with parents since , along with options for interconnecting rooms, make it a preferred choice for parents prioritizing ease and affordability. For guests, amenities like high-tech meeting rooms suitable for small groups enhance its utility for informal collaborations or sessions. Post-2020, Novotel has adapted to modern hybrid work patterns, emphasizing flexible environments that support remote professionals extending trips for , aligning with the rise of bleisure as a dominant trend. Modern elements, such as adaptable room layouts, further reinforce this shift by accommodating diverse needs within a single stay.

Design Philosophy and Amenities

Novotel's design centers on creating warm, modern interiors that blend contemporary sophistication with functional calm, incorporating clean lines and airy, timeless aesthetics across its properties. This approach emphasizes modular furniture for guest flexibility, allowing spaces to adapt seamlessly for work, rest, or social interaction, while prioritizing through large windows and uncluttered layouts. Open social hubs and dedicated zones, such as fitness corners, libraries, and lounge areas, further enhance the intuitive flow between relaxation and productivity. Standard amenities reflect this philosophy with spacious rooms featuring ergonomic workspaces with desks and panels for efficient needs, alongside family-oriented options like sofa beds to accommodate up to four guests comfortably. On-site facilities commonly include pools for , fully equipped fitness centers with personal coaching availability, and all-day dining restaurants offering informal, social dining experiences in central bar areas. The brand upholds a consistent "Novotel experience" through standardized elements like kids' welcome packs with age-appropriate activities and balanced meals, ensuring a atmosphere, while select locations extend pet-friendly policies to broaden . Innovations in recent designs integrate smart technology, such as app-based controls via the ALL app for lighting, temperature, and , paired with sustainable materials like natural textiles and low-impact furnishings to promote environmental sensitivity without compromising style. These design and amenity standards facilitate a natural balance between efficiency and pursuits, enabling guests to transition effortlessly between professional obligations and downtime.

Global Presence

Current Portfolio

As of November 2025, Novotel operates 604 hotels comprising 116,143 rooms across 68 countries. The brand's portfolio features a balanced ownership structure, with approximately 50% of properties under direct management by , 48% operated via franchise agreements, and a small portion (around 2%) consisting of leased hotels. This model emphasizes urban and airport locations to cater to travelers and transient guests seeking convenient access. Novotel properties are predominantly full-service midscale hotels, providing versatile accommodations that blend business facilities like co-working spaces with family-oriented amenities such as flexible room configurations and children's programs. A subset includes resorts in leisure destinations, offering pools, fitness centers, and wellness features for extended stays. Performance metrics reflect robust demand in the midscale segment, with global occupancy rates averaging around 65% in the first half of 2025—contributing to Accor's overall growth of 4.6% year-over-year, fueled by balanced business and leisure travel.

Key Markets and Regional Focus

Novotel maintains its strongest presence in , where it operates over 300 hotels across 24 countries, representing the brand's core market and origin region. , as the founding country, hosts the largest concentration, followed closely by , with significant clusters in key urban centers such as and that cater to both and travelers. In the region, Novotel has pursued aggressive expansion, achieving more than 150 properties amid rising demand for midscale accommodations. This growth is particularly evident in , supported by a with Huazhu Group since that enables co-development and operation of Novotel hotels under a model. In , the brand emphasizes urban and tech-hub locations, including recent expansions in Bengaluru to tap into the country's burgeoning sector. Beyond these dominant areas, Novotel has an emerging footprint in the , highlighted by properties in that align with the region's tourism and conference-driven economy, and a more limited presence in the , concentrated in where it supports local and event markets. Overall, the brand spans 68 countries with a global portfolio of 604 hotels. Post-2020, Novotel has shifted strategic emphasis toward high-growth markets in , leveraging the recovery in leisure travel and regional economic momentum to bolster its pipeline and diversify beyond traditional European strongholds.

Development and Sustainability

Expansion Strategies

Novotel's expansion strategies emphasize a franchise-heavy model to achieve rapid scaling while minimizing capital investment, allowing the brand to grow efficiently through partnerships with property owners and operators. This approach has been central to Accor's development playbook, where accounts for a significant portion of new agreements, enabling Novotel to enter markets with lower operational risks and higher returns for investors. The brand maintains a robust of over 180 hotels in development worldwide, sustaining momentum in both established and emerging regions. This includes a mix of conversions from independent properties, which provide quick market entry by existing assets, and greenfield builds tailored to high-growth areas like secondary cities in and . For instance, conversions allow Novotel to leverage established infrastructure while infusing its signature family-friendly and business-oriented amenities, whereas greenfield projects focus on custom developments in underserved locations to capture rising demand. In 2025, key openings highlight Novotel's targeted push in and . European developments include the spring opening of Novotel Paris Nanterre in , the early 2025 opening of Novotel Lavant in , and the November 2025 opening of Novotel in , strengthening the brand's presence in urban business hubs. In , signings such as Novotel in alongside the opening of Novotel City Centre underscore a focus on expanding into dynamic markets like , where three new properties were signed in emerging cities this year. Leveraging Accor's broader resources, Novotel pursues joint ventures and strategic partnerships for expansions, particularly in the and , where group expertise in financing and operations accelerates project timelines. This synergy has positioned the brand—with its current portfolio of 600 hotels across 68 countries—to capitalize on post-pandemic travel recovery.

Environmental and Social Initiatives

Novotel's environmental initiatives are integrated into 's broader Planet 21 sustainability program, which emphasizes responsible operations across its brands. The program targets 100% third-party eco-certification for all hotels, including Novotel properties, by 2026, with a focus on reducing resource consumption and waste. As of 2025, approximately 67% of Novotel hotels have achieved eco-certification, such as Green Key, through measures like energy-efficient designs and waste minimization practices. Efforts to curb single-use plastics have seen 80% of Novotel properties eliminate over 56 such items, aligning with 's goal of full phase-out across its portfolio. A key component is the Novotel Oceans initiative, launched in June 2024 in partnership with WWF, which addresses marine conservation under UN Sustainable Development Goal 14. This program funds WWF projects for ghost gear removal—abandoned fishing nets polluting oceans—scanning over 1,000 hectares in areas like Corsica and planning retrieval operations for 2025–2026. It also promotes sustainable seafood by banning over 350 endangered species by 2027 and implementing traceability through partnerships like Seafood Souq, while encouraging plant-forward menus in 39% of hotels. Additional achievements include installing 73 buoys for ocean monitoring and tracking 12,600 turtles to support biodiversity. On the social front, Novotel supports through and inclusion programs, fostering diversity in its workforce and local partnerships. Under Novotel Oceans, initiatives fund marine for over 550 children via WWF's Blue Panda program and train 15 youth ambassadors to raise ocean awareness. Accor's overarching commitments promote workforce diversity across ethnic, racial, and cultural lines, with Novotel properties encouraging guest participation in sustainability, such as and responsible consumption choices. These efforts incorporate principles in hotel design, like reusable materials, to minimize environmental impact while enhancing in host communities.

References

  1. https://group.accor.com/en/group/our-history
  2. https://group.accor.com/en/brands-and-experiences/our-hotel-brands/novotel
  3. https://group.accor.com/en/news-stories/novotel-growth-dynamic
  4. https://www.scribd.com/document/729543393/Founding-of-Accor-Hotels
  5. https://www.lesechos.fr/2010/06/saga-accor-un-geant-ne-en-1967-441007
  6. https://www.costar.com/article/577281018/accor-founder-hotelier-gerard-pelisson-remembered-for-helping-to-modernize-industry
  7. https://www.company-histories.com/Accor-SA-Company-History.html
  8. https://www.sec.gov/Archives/edgar/vprr/0403/04035979.pdf
  9. https://www.researchgate.net/publication/223682621_Managing_Change_at_Novotel_Back_to_the_Future
  10. https://www.businesstravelnews.com/More-News/Accor-Spends-Canadian-Dollars-On-Novotel-Properties
  11. https://www.hospitalitynet.org/news/4062765.html
  12. https://webzine-actionnaires.accor.com/12_2014/pdf/20141214_pr_accor_huazhu.pdf
  13. https://www.scribd.com/document/883387112/4-6-Novotel-Brand-Standards-March-2021
  14. https://group.accor.com/en/news-stories/change-opportunities-hospitality-trends
  15. https://canvasbusinessmodel.com/blogs/target-market/accor-target-market
  16. https://www.hospitalitynet.org/brand/23000070/novotel.html
  17. https://novotel.accor.com/a/en/inspirations/family.html
  18. https://novotel.accor.com/a/en/offers/novotel-family.html
  19. https://novotel.accor.com/a/en/great-escape-magazine/travel/the-evolution-of-corporate-travel-in-2024-and-beyond.html
  20. https://novotel.accor.com/a/en/novotel-experience/philosophy.html
  21. https://www.accor-design-innovation.com/en/concepts/
  22. https://novotelmadridcenter.com/en/habitaciones/estandar-2-ninos-gratis/
  23. https://all.accor.com/hotel/5432/index.en.shtml
  24. https://novotel.accor.com/a/en/novotel-experience.html
  25. https://www.hftp.org/news/4126697/novotels-momentum-driving-growth-through-innovation-impact-and-sustainability
  26. https://assets.group.accor.com/yrj0orc8tx24/5pU3QcTcdGyCNwE70JbygK/023ae88aac3ed8f7c662f2a113df00fd/Hotel-Portfolio-ENG-062025.pdf
  27. https://novotel.accor.com/a/en/novotel-experience/resorts.html
  28. https://assets.group.accor.com/yrj0orc8tx24/mYXfK3xm7DTYERoyCxcDd/c118c73f88587a65aa9186d3fc6b9f07/ACCOR-Interim-Financial-Report-2025-vDef.pdf
  29. https://group.accor.com/en/news-stories/2025-half-year-results-in-key-figures
  30. https://tophotel.news/novotel-grows-european-footprint/
  31. https://www.businesstravelnewseurope.com/Accommodation/Novotel-expands-European-footprint-with-new-destinations
  32. https://assets.group.accor.com/yrj0orc8tx24/4JuuFfBNy816VDPMP1H2Ne/195bdd007a5fa9522b457aee27bf0fe0/Why_invest_in_Novotel.pdf
  33. https://ir.hworld.com/news-releases/news-release-details/china-lodging-group-completes-transaction-strategic-alliance
  34. https://businessindia.co/magazine/corporate-report/accor-sets-the-stage-for-expansion
  35. https://www.tripadvisor.com/Hotels-g21-zfb9321-Middle_East-Hotels.html
  36. https://www.booking.com/novotel/country/br.html
  37. https://press.accor.com/accor-drives-unprecedented-growth-and-record-performance-in-new-signings
  38. https://lodgingmagazine.com/accor-drives-growth-and-performance-in-new-signings-for-2025/
  39. https://www.hospitalitynet.org/news/4126437.html
  40. https://www.facebook.com/Accor/posts/novotel-in-3-words-innovation-impact-sustainabilityas-the-heart-of-accors-story-/1150181317149250/
  41. https://tophotel.news/chain/novotel/
  42. https://group.accor.com/en/hotel-development
  43. https://novotel.accor.com/a/en/offers/ena-new-hotel-openings-and-refurbishments.html
  44. https://www.hotelierindia.com/development/accor-expands-with-230-hotels-in-development-across-asia
  45. https://hospitalitybizindia.com/news-track/accor-builds-growth-momentum-in-asia-signs-three-new-hotels-in-india/
  46. https://group.accor.com/en/group/sustainable-hospitality
  47. https://group.accor.com/en/group/sustainable-hospitality/sustainable-stays
  48. https://group.accor.com/-/media/Corporate/Medias/PDF-for-pages/Novotel-Oceans-Impact-Report-2025.pdf?rev=febebf425b574be0b629b804d5f03b7d
  49. https://press.accor.com/novotel-celebrates-one-year-of-ocean-commitment-and-sustainable-partnership-with-wwf
  50. https://group.accor.com/en/group/people-at-our-heart/community-engagement
  51. https://group.accor.com/en/group/people-at-our-heart/our-culture-of-inclusion
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