Novotel has launched a global strategy titled Longevity Everyday to integrate health and wellness habits into its hospitality operations across 67 countries.
The initiative targets a sector forecast to be worth $4.6tn (£3.37tn) to the travel industry by 2030.
The programme focuses on four areas: rest, nutrition, movement, and social connection. Accor data suggests 31% of travellers currently seek hotels with wellness-focused designs.
As a result, the hotel brand will roll out new menus in April 2026, featuring at least 25% plant-forward options by the end of the year.
Novotel has also established a partnership with British food creator Alfie Steiner to develop recipes and has joined the Seafood Task Force to ensure full traceability of tuna and farmed shrimp.
The strategy includes a commitment to ocean preservation in partnership with the World Wide Fund for Nature (WWF).
This includes removing 350 endangered species from menus by 2027 and supporting conservation projects such as seagrass protection in the Mediterranean.
Additionally, physical changes to the estate include the global installation of eco-certified beds by 2030 and enhanced movement offerings through partnerships with Olympic surfer Kauli Vaast and the Paris Saint-Germain football club.
The brand is also responding to a projected increase in remote digital jobs, which the World Economic Forum estimates will reach 92 million by 2030.
Jean-Yves Minet, global brand president of Novotel, said: “Longevity is a megatrend reshaping our world and our industry – a high-growth market expected to be worth trillions to the travel and leisure sector by 2030.
“At Novotel, we believe longevity is not about radical transformation, but about small, incremental actions that last and compound over time. This is where Novotel comes in. We therefore have a unique opportunity to democratize longevity and make it possible for everyone, every day.”
