Novotel is to launch its first global Longevity Week from 7–13 September, introducing a programme of activities focused on everyday health and wellbeing across more than 630 hotels worldwide.
The initiative will centre on four areas – Eat, Sleep, Move and Meet – with expert-led talks, masterclasses, digital content and in-hotel experiences designed around everyday wellness habits.
Novotel plans to make Longevity Week an annual event, with the inaugural programme taking place during the 37th week of 2026.
The timing references the principle that improving by 1% each day compounds significantly over the course of a year, with the hotel brand positioning the week around small and achievable lifestyle changes rather than major interventions.
The launch follows a global consumer study commissioned by Novotel involving 13,000 respondents across 12 countries.
According to the research, 71% of respondents said they are more interested in their future wellbeing than they were five years ago.
A balanced diet was identified by 64% as an important factor for longevity, followed by good-quality sleep at 62% and regular exercise at 60%.
However, 76% said they wished they lived a healthier lifestyle, while 45% wanted to improve their sleep and 47% their exercise habits.
The research also identified concerns around online wellness information, with 67% agreeing that social media makes it more difficult to identify trustworthy health advice.
More than a third, 37%, said they had followed a sleep trend before subsequently discovering it was not supported by scientific evidence.
Travel was also identified as having a potential role in wellbeing.
More than half of respondents, 51%, said they feel more relaxed while on holiday, while 24% reported sleeping better than at home.
Respondents said the wellbeing benefits experienced during a holiday lasted an average of 5.6 days after returning home.
Jean-Yves Minet, Global Brand President at Novotel, said: “These findings reinforce the growing importance of wellbeing as consumers around the world place greater emphasis on longevity, with sleep, health and everyday lifestyle habits increasingly viewed as essential foundations for living longer and living better.
“Against this backdrop, initiatives such as Novotel’s Longevity Week are more important than ever, helping to spotlight the practical, science-backed habits that support long-term wellbeing and empowering people to make small, achievable changes that can have a lasting impact on their health.”
The programme will be supported by the Novotel 37 Collective, bringing together athletes, experts and creators connected to different aspects of the initiative.
The group comprises Olympic gold medal-winning surfer Kauli Vaast, who will focus on movement and consistency; British food creator Alfie Steiner, who will concentrate on plant-forward eating; and Australian sleep expert and author Olivia Arezzolo.
Former Paris Saint-Germain footballer Javier Pastore will contribute around performance, balance and social connection.
Ocean photographer and marine conservation biologist Kaushiik Subramaniam, who became a Novotel Ocean Defender in June 2026, will connect wellbeing with ocean health and conservation.
The programme will begin on Monday 7 September with Steiner and Subramaniam discussing marine ingredients and connections between food and ocean health.
Vaast will lead a movement masterclass on Tuesday 8 September, followed by a plant-forward cooking session with Steiner on Wednesday.
Arezzolo will host a breathwork and sleep session on Thursday 10 September, before Pastore concludes the principal programme on Friday with a discussion focused on connection, balance and recovery.
The sessions will be streamed through Novotel’s Instagram and YouTube channels and made available both to hotel guests and people participating from home.
Content creators will also share their own wellbeing routines during the week, with daily challenges accompanying the programme.
Longevity Week will extend across Novotel’s portfolio of more than 630 hotels through guest activities, family experiences and QR-enabled wellbeing content.
The programme will also incorporate Oh My Greens!, Novotel’s plant-forward dining initiative.
Members of Accor’s ALL loyalty programme can earn points when selecting qualifying plant-forward dishes at participating Novotel restaurants.
Minet added: “Longevity Week is about making wellbeing feel approachable again. Small actions – sleeping better, moving a little more, eating more consciously or genuinely connecting with people – can have a powerful impact over time.
“Half of today’s five-year-olds could live to 100. The real question is no longer about living longer; it’s about living better. At Novotel, we believe the answer starts with the smallest of habits, repeated every day. Longevity Week is our invitation to the world to start now.”
Novotel plans to repeat Longevity Week annually following the inaugural September 2026 programme.
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