Novotel, a leading name in the hospitality industry, has a story that spans over five decades. This French-born hotel brand, owned by Accor, has become a global icon, offering comfortable and modern accommodations to travelers worldwide.
From Humble Beginnings to Global Dominance
Novotel’s story began in 1967 with the opening of its first hotel in Lille, France. Inspired by American motels, this pioneering hotel offered guests comfortable rooms, a restaurant, and parking facilities. The early success of this first Novotel propelled the brand’s expansion, leading to the opening of seven hotels by 1970. This early growth laid the foundation for Novotel’s global reach.
A Multi-Brand Strategy
Novotel’s ambition extended beyond French borders. By 1975, the brand had expanded its presence to 60 hotels in France and 13 across Europe. The brand’s foresight led to the acquisition of Mercure in 1975, followed by Sofitel in 1980. This strategic move solidified Novotel’s place in the world of hospitality, forming a multi-brand strategy that would define Accor’s future.
Entering New Markets and Achieving Milestones
The 1980s saw Novotel taking bold steps in its journey. The opening of a hotel in Singapore in 1981 marked the brand’s entry into the Asian market. By 1983, Novotel had become a major player, with 319 hotels worldwide, solidifying its position among the top 10 hotel groups globally. This year also saw the creation of the Accor group, a testament to Novotel’s remarkable growth. Novotel continued to expand its reach, acquiring the New York Times Square building in 1984.
A Focus on Innovation and Guest Experience
Novotel consistently innovated, introducing full breakfast buffets in 1986. The brand’s dedication to culinary excellence led to the launch of an international chef competition in 1995, further solidifying its commitment to guest satisfaction.
Novotel’s pursuit of excellence was evident in its strategic decisions. The rise of ibis hotels on city outskirts led Novotel to refocus its strategy on city centers, launching a global refurbishment program. This program, based on design and modularity, further differentiated Novotel and brought it closer to Accor’s upscale brand, Sofitel.
Embracing the Future of Hospitality
Novotel continued to push the boundaries of hospitality in the 21st century. The brand introduced more ergonomic and elegant “Novation” rooms in 2004, followed by new organic bath products branded “N” in 2008.
The brand’s embrace of technology led to the creation of “Room 3120,” a futuristic room showcasing the potential of technology in hospitality, in 2011. Novotel further integrated technology into its guest experience by making the Xbox available in 2013, and testing a virtual concierge in its hotels.
Continued Expansion and Global Presence
Novotel’s growth continued unabated. The brand’s 100th hotel in Asia Pacific opened in 2013, followed by the opening of its largest hotel worldwide in Madrid in 2016. The following year, Novotel opened a flagship hotel in London’s Canary Wharf, showcasing its commitment to major global cities. The brand’s 500th hotel opened in Seoul in 2018, marking a significant milestone in its journey.
A Brand for All Travelers
Novotel remains a popular choice for both business and leisure travelers. The brand’s strategic locations in the heart of major cities, business districts, and tourist destinations make it an ideal choice for a wide range of travelers. Today, Novotel manages 559 hotels across 65 countries, a testament to its enduring appeal and commitment to offering exceptional hospitality experiences to guests worldwide.
