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]
History
From Novotel to Accor
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
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
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]
^ abLuciano Segreto; Carles Manera; Manfred Poh (1 April 2009). Europe at the Seaside: The Economic History of Mass Tourism in the Mediterranean. Berghahn Books. ISBN9781845459116.
