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“Novotel Launches ‘Longevity Everyday.’”

That’s the title of the global, France-based hotel chain’s press release, announcing the Novotel brand’s initiative to serve up healthy hospitality.

Check out this video…

Behind this strategic positioning decision, the hotel notes,

“Accor data reveals that one in three travelers is taking daily steps to improve their mental and physical wellbeing, yet most longevity programs remain out of reach for many people. This gap between demand and accessibility has created a strategic opportunity that Novotel, Accor’s founding brand, is uniquely positioned to address.”

This approach will extend to over 600 hotels operating in 67 countries — attempting to “democratize longevity” to the traveling public. 

Accor’s longevity approach has four pillars which the hotel chain can build on:

• Sleep
• Eat
• Move
• Meet.

As Jean-Yves Minet, Accor’s Global Brand President, Midscale & Economy, is quoted in the announcement,

“Quiet Wellbeing means using travel as an opportunity to pause, learn, and return home with better rituals woven into our daily lives. It’s about discovering small practices that make everyday life a little better, a little calmer, a little more balanced.”

Health Populi’s Hot Points:  Health and well-being are built every day, beyond hospitals, prescription drugs, and medical visits.

This graphic comes from my 2019 book, HealthConsuming, where I discussed the growing retail health, consumer-driven health ethos just before the pandemic hit the world-as-we-knew-it.

In this drawing of a community’s touchpoints, we see banks, faith-based institutions, grocery stores, farmers’ markets, schools, retail, and indeed hospitality — that is, hotels, airlines, and the travel industry as a vertical market for healthy behavior-support.

I remember traveling as we were dealing with COVID-19 — one of the first little trips my husband and I made was to a Delaware beach out of season…we wanted to lie on a cool sandy beach and inhale crisp Atlantic Ocean air. The Hilton Hotel where we stayed was newly-built and as we got to our room, we found tape on the outside of the door for us to remove that was emblazoned, “CleanStay,” co-branded with Lysol. The graphic illustrates the ten work-flows in the Hilton hygiene (health)  protocol at the time.

Thereafter, when I flew for the first time, I noted that United Airlines had partnered with Clorox on a hygiene campaign to support travelers in managing concerns about contacting/contracting the coronavirus when traveling again.

We’re now in turbocharged traveling mode looking to assure health and well-being on our journeys…an era where consumers who are serious about engaging with health-making for themselves and their families seek out choices to meet that personal mandate. This is the “consumer” aspect of self-care — making mindful decisions on how to spend our hard-won cash, out-of-pocket, based on our values (for health) and sense of value (for money — what is our personal ROI on the spend?).

Appreciating Novotel’s Accor brand for being part of this evolving landscape for health-seeking consumers.

The post When a Hotel Becomes Your Health Partner – Learning from Novotel and Accor appeared first on HealthPopuli.com.