Novotel’s 37 Collective Puts Everyday Wellness Center Stage

France-based hotel brand Novotel is sharpening the focus on everyday wellbeing with its newly launched 37 Collective, a global network of experts turning longevity research into realistic tools for modern travelers.

A Longevity Strategy Built Around Everyday Travelers

The Novotel 37 Collective sits at the heart of the brand’s new Longevity Everyday strategy, introduced in early 2026 as a long-term framework for integrating wellbeing into every stay. Rather than positioning wellness as a premium add-on or spa-only experience, the initiative treats physical and mental health as core elements of the midscale hotel offer.

Publicly available information indicates that Longevity Everyday is being rolled out across more than 600 Novotel hotels worldwide, many of which already feature fitness centers, pools and wellness-focused partnerships. The new strategy seeks to connect these pieces into a coherent approach that addresses sleep, movement, nutrition and social connection as interlinked pillars of guest experience.

The concept responds to broader shifts in global travel, including the rise of hybrid work, the growth of wellness tourism and increasing attention to burnout and work life balance. Industry briefings on the program describe longevity not as a distant ideal but as a series of small, cumulative choices that hotels can support through design, service and curated content.

By embedding longevity into a mainstream brand rather than a niche wellness resort, Novotel is attempting to bridge the gap between aspirational health trends and the everyday realities of business trips, family breaks and urban stays.

Inside the Novotel 37 Collective

The 37 Collective is described as a growing global community of experts, athletes, creators and wellbeing advocates who translate scientific and performance insights into practical tips guests can use during and after their stay. The group takes its name from the idea that a 1 percent daily improvement can compound to a 37 fold gain over a year, a reference that underscores the emphasis on marginal gains over dramatic life overhauls.

According to brand materials, members of the Collective contribute in several ways, from short-form video content and digital guides to on property activations such as talks, workshops or movement sessions. Their remit is to break down topics such as sleep hygiene, recovery, nutrition or mindful productivity into simple routines that fit within a typical hotel schedule.

Early faces of the initiative include Olympic level surfer Kauli Vaast, plant forward food creator Alfie Steiner and former Paris Saint Germain footballer Javier Pastore. Reports highlight that each brings a specific lens on longevity, whether it is elite recovery, accessible nutrition or the mental resilience needed for long term performance. Additional specialists in sleep science and ocean health are expected to join as the Collective expands.

By combining sports performance, culinary trends and creative disciplines, Novotel aims to keep the content relevant to a broad audience, from frequent flyers managing jet lag to families introducing healthier habits on holiday.

From Expert Insights to On Property Experiences

Central to the 37 Collective concept is the translation of expert knowledge into tangible touchpoints across the guest journey. Novotel’s existing 360 degree wellbeing framework provides the foundation, with a focus on four pillars often summarized as Eat, Sleep, Move and Meet. The Collective is tasked with turning these pillars into small, repeatable actions guests can try in real time.

In food and beverage, the strategy builds on a commitment to increase plant forward options across menus, supported by recipes developed with culinary partners such as Steiner. These dishes are designed to be both nutritionally considered and approachable, allowing guests to experiment with new eating patterns without sacrificing familiarity or convenience.

On the movement side, many hotels already feature gyms and pools, but Longevity Everyday encourages teams to program these spaces differently, with micro workouts, stretch routines and family friendly activities that can be completed in short windows between meetings or sightseeing. Collaboration with high profile athletes is intended to provide credible guidance on warm ups, energy management and recovery techniques that work on the road.

Sleep and social connection round out the experience, with attention to bedding technology, room ambience and the design of shared spaces. Novotel’s flexible lobbies and co working zones are being reframed as places that support both productivity and decompression, offering guests opportunities to recharge, connect and disconnect with intention.

Aligning with the Wellness Travel Boom

The launch of the 37 Collective comes at a time when the so called longevity economy is expanding rapidly and wellness tourism continues to outpace overall travel growth. Industry analyses referenced in Novotel communications suggest that travelers are increasingly looking for hotels that help them maintain routines, rather than disrupt them, whether they are on a three night city break or a week of remote work from a resort location.

For France based Accor, Novotel’s parent group, the initiative also strengthens a wider portfolio of wellness offerings that range from high end spa concepts to fitness focused partnerships. Positioning Novotel as a longevity oriented midscale brand allows the group to extend this narrative to a much broader customer base, including corporate accounts and family segments that may not seek out dedicated wellness resorts.

The strategy appears designed to appeal in particular to business travelers, who often struggle to balance performance demands with health maintenance on the road. By standardizing elements such as nutritious menu choices, movement prompts and sleep focused room features, Novotel aims to make it easier for guests to replicate home routines and avoid the energy dips commonly associated with frequent travel.

Crucially, the focus remains on accessibility. Rather than promoting intensive detoxes or highly technical biohacking, the 37 Collective emphasizes small, sustainable changes such as better pre sleep habits, slightly improved food choices or a few extra minutes of movement between calls.

Practical Tips That Travel Beyond the Hotel Stay

A defining feature of the Novotel 37 Collective is its ambition to extend impact beyond check out. Digital content, short tutorials and simple frameworks are being used to encourage guests to take new behaviors home, whether that is a morning stretch sequence learned in the gym, a plant forward dish discovered at dinner or a meeting break format that boosts focus.

Public information about the program highlights that the Collective’s experts are encouraged to share replicable routines rather than hotel exclusive experiences. That might mean suggesting compact bodyweight exercises that can be done in a room, explaining how to build a more restorative wind down ritual or outlining a balanced plate guests can recreate in their own kitchens.

This approach aligns with a broader trend toward hotels as lifestyle influencers, not just places to sleep. By framing longevity as the result of small, cumulative habits, Novotel positions itself as a partner in guests’ everyday wellbeing journeys, using each stay as a touchpoint for experimentation and learning.

For travelers passing through France and the wider Novotel network, the 37 Collective signals that wellness is no longer limited to spa days or fitness retreats. Instead, it is being woven into the fabric of regular trips, with world class expertise distilled into practical actions that can be repeated long after the suitcase is unpacked.