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]
