Upcoming openings NOVOTEL GUANGZHOU AIRPORT, CHINA – 268 ROOMS / OPENING 2023
Upcoming openings NOVOTEL PUNTA DE SAL, PERU – 182 ROOMS / OPENING JUNE 2025
Upcoming openings NOVOTEL KUNSHAN HUIJING, CHINA – 193 ROOMS / OPENING MARCH 2023
Upcoming openings NOVOTEL MELBOURNE AIRPORT, AUSTRALIA - 248 ROOMS / OPENING JULY 2024
Upcoming openings NOVOTEL SIHANOUKVILLE HOLIDAY RESORT, CAMBODIA – 232 ROOMS / OPENING MARCH 2023
Upcoming openings NOVOTEL PHNOM PENH BEUNG KENG KONG, CAMBODIA – 253 ROOMS / OPENING MARCH 2023
Upcoming openings NOVOTEL LIVING BANGKOK SUKHUMVIT LEGACY, THAILAND – 183 ROOMS / OPENING MARCH 2023
Upcoming openings NOVOTEL NEW DELHI CITY CENTER, INDIA – 125 ROOMS / OPENING SEPTEMBER 2023
NOVOTEL NANTERRE, FRANCE - 120 ROOMS / OPENING SEPTEMBER 2023 Upcoming openings
NOVOTEL CANELA, BRAZIL – 117 ROOMS / OPENING JUNE 2024 Upcoming openings
3_ Brand Platform 61 Novotel Brand Presentation Q1 2023
Born a modernist pioneer in the 60’s with a clear vision. The beauty of simplicity and a clear mission. Reimagining everything to reshape time. Anticipating the needs of tomorrow. BRAND CLAIMBRAND CLAIM
BRAND TAGLINEBRAND TAGLINE Your Time, Your Way.
The first Novotel opened in Lille in 1967 with a clear vision: to provide everything that was good about American motels, but in a European style. It made a well- designed, high quality experience available to many people. HISTORIC MILESTONES HISTORIC MILESTONES 196 7 The first Novotel opens in Lille 2000 Novotel development moves to city centres offering a more premium product 197 8 100th Novotel hotel and start of the expansion outside of Europe 198 5 Novotel creates the family offer where kids stay for free This resulted in high growth and wide geographical expansion starting in the late seventies with South America & IMEA followed very quickly by Asia in the early 1980’s. Novotel has always been pioneering , with a modernist ethos and a history of innovation across the guest experience, which continues to this day. In 1985 Novotel created a strong family offer where kids stay for free and launched the full buffet breakfast the following year. In 2019, Novotel reinforced its position as a full service brand with its campaign “Time is on your side” and activations with global leading brands to enhance wellbeing and family time. 201 8 500th Novotel hotel opens in Seoul, reaching 100Fdis,000 rooms
STRATEGIC CUSTOMER TARGET STRATEGIC CUSTOMER TARGET Family focused executives are a family-orientated community who understand that a happy home leads to a healthier and more productive mind
STRATEGIC CUSTOMER TARGET STRATEGIC CUSTOMER TARGET Quality family time is a priority for this community in order to flourish in the professional arena – they work hard for their family and like to enjoy the benefits of this together. They are aware that wellbeing starts with themselves and that looking after it helps them be fully available for bonding moments AGE with the family. 35 – 45 TYPE FAMILY TRAVEL BLEISURE
HUMAN INSIGHT HUMAN INSIGHT Family Focused Executives feel the paradox of time – there’s never enough of it, but it’s important not to force too much into it.
BRAND AMBITION BRAND AMBITION Our Brand Ambition: Be travellers’ N°1 choice in the upper midscale segment
BRAND AMBITION BRAND AMBITION Our objective is to achieve the top RPS (87) versus all main competitors by 2027. Westin 86.72 Marriott 84.08 Novotel 83.55 Courtyard 82.71 Holiday Inn 80.59
BRAND BELIEFSBRAND BELIEFS It’s important to leave space for slow living. Perfect balance in life is a myth, but perfect flexibility is possible. When you look after your personal wellbeing, your family feels the benefit too. Bonding together with your loved ones gives lifelong benefits – it’s the Nº 1 priority. Hotels design & services should enable to blend business and pleasure for a flawless experience.
BRAND POSITIONING BRAND POSITIONING Brand Positioning “Intuitive spaces that allow you to make time for what matters most.”
BRAND CHARACTER BRAND CHARACTER Brand Character “The inspiring guide helping you make the most of your time, your way”
BRAND EXPERIENCE PILLARS BRAND EXPERIENCE PILLARS Slick service to give back time A team of mindful people and solution finders. A modern intuitive design for a flawless experience. Full-service hotel with 24/7 F&B offerings, coworking and meeting facilities. Time to unwind or bond Strong family policy, services and partnerships. Collective classes. Wellbeing & leisure facilities.
BRAND ASSETSBRAND ASSETS Logo Colour Typography Iconography Aa Montseratt 1234567890!@£$%
DESIGN ETHOS DESIGN ETHOS “A timeless & modern intuitive design”
DESIGN ETHOS DESIGN ETHOS Every aspect of a Novotel, from the welcoming, relaxed multipurpose social hub, the informal bar to the spacious rooms, uses elegant modern design to create a warm, friendly atmosphere. Blurring boundaries within the hotel, between inside and outside, and using structuring furniture are also integral parts of our design.
SUMMARYSUMMARY Competitors Your Time, Your Way. Be travellers’ Nº 1 choice in the upper midscale segment The inspiring guide helping you make the most of your time, your way Intuitive spaces that allow you to make time for what matters most. Slick service to give back time Time to unwind or bond Family Focused Executives Family orientated community who understand that happy family life leads to a healthier and more productive mind Positioning Brand Character Brand Experience Pillar 1 Brand Experience Pillar 2 Brand Tagline Ambition Target Customer
Hotel Brand DNA® Travelsify Hotel Brand DNA® – Novotel (YE-2019 Pre-Covid) 79 Novotel Brand Presentation MEASURING HOW NOVOTEL BRAND RESONATES WITH GUESTS & PERFORMS AGAINST COMPETITION Increase brand resonance with guests Increase brand value Increase brand performance vs competitors Brand identity Hotel Brand DNA® by guests * Competition * Hotel Brand DNA® is powered by Travelsify® based on +700 million guest reviews automatically analyzed by proprietary Artificial Intelligence Q1 2023
Hotel Brand DNA® Travelsify Hotel Brand DNA® – Novotel (YE-2019 Pre-Covid) 80 Novotel Brand Presentation MEASURING HOW NOVOTEL BRAND RESONATES WITH GUESTS & PERFORMS AGAINST COMPETITION POOL Core brand dna value KID-FRIENDLY Core SPACIOUS Core BUSINESS Core GOOD SERVICE Core CLEAN Core TASTY BREAKFAST Adjacent brand dna value Hotel Brand DNA® is powered by Travelsify® based on +700 million guest reviews automatically analyzed by proprietary Artificial Intelligence COMFORTABLE Adjacent GREAT VIEWS Adjacent FRIENDLY STAFF Adjacent QUIET Adjacent NIGHTLIFE Adjacent SHOPPING SPOT Adjacent ACCESSIBILITY Adjacent Q1 2023
4_ Brand Experience 81 Novotel Brand Presentation Q1 2023
Design Philosophy Our brand positioning is expressed THROUGH INTUITIVE & NATURALLY MODERN DESIGN Every aspect of a Novotel, from the welcoming, relaxed multipurpose social hub, the informal bar to the spacious rooms, uses elegant modern design to create a warm, friendly atmosphere. Blurring boundaries within the hotel, between inside and outside, and using structuring furniture are also integral parts of our design philosophy. 82 Novotel Brand Presentation Q1 2023
A COLLECTION OF DESIGN CONCEPTS RF STUDIO Europe SUNDUKOVY SISTERS Middle East METRO South America HYPOTHESIS Asia Flexibility for renovation and new built with 4 full hotel concepts developed by international designers. 48 projects with new designs Design Collection
Guest Journey & Experience – Key standards at a glance ARRIVAL & DEPARTURE SOCIAL HUB GUEST ROOMS WELLNESS F&B NOVOTEL EXPERIENCES Dress code Fragrance Executive Room Fitness Novotel Breakfast Meeting By Novotel Welcome-in Family Zone Live N’ Dream Swimming pool All day dining philosophy Collective Classes Welcome gifts (family) Welcome/ Living Area 20% family room Spa Family time By Novotel Resort By Novotel Food Bar Branded amenities Calm Disney Brand playlist Calm free trial Executive & above Tea M MANDATORY P PROGRAMME M M M M M M M M M M M M M P M M P P P M M P
Customer journey : Arrival WELCOME IN To focus fully on guests The Welcome-in concept allows hotels to connect with their guests based on a more personalized welcome. Thanks to the seamless approach provided by FOLS MOBILE, guests feel welcome and Novotel’s team have a genuine presence, they can spend less time on administrative work – and refocus the experience on the guests as they talk to them, identify their preferences and create a moment of genuine care. WELCOME GIFTS To welcome kids warmly At Novotel, we make sure that every kid from 0 to 12 years old feels warmly welcomed, by offering a branded welcome gift. Because Novotel takes into consideration the impact on the environment for each of its initiatives, plastic has been removed and replaced with environmentally friendly material. 85 Novotel Brand Presentation Q1 2023
Make the lobby a social hub, a lively and relaxed place open to all; guests and locals alike. 3 major principles: flexible, multi-function, a lobby that invites the outside in 4 mandatory zones: WELCOME AREA LIVING AREA FAMILY ZONE FOOD BAR Social Hub SUNDUKOVY SISTERS concept RF STUDIO concept 86 Novotel Brand Presentation SUNDUKOVY SISTERS concept HYPOTHESIS concept RF Studios concept RF STUDIO concept METRO concept Q1 2023
Customer journey : Social Hub FOOD BAR To create social interactions The All-Day dining offering has been specifically created to encourage social interactions. The food bar is designed for both those who want to take time to relax and enjoy a signature tea drink or make time with their family or colleagues sharing dishes and time together. WELCOME AREAS To feel at home They are located in different parts of the social hub – these are warm spaces, that can use communal table, or any multifunctional furniture elements. The welcome areas do not look like ordinary reception desks and can be of different heights. LIVING AREA The social hub is a place where the guest or the locals, can stay, to chill or to meet someone, to eat, to drink or to work, at any time of the day. FAMILY ZONE To create memorable moments A friendly place for families and friends, suitable for kids to play, gather but not only - adults should feel at ease spending time here. The ideal place to take time for bonding, share moments and create memorable time together. 87 Novotel Brand Presentation Q1 2023
MODULAR & SPACIOUS A universal and customizable design offering a sense of space and modernity. 4 different designs are now available. From one size fits all to freedom in a frame • from 20 to 30 sqm 88 Novotel Brand Presentation Guestroom METRO concept SUNDUKOVY SISTERS concept HYPOTHESIS concept RF STUDIO concept RF STUDIO concept Q1 2023
Customer journey : Guestrooms EXECUTIVE ROOM To enjoy premium mode hospitality Unique features : free minibar, Nespresso coffee and wellness kit with bathrobe and slippers. The brand recommends at least 10% of Executive Rooms. LIVE N’DREAM BED To have unique bedding experience • 2 soft pillows that support your neck • 2 “smart pillows” to fold when sitting up and unfold for sleeping • A warm but light duvet • A memory-foam mattress that adapts to your back • A flexible slatted bed base that matches and absorbs movement AMENITIES To take care of yourself , relax and care for the planet Novotel new amenity line will be offered in dispensers only in line with Accor commitment to remove plastics in rooms– 500ml in the shower, 300ml by the sink. Standard guestrooms offer liquid soap, a shower gel and a shampoo. Executive guestrooms offer in addition a body lotion and hair conditioner. FAMILY ROOM To meet family expectations To deliver our promise to our VIP family guests, at least 20% of the rooms can welcome up to 4 people. 89 Novotel Brand Presentation Q1 2023
90 Presentation title 00.00.2020 LIVE N’DREAM BED A UNIQUE BEDDING EXPERIENCE • 2 soft pillows that support your neck • 2 “smart pillows” to fold when sitting up and unfold for sleeping • A warm but light duvet • A memory-foam mattress that adapts to your back • A flexible slatted bed base that matches and absorbs movement 90 Novotel Brand Presentation Q1 2023
Customer journey : Wellness SPA To take time for yourself Spa is the perfect place for our guests to take a moment for themselves, to rest and relax. The spa is a well-designed spot with massage room and sauna or hammam, according to location and client mix. SWIMMING POOLS To take time to relax Turn swimming pools into relaxing & energizing places by creating a dedicated area, not just an additional service. • Indoor or outdoor swimming pool according to location • Great sound system • Ambient lighting FITNESS To take time to re-energize Turn fitness area into an energizing urban haven. Create a full and consistent experience and not simply a gym room with special equipment. Great sound system Ambient lighting Minimum 50 sqm2 91 Novotel Brand Presentation Q1 2023
Customer journey : F&B ALL DAY DINING APPROACH The All-Day Dining approach articulated around sharing, taking time, healthy options and customisation can be enjoyed throughout the day : • Breakfast and brunch on weekends • Zen Lunch • Afternoon tea • Aperitivo • Relaxing dinner ALL DAY DINING PHILOSOPHY Novotel creates the Slow FoodBar, an allday-long Slow Food & Beverage concept dedicated to the Social Hub: • Take time to relax with a selection of alcoholic and non-alcoholic infused drinks, including a variety of tea-based drinks and a healthy sweet or savoury snack anytime • Take time to bond by sharing a lunch with your colleagues, a tea-based afterwork cocktail with your friends,a dinner with your family, or a brunch with your kids - fresh & tasty food made with good, clean and fair products BREAKFAST Breakfast is the most important meal of the day and a key touchpoint for the guest. This new breakfast experience is focused around 4 signatures: • Breakfast bowl (sweet or savoury) • Superfood toppings station • Healthy fresh drink station • Breakfast tea station & menu 92 Novotel Brand Presentation Q1 2023
Customer journey : Novotel Experiences COLLECTIVE CLASSES To create bonding moments At Novotel, we believe bonding through collective classes will create a better experience for all our guests. Our aim is to bring our guests together for moments of bonding, whether it’s with family, friends, or together with colleagues. From culinary classes, where participants create a dish, to blending their own bespoke perfume during a scent workshop, there is a collective class for all our guests at Novotel. MEETING BY NOVOTEL Designed for quality time. Though our 4 pillars (Strengthen sustainability, Make it Easy, Make Time for Bonding and Take Time to Rest & Relax) and our catalogue of markers, we guarantee the client a productive, innovative and tailor-made meeting. 93 Novotel Brand Presentation Q1 2023
Customer journey : Novotel Experiences NOVOTEL RESORTS Designed to escape To keep on surprising and remain increasingly attractive for every kind of family or group of friends, the new resort offer transforms guests’ ordinary stay into unforgettable holidays. Family Time By Novotel Designed for unique bonding experiences Through our pillar “Time to Unwind or Bond”, and a very competitive offer, we guarantee families memorable moments at Novotel. BOOKING : Kids stay free in parents’ room 50% off the 2nd room for children CHECK IN & OUT : Welcome gift & late check-out STAY : Family play area & baby equipment ROOM : Family rooms including dedicated TV channels FOOD & BEVERAGE : Kids’ menu and free breakfast 94 Novotel Brand Presentation Q1 2023
Customer journey : Novotel Experiences Novotel | Local brand tea Take time for tea What’s better than a cup of tea to take time for oneself and enjoy a moment of calm? At Novotel, we have chosen tea as our signature drink, as we believe there is no other drink that can make our guests feel better, and enjoy a moment for themselves. Novotel | Disney partnership Create bonding moments with families Partnering with Disney in 2023 will help us achieve our goal of a multi-generational, innovative and forward-thinking family programme. Three main objectives: - Strengthen Novotel Family positioning - Drive desire and intent of booking/staying - Increase family guests’ satisfaction Novotel | Calm partnership Take time to rest and relax Travel can be stressful, whether it’s the journey or being in a new environment, which is why Calm and Novotel are teaming up to help people relax their mind and body. Together, we’ll work to offer busy, often stressed, travelers the space and digital tools to take time for themselves, relax, rejuvenate, and sleep better. Novotel believes everyone should be able to take a moment to unwind, creating the perfect environment to experience and enjoy Calm. 95 Novotel Brand Presentation Q1 2023
T&C GLOBAL BRAND PROGRAMME 96 Novotel Brand Presentation Our Heartist® Credo We believe that the world is more welcoming when we’re connected. So that we see what we have in common, instead of what sets us apart. As Heartists®, we care for the world to make it better, by embracing our differences, sharing our cultures, and connecting with people, heart to heart. As Heartists®, we dare ourselves to be better. by challenging what we can do and who we can be, we shape our future. At Accor, every chapter of your story is yours to write. Don’t just live in the moment - own your moment. Unlock limitless possibilities. “Heartist©” describes both our culture and who we are. Everything we do comes from the heart, and we’re experts in what we do. Generous, attentive, and free, we ensure that everyone can come as they are, and feel like they belong. As one big team, we know that only together can we do amazing things! Guest Passion Sustainable Performance Spirit of Conquest Innovation Respect Trust Our values : Q1 2023
HEARTIST® is a motivating and engaging programme that aims to unlock the uniqueness and potential in all our employees. It stems from a very concrete drive to transform the company. What does it mean to be a Novotel Heartist®? • Be an expert of my brand • Make our guest feel relaxed and cared for • Offer slick service to give back time . 97 People Novotel Brand Presentation Q1 2023
5_ Brand Communication 98 Novotel Brand Presentation Q1 2023
Novotel Visual Identity THE NEW FLAVOUR OF TIME Novotel’s visual identity elevates the modernist roots of the brand with minimalist and premium graphic and visual application. 99 Novotel Brand Presentation Q1 2023
Social Media A COLLECTION OF INSPIRING CONTENT & ACTIVATIONS PROMOTING QUALITY TIME IN SAFE HAPPY PLACES AND LEVERAGED THROUGH PARTNERSHIPS AND INFLUENCERS. — Global page — 11 Country pages — Hotel pages — Global page — Hotel pages — Global page — Global page — Hotel pages 632K fans 93,8K followers 5,4K fans 107K followers 100 Novotel Brand Presentation Q1 2023