Asian advances beckon for Novotel

Pictured: rendering of Novotel Nara’s worklounge.
Accor’s classic midscale brand Novotel is focusing on Asia for its expansion, as indicated by the latest THP data.

The French-headquartered group’s latest figures state that there are 165 Novotels in its global pipeline, comprising 31,794 keys.

Slow living concept

The four star line is designed around the concept of ‘slow living’, giving both business and leisure travellers the opportunity to connect with family, friends, colleagues and themselves, while also taking time to unwind.

Novotel hotels’ design and services are intended to enable guests to blend business and pleasure for a flawless experience.

Current snapshot

With 535 hotels encompassing 105,922 rooms already in operation across 79 countries as at the end of Q2 2023, the brand is heading for a 700-strong network of nearly 138,000 keys over the next few years.

While 52% of sites are currently in North Africa, as compared to 32% in Asia Pacific, Accor is seemingly looking to up Novotel’s Asian presence.

Advantage Asia

According to a sample of 56 forthcoming Novotel projects comprising 12,215 keys in THP’s database, at least 23 properties are slated for Asia – that’s 41% of these records.

This compares to 25% of sites earmarked for Europe and 20% for Africa, while South America is expecting at least four properties, Oceania three and one for North America.

In terms of individual countries, Saudi Arabia comes top, with a minimum of five additions, just ahead of China, on at least four.

New preference

Greenfield sites look to be far and away preferred as 96% of THP’s Novotel records are newbuild hotels. 

Opening rates should remain fairly steady over the next few years, with 34% of the database projects delivering next year and 20% in 2025. 14% are due to arrive in the rest of this year, while 9% are planned for 2026. The remaining 23% is yet to be designated a delivery date.

Forthcoming flagships

One major addition to the pipeline this year is Novotel Nara, which will bring 264 keys to central Japan in Q3 2024. Billed as both a business and leisure hotel, it will boast an all-day dining restaurant, four versatile function spaces, a wellness area and a premium lounge on the top floor with an expansive outdoor terrace and bar, offering panoramic views of Nara.

Another Asian addition will be Novotel Phan Thiet, planned to open on Vietnam’s southern coast in Q2 2024. The 250-room property will feature two restaurants, a gourmet bar, meeting facilities with a ballroom and four meeting rooms, and wellness facilities including a gym, spa, swimming pool and a kids club.