Novotel's Slogans & Taglines

Novotel is a midscale hotel brand founded in 1967 by Gérard Pélisson and Paul Dubrule in Lille, France. Inspired by the American motel concept, the company introduced standardized hotels with modern comforts including private bathrooms, room service, and swimming pools. Acquired by Accor in 1983, it became the founding brand of what is now Europe’s largest hospitality group. Today, Novotel operates approximately 559 hotels across 65 countries, offering 4-star accommodations for business and leisure travelers. The portfolio includes the extended-stay sub-brand Novotel Suites, launched in 2010, and features destination-driven design with flexible workspaces, relaxed dining areas, and sustainable materials.

Brand messaging has evolved from the 1985 positioning Great, without being grand, which defined its accessible midscale identity, to the 2009 lifestyle tagline Designed for natural living, reflecting a shift toward wellbeing and intuitive hospitality. The current brand motto, Time is on your side, underscores its commitment to flexible, purposeful guest experiences that balance productivity and relaxation throughout the day.