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]
