In response to new UAE survey findings, free masterclasses and expert tips from the Novotel 37 Collective inspire guests across the UAE to Sleep Better, Eat Well, Move More, and Meet with Purpose.

Dubai, 07 September 2026 – This September, Novotel is launching the inaugural Novotel Longevity Week, an annual global celebration focused on helping people live longer, fuller and happier lives through realistic daily rituals that fit naturally into everyday routines.

Taking place during the 37th week of the year (7th-13th September 2026), the timing is no coincidence. Improving by just 1% each day compounds into a 37-fold transformation over a year. Week 37 is where that thinking becomes action.

One Week. Four Pillars. Streamed Live to the UAE

Built around four daily pillars—Eat, Sleep, Move, and Meet—Novotel Longevity Week will feature free expert-led masterclasses and interactive sessions streamed globally via Novotel’s Instagram (@novotelhotels) and YouTube channels, available daily in-hotel and at home:

• Monday 7 September: a Longevity Talk with Alfie Steiner and Kaushiik Subramaniam on the surprising connection between ocean health and what we eat.

• Tuesday 8 September: a movement masterclass with Olympic gold-medallist Kauli Vaast – a simple warm-up routine to build into any morning.

• Wednesday 9 September: a live cooking class with Alfie Steiner, featuring plant-forward recipes anyone can recreate at home.

• Thursday 10 September: a breathwork and better-sleep session with Olivia Arezzolo.

• Friday 11 September: Javier Pastore on connection, balance and recovery – with a first hint of an exciting new chapter in the Novotel and Paris Saint-Germain story, launching globally straight after Longevity Week.

Alongside the expert sessions, content creators around the world will share honest glimpses of the small routines that support their own wellbeing, while daily challenges will invite everyone to join the conversation – with prizes to be won throughout the week.

The UAE Wellness Reality: High Aspirations, Digital Confusion

To understand the evolving priorities of residents in the region, Novotel commissioned a comprehensive study across the United Arab Emirates as part of a 13,000-person global research project across 12 countries.

The findings reveal a population highly motivated to improve their well-being but frequently caught in an increasingly confusing digital landscape. More than three-quarters of UAE residents (77%) say they are more interested in their long-term health than they were five years ago, and 82% wish they lived a healthier lifestyle – significantly higher than the global average of 76%.

However, this strong desire for health is paired with intense digital experimentation. UAE residents are among the world’s most active experimenters with sleep improvement, trying an average of 4.25 sleep hacks per year (compared to the global average of 3.0). The most popular techniques tried in the UAE include avoiding screens before bed (37%), drinking herbal tea (37%), listening to white noise or sleep sounds (28%), and taking magnesium supplements (23%).

This heavy online exposure has created a significant misinformation gap across the Emirates. While 78% of UAE residents feel confident in distinguishing genuine health advice from online misinformation, 58% admit they have followed a sleep trend only to discover later that it wasn’t backed by science, far exceeding the global average of 37%. Furthermore, 74% agree that social media makes it harder to know which wellness advice to trust (compared to 67% globally).

When asked what gets in the way of maintaining healthy routines, UAE respondents cited work commitments (44%), financial costs (39%), and a lack of time (37%) as primary obstacles. Crucially, 44% say they often abandon healthy routines simply because they feel too difficult (compared to 33% globally), highlighting a clear need for simpler, more sustainable approaches.

The “Holiday Reset” Lift in the Emirates

Novotel’s research also underscores the powerful role travel plays in resetting wellbeing for UAE residents. More than half (52%) of UAE respondents say they feel more relaxed when away, and 33% report sleeping better on holiday than at home (higher than 24% globally). Importantly, the post-holiday wellness boost lasts an average of 6.9 days after returning home for UAE travellers, longer than the global average of 5.6 days, demonstrating that hotel stays serve as a vital window to build lasting positive routines.

Commenting on the survey findings, Jean-Yves Minet, Global Brand President, Novotel, said: “Our study shows that people in the UAE have a powerful drive to live healthier, longer lives, but are often overwhelmed by complex advice or unverified social media trends. Sleep, movement, and balanced nutrition shouldn’t feel complicated or out of reach.

“Novotel’s Longevity Week is designed to strip away the noise. By focusing on small, science-backed daily habits that anyone can adopt – whether at home or while staying with us in Dubai, Abu Dhabi, or across the region – we are helping guests bridge the gap between their health goals and their daily lives.”

The Longevity Week Experts: Meet the Novotel 37 Collective

Guiding the week’s programming is the Novotel 37 Collective – a curated group of world-class athletes, wellness experts, and creators representing the core pillars of everyday longevity:

• Sleep – Olivia Arezzolo: Australia’s leading sleep expert and bestselling author, sharing actionable techniques to improve rest, recovery, and energy.

• Move – Kauli Vaast: Olympic Gold Medallist surfer, demonstrating the power of consistent, accessible movement and connection with nature.

• Eat – Alfie Steiner: Renowned food creator showcasing flavour-packed, plant-forward cooking that is simple to recreate.

• Meet – Javier Pastore: Former Paris Saint-Germain (PSG) footballer, offering insights on performance, mental balance, and meaningful human connection.

• Ocean – Kaushiik Subramaniam: Marine conservation biologist and Novotel Ocean Defender, highlighting how personal health and planetary health go hand in hand.

In Novotel Hotels  – Across the UAE

Across Novotel’s properties in the UAE—including locations in Dubai, Abu Dhabi, and the Northern Emirates—guests and visitors can participate throughout Week 37 with in-stay wellness activations, QR-guided in-room wellness content, and local family activities.

Guests can also experience Oh My Greens! Novotel’s signature plant-forward dining initiative. During Longevity Week, Accor ALL loyalty members will earn bonus reward points whenever they choose a plant-forward dish at participating Novotel hotel restaurants across the Emirates.

“Half of today’s five-year-olds could live to 100,” added Minet. “The real question is no longer just about living longer; it’s about living better. At Novotel, we believe the journey starts with the smallest habits, repeated every day. Longevity Week is our invitation to the UAE and the world to start now.”

Join the Conversation

Follow the week live at novotel.com, @novotelhotels on Instagram and on YouTube.

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