Wellbeing house Rituals has struck an agreement to launch the Ritual of Karma Hotel collection across 136 Novotel locations in France.
Rituals will be launching the range in 23 other European Novotel hotels by the end of the year, bringing the total roll-out to 159. These include Novotel locations in Italy, Spain, Portugal, Greece, Andorra, Monaco, Austria, Bosnia, Bulgaria, Czech Republic, Hungary, Lithuania, UK, Belgium, Germany, Poland, Netherlands, Luxembourg, Switzerland and Romania. Novotel is part of the Accor Hotels group.
The Ritual of Karma Hotel collection is made with 90% natural-origin ingredients. The line aims to encourage Novotel hotel guests to indulge in self-care rituals and mindful moments during their stay.
It comprises a soap, shower gel and shampoo dispenser, which have been introduced to standard Novotel hotel rooms. In executive Novotel rooms, the line is extended to include a Ritual of Karma body lotion and conditioner. The Ritual of Karma scent features delicate white tea and lotus fragrance notes.
Rituals and Novotel are also offering complimentary VIP gifts, including links to online yoga classes, that promote self-care and holistic wellbeing throughout the traveller journey. These bonus gifts encourage travellers to incorporate wellbeing practices into their daily routines even after their stay at Novotel.
In addition, the partners have developed a pilot programme to launch a Rituals hotel tower display. Through the display, hotel guests will be able to purchase a curated selection of Rituals’ best-sellers during check-in and check-out. Rituals’ innovative L’Atelier du Parfum fragrance system is also being pilot-tested in selected Novotel locations. The system can diffuse scents across large areas of up to 250sq m.
To celebrate the partnership, Rituals took over the Novotel Paris Vaugirard Montparnasse Hotel on 17 June for an influencer event. The event invited seven international influencers for a Ritual of Karma experience at the hotel.
The experience included a kindness-themed yoga class, a mocktail masterclass led by Novotel Assistant Bar Manager Jules Chabanne and lunch with views of the Eiffel tower. The Ritual of Karma immersion was shared with the influencers’ followers on social media, inspiring audiences to practice mindfulness and wellbeing at home.
“With more than 550 hotels in 65 countries, Novotel is a trusted and well-known global brand,” commented Rituals Global Travel Retail Director Melvin Broekaart. “What excites us most about this great partnership is that it will bring the Rituals experience to even more consumers across the globe; inspiring more kindness, more mindfulness and a greater appreciation for the little things.
“This is also why, for a brand partnership within travel retail, we have collaborated with influencers for the first time, to ensure maximum reach of our shared wellbeing goals. Novotel’s positioning is around ‘Time Well Spent’ and the Rituals line can now play a key role in supporting guests to make the most of that time, with the positivity of the Ritual of Karma.”
Accor Global Vice President Midscale Brands Nadège Keryhuel added, “Rituals embraces the lifestyle of transforming everyday routines into more meaningful moments, while Novotel offers destination hotels that make these everyday moments matter even more. This partnership is a natural alignment between two brands of shared values, built on foundations of a passion for wellbeing as well as dedication to both people and planet.
“The first guest feedback on the new product line is very promising. We are confident that this is only the beginning of a meaningful new movement to prioritise personal wellbeing, and we are proud to be at the forefront of it with a like-minded partner in Rituals.”
Note: The Moodie Davitt Report has launched an e-newsletter, Wellbeing Curated, in association with Rituals. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Wellbeing’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
