Travellers comparing midscale and economy hotels often encounter Novotel and ibis under the same parent company, Accor, while also wondering how either brand stacks up against Marriott‘s vast portfolio. This article looks at who owns each brand, what star ratings they typically carry, and how their positions differ — using verified data from official sources and industry analysis.

Last checked: 2026-07-04

Brand: Novotel · Owner: Accor · Typical star rating: 4-star (midscale to upper-midscale) · Example property: Novotel London Canary Wharf – 4-star, part of Accor

How we researched this

Last checked: 2026-07-04.

Sources reviewed: official hotel brand pages, corporate group statements, industry analyst reports, neutral review platforms.

No on-site visit or staff interview was conducted; no independent price verification was performed across all locations.

Novotel, ibis & Marriott: key facts at a glance

1 Brand & owner
  • Novotel is a brand owned by Accor, a French multinational hospitality company (Accor).
2 Positioning – Novotel
  • Accor positions Novotel as a midscale, 4-star destination hotel brand (Accor brand page).
3 Positioning – ibis
  • Accor classifies ibis as part of its economy family, lower in price and service than Novotel (Accor Group).
4 Marriott’s scale
  • Marriott International reports more than 30 brands and over 9,900 properties in 146 countries (Marriott).

Who is Novotel owned by?

Novotel is owned by Accor, a French hospitality group founded in 1967 with the launch of its first Novotel property. According to Accor’s own brand page, Novotel is the group’s “most trusted Midscale brand.”

Accor operates under an asset-light model. An industry analysis from AltexSoft notes that roughly 61% of Accor properties run under franchise agreements and about 38% under management contracts, meaning the group owns very few buildings itself. The same analysis counts Accor’s global portfolio at 5,800+ hotels and 880,000+ rooms.

The bottom line: Novotel is a brand owned by Accor, which relies primarily on franchising and management rather than direct real estate ownership.

History of Novotel under Accor

Novotel launched in 1967 and was Accor’s original brand before the group expanded and rebranded. Industry publication Skift reported in early 2024 that Novotel had grown to approximately 945 hotels in 58 countries, with more than 150 additional openings in the pipeline.

Is Novotel a luxury hotel?

No. Novotel is not positioned as a luxury brand. Accor explicitly describes it as a midscale to upper-midscale product, with a typical star rating of 4. Luxury brands within Accor’s portfolio include Raffles, Fairmont, and Sofitel.

This distinction matters for travellers who expect high-end service, concierge, and bespoke amenities. Novotel properties target business and leisure travel with comfortable but standardized accommodation, not five-star extras.

What this means: If you are looking for luxury under Accor, Novotel is not the right tier. Look at Sofitel or Fairmont instead.

Is Novotel 3 star or 4 star?

Accor’s own brand page consistently refers to Novotel as a 4-star hotel. The typical rating across Novotel properties globally is 3.5 to 4.5 stars, with most falling at 4.

One frequently cited example is Novotel London Canary Wharf, listed as a 4-star property. However, star ratings can vary at a property level due to local classification systems. The same brand may appear with a different official star rating in different countries or even cities.

The takeaway: Plan on 4-star service at a Novotel, but check the individual property’s rating on a reputable review platform if the official classification matters for your booking.

What to watch: Star ratings are set by local tourism authorities, not by Accor itself. A Novotel in one city might be rated 3.5 stars while another in a different market is rated 4.5.

Who is bigger, Accor or Marriott?

Marriott International is larger by number of rooms and properties. Marriott’s corporate page reports more than 30 brands and over 9,900 properties in 146 countries and territories. Accor, per the AltexSoft analysis, operates 5,800+ hotels and 880,000+ rooms.

However, Accor is the largest hotel group in Europe, where its midscale and economy brands (Novotel, ibis, Mercure) have deep penetration. Marriott’s strength lies in its broader global footprint and larger overall inventory — its Select segment alone (brands like Courtyard and Residence Inn) accounts for over 6,000 properties.

The pattern: Marriott wins on total size; Accor wins on European depth and midscale/economy concentration.

Is Novotel better than ibis?

“Better” depends on the traveller’s needs. Novotel sits above ibis in Accor’s brand hierarchy. Accor classifies ibis as an economy brand family — including ibis, ibis Styles, and ibis budget — while Novotel is positioned as midscale.

Novotel properties typically offer larger rooms, on-site restaurants, meeting spaces, and a higher price point. ibis properties are more basic, with compact rooms and fewer amenities, but at a significantly lower cost. Both brands are marketed toward business and leisure travellers, but the service depth differs.

The trade-off: Choose ibis for budget and efficiency; choose Novotel for more space and facilities.

Amenities and price comparison

Because both belong to Accor’s loyalty program (ALL – Accor Live Limitless), points can be earned and redeemed at either brand. But nightly rates for Novotel generally run 20–50% higher than comparable ibis rooms in the same city.

Why this matters: If you are choosing between Novotel and ibis for a multi-night stay, the price difference can add up. Novotel’s extra amenities may justify the cost for families or business travellers who need workspace.

What is the most stolen hotel item?

Towels are the most commonly stolen hotel item, according to industry surveys and housekeeping reports. While not specific to any one brand — Novotel, ibis, or Marriott properties all report the same pattern — the fact highlights how small items routinely “walk” from hotel rooms.

Hotels typically do not charge for accidentally taken towels, but many track loss rates and factor it into operating costs.

How Novotel, ibis & Marriott compare: key table

Brand Parent company Typical star rating Position in portfolio Example property
Novotel Accor 4-star Midscale Novotel London Canary Wharf
ibis Accor 3-star (typical) Economy ibis budget Paris Porte de Montreuil
Accor (group) – Varied by brand Largest in Europe –
Marriott Marriott International Select to luxury Multi-brand; largest globally by rooms Marriott Marquis New York

Which brand suits your travel style?

Families

Novotel’s larger rooms and family-friendly facilities (kids’ menus, play areas at many properties) make it a stronger fit than ibis for travellers with children. Marriott’s Residence Inn or Courtyard brands (part of the Select segment) offer comparable space.

Our pick: Novotel for families travelling within Europe; Residence Inn for US-based trips.

Business travellers

Novotel properties frequently include meeting rooms, business centres, and in-room desks. ibis is more suited to short, low-cost work trips where only a bed and Wi-Fi are needed. Marriott’s business-oriented brands (JW Marriott, Renaissance) often provide higher-end meeting facilities.

Our pick: Novotel for mid-budget business trips; Marriott for premium corporate travel.

Leisure tourists

Both Novotel and ibis are well located in city centres and near transit hubs. For tourists who want to maximize the experience without overspending, Novotel offers a comfortable middle ground.

Budget-conscious travellers

ibis is the clear winner for price. With its three sub-brands (ibis, ibis Styles, ibis budget), travellers can choose the level of economy that fits their wallet.

The catch: ibis budget rooms can be very small — 10–12 sq m in some European cities. Check room dimensions before booking if space is a priority.

Our pick recommendation

For most travellers comparing Novotel, ibis, and Marriott brands, Novotel offers the best balance of comfort, amenities, and price within Accor’s portfolio. It delivers consistent 4-star service without the luxury price tag of Sofitel or Fairmont. For budget trips where every dollar counts, choose ibis. For global consistency across many destinations, Marriott’s broader brand range gives you more options — but often at a higher average price.

“Novotel is the Group’s most trusted Midscale brand.”

— Accor, corporate publisher

“Economy family brand ibis … provides easy experiences with great value guaranteed.”

— Accor, corporate publisher
Additional sources

loyaltytraveler.boardingarea.com, hotelharbour.co.uk, facebook.com, en.wikipedia.org

For a deeper dive into Novotels star rating and ownership, check out our comparison guide.

Frequently asked questions

Who is Novotel owned by?

Novotel is owned by Accor, a French multinational hospitality company. Accor’s brand page confirms Novotel as one of its core midscale brands.

Is Novotel a luxury hotel?

No. Novotel is a midscale to upper-midscale brand. Accor’s luxury brands include Raffles, Fairmont, and Sofitel.

Who is bigger, Accor or Marriott?

Marriott International is larger by total rooms and properties (over 9,900 properties vs Accor’s 5,800+). Accor is the largest hotel group in Europe.

Is Novotel better than ibis?

Novotel offers more amenities, larger rooms, and a higher price point. ibis is more affordable with basic facilities. “Better” depends on your budget and needs.

What is the most stolen hotel item?

Towels are the most commonly stolen hotel item across all brands, including Novotel, ibis, and Marriott properties.

Where are Novotel locations found?

Novotel has approximately 945 hotels in 58 countries (as of early 2024), with strong presence in Europe, Asia, and Australia.

Sources cited

The following sources were used for the claims in this article. All citations are from official brand pages, corporate groups, or industry analysts.

The bottom line: The following sources were used for the claims in this article. All citations are from official brand pages, corporate groups, or industry analysts.