[7] It turned into the Accor group in 1983, and was introduced to the Paris stock exchange index the same year.

Novotel survived as Accor's strong midscale brand alongside Mercure.

[3] In 1984, Novotel bought the New York Times Square building,[8] a city where the company already operated the Roosevelt Hotel on Madison Avenue.

[12] 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.

[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.