Novotel celebrates a year of commitment to the oceans and a sustainable partnership with WWF

Ahead of World Oceans Day (June 8), Novotel is celebrating the first anniversary of its transformative three-year partnership with the World Wide Fund for Nature (WWF), reaffirming its commitment to protecting and preserving the health and longevity of the oceans by launching two new food policies: the Principles for Sustainable Seafood Consumption, developed with WWF France, and an ambitious global plant-based food initiative ("Plant-Forward") across 600 hotels.

“Novotel is taking decisive action to protect our oceans, and the partnership with WWF is a key pillar of that commitment,” said Jean-Yves Minet, Global President of the Novotel Brand. “With WWF’s guidance and expertise, we have been able to drive significant change across our 600 hotels, as well as across the industry and the communities we interact with. From responsible sourcing to a Plant-Forward approach, our ocean impact strategy is designed to drive real change. Together, we can lead the way to a healthier, more sustainable future, one positive choice at a time.”

DELICIOUS, HEALTHY AND MORE SUSTAINABLE DIET

The new Principles for Sustainable Seafood Consumption, launched globally in all 600 Novotel hotels, include a ban on 350 endangered seafood species and promote responsible fishing practices by 2027. This includes offering only Marine Stewardship Council (MSC)-certified wild-caught species or locally sourced fish, in addition to using farmed seafood certified by the Aquaculture Stewardship Council (ASC) or organically sourced (for salmon and shrimp). Collaboration with suppliers is also encouraged where necessary. WWF France developed a global training program on sustainable seafood for Novotel chefs, food and beverage teams, and purchasing, and is collaborating with the Accor group to improve traceability.

In addition, Novotel launched its Plant-Forward initiative, aiming for all its hotels to offer menus with at least 25% plant-based options by 2026. Currently, 39% of hotels already meet this goal. Novotel is committed to offering, on a large scale, flavorful, sustainable cuisine aligned with the Plant-Forward philosophy, guided by a leading culinary institute.

A YEAR OF PROGRESS: REAFFIRMING NOVOTEL'S COMMITMENT TO THE OCEANS

Since launching its ocean preservation plan in June 2024, Novotel has made significant concrete progress that reflects its commitment to sustainability and positive hospitality, one of the pillars of Accor's global mission.

Key milestones include reducing its environmental impact by phasing out single-use plastics in its operations, installing refillable dispensers in guestroom bathrooms, and taking steps to minimize food waste through innovative solutions and active guest engagement. The brand has also launched pilot projects with microplastic filters at two hotels in France, aiming to reduce the environmental impact of its laundry service.

In the food sector, Novotel has promoted healthier and more sustainable choices by adopting the Plant-Forward strategy and the Sustainable Seafood Principles. In 2025, in collaboration with WWF, a global Fisheries Improvement Project (FIP) was launched, including direct support for the Indian squid FIP in Kerala, India. Additionally, a partnership was established with the Seafood Souq platform to ensure full traceability of suppliers and seafood products, with a pilot program in 18 hotels in the Middle East. In Europe, a new procurement program was launched with WWF France and the Seafood Taskforce, involving five suppliers to improve traceability and transform industry practices.

Ocean education and awareness are also central to the brand's strategy. With the aim of inspiring a more balanced relationship between people and the oceans, Novotel, in collaboration with AXA Climate, has developed global Ocean Awareness training for all staff at its 600 hotels. Furthermore, in partnership with WWF, it has launched specific training on sustainable seafood consumption for chefs and purchasing teams, as well as Food & Beverage and purchasing professionals. Events, special activities, and interactive games have also been held in hotels to engage guests and communities.

As part of its commitment to marine conservation, Novotel invests in strategic research and innovation projects promoted by WWF France, promoting high-impact initiatives in various regions around the world. These include the protection of Posidonia meadows in the Mediterranean—marine plants that capture carbon dioxide (CO₂), helping to mitigate climate change. In 2024, 73 buoys were converted in nine European coastal cities, with 41 more planned for 2025.

In response to so-called "ghost nets," one of the greatest threats to marine life, the brand also supports the identification and removal of this waste in the Mediterranean Sea. More than 1,000 hectares have already been mapped in Bonifacio, and pilot operations with underwater robots are planned for 2025 and 2026.

Another notable project is support for the Blue Panda, the iconic WWF ship that travels to countries such as France, Greece, Turkey, Italy, and Croatia, promoting scientific solutions and recommendations to protect marine wildlife, raising public awareness, and collaborating with governments and communities. In 2024, the campaign visited all five countries, reaching more than 550 children with educational activities, in addition to testing an anti-collision system (Cap Cétacés) and studying ghost nets and Marine Protected Areas.

Globally, Novotel also supports sea turtle tracking through the Blue Corridors initiative, which has already monitored more than 12,600 animals, with a focus on the Asia-Pacific, and will present new connectivity analyses at UNOC 2025. In the Western Atlantic, the brand is collaborating with projects in the Guiana Shield to protect leatherback, green, and olive ridley turtles through citizen science programs, training of eco-guides, and civil society mobilization.

Ludovic Frère Escoffier, Head of the Ocean Program at WWF France, said: “Protecting the ocean also means protecting our common future. Faced with threats such as overfishing, pollution, and biodiversity loss, economic stakeholders have a key role to play. We welcome Novotel's commitment to integrating the preservation of marine ecosystems into its business strategy.”

By collaborating with influential companies in the tourism sector, we are together accelerating the transition toward more sustainable and responsible practices, compatible with ocean resilience.”

“The ocean is the greatest source of balance for our planet—the 'lungs of the world,'” added Jean-Yves Minet. “It regulates the climate, sustains livelihoods, and protects ecosystems. But that balance is under threat. To ensure a sustainable future, we must rebalance our relationship with the oceans, reduce our impact, and ensure marine health. Our well-being is deeply connected to the health of the ocean. Protecting it is not just an environmental issue; it is also a matter of human health and longevity.”

Looking to the future, Novotel is reinforcing its long-term commitment to ocean health and preparing to take new steps toward an even greater positive impact. The brand will actively participate in the United Nations Ocean Conference (UNOC) in Nice, collaborating with global industry leaders to drive meaningful change. In summer 2025, two new training programs will be launched in partnership with WWF and AXA Climate: one on sustainable seafood consumption and another on ocean awareness for all hotel staff.

In addition, Novotel will continue to expand sustainable practices across its operations, including the global adoption of a Plant-Forward approach and the deepening of initiatives for responsible seafood consumption.

New guest engagement programs focused on marine ecosystem conservation will also be launched. The brand will continue to support WWF France's key projects around the world, reaffirming its role as an agent of change for ocean longevity.

Source: Novotel.