PARIS: Ahead of World Ocean Day (8 June), Novotel proudly marks the first anniversary of its transformative three-year partnership with the World Wide Fund for Nature (WWF), reaffirming its commitment to protecting the wellbeing and longevity of the ocean with the launch of two new food policies: Novotel’s Sustainable Seafood Principles in partnership with WWF France and the launch of a pioneering global Plant-Forward food ambition across 600 hotels.

“At Novotel, we are taking decisive action to protect our oceans, and the partnership with WWF is a driving force of this commitment,” said Jean-Yves Minet, Novotel Global Brand President. “Through their guidance and expertise, we can drive change at scale across our 600 hotels and more widely across the industry and communities we reach. At Novotel, we’re committed to making it easier to make choices that have a positive impact on the longevity of the planet, on marine life, and future generations. From responsible sourcing to a Plant-Forward approach, our ocean impact strategy is designed to drive real change. Together, we can lead the way toward a healthier, more sustainable future – one positive choice at a time.”

DELICIOUS, HEALTHIER, MORE SUSTAINABLE FOOD

The new Sustainable Seafood Principles were created in partnership with WWF and led by the fisheries experts at WWF France. The new guidelines, launched globally across Novotel’s 600 hotels, include banning 350 species of endangered seafood, promoting responsible fishing by 2027, serving only MSC-certified wild-caught species or responsibly sourced local fish, and using ASC- or organic-certified farmed seafood for salmon and shrimp, fostering supplier collaboration where needed. WWF France has created Sustainable Seafood Training, a comprehensive global training programme for Novotel chefs, food and procurement teams, and is working alongside Novotel and Accor to improve traceability.

Furthermore, Novotel has pioneered a Plant-Forward1 ambition, targeting all its 600 hotels to have a minimum of 25% plant-based menus by 2026. Today 39% of hotels dedicate at least 25% of their menus to plant-forward options. Novotel is committed to offering market leading, tasty, sustainable, and Plant-Forward philosophy at scale, guided by a leading culinary institute.

EDUCATION & AWARENESS FOR THE NEXT GENERATION

Novotel welcomes more than two million family stays a year, and this summer, families at Novotel will experience two new edutainment games designed by WWF France and Novotel to inspire and empower children to be ambassadors for the ocean. “Guardians of the Mediterranean” is an interactive card and digital game inspired by the WWF Blue Panda boat, created to educate families about ocean conservation in a fun, engaging way. “Sea Turtle” is a lively digital quiz that helps children learn about the threats faced during turtle migration, including ghost gear, plastic, and pollution. 

“Inspiring and educating the next generation is key to protecting our ocean,” added Jean-Yves. “By engaging young minds through play, we plant the seeds of awareness, empathy, and action for a healthier, more sustainable marine future. As a leading family-friendly hotel brand, Novotel is perfectly placed to champion this vital mission.”

A YEAR OF PROGRESS: STRENGTHENING NOVOTEL’S COMMITMENT TO THE OCEANS

Since its launch in June 2024, Novotel has made significant strides to deliver upon its ocean preservation and sustainable impact plan:

1/ REDUCE IMPACT

Novotel’s commitment to reducing its impact aligns with Accor’s industry-leading mission towards positive hospitality, including:

• Phasing out single-use plastics across Novotel hotel operations
• Installing large-format and refillable dispensers in hotels
• Minimizing food waste through innovative solutions and guest engagement 
• Launched microplastic filter pilots in two Novotel hotels in France to reduce the impact of hotel laundry

2/ DELICIOUS, HEALTHIER & MORE SUSTAINABLE FOOD CHOICES

In addition to the new Plant-Forward ambition and Sustainable Seafood Principles, Novotel has implemented significant actions:

• A globally managed Fishery Improvement Project (FIP) was launched in Q1 2025 in collaboration with WWF, including support of the Indian Squid FIP in Kerala, India
• Launched a partnership with Seafood Souq to ensure all seafood suppliers and products are onboarded to SFS Trace and meet required traceability standards, including an 18-hotel pilot in the Middle East.
• A Seafood Taskforce procurement project has been launched in Europe in collaboration with WWF France, working directly with five suppliers to improve traceability as part of the brand’s commitment to support WWF’s ambition for sector-wide change throughout the supply chain.

3/ ENHANCE EDUCATION & OCEAN AWARENESS

Novotel is committed to raising awareness of the importance of the ocean to modern life, inspiring hotel teams, guests and communities to positively contribute to a more balanced life with the ocean.

• New global Ocean Awareness Training for all Novotel teams in all 600 hotels, enhancing their knowledge and inspiring their action and commitment. The training has been developed in partnership with AXA Climate.
• New WWF Sustainable Seafood Training: for all chef, F&B and procurement teams, including the impact of overfishing, sustainable seafood sourcing and best-in-class sustainability practices in restaurants.
• Edutainment in-hotel events, programming, and games to inspire positive action amongst the Novotel community.

4/ CONTRIBUTE TO RESEARCH & INNOVATION

Novotel is supporting essential WWF France conservation projects around the world, investing to support ocean impact, research, and action through critical projects.

1/ The protection of Posidonia in the Mediterranean

• Where: Europe
• Why: Per hectare, the Posidonia meadow sequesters five to seven times more carbon than the tropical forest
• Status: Action plans underway in 9 coastal cities; 8 mooring fields in the project; and 73 buoy conversions completed in 2024 and 41 planned in 2025.

2/ The identification and removal of “ghost gear”

• Where: Mediterranean Sea
• Why: Lost, abandoned, and otherwise discarded fishing gear is a major threat to marine life
• Status: Over 1,000 hectares prospected in Bonifacio; several nets identified; pilot retrieval with underwater robots scheduled for 2025–2026; new prospection missions in Calanques and Ajaccio planned.

3/ Supporting WWF France’s Blue Panda boat

• Where: Europe – France, Greece, Türkiye, Italy, and Croatia
• Why: The Blue Panda sails across the Mediterranean conducting missions to develop science-based solutions and recommendations to protect Mediterranean marine life, to raise public awareness, and to lead lobbying missions with countries and communities.
• Status: 2024 campaign completed across France, Greece, Turkey, Italy and Croatia; educational visits reached 550+ children in France; Cap Cétacés anti-collision system tested; ghost gear prospection and Marine Protection Areas studies conducted; Blue Panda to be in Nice 8–14 June for UNOC with stakeholder events.

4/ Tracking and tracing marine turtles

• Where: Global, with a specific focus on Asia-Pacific
• Why: Six of seven species of marine turtles remain threatened by harvesting, illegal trade, being caught by commercial fisheries, and the loss of nesting beaches. Mapping nesting beaches, migratory corridors, and foraging grounds for critical turtle populations.
• Status: ‘Blue Corridors’ initiative launched October 2024; over 12,600 turtles tracked globally; data gathering and connectivity analysis ongoing in 2025; update to be published by WWF at UNOC 2025.

5/ Protecting the sea turtles of the Western Atlantic

• Where: Guiana Shield
• Why: Mobilising civic society and fighting illegal, unreported and unregulated fishing will help protect leatherback turtles breeding on coastal areas of the Guianas, and green and olive ridley turtles from Brazil to Venezuela.
• Status: Youth ambassador programme launched; regional delegation to attend UNOC in June 2025; field projects including eco-guide training, citizen science, and advocacy actions ongoing through 2025-2026.

Ludovic Frère Escoffier, Ocean Program Manager, WWF France, said: “Protecting the ocean also means protecting our common future. Faced with the growing threats of overfishing, pollution, and loss of biodiversity, economic players have a key role to play. We welcome Novotel’s commitment to integrating the preservation of marine ecosystems into its strategy. By collaborating with influential companies in the tourism sector, together we are accelerating the transition to more sustainable, responsible practices that are compatible with ocean resilience.”

“The ocean is our planet’s greatest source of balance – the ‘lungs of the world’,” added Jean-Yves Minet. “It regulates climate, supports livelihoods, and protects ecosystems. But that balance is at risk. To secure a sustainable future, we must rebalance our relationship with the oceans, reducing our impact and ensuring marine health. Our well-being is deeply tied to the health of the ocean. Protecting the ocean isn’t just about the environment, it’s about supporting human health and longevity too.”

WHAT’S NEXT FOR NOVOTEL? POSITIVE STEPS TO IMPACT OCEAN LONGEVITY

Looking ahead, Novotel remains committed to amplifying its impact by: 

Collaborating with industry leaders at the UN Ocean Conference in Nice to drive meaningful change

WWF Sustainable Seafood Training – launching summer 2025

Ocean Awareness Training in partnership with AXA Climate – launching summer 2025

Expanding sustainable seafood practices across all hotels 

Embedding a new Plant-Forward menu strategy in all hotels

Introducing new guest engagement programs focused on ocean preservation 

Continuing to support critical WWF France ocean preservation projects around the world

For more information about Novotel’s sustainability initiatives, learn about our partnership with WWF, and to read the Report in full, visit Novotel – Ocean

6 DELICIOUS PLANT-BASED DISHES @ NOVOTEL HOTELS

1. Azzurra Kitchen @ Novotel Monte Carlo.
   1. Beetroot and Chickpea Hummus with Tahini, Fresh Herbs, spring vegetables, and purslane shoots.
2. MOKU @ Novotel Cairns Oasis Resort
   1. Green Paw Paw Salad with green paw paw & carrot, avocado, soft herbs, edamame, nam jim dressing, cassava crackers & charred lime
3. Novotel Melbourne Airport – Boccata Restaurant & Bar
   1. Rigatoni with Confit Tomatoes, Stracciatella and Pangrattato
4. Bokan @ Novotel London Canary Wharf
   1. Black Lime Tofu, Dashi Broth with an Onion and Spinach Marmalade – part of the vegan tasting experience and vegan bottomless brunch
5. Flying Elephant @ Novotel Dubai Al Barsha
   1. Zameen Ke Kebab, honey glazed beet, spicy mascarpone, Masala plum coilee
6. Ici&là @ Novotel Strasbourg Centre Halles
   1. Quinoa Lover Burger with quinoa-chili galette, Alsacian cheddar, pesto rosso, aubergine, courgette, and green salad

The post Novotel Marks One Year of Ocean Commitment: A Sustainable Partnership with WWF appeared first on NRI News.

PARIS: Novotel, Accor’s founding brand, today announced the launch of an international partnership with WWF (World Wide Fund for Nature) that will see Novotel champion the protection and restoration of the ocean through science-based action and conservation projects. WWF is a global leader in building a sustainable future for people and the planet.

Under the three-year agreement, from 2024 to 2027, WWF France will provide technical expertise to Novotel, helping its 580 hotels worldwide to have a positive impact on the ocean, challenging and guiding the brand and its properties throughout many aspects of its operations. The partnership will also see Novotel sponsoring several critical WWF ocean-related conservation projects across the world.

Balance has long been at the core of the Novotel brand, both in its business fundamentals and in its commitments to the work-life experience of its guests. The brand’s focus on the ocean, the world’s biggest carbon sink and greatest source of planetary balance, which regulates the climate and protects habitats and wildlife, is a continuation of this purposeful commitment to balance.

Novotel will build a three-year science-based action plan, rooted in three of the United Nations’ priority ocean-related actions, namely: reducing marine pollution and ocean acidification, particularly from land-based activities; fighting overfishing and promoting sustainable fishing models; and increasing scientific knowledge and research for ocean health.

Mapped against these priorities, the Novotel action plan will aim to rebalance its impact on the planet, determining short and long-term initiatives across four pillars that form Novotel’s Positive Impact Plan:

1. Reduce plastic, water & carbon footprint impact – empowering Novotel hotels to deliver positive impact action plans to reduce pressure on natural resources, with a strong focus on plastic, water & energy usage;
2. Make sustainable food choices – reducing meat, fish, and waste within Novotel’s food and beverage operations, and further development of sustainable seafood policies;
3. Enhance education & ocean awareness – educating guests, hotel teams, and local communities on the necessity of ocean conservation and how to positively contribute;
4. Contribute to research & innovation – partnering with NGOs and investing in sustainable innovation.

The partnership with WWF will help Novotel drive operational change and action for the greater good of the ocean and deliver upon its Positive Impact Plan. With a specific focus on the ocean, the WWF partnership has four main objectives:

• Work on sustainable seafood policies and supply chains for Novotel hotels and restaurants
• Raise guests’ and employees’ awareness of the importance of the world’s oceans
• Advocate for ocean preservation to inspire industry and policymakers
• Preserve and restore marine biodiversity through support of five WWF flagship projects around the world

To inform Novotel’s work, WWF is conducting extensive site visits to Novotel hotels to understand property-level operations and practices, assess procurement data, and make recommendations. WWF will provide a dedicated steering committee to assess Novotel’s progress on its commitments throughout the partnership.

The partnership will see Novotel supporting essential WWF France conservation projects around the world, including:

• The protection of Posidonia, an endemic flowering plant of the Mediterranean which plays a

key role as a carbon sink – removing carbon from the atmosphere – and providing benefits to 25 different marine ecosystems.

• The identification and removal of “ghost gear” – lost, abandoned, and otherwise discarded fishing gear – is the deadliest form of marine plastic waste that impacts marine turtles and mammals, elasmobranchs such as sharks, rays and skates, and marine birds.
• Supporting the WWF France’s Blue Panda boat, which sails across the Mediterranean carrying out work including scientific dives, protecting cetaceans from collisions with marine vehicles, and protecting endangered species of rays and sharks; as well as introducing the public to the Mediterranean, its conservation challenges, and the work being done to protect it.
• Tracking and tracing marine turtles in Asia-Pacific, gathering knowledge on their movements from nesting beaches to migratory corridors and foraging grounds, and mapping critical populations and conservation areas. Six of seven species of marine turtles remained threatened by harvesting, illegal trade, being caught by commercial fisheries, and the loss of nesting beaches.
• Protecting the sea turtles of the Western Atlantic, strengthening regional cooperation on sustainable fishing techniques, and combating illegal fishing. Fighting illegal, unreported, and unregulated fishing will help protect leatherback turtles breeding in coastal areas of the Guianas, and green and olive ridley turtles from Brazil to Venezuela.

Commenting on the Novotel WWF partnership, Karelle Lamouche, Chief Commercial Officer, Premium, Midscale & Economy Division, Accor, said: “We are delighted to announce that Novotel is embarking on an exciting new chapter. Novotel, Accor’s founding brand, is a powerful brand, leading the Midscale segment in most of the world. Today, we are starting a bold new ambition, championing a sustainability cause globally.

Novotel has a long-standing commitment to innovation and balance, and we now take that commitment further, by choosing to help the greatest source of balance on our planet – the ocean.

To make this ambition a reality, we are proud to unveil a groundbreaking partnership with the WWF – the World Wide Fund for Nature. Together with our partners, teams, and guests, Novotel will lead the charge toward a sustainable future for our oceans, pioneering a new era of environmental stewardship in our hotels and driving industry change.

There is a deep imbalance in the way the ocean is treated. Globally, over-exploitation and pollution are depleting the ocean’s resources, while only a tiny fraction of climate finance is allocated to its preservation. The ocean’s health affects us all and our collective actions have a profound impact. We will rebalance how we engage with it, consume its resources, and invest in its protection and restoration. As a primarily land-based brand, Novotel has a unique opportunity to increase awareness of the impact everyone, everywhere has on the ocean and inspire positive change for the ocean’s future.”

Yann Laurans, Conservation Director, WWF France, said “WWF aims to restore ocean health for the benefit of people and nature. The oceans are an essential resource of biodiversity that must be protected. WWF is committed to strategic and innovative partnerships with the largest international and national companies in the world to help them concretely reduce their ecological footprint and make a positive contribution to the environment. We are confident our world-renowned technical and scientific expertise will help Novotel drive operational change for the greater good of their business and the ocean”.

Accor, Novotel’s parent Group, has an established track record of developing sustainable solutions and innovations in the maritime sector. To name just a few, Accor has supported Energy Observer since 2017 and recently partnered with the Fondation de la Mer in 2022 to adopt the Ocean Framework, to assess the impact of its business activities on ocean wildlife. The Group banned endangered fish species, promoted responsible fishing, and was the first hospitality group to commit to progressively eliminating single-use plastic items from their guest experiences to fight against ocean pollution. Accor’s commitments are aligned and consistent with the Group’s commitment to contribute to global carbon neutrality by 2050 and to remove all single-use plastics from the guest experience.

Brune Poirson, Chief Sustainability Officer, Accor, commented: “Novotel’s commitment and investment in ocean preservation, alongside the WWF, represent a major turning point in its history. It demonstrates the determination of the brand and the Accor Group to act resolutely in favor of biodiversity and fight climate change while inspiring the entire sector. Tourism has a major impact on marine resources. Yet, it is also very dependent on them. Our responsibility is not only to mitigate this impact but also to come up with impactful solutions that will help the industry adapt to climate change and its consequences. Our ambition is thus to support our owners in turning social and environmental challenges into sources of opportunities, for their assets and for the societies in which they operate.”

Created in 1967 in France, Novotel is Accor’s founding brand. It now boasts over 580 hotels across 65 countries, with 42,000 Novotel “Heartists” looking after over 30 million guests a year.

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