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, our actions are decisive in protecting our oceans. The partnership with WWF drives this commitment.” You can also read about the importance of this in our article Jean-Yves Minet – Novotel Global Brand president. “By leveraging their expertise and guidance, we can bring about change in a large scale at our 600 hotels as well as across the industry. Novotel is committed to making choices that will have a positive effect on the future of our planet, marine life and future generations. Our ocean impact plan is designed to bring about real change. Together, we can lead the way toward a healthier, more sustainable future – one positive choice at a time.”
EATING DELICIOUS FOOD IS HEALTHIER AND MORE SUSTAINABLE
The new Sustainable Seafood Principles The guidelines were developed in partnership with WWF, and the WWF France fisheries experts led them. The guidelines were launched in Novotel hotels worldwide and include a ban on 350 endangered species of seafood, promotion of responsible fishing, only serving MSC-certified fish or locally sourced fish responsibly, and using ASC or organic certified farmed salmon and shrimp. WWF France has launched Sustainable Seafood Training a comprehensive training programme for Novotel’s chefs, food, and procurement teams. It also works with Novotel and Accor on improving traceability.
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Novotel also pioneered the Plant-Forward1 vision, which targets all 600 hotels in its chain to have at least 25% plant-based meals by 2026. 39% hotels today dedicate at least 25 % of their menus towards plant-forward options. Novotel has committed to offer a Plant-Forward philosophy that is tasty, sustainable and market leading at scale. This philosophy will be guided by an international culinary institute.
EDUCATION & AWARENESS FOR THE NEXT GENERATION
Novotel hosts more than 2 million family stays each year. This summer Novotel families will be able to experience two new edutainment game designed by WWF France to inspire and empower their children to become ocean ambassadors. “Guardians of the Mediterranean This interactive digital and card game, inspired by the WWF Blue Panda Boat, was created to teach families about ocean conservation through a fun and engaging method. Sea TurtleThis fun digital quiz helps children to learn about the dangers faced by turtles during their migration.
“Educating the next generations is crucial to protecting our ocean,” Add to Cart Jean-Yves. “By engaging the young mind through play, you plant seeds of awareness, compassion, and action to create a more sustainable, healthier marine future.” Novotel’s position as a leading hotel brand that caters to families makes it the ideal place to champion this mission.
A YEAR OF PROGRESS – STRENGTHENING THE COMMITMENT OF NOVOTEL TO THE OCEANS
Since June 2024 when Novotel launched, it has taken significant steps to achieve its ocean preservation plan and its sustainable impact plan.
1/ REDUCE IMPACT
The commitment of Novotel to reduce its environmental impact is in line with Accor’s leading mission for positive hospitality.
‑ Novotel hotels to phase out single-use plastics
‑ Installing large format and refillable dispensers for hotels
‑ Minimizing waste food through innovative solutions, guest engagement and innovative solutions
‑ Two Novotel Hotels have launched microplastic filter tests2 Reduce the impact of hotel laundry in France
2/ DELICIOUS, HEALTHIER & MORE SUSTAINABLE FOOD CHOICES
Novotel’s actions are significant. They include:
‑ In collaboration with WWF and the Indian Squid FIP, a globally managed Fishery improvement Project (FIP), including support for the Indian Squid FIP, was launched in Q1 of 2025.
‑ The partnership with Seafood Souq was established to ensure that all suppliers of seafood and their products were onboarded by SFS Trace to meet traceability requirements, including a 18-hotel pilot program in the Middle East.3.
‑ In collaboration with WWF France a Seafood Taskforce project was launched in Europe, where five suppliers were contacted to improve the traceability. This is part of WWF France’s commitment to supporting the brand in its ambition to bring about sector-wide changes throughout the supply chain.
3/ ENHANCE EDUCATION & OCEAN AWARENESS
Novotel’s commitment to ocean conservation is to raise awareness about the importance of oceans in modern life. Hotel teams, guests, and communities are encouraged to make positive contributions to a balanced relationship with the ocean.
‑ New Global Ocean Awareness Training All Novotel hotel teams will benefit from this training, which will enhance their knowledge, inspire their commitment and motivate them to act. The training was developed in partnership by AXA Climate.
‑ New Year’s Day 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.
‑ Novotel’s community is encouraged to engage in positive actions through educational programs, events and games.
4/ CONTRIBUTE TO RESEARCH & INNOVATION
Novotel supports WWF France’s essential conservation projects in the world by investing in ocean impact, research, and action.
The protection of Posidonia on the Mediterranean
‑ Where: Europe
‑ Why: The Posidonia meadows sequester five to seven more carbon per hectare than tropical forests
‑ Status: 9 coastal cities have action plans in place; 8 mooring field projects are underway; 73 buoys will be converted in 2024, and 41 in 2025.
The removal and identification of “ghost equipment”
‑ Mediterranean Sea
‑ Why: Loss, abandonment and other discarded fishing equipment are a serious threat to marine life
‑ Status: Bonifacio has over 1,000 hectares that have been prospected.4 nets identified; pilot retrieval with underwater robots scheduled for 2025–2026; new prospection missions in Calanques and Ajaccio planned.
Supporting WWF France Blue Panda boat
‑ Where: Europe – France, Greece, Türkiye, Italy and Croatia
‑ Why: The Blue Panda conducts missions across the Mediterranean to develop scientific-based solutions and recommendations to protect Mediterranean sea life, raise public awareness, as well as leading lobbying missions among 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.
Tracking and tracing of marine turtles
‑ Where: Asia-Pacific with a global focus
‑ Why: Six out of seven marine turtle species are threatened by illegal trade, harvesting, commercial fishing, and the loss nesting beaches. Mapping nesting beach, migratory pathways and foraging ground for 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.
Protecting the Western Atlantic sea turtles
‑ Guiana Shield
‑ Why: By mobilising the civic society to fight illegal, unreported unregulated fishing, we can protect turtles such as leatherbacks and green or olive ridleys in coastal areas from Brazil all the way up to Venezuela.
‑ Status: Launched youth ambassador programme; regional delegation will attend UNOC June 2025. Field projects include eco-guides training, citizen science and advocacy activities ongoing until 2025-2026.
Ludovic Frère Escoffier, Ocean Program Manager, WWF France, said: “Protecting our oceans also means protecting the future of all mankind. The economic sector has a vital role to play in the face of growing threats such as overfishing, polluting and losing biodiversity. We applaud Novotel for its commitment to integrate the preservation of marine eco-systems into their strategy. We are working with tourism companies to accelerate the transition towards more sustainable and responsible practices compatible with ocean resilience.
“The ocean is our planet’s greatest source of balance – the ‘lungs of the world’,” Add to Cart Jean-YMinet. It regulates climate and supports livelihoods. It also protects ecosystems. The balance of the oceans is under threat. We must rebalance the relationship we have with oceans to ensure a sustainable future. This means reducing our impact on them and ensuring their health. The health of the sea is closely linked to our wellbeing. Ocean protection is not just about the environment. It also supports human health and wellbeing.
What’s Next for NOVOTEL POSITIVE ACTIONS FOR OCEAN LONGEVITY
Looking forward, Novotel is committed to amplifying the impact of its brand by:
✅ Collaboration with industry leaders to create meaningful change at UN Ocean Conference, Nice
✅ WWF Sustainable Seafood Training – launching summer 2025
✅ Ocean Awareness Training in partnership with AXA Climate – launching summer 2025
✅ All Hotels to adopt sustainable seafood practices
✅ Incorporating a new Plant Forward menu strategy into all hotels
✅ New guest engagement programs focusing on ocean conservation
✅ Continue to support WWF France’s ocean preservation projects in the rest of the world
