Novotel Launches Sustainable Seafood and Plant-Forward Initiatives to Mark First Anniversary of WWF Partnership
(IN SHORT) Ahead of World Ocean Day, Novotel celebrates the first anniversary of its partnership with WWF by launching the Sustainable Seafood Principles and a global Plant-Forward ambition across 600 hotels. These initiatives focus on sustainable food sourcing and menu innovation, while also raising awareness through education programs for families. As part of its broader ocean impact strategy, Novotel is committed to reducing environmental impact, supporting marine conservation, and fostering sustainable practices across the hospitality industry.
(PRESS RELEASE) PARIS, 2025-May-21 — /Travel PR News/ — Novotel proudly announces the launch of two pioneering initiatives ahead of World Ocean Day (8 June), marking the first anniversary of its transformative three-year partnership with the World Wide Fund for Nature (WWF). As part of this ongoing commitment to ocean preservation, Novotel is rolling out its Sustainable Seafood Principles in partnership with WWF France and launching a global Plant-Forward food ambition across its 600 hotels.
“At Novotel, we are committed to taking decisive action to protect our oceans, and our partnership with WWF is the cornerstone of this mission,” said Jean-Yves Minet, Novotel Global Brand President. “With their expertise, we are creating impactful change at scale across our hotels, and beyond that, inspiring industry-wide transformation. Our ocean impact strategy, from responsible sourcing to a Plant-Forward approach, is designed to drive lasting change. Together, we can lead the way towards a healthier, more sustainable future for generations to come.”
The new Sustainable Seafood Principles, developed in collaboration with WWF and led by WWF France’s fisheries experts, are now being implemented globally across all Novotel hotels. These guidelines include banning 350 endangered seafood species, promoting responsible fishing by 2027, and ensuring the use of MSC-certified wild-caught species or responsibly sourced local fish. Additionally, for salmon and shrimp, Novotel is adopting ASC- or organic-certified farmed seafood.
To further this commitment, WWF France has developed a comprehensive Sustainable Seafood Training program for Novotel’s chefs, food, and procurement teams, focused on improving traceability and supporting sustainable seafood sourcing practices.
Additionally, Novotel is rolling out a global Plant-Forward ambition, aiming for at least 25% plant-based menu options at all 600 hotels by 2026. Currently, 39% of Novotel hotels already offer 25% or more plant-based choices on their menus. This initiative is guided by leading culinary institutes and sustainability experts to provide guests with delicious, sustainable, and plant-based dining options.
Novotel welcomes more than two million family stays each year, and this summer, the hotel brand will introduce two new edutainment games in collaboration with WWF France to inspire children to become ambassadors for ocean conservation:
- “Guardians of the Mediterranean”: An interactive card and digital game inspired by WWF’s Blue Panda boat, designed to educate families about ocean conservation.
- “Sea Turtle”: A lively digital quiz that helps children learn about the threats faced by sea turtles during migration, such as ghost gear, plastic pollution, and other hazards.
“Inspiring the next generation is crucial to ensuring the protection of our oceans,” added Jean-Yves Minet. “By engaging young minds through play, we are planting the seeds of awareness, empathy, and action for a sustainable marine future. As a family-friendly brand, Novotel is perfectly positioned to lead this mission.”
A Year of Progress: Strengthening Novotel’s Commitment to the Oceans
Since launching its ocean preservation and sustainability impact plan in June 2024, Novotel has made significant strides:
Reducing Impact:
- Phasing out single-use plastics across Novotel hotel operations.
- Installing large-format, refillable dispensers in hotels.
- Minimizing food waste through innovative solutions and guest engagement.
- Piloting microplastic filters in laundry systems at two Novotel hotels in France.
Delicious, Healthier & More Sustainable Food Choices:
- Launching a globally managed Fishery Improvement Project (FIP) in collaboration with WWF, including the Indian Squid FIP in Kerala, India.
- Partnering with Seafood Souq to ensure all seafood suppliers meet traceability standards.
- Launching a Seafood Taskforce procurement project in Europe to improve supply chain transparency in collaboration with WWF France.
Enhancing Education & Ocean Awareness:
- Launching Ocean Awareness Training for all Novotel hotel teams, developed in partnership with AXA Climate.
- Introducing Sustainable Seafood Training for all chefs, F&B teams, and procurement staff.
- Hosting in-hotel events and programming to inspire positive action among the Novotel community.
Contributing to Research & Innovation:
Novotel continues to support essential WWF France conservation projects worldwide, such as:
- Protecting Posidonia Meadows in the Mediterranean – Restoration action plans across nine cities.
- Ghost Gear Removal – Underwater robot retrieval of abandoned fishing gear in the Mediterranean Sea.
- Supporting WWF’s Blue Panda Boat – Conducting missions to protect Mediterranean marine life.
- Tracking Marine Turtles – Supporting the ‘Blue Corridors’ initiative to track turtle populations.
- Protecting Sea Turtles in the Western Atlantic – Engaging in conservation efforts for leatherback, green, and olive ridley turtles.
What’s Next for Novotel?
Looking ahead, Novotel remains committed to amplifying its impact through:
- Collaborating with industry leaders at the UN Ocean Conference in Nice.
- Launching WWF Sustainable Seafood Training and Ocean Awareness Training in summer 2025.
- Expanding sustainable seafood practices and Plant-Forward menus across all hotels.
- Introducing new guest engagement programs focused on ocean preservation.
- Continuing to support critical WWF France ocean preservation projects.
For more information on Novotel’s sustainability initiatives, its partnership with WWF, and to read the Novotel Ocean Impact Report in full, visit Novotel – Ocean Impact.
Media contact:
Sarah Wilson
VP Communications & Advocacy, Midscale & Economy Brands
sarah.wilson@accor.com
SOURCE: Accor
