NOVOTEL is promoting sustainable seafood, education, conservation and operational change across more than 600 hotels worldwide.
Following two years of commitment to the oceans and international collaboration with WWF France, Novotel is driving tangible progress across its global network of more than 600 hotels, promoting operational change, marine conservation, sustainable food practices and ocean awareness worldwide.
Ahead of World Oceans Day (8 June), Novotel has published its second Ocean Impact Report, in which it transparently shares the progress, challenges and quantifiable impact achieved over the past year, whilst the brand continues to drive long-term actions for ocean preservation and support marine conservation projects worldwide.
Launched in 2024, Novotel’s partnership with WWF France was established to support the long-term health of the world’s oceans through meaningful action. Guided by the understanding that the health of the oceans is deeply connected to human wellbeing, climate balance and the future of travel, this partnership combines operational changes, more sustainable food practices, education and support for marine conservation.
The 2026 report also outlines the progress made under Novotel’s Positive Impact Plan, which is based on Sustainable Development Goal 14 — Life below water — and structured around four key pillars: reducing operational impact on the oceans, promoting more sustainable food choices, raising awareness of ocean issues, and contributing to scientific knowledge and research.
“At Novotel, we believe that the hospitality industry must contribute positively to the well-being and longevity of both people and the planet,” said Jean-Yves Minet, global president of the Novotel brand. “Over the past year, we have continued to turn ambition into action across all our hotels, from reducing single-use plastics and promoting sustainable practices in the consumption of seafood to expanding training and supporting critical marine conservation projects with the WWF. What matters is the collective impact of consistent action on a global scale, where every operational improvement, every team member trained, every responsible choice on the menu and every conservation project helps to protect the long-term health and sustainability of our oceans. There is still much to be done, but this report demonstrates significant momentum and reinforces our long-term commitment to helping protect the oceans.”
A year of progress across the NOVOTEL networ
Since the launch of its Positive Impact Plan, Novotel has continued to strengthen the implementation of its initiatives:
Reducing environmental impact
Novotel continues to make progress with operational measures designed to help reduce environmental pressures relating to ocean health.
- 92 per cent of Novotel hotels now comply with Accor’s single-use plastic policy
- 73 per cent of the Novotel network holds third-party eco-certification
- The focus remains on reducing operational waste and promoting a more responsible use of resources across all hotels.
Delicious, healthier and more sustainable food
Novotel continues to promote more delicious, balanced and lower-impact dining options across all its hotels, whilst helping to drive more responsible seafood sourcing practices throughout the hospitality sector.
- 50 per cent of Novotel hotels now offer menus with at least 25 per cent vegetarian or plant-based dishes
- Novotel has partnered with chef and digital creator Alfie Steiner to introduce a selection of flavour-focused, plant-forward1 dishes in participating hotels
- 41 per cent of Novotel hotels have removed more than 350 vulnerable seafood species from their menus, in line with the WWF’s Principles for Sustainable Seafood
- More than 1,600 chefs and kitchen staff had completed the WWF’s sustainable seafood training by mid-May 2026
- The seafood traceability initiatives continued in Asia, Europe, Brazil and the Middle East in collaboration with WWF, the Seafood Task Force and industry stakeholders
In 2025, Novotel became the first hotel brand to join the Seafood Task Force (STF), thereby reinforcing its commitment to improving transparency and traceability in seafood supply chains. As part of this work, Novotel launched a regional initiative in Asia focusing on the sourcing of farmed tuna and prawns across 50 hotels in Thailand, Vietnam and Indonesia. Developed in collaboration with the Seafood Task Force, the project aims to identify priority suppliers and strengthen alignment with the STF’s recommendations through to 2026.
In Europe, Novotel and WWF France have also launched a two-year initiative to improve the traceability of seafood amongst suppliers of fresh and frozen products serving the European region, whilst in Brazil, further work has focused on improving traceability in the supply chains for farmed prawns supplied to hotels in the state of São Paulo.
Improving education and awareness about the oceans
Novotel continues to expand its educational initiatives designed to help teams, guests and families better understand the importance of ocean health.
- More than 3,200 Heartists (hotel team members) completed the ocean awareness training developed in collaboration with AXA Climate
- The physical and digital family games developed with the support of WWF, including ‘Guardians of the Mediterranean’ and ‘Traps Ahead’, continued to be rolled out globally
- The World Oceans Month activities engaged teams, guests and local communities around the world
- Novotel took part in the United Nations Ocean Conference (UNOC) held in Nice in 2025, contributing to discussions on sustainable tourism, marine biodiversity and sustainable seafood
- A Through a new partnership with award-winning wildlife photographer and conservation biologist Kaushiik Subramaniam, Novotel is launching the ‘1% for the Ocean’ initiative, which combines Kaushiik’s striking visual storytelling with Novotel’s global reach to raise awareness and inspire guests to take meaningful, everyday actions in support of ocean conservation.
- This month, Novotel is presenting an immersive virtual reality exhibition at 12 of its properties2 around the world, inviting guests to explore a curated collection of ocean photographs by the newly appointed Ocean Champion, Kaushiik Subramaniam, in a striking three-minute experience designed to raise awareness of ocean conservation.
“Inspiring awareness of ocean conservation is a key part of creating lasting change,” added Jean-Yves Minet. “Hotels have the ability to connect with millions of guests and families every year, and this creates a significant opportunity to help make ocean conservation more visible, accessible and engaging.”
Contribution to research and conservation
Through WWF France, Novotel continues to support a wide range of marine conservation projects around the world.
Protection of Posidonia seagrass beds
- 41 low-impact buoy conversions to be completed by 2025 in coastal towns along the French Mediterranean
- Expansion planned for 2026, including new international training and awareness-raising campaigns targeting boat hire companies and boat owners
Combating ghost nets
- More than 1,094 hectares have been surveyed in the Calanques National Park
- A total of 86 priority ghost nets have been identified and 14 have been removed from the sea
- Expansion to the Baltic Sea is planned for 2026 in collaboration with WWF Poland
Support for the Blue Panda
- Scientific missions carried out across the Mediterranean
- First electrocardiogram ever recorded from a whale in the Mediterranean Sea
- More than 250 participants got involved through events held during the United Nations Ocean Conference in Nice
Protection of sea turtles in the western Atlantic
- 14 young ambassadors were recruited and trained in French Guiana and Guyana to support the cause of sea turtle conservation
- Expansion of community engagement, citizen science and regional advocacy initiatives over the past year
Blue corridors for turtles
- Publication of the first ‘Blue Corridors for Turtles’ report during UNOC 2025
- More than 50 additional sets of satellite tracking data were contributed globally in 2025
- A partnership was formalised with the Convention on the Conservation of Migratory Species
Ludovic Frère Escoffier, director of WWF France’s Ocean Programme, said: “Protecting the ocean requires long-term collaboration and collective action. Through its partnership with WWF France, Novotel continues to demonstrate how a global hotel brand can contribute to marine conservation, not only through operational improvements, but also by supporting research, awareness-raising and community engagement initiatives that strengthen the resilience of the oceans over time.”
What does the future hold for NOVOTEL?
Looking ahead, Novotel will continue to roll out its Positive Impact Plan across the entire network and support the next phase of WWF’s global conservation initiatives.
Future priorities include:
- Expanding seafood traceability initiatives
- Increasing participation in training programmes amongst hotel teams
- Continuing to incorporate plant-based approaches across the entire food and beverage offering
- Supporting new conservation initiatives in key regions, including efforts in the Baltic Sea to remove ghost nets with WWF Poland, and in Australia to help protect whales by mapping ‘blue corridors’ — migratory routes connecting critical feeding and breeding habitats — in collaboration with WWF Australia
- Continue with guest engagement and education initiatives focused on ocean conservation
“The ocean is fundamental to the longevity of life on Earth,” added Jean-Yves Minet. “Protecting it is not just an environmental responsibility, but an investment in the long-term future of communities, travel, wellbeing and the planet itself. Through this partnership, our ambition is to contribute to a healthier and more resilient future for the world’s oceans, whilst continuing to build a more thoughtful and lasting relationship between the hospitality industry and marine conservation.”
For more information on Novotel’s sustainability initiatives, the brand’s partnership with WWF France and to read the full Novotel Ocean Impact Report, visit Novotel – Ocean
About NOVOTEL
Novotel Hotels, Suites & Resorts champions ‘Everyday Longevity’, a vision based on the belief that small daily habits help people live longer, fuller and happier lives. Designed for both modern travellers and families, Novotel hotels create environments that promote a better life through sleep, nutrition, exercise and connection. Spacious rooms, balanced cuisine, welcoming social spaces and intuitive design combine to help guests recharge their batteries and maintain healthy routines whilst travelling. In 2024, Novotel established an international partnership with WWF France to promote the protection and restoration of the world’s oceans through science-based actions and conservation projects. Novotel, which has more than 620 properties in 70 countries (including Novotel Suites and Novotel Living), is the founding brand of Accor, a leading global hotel group with more than 5,800 properties in over 110 countries, and a participating brand in ALL Accor, a booking platform and loyalty programme offering access to a wide range of rewards, services and experiences.
Opening image: Image courtesy of Kaushiik Subramaniam, member of the Novotel 37 Collective and Ocean Advocate
Source: SERGAT Communications Agency