Novotel launches sustainable seafood principles with WWF and announces new plant-forward ambition ahead of World Ocean Day
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 on 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."
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 of 350 species of endangered seafood species, and promoting responsible fishing by 2027, serving only MSC-certified wild-caught species or responsibly sourced local fish, and use 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-Forward 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.
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 Minet. “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.”
Since its launch in June 2024, Novotel has made significant strides to deliver upon its ocean preservation and sustainable impact plan:
Reduce impact
Novotel’s commitment to reducing its impact aligns with Accor’s industry-leading mission towards positive hospitality, including:
Delicious, healthier & more sustainable food choices
In addition to the new Plant-Forward ambition and Sustainable Seafood Principles, Novotel has implemented significant actions:
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.
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
2. The identification and removal of “ghost gear”
3. Supporting the WWF France’s Blue Panda boat
4. Tracking and tracing marine turtles
5. Protecting the sea turtles of the Western Atlantic
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 wellbeing 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.”
