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Novotel celebrates one year of sustainable partnership with WWF

Novotel is celebrating the first anniversary of its three-year ocean partnership with the World Wide Fund for Nature

As World Ocean Day approaches on 8 June, Novotel is celebrating the first anniversary of its landmark three-year partnership with the World Wide Fund for Nature (WWF) by unveiling a suite of ambitious initiatives designed to protect ocean health.

From a pioneering global plant-forward food strategy to new sustainable seafood standards, Novotel is deepening its commitment to marine conservation at scale across its 600 hotels worldwide.

“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.

“Together, we can lead the way toward a healthier, more sustainable future—one positive choice at a time.”

Tackling overfishing and promoting plant-forward dining

At the heart of Novotel’s latest efforts are two major food policy changes: the launch of Sustainable Seafood Principles in partnership with WWF France and a new Plant-Forward ambition that sets a 25 percent plant-based menu target for all hotels by 2026.

Novotel Cairns Oasis Resort
Novotel Cairns Oasis Resort

The seafood policy includes the banning of 350 endangered species, a commitment to serve only MSC-certified wild-caught or responsibly sourced local fish by 2027, and the exclusive use of ASC- or organic-certified farmed salmon and shrimp.

WWF France has also developed a global training program for Novotel’s chefs and procurement teams to support responsible sourcing and improve seafood traceability.

Meanwhile, Novotel’s plant-forward goal is already making headway: currently, 39 percent of its hotels offer menus with at least 25 per cent plant-based options. The initiative, guided by a leading culinary institute, is part of a broader strategy to deliver food that is both delicious and environmentally responsible.

Inspiring the next generation of ocean advocates

With more than two million family stays each year, Novotel is uniquely placed to educate young guests about ocean health. This summer, the brand is launching two WWF-designed digital games: Guardians of the Mediterranean, an interactive adventure based on the WWF Blue Panda boat, and Sea Turtle, a fast-paced quiz exploring the hazards of turtle migration such as ghost gear and ocean pollution.

“Inspiring and educating the next generation is key to protecting our ocean,” Minet said. “By engaging young minds through play, we plant the seeds of awareness, empathy, and action.”

One year in: Progress across four key pillars

Over the past year, Novotel has made substantial strides in ocean sustainability under four key pillars:

1. Reducing impact:

Novotel continues to phase out single-use plastics, roll out refillable amenities, trial microplastic filters in hotel laundries, and implement food waste reduction initiatives.

2. Sustainable food choices:

In addition to its Plant-Forward and seafood efforts, Novotel launched a Fishery Improvement Project in India and a Seafood Taskforce in Europe. It has also partnered with Seafood Souq to improve global supply chain traceability via SFS Trace.

3. Education and awareness:

Ocean Awareness Training, developed with AXA Climate, is being rolled out globally to empower hotel staff. WWF’s Sustainable Seafood Training is being adopted across all kitchens and procurement teams, and hotels are hosting edutainment events to engage guests and communities.

4. Research and innovation:

Novotel is funding critical WWF France conservation projects, including:

  • The protection of Posidonia seagrass in the Mediterranean

  • Retrieval of ghost fishing gear using underwater robots

  • Support for the Blue Panda boat’s education and lobbying missions

  • Global tracking of sea turtle migration corridors via the Blue Corridors initiative

  • Protection programs for endangered Western Atlantic sea turtles

Ludovic Frère Escoffier, Ocean Program Manager at WWF France, commended Novotel’s impact: “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.”

What’s next?

As it enters the second year of its WWF partnership, Novotel is preparing for several upcoming milestones:

  • Launching updated training programs on sustainable seafood and ocean awareness in mid-2025

  • Embedding plant-forward strategies across all hotel kitchens

  • Expanding guest engagement initiatives focused on marine health

  • Participating in the UN Ocean Conference in Nice to advocate for sector-wide change

“The ocean is our planet’s greatest source of balance—the ‘lungs of the world,’” Minet said.

“Protecting the ocean isn’t just about the environment; it’s about supporting human health and longevity too.”

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