How Novotel’s Partnership with WWF is Setting New Standards for Sustainable Tourism in Beachfront Cities and Resorts Around the World – Travel And Tour World

Ahead of World Ocean Day on June 8, 2025, Novotel proudly celebrates the first anniversary of its ambitious three-year partnership with the World Wide Fund for Nature (WWF). This collaboration underscores Novotel’s dedication to protecting marine ecosystems through innovative food policies and environmental stewardship across its 600 hotels worldwide.

This year has seen Novotel introduce two pivotal initiatives: the Sustainable Seafood Principles, crafted in collaboration with WWF France, and a bold Plant-Forward ambition aiming for at least 25% plant-based menus by 2026. These initiatives are transforming Novotel’s food offerings while educating guests and communities about ocean preservation.

Jean-Yves Minet, Novotel Global Brand President, explains, “Our partnership with WWF drives decisive action to protect the ocean’s health. From responsible seafood sourcing to expanding plant-based options, we’re committed to making sustainable choices accessible. This isn’t just about hospitality — it’s about safeguarding our planet and future generations.”

Why Novotel’s Ocean Commitment Matters

The ocean, often called the “lungs of the world,” plays a crucial role in regulating climate and sustaining biodiversity. Yet, overfishing, pollution, and habitat loss threaten marine life globally. Novotel’s approach aims to:

• Reduce harmful impacts on marine ecosystems
• Promote sustainable, traceable seafood sourcing
• Increase availability of plant-based, environmentally friendly dishes
• Educate guests and families on ocean conservation
• Support cutting-edge marine research and conservation projects

Sustainable Seafood Principles: A New Industry Standard

Developed with WWF France’s fisheries experts, Novotel’s Sustainable Seafood Principles enforce strict guidelines to protect endangered species and promote responsible fishing. Key points include:

• Banning over 350 endangered seafood species globally
• Serving only MSC-certified wild-caught fish or responsibly sourced local species by 2027
• Using ASC- or organic-certified farmed seafood for salmon and shrimp
• Collaborating with suppliers to improve traceability and sustainability

Novotel chefs, food, and procurement teams receive comprehensive Sustainable Seafood Training developed by WWF France, ensuring industry-leading knowledge on sustainable sourcing.

Plant-Forward Ambition: Delicious, Sustainable Dining

Novotel’s Plant-Forward initiative encourages hotels to offer at least 25% plant-based menu options by 2026, supporting healthier choices that reduce environmental impact. Currently, 39% of Novotel’s hotels already meet this target. The brand’s culinary teams, guided by a leading culinary institute, are crafting flavorful dishes that appeal to all palates without compromising sustainability.

Some signature plant-based dishes from Novotel hotels include:

• Beetroot and Chickpea Hummus with Tahini at Novotel Monte Carlo
• Green Paw Paw Salad with edamame and nam jim dressing at Novotel Cairns Oasis Resort
• Rigatoni with Confit Tomatoes and Stracciatella at Novotel Melbourne Airport
• Black Lime Tofu with Dashi Broth at Novotel London Canary Wharf
• Zameen Ke Kebab, honey glazed beet at Novotel Dubai Al Barsha
• Quinoa Lover Burger at Novotel Strasbourg Centre Halles

Educating the Next Generation: Ocean Awareness Through Play

With over two million family stays annually, Novotel is uniquely positioned to inspire ocean stewardship among young guests. This summer, two new educational games designed by WWF France and Novotel will engage children in ocean conservation:

• Guardians of the Mediterranean: An interactive card and digital game inspired by WWF’s Blue Panda boat that teaches families about marine protection.
• Sea Turtle: A lively digital quiz focusing on the threats faced by migrating sea turtles, including plastic pollution and ghost fishing gear.

Jean-Yves Minet emphasizes, “Educating children through play plants the seeds of empathy and action for our oceans’ future. As a family-friendly brand, Novotel champions this mission to nurture ocean guardians.”

Progress After One Year: Novotel’s Ocean Preservation Achievements

Since June 2024, Novotel has advanced its ocean sustainability goals through focused initiatives:

1. Reducing Environmental Impact

• Phasing out single-use plastics across all hotel operations
• Installing refillable dispensers to cut plastic waste
• Minimizing food waste through innovation and guest engagement
• Piloting microplastic filters in hotel laundry facilities in France

2. Delivering Healthier, Sustainable Food

• Launching a Fishery Improvement Project supporting sustainable squid fisheries in Kerala, India
• Partnering with Seafood Souq to onboard suppliers to traceability standards, piloted in 18 Middle East hotels
• Collaborating with WWF France and five European seafood suppliers to improve supply chain transparency

3. Enhancing Education and Awareness

• Implementing global Ocean Awareness Training developed with AXA Climate for all Novotel staff
• Offering WWF Sustainable Seafood Training to chefs, F&B, and procurement teams worldwide
• Hosting edutainment events and programs that engage guests in ocean conservation

4. Supporting Research and Innovation
Novotel is actively investing in WWF France ocean projects globally, including:

• Protecting Posidonia Meadows in the Mediterranean: These underwater seagrass beds sequester significantly more carbon than tropical forests. Action plans are underway in nine coastal cities.
• Removing “Ghost Gear” Fishing Nets: Lost fishing gear threatens marine species. Over 1,000 hectares prospected, with robot-assisted net retrieval pilots scheduled.
• Supporting WWF’s Blue Panda Boat Campaign: Conducting marine research, public awareness, and advocacy in the Mediterranean across multiple countries.
• Tracking Marine Turtles: Mapping migratory paths and nesting grounds, with over 12,600 turtles tracked globally under the Blue Corridors initiative.
• Protecting Western Atlantic Sea Turtles: Mobilizing regional efforts to combat illegal fishing and protect nesting sites along the Guianas and Brazil to Venezuela coast.

Ludovic Frère Escoffier, WWF France Ocean Program Manager, states, “Economic actors like Novotel are vital to ocean protection. Our partnership accelerates the shift towards sustainable tourism practices that preserve marine ecosystems.”

What’s Next for Novotel’s Ocean Commitment?

Looking ahead, Novotel plans to:

• Collaborate with leaders at the upcoming UN Ocean Conference in Nice to influence sustainable tourism policy
• Launch expanded WWF Sustainable Seafood and Ocean Awareness Training globally by summer 2025
• Roll out sustainable seafood sourcing and plant-forward menus across all hotels
• Develop guest programs focused on ocean preservation awareness
• Continue funding vital WWF marine conservation projects worldwide

Jean-Yves Minet concludes, “Our wellbeing depends on ocean health. Protecting it is not just an environmental responsibility but a commitment to human health and future generations. Together with WWF, we are pioneering hospitality that makes a real difference.”

Why This Matters for Travelers

For eco-conscious travelers seeking responsible accommodations, Novotel’s sustainability initiatives offer a unique blend of comfort and environmental stewardship. Guests can enjoy flavorful plant-based dishes, trust that their seafood is responsibly sourced, and participate in meaningful educational experiences — all while supporting a brand actively engaged in ocean conservation.

By choosing Novotel, travelers contribute to:

• Reduced marine pollution and overfishing
• Enhanced awareness of ocean issues for all ages
• Support for innovative conservation research
• A shift toward more sustainable global tourism