Novotel, the founding brand of Accor, has announced a significant new partnership with the World Wide Fund for Nature (WWF) focused on ocean conservation.

This three-year initiative, running from 2024 to 2027, positions Novotel as a champion for ocean health through science-based action and critical conservation projects.

The partnership aligns with Novotel's long-standing commitment to sustainability and its Positive Impact Plan. 

The plan outlines key areas for environmental responsibility, including reducing plastic and water usage, supporting sustainable food choices and promoting environmental awareness.

Actionable initiatives

Utilising WWF's technical expertise, Novotel will develop a comprehensive action plan based on three core UN ocean priorities:

• Reducing marine pollution and ocean acidification.
• Combating overfishing and promoting sustainable fishing practices.
• Expanding scientific research to support ocean health.

These priorities translate into four pillars within Novotel's action plan:

Reduce environmental footprint: This involves operational changes to minimise the impact of Novotel hotels on natural resources.

Sustainable food choices: The plan calls for reduced meat and fish consumption, minimised food waste and the development of sustainable seafood policies.

Education and awareness: Guests, hotel staff and local communities will be educated on the importance of ocean conservation.

Research and innovation: Collaboration with non-governmental organisations (NGOs) and investment in sustainable solutions are core aspects of this pillar.

Supporting WWF conservation efforts

Beyond operational changes, Novotel will directly support essential WWF projects around the world.

These projects include:

Protecting Posidonia meadows in the Mediterranean, a vital carbon sink and marine habitat.

Removing "ghost gear" – abandoned fishing equipment that harms marine life.

Supporting the WWF France's Blue Panda boat, dedicated to scientific research and conservation efforts in the Mediterranean.

Tracking and tracing marine turtles in Asia-Pacific to understand their migration patterns and identify critical populations.

Protecting sea turtles in the Western Atlantic by strengthening sustainable fishing practices and combating illegal fishing.

Building on a sustainability track record

This initiative builds upon Accor's existing commitment to sustainability in the maritime sector. 

The group has supported sustainable fishing practices, banned endangered fish species from menus and eliminated single-use plastics within guest experiences.

Novotel's partnership with WWF is a significant step towards a more sustainable future for the hospitality industry and the world's oceans.