Novotel, Accor’s founding brand, has announced the launch of an international partnership with WWF (World Wide Fund for Nature) that will see Novotel champion the protection and restoration of the ocean through science-based action and conservation projects.
WWF is a global leader in building a sustainable future for people and the planet. Under the three-year agreement, from 2024 to 2027, WWF France will provide technical expertise to Novotel, helping its 580 hotels worldwide to have a positive impact on the ocean, “challenging and guiding” the brand and its properties throughout many aspects of its operations.
The partnership will also see Novotel sponsoring several critical WWF ocean-related conservation projects across the world.
Novotel will build a three-year science-based action plan, rooted in three of the United Nations’ priority ocean-related actions, namely: reducing marine pollution and ocean acidification, particularly from land-based activities; fighting overfishing and promoting sustainable fishing models; and increasing scientific knowledge and research for ocean health.
Mapped against these priorities, the Novotel action plan will aim to rebalance its impact on the planet, determining short and long-term initiatives across four pillars which form Novotel’s Positive Impact Plan:
Reduce plastic, water and carbon footprint impact – empowering Novotel hotels to deliver positive impact action plans to reduce pressure on natural resources, with a strong focus on plastic, water and energy usage;
Make sustainable food choices – reducing meat, fish and waste within Novotel’s food and beverage operations, and further development of sustainable seafood policies;
Enhance education and ocean awareness – educating guests, hotel teams and local communities on the necessity of ocean conservation and how to positively contribute;
Contribute to research and innovation – partnering with NGOs and investing in sustainable innovation.
The partnership with WWF will help Novotel drive operational change and action for the greater good of the ocean and deliver upon its Positive Impact Plan.
With a specific focus on the ocean, the WWF partnership has four main objectives:
Work on sustainable seafood policies and supply chains for Novotel hotels and restaurants
Raise guests’ and employees’ awareness of the importance of the world’s oceans
Advocate for ocean preservation to inspire industry and policy makers
Preserve and restore marine biodiversity through support of five WWF flagship projects around the world
To inform Novotel’s work, WWF is conducting extensive site visits to Novotel hotels to understand property-level operations and practices, assess procurement data and make recommendations. WWF will provide a dedicated steering committee to assess Novotel’s progress on its commitments throughout the partnership.
Karelle Lamouche, chief commercial officer, Premium, Midscale and Economy Division, Accor, said: “We are delighted to announce that Novotel is embarking on an exciting new chapter. Novotel, Accor’s founding brand, is a powerful brand, leading the Midscale segment in most of the world. Today we are starting a bold new ambition, championing a sustainability cause globally.
“Novotel has a long-standing commitment to innovation and balance, and we now take that commitment further, by choosing to help the greatest source of balance on our planet – the ocean. To make this ambition a reality, we are proud to unveil a groundbreaking partnership with the WWF – the World Wide Fund for Nature. Together with our partners, teams and guests, Novotel will lead the charge toward a sustainable future for our oceans, pioneering a new era of environmental stewardship in our hotels and driving industry change…”
Lamouche added: “As a primarily land-based brand, Novotel has a unique opportunity to increase awareness of the impact everyone, everywhere has on the ocean and inspire positive change for the ocean’s future.”