Charts a new course in global hospitality, fostering ocean conservation through innovative sustainability initiatives

Novotel, the founding brand of Accor, has launched an international partnership with WWF (World Wide Fund for Nature) aimed at leading the charge in protecting and restoring oceans through science-based actions and conservation projects. WWF, a global leader in fostering a sustainable future for humanity and the planet, will provide technical expertise to Novotel under a three-year agreement from 2024 to 2027. This partnership will assist Novotel's 580 hotels worldwide in making a positive impact on oceans, guiding various aspects of its operations and sponsoring critical WWF ocean conservation projects globally.

Balance has always been integral to Novotel's brand ethos, influencing both its business principles and commitment to enhancing guest experiences. The brand's focus on oceans, the planet's largest carbon sink and a crucial source of climate regulation and habitat protection, reflects its ongoing commitment to purposeful sustainability. Novotel will develop a comprehensive three-year science-based action plan aligned with three key UN ocean-related priorities: reducing marine pollution and ocean acidification from land-based activities, combating overfishing while promoting sustainable fishing practices, and advancing scientific research for ocean health.

Aligned with these priorities, Novotel's action plan aims to minimize its environmental footprint, implementing short and long-term initiatives across four pillars of its Positive Impact Plan: reducing plastic, water, and carbon footprints; promoting sustainable food choices; enhancing education and awareness about ocean conservation; and fostering research and innovation through strategic partnerships and sustainable practices.

The partnership with WWF will empower Novotel to drive operational changes and actions that benefit oceans and align with its Positive Impact Plan. With a specific focus on oceans, the WWF partnership aims to achieve four main objectives: developing sustainable seafood policies and supply chains for Novotel's hotels and restaurants, raising awareness among guests and employees about global ocean importance, advocating for ocean conservation to inspire industry and policymakers, and preserving marine biodiversity through support for five flagship WWF projects worldwide.

To inform Novotel's initiatives, WWF will conduct extensive site visits to assess operations and practices at Novotel hotels, providing recommendations based on procurement data. WWF will establish a dedicated steering committee to monitor Novotel's progress toward commitments throughout the partnership. This collaboration will see Novotel supporting critical WWF France conservation projects globally, including protection of Posidonia in the Mediterranean, identification and removal of "ghost gear," support for WWF France's Blue Panda boat activities, tracking marine turtles in the Asia-Pacific region, and protecting sea turtles in the Western Atlantic.

Karelle Lamouche, Chief Commercial Officer, Premium, Midscale & Economy Division, Accor, expressed enthusiasm: "We are thrilled to announce Novotel's exciting new chapter. As Accor's founding brand and a leader in the Midscale segment globally, Novotel embarks on a bold ambition to champion global sustainability causes. With a longstanding commitment to innovation and balance, Novotel now takes this commitment further by focusing on the ocean, the planet's greatest source of balance.

"To realize this ambition, we are proud to unveil a groundbreaking partnership with 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, ushering in a new era of environmental stewardship in our hotels and driving industry-wide change.

"There is a profound imbalance in how we treat our oceans. Globally, over-exploitation and pollution deplete marine resources, yet only a fraction of climate finance is directed toward their preservation. The health of our oceans affects us all, and our collective actions have a profound impact. We will redefine how we interact with the oceans, consume their resources, and invest in their protection and restoration. As a primarily land-based brand, Novotel has a unique opportunity to raise awareness of everyone's impact on the oceans and inspire positive change for their future."

Yann Laurans, Conservation Director, WWF France, commented: "WWF aims to restore ocean health for the benefit of people and nature. Oceans are vital resources of biodiversity that must be protected. WWF is committed to strategic and innovative partnerships with the world's largest international and national companies to help reduce their ecological footprint concretely and make a positive contribution to the environment. We are confident that our globally renowned technical and scientific expertise will help Novotel drive operational changes for the betterment of their business and the oceans."

Accor, Novotel's parent group, has a proven track record in developing sustainable solutions and innovations in the maritime sector. Accor has supported Energy Observer since 2017 and recently partnered with the Fondation de la Mer in 2022 to adopt the Ocean Framework, assessing the impact of its business activities on marine wildlife. The group banned endangered fish species, promoted responsible fishing practices, and became the first hospitality group committed to gradually eliminating single-use plastics from guest experiences to combat marine pollution. Accor's commitments are aligned with the group's pledge to achieve global carbon neutrality by 2050 and eliminate all single-use plastics from guest experiences.

Brune Poirson, Chief Sustainability Officer, Accor, remarked: "Novotel's commitment and investment in ocean preservation, alongside WWF, mark a major turning point in its history. It demonstrates the brand's and Accor Group's determination to act decisively for biodiversity and against climate change, while inspiring the entire sector. Tourism has a significant impact on marine resources, yet it is also highly dependent on them. Our responsibility is not only to mitigate this impact but also to develop impactful solutions that will help the industry adapt to climate change and its consequences. Our ambition is thus to support our owners in turning social and environmental challenges into sources of opportunities, for their assets and for the societies in which they operate."

With this innovative partnership between Novotel and WWF, the prospects for our oceans' future are increasingly bright. Novotel is not only taking concrete steps to reduce its ecological footprint but also inspiring positive change within the hospitality industry and beyond.

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