The sustainability message is an important one in the hospitality industry, as is underlined by a new deal between Novotel hotels and the WWF (World Wide Fund for Nature).
Novotel, Accor's founding brand, will champion the protection and restoration of the ocean through "science-based action and conservation projects".
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 says it will build a three-year science-based action plan, rooted in three of the United Nations' priority ocean-related actions: 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.
The partnership will see Novotel supporting essential WWF France conservation projects around the world, including the WWF France's Blue Panda boat (top image), which sails across the Mediterranean carrying out work including scientific dives, protecting cetaceans from collisions with marine vehicles, and protecting endangered species of rays and sharks.
Another key element will be tracking and tracing marine turtles in Asia-Pacific, gathering knowledge on their movements from nesting beaches to migratory corridors and foraging grounds, and mapping critical populations and conservation areas.
Karelle Lamouche, Chief Commercial Officer, Premium, Midscale & Economy Division, Accor (another great job title), 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."
Yann Laurans, Conservation Director, WWF France, said “WWF aims to restore ocean health for the benefit of people and nature. The oceans are an essential resource of biodiversity that must be protected."
Created in 1967 in France, Novotel is Accor's founding brand. It has over 580 hotels across 65 countries.
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