One year into Novotel’s partnership with WWF, Globetrender sat down with Accor’s global brand president Jean-Yves Minet to discuss the project’s milestones and goals. Robbie Hodges reports

Last week, Novotel invited a group of journalists aboard the Blue Panda, a WWF sailing vessel navigating the Mediterranean to raise awareness around ocean conservation. Alongside ocean scientists and storytellers was an unexpected passenger: Jean-Yves Minet, global brand president at Accor. More accustomed to boardrooms and keynote stages, Minet stepped out of the corporate bubble and onto the deck to experience the mission up close.

The Blue Panda is just one part of a broader, three-year impact programme launched by Novotel in partnership with WWF. Together, they’re working to restore ocean health through targeted, science-led initiatives. Minet’s presence wasn’t for show — it underscored the brand’s genuine commitment to climate action. This isn’t about ticking boxes on a CSR report; it’s about embedding purpose into the DNA of the business, from the C-suite to frontline staff.

Since the partnership began in June 2024, the results speak volumes: 1,000 hectares of seafloor have been scanned for ghost gear (abandoned fishing nets that wreak havoc on marine ecosystems); 15 young ambassadors have been trained in ocean advocacy; and 12,600 sea turtles are now being tracked through satellite tagging. And that’s just the beginning.We caught up with Minet ahead of his appearance at the United Nations Ocean Conference to explore Accor’s evolving environmental commitments — and to find out what the future of “sustainable hospitality” looks like as Novotel enters year two of its transformative partnership with WWF.

Why oceans? 

"Oceans are a key element for the wellbeing and longevity of our planet, of our communities around the world. Let me give you a couple of stats. Our oceans feed approximately 3.5 billion people. Half of the air that we breathe around the world comes from the ocean. They’re essential for climate regulation, but they also play a critical role when it comes to the economy. Obviously coastal tourism is important, not only for our hotels, but for the travel and leisure industry at large. We estimate that the coastal tourism industry generates about $390 billion per year. 

"At Novotel we’ve always had this philosophy of supporting what sustains us. The brand has always looked at helping guests to lead more balanced lives, and given the oceans play such a critical role in personal wellbeing it was natural that we’d invest in this particular cause. Additionally, when you look at all of the different causes supported by the United Nations, the oceans are actually the least funded. So we also thought it would be important to lend our support in bringing that message forward at the United Nations Ocean Conference."

Why Novotel? 

 "So, Novotel has always been at the forefront of innovation. It was actually the first brand created by the Accor Group in 1967, and its founding principles were to be bold and innovative. For example, it was the first brand to have en-suite rooms, and from the start, it was designed for business travellers during the week who then came at the weekend with their families. As a result we’ve always been focused on supporting work-life balance. 

"This focus on innovation and balance has always been at the heart of the Novotel brand. And while we are following and driving all the sustainability initiatives from the Accor group that we started 40 years ago or more, Novotel has always been leading that discussion and we want to continue to do so."

Why not roll this out across Accor’s portfolio for maximum impact? 

"Novotel has always been at the forefront of what is new and disruptive, whether it’s through service, product or CSR action. The partnership with WWF is one example, but obviously everything that we do and that we learn about as a brand will continue to benefit the other brands. But it’s important that Novotel leads with innovation." 

What have been the most notable research breakthroughs in the past year since the project was launched? 

"The first big achievement in terms of research was really the 'sustainable seafood principles'. With the help of WWF, we identified 350 seafoods that are endangered and made a commitment to eliminate them from our menus. So we established a list, and we provided guidelines and principles for our hotels on how to eliminate them or swap them with other foods to make our menus more sustainable. We also launched what we call the plant-froward ambition, which means having 25% plant-based menus at Novotel. 

"We also created ocean awareness training for staff in the hotels as well as our guests because obviously we still need to raise awareness and understanding of how oceans impact our ecosystem and wellbeing. Another example is the certification of our hotels, about 68% of which are either already eco-certified or in the process of being eco-certified by third-party agencies. 

"And then, last but not least, our WWF partnerships. We sponsor some of the key projects that WWF leads. One being the Blue Panda, a research boat, the preservation of Posidinia, two projects on turtles and then the efforts to reduce ghost gear – fish nets left in the ocean."

Rolling out menu changes across a global portfolio of properties must have been challenging... 

"This plant-forward mission is really more than a philosophy. It's a mindset, but it also becomes an operating model for us. So, how do we do that? First, we need to create awareness. That's the first thing that we need to do. Awareness with our hotel GMs, awareness with our teams. Why is that important? Well, what is the impact on the ocean if we don't? What will be the impact on our guests, on our business, et cetera? So that's the awareness phase. 

"The second is the creation of technical tools so that we can translate that vision into something concrete. That looks like sustainable seafood guidelines that really list the critical, endangered species so that there is full awareness of what we need to eliminate. 

"And then, finally, we are working with our partners whether they are logistical partners, procurement, the chefs to modify these menus so that there are more plant-based options. It’s a big machine and we’ve been launching different, concrete projects. 

"One of them is the Fisher Improvement Project with WWF in India specifically, as there are a lot of endangered species in India. We also launched a partnership with Seafood Souq in the GCC, the Gulf in the Middle East to help with seafood traceability. There’s a ton of macro actions and initiatives involved in translating this vision into something concrete."

Will Novotel guests be able to get involved with the brand’s conservation mission?

"In this first year, we’ve been really busy working on some tools that will help drive awareness among guests. We’re working on a global campaign that will air in the second half of 2205. We’re also working on some educational games so we can engage with our guests, and specifically with the kids. On the Blue Panda boat last week, the captain said something that really resonated. He said it’s critical to engage with kids, because the future of the oceans really is in their hands. If the kids understand oceans, they can care for them. The more you know, the more you care. And in this first year, they’ve engaged about 550 school kids on that boat. 

"As you know, Novotel is a very well-known brand for kids and families. We serve about two million kids a year. In partnership with WWF, we’ve developed two games around turtles which will be available in properties as physical card games and also virtually." 

How about engaging adults at Novotel properties? 

"For members of ALL (Accor Live Limitless), Accor’s loyalty program, we’re looking into the opportunity of exchanging or burning points on WWF experiences. We already have a partnership with DIFT where you can donate your points to fund WWF’s ocean conservation initiatives, but going forward we’re looking into spending time on the Blue Panda or on other things offered by WWF."

The three year partnership will end in 2027. What’s next? 

"Our vision and the impact we want to have goes far beyond three years. The situation is in dire straits, and that’s why we want to engage kids because it’s going to take decades."

And are Novotel’s sustainability metrics transparent and accessible? 

"Accor’s sustainability KPIs are published as part of our investor relations communications (see here), but the individual brand targets aren’t public, beyond what you see in reports from Novotel. The core group does a lot by brand but we don’t report by individual brand today.

"For Accor, 50% of our network today is eco-certified – as I mentioned, that’s 68% if you include those currently working towards it. Also, 80% of our hotels have eliminated at least 60 pieces of single-use plastic. We want to continue to grow that number so we can eradicate plastic entirely in F&B. By the end of 2026 we want 100% of our hotels to be offering menus that are at least 25% plant-based. Accor is also now looking at a plant forward target by 2030. Of course, Novotel will go first and fastest."