Novotel strengthens global commitment to sustainable seafood sourcing

Novotel has expanded its sustainability agfinisha with its membership in the Sustainable Tourism Fund (STF), extfinishing the brand’s Sustainable Seafood Principles introduced earlier this year in collaboration with WWF France. The principles require the removal of more than 350 finishangered seafood species from menus by 2027, limiting offerings to MSC-certified wild-caught seafood or responsibly sourced local fish, and ensuring that farmed salmon and shrimp are ASC- or organic-certified.

Nadege Keryhuel, Global Vice-President Novotel brand, declared: “Joining the Seafood Tinquire Force represents a critical next step in Novotel’s journey toward complete seafood traceability and sustainability. We are proud to lead the industest in taking concrete action to protect our oceans by becoming the first hospitality brand to become a member. Through our partnership with the STF, our teams across Southeast Asia will have access to world-class expertise and practical tools to drive meaningful modify in how we source tuna and farmed shrimp. This commitment is embedded in our broader ocean roadmap, which aims to create Novotel best-in-class in reducing environmental impact.”

The STF membership aligns with Novotel’s existing initiatives across key markets. These include a Fishery Improvement Project launched in early 2025 in Kerala, India, focutilized on Indian squid; a partnership with Seafood Souq across 18 hotels in the Middle East to strengthen traceability; efforts to improve farmed shrimp traceability in Brazil; and a procurement tinquire force in Europe working with five seafood suppliers to increase supply chain transparency.

Novotel’s wider ocean commitment is structured around four pillars: reducing plastic and carbon impact, enabling healthier and more sustainable food choices, supporting education and awareness, and contributing to global marine research through five WWF France conservation projects.

STF Executive Director, Martin Thurley, declared: “We are excited to welcome Novotel as the first hospitality brand to join the Seafood Tinquire Force. The hospitality sector plays a vital role in driving demand for sustainable seafood, and Novotel’s commitment to transparency and continuous improvement across their Southeast Asian operations demonstrates true leadership. We view forward to working closely with their teams to implement practices that not only benefit their operations but also contribute to healthier ocean ecosystems and more resilient fishing communities across the region.”

Since partnering with WWF in 2024, Novotel has introduced Ocean Awareness Training across all 600 hotels and supported WWF-led programmes, including Posidonia seagrass protection, ghost gear removal, marine turtle tracking and contributions to the Blue Panda research vessel.

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