Novotel, a global hospitality leader with a firm commitment to ocean preservation, is delighted to announce the signing of a landmark partnership with global traceability company, Seafood Souq. The partnership will see the implementation of a Seafood Souq (SFS) Audit across 19 Novotel properties in the Gulf Cooperation Council (GCC) region. The project will begin with a two-year commitment.
This agreement marks a major step forward in Novotel’s commitment to responsible hospitality, supporting the goals of the World Wide Fund for Nature France (WWF France) which align with Accor’s broader sustainability ambitions. Through this collaboration, Novotel is dedicated to ensuring that all seafood served in its hotels undergoes a comprehensive traceability audit. This commitment means that 100% of seafood SKUs will be audited for traceability, reinforcing accountability in sustainable sourcing and transparent supply chains. Seafood Souq’s suite of traceability solutions are all GDST (Global Dialogue on Seafood Traceability) compliant. An internationally recognised framework that supports robust digital traceability and interoperability across seafood supply chains.
Recently, Novotel unveiled its first Oceans Impact Report, on the first anniversary of its transformative Ocean Positive Impact Plan and three-year partnership with WWF. The brand has reaffirmed its commitment to protecting the wellbeing and longevity of the ocean with the launch of two new food policies: Novotel’s Sustainable Seafood Principles in partnership with WWF France and the launch of a pioneering global Plant-Forward food ambition across 600 hotels.
Championing Sustainable Sourcing in Hospitality
Novotel is on an ambitious journey to champion responsible seafood practices, within the network and support WWF and Seafood Souq’s ambition to eliminate illegal, unreported, and unregulated (IUU) fishing practices by enhancing supply chain transparency and delighting guest with sustainably sourced products.
Novotel’s adoption of SFS Audit demonstrates proactive leadership, embedding robust traceability checks into daily operations to ensure seafood sourcing aligns with environmental commitments and ethical practices.
We are proud to be taking decisive action to protect our oceans, and our latest partnership with Seafood Souq in the Middle East plays an important role in our wider ambition to protect the world’s oceans,” said Jean-Yves Minet, Novotel Global Brand President. “At Novotel, we are committed to making it easier to make choices that have a positive impact on the longevity of the planet, on marine life, and on future generations. From responsible sourcing to a Plant-Forward approach, our ocean impact strategy is designed to drive real change. Together, we can lead the way toward a healthier, more sustainable future – one positive choice at a time.”
How the SFS Audit Empowers Novotel Teams
Through SFS Audit, Novotel properties will benefit from:
● Comprehensive auditing of seafood sourcing and supplier practices, ensuring alignment with sustainability goals and responsible purchasing policies
● Centralised documentation review and traceability checks, providing full visibility over seafood journeys from origin to plate
● Certification verification, assessing supplier claims against key global benchmarks including the IUCN Red List, Marine Stewardship Council (MSC), Aquaculture Stewardship Council (ASC), and other recognised standards
● Ongoing performance tracking, enabling teams to monitor progress, address gaps, and continuously strengthen compliance and transparency
● Enhanced supplier accountability, enabling procurement teams to engage constructively with suppliers and flag areas for improvement or risk mitigation
● Enhanced guest experience and confidence with the capabilities to tell and validate the story of the seafood served to guests at hotel properties.
“This partnership with Seafood Souq reflects our deep commitment to sustainability across the Middle East and supports Accor’s broader goal of reshaping hospitality through responsible practices,” said Paul Stevens, Chief Operating Officer, Premium, Midscale & Economy Division, Middle East, Africa & Türkiye at Accor. “The GCC region is a key area of growth and innovation for Accor, and we are proud that 19 Novotel properties here will be among the first to implement the SFS Audit. By embedding traceability at the heart of our seafood sourcing, we not only protect marine ecosystems but also empower our hotel teams and suppliers to champion ethical, transparent choices. This is just the beginning – we are excited about the potential to scale this initiative and drive meaningful impact across our network.”
“This partnership with Novotel represents a significant shift in how the hospitality sector approaches traceability,” said Scott Chambers, Co-CEO of Seafood Souq. “With WWF’s support, Novotel is now equipped with the tools to make informed, verified sourcing decisions across the GCC and beyond. This helps strengthen supply chain integrity, as well as aligning with global regulatory trends and rising consumer expectations. It sets a clear precedent for the region—and the industry— on what leadership in responsible sourcing truly looks like.”
The partnership’s first phase focuses on 19 Novotel properties across the GCC, with a shared ambition to expand across additional regions and Accor brands in the future.
Bringing Our Commitment to Life
As part of on-the-ground efforts to restore marine ecosystems, Novotel Suites Mall Avenue and Novotel Deira Creekside have launched a coral reef planting initiative in Fujairah. Coral reefs are essential to the health of our oceans, providing shelter and breeding grounds for marine life and helping to support stable, sustainable seafood populations. This initiative not only contributes to local biodiversity but also strengthens the hotel’s long-term commitment to marine restoration. By nurturing the very habitats vision. that sustain their seafood supply chains; these properties translate Novotel’s global ocean-care commitments into tangible local impact.
