Can a hotel stay help protect the planet’s most vital ecosystems? At Novotel, the answer is a resounding yes. In a recent episode of There’s a Startup for That - a podcast by Co:cubed - Jean-Yves Minet, Global Brand President for Accor’s midscale and economy brands, shares Novotel’s bold vision for ocean preservation and the meaningful steps the brand is taking to turn purpose into action.

“We need to preserve the oceans because they are at the centre of the wellbeing of our communities, of our people, of the Earth”, says Jean-Yves. “Without the oceans, there’s no life on the planet.”

Recognising the urgent need for action, Novotel joined forces with WWF in 2024, bringing together scientific expertise and global hospitality reach. The partnership has already sparked meaningful initiatives - from sustainable seafood training for hotel teams to field research aboard WWF’s Blue Panda vessel, as well as implementing pilot programmes to enhance seafood traceability.

“As a brand, Novotel has always cared for what sustains us” explains Jean-Yves. “Around a year ago, we signed a partnership with the leading NGO of ocean conservation, which is WWF. We really wanted to partner with the experts to guide us and transform our vision into action”.

At the recent United Nations Ocean Conference (UNOC) in Nice, Novotel’s commitment was on full display. Jean-Yves joined a global network of scientists, innovators and ocean defenders in a powerful exchange of ideas and actions.

As part of its ocean commitment, Novotel also unveiled a new Impact Report - a comprehensive look at the tangible progress made since launching its partnership with WWF, including milestones in education, innovation, and operational change across its global network. One example? Novotel is currently piloting innovative microplastic filters in hotel laundries - small but scalable interventions that could drastically reduce the volume of plastic pollution entering our oceans.

Children are also at the heart of the brand’s approach. Novotel welcomes two million families each year and believes that instilling ocean awareness early can have a ripple effect. “If a child understands something, they start to care,” says Jean-Yves. “And kids often teach their parents. That’s why we’re launching fun, educational games this summer around turtles and ocean protection.”

So, what can travellers do? Jean-Yves shares: “You don’t have to live near the sea to help save it… 80% of the pollution that affects the oceans today comes from land side. Your actions have an impact.”

Listen to the full conversation on Spotify or Apple Podcasts and discover how Novotel is creating a wave of positive change - one hotel, one guest, and one small action at a time.

Listen on Spotify & Apple Podcasts