Last week, Novotel Suites Mall Avenue hosted a media event to talk about the brand’s initiatives on marine conservation, sustainability, and responsible hospitality.
Hosting the event were Paul Stevens, Chief Operating Officer of Accor Middle East, Africa & Türkiye, Scott Chambers, Co-CEO of Seafood Souq, and Gaith Dalati, General Manager of Novotel Suites, all of whom spoke passionately about their collaborative efforts to preserve the oceans and foster sustainability in the hospitality sector.
Paul Stevens, Chief Operating Officer, highlighted Novotel’s commitment to responsible hospitality and sustainability.
“Our purpose is pioneering the art of responsible hospitality. Cultures with heartfelt care. That’s how we make decisions, that’s what we talk about every day. We’re actually making sure that we’re balancing what we’re taking away from the environment, and trying to make sure that whatever we do is sustainable, long-term and responsible at the same time.” – Paul Stevens
The event also marked the launch of the NOVO25 campaign, a comprehensive initiative that aligns with the UAE’s Year of Community 2025. This ambitious campaign brings together a variety of sustainability programs focused on marine conservation, waste reduction, responsible dining, and community education—all key pillars of Novotel’s Positive Impact Plan.
During the event, guests were treated to a delicious lunch featuring local oysters from Dibba, showcasing the flavors of the UAE’s coastal waters. The restaurant’s customised seafood menu highlighted the use of 90% locally sourced ingredients, underscoring the brand’s commitment to sustainable sourcing. Guests also enjoyed the marine-inspired art displayed throughout the restaurant, as well as a thoroughly fun hands-on acrylic art activity, where participants created their own interpretations of a sandy beach scene.
The NOVO25 campaign is a cornerstone of Novotel’s sustainability journey, addressing critical environmental issues such as plastic and carbon footprint reduction, enhanced ocean awareness, and supporting ocean research and innovation. These efforts are not just about operational changes; they are about educating and inspiring the community, fostering a sustainable future, and preserving the UAE’s unique marine ecosystems.
Collaboration with Project REEFRAME for coral restoration
A key highlight of Novotel’s sustainability efforts is their partnership with Project REEFRAME, an initiative led by FREESTYLE DIVERS focused on restoring coral reefs off the coast of Dibba, Fujairah. As part of this collaboration, Novotel has contributed to the deployment of two artificial reef structures, designed to provide a stable foundation for coral growth. These structures are intentionally built to support species that are resilient to climate change, ensuring the future survival and regeneration of the local reef ecosystem.
Gaith Dalati, General Manager of Novotel Suites, outlined the hotel’s commitment to sustainability and responsible hospitality. As he noted, “At Novotel, we’re driven by a common purpose which is responsible hospitality. We looked and said what are we going to do to make everything a reality… what we talked about, how we make it a reality in action.” Gaith highlighted the hotel’s initiatives, including coral restoration and reducing food waste, and stated that “we’re not just a place to stay and eat, we are also part of this community.”
The restoration project is already yielding promising results, with more than 100 marine species expected to return to the area, a clear indicator of the project’s success. To deepen their involvement, Novotel also offers guests and staff the unique opportunity to participate in coral planting and reef monitoring activities, creating a strong sense of community engagement and collective action for marine conservation.
Youth engagement and education
The Novotel properties have placed a strong emphasis on educating the next generation about ocean conservation. Recently, the hotels hosted 15 young sustainability champions from local schools. They were introduced to circular waste management at the WasteLab, where food waste is transformed into compost. This initiative directly supports Novotel’s waste reduction efforts and underscores the importance of lowering the carbon footprint.
The students also participated in an insightful talk by Darryl Owen, ocean conservationist and founder of Project REEFRAME, who discussed the ecological significance of coral reefs and the pressing need for conservation. To further engage younger audiences, the hotels distributed educational coloring booklets featuring fun ocean facts, aiming to instill a sense of environmental responsibility from an early age.
Sustainable dining and seafood traceability
One of the major pillars of the NOVO25 campaign is responsible dining, a commitment that the hotels have fully embraced. The hotels have taken significant steps to ensure that endangered marine species are excluded from their menus. Furthermore, at least 26% of their menu offerings are vegetarian, promoting healthier and more sustainable food choices.
Scott Chambers, Co-CEO and COO of Seafood Souq, highlighted the importance of transparency in seafood supply chains and spoke about how Seafood Souq and Novotel are working together to ensure that all seafood served in Novotel restaurants meets stringent sustainability standards. As part of the partnership, Novotel hotels in the Gulf region are using SFS Trace, a system designed to increase seafood traceability and ensure that all products meet sustainability certifications.
“We took a very deep dive into that industry and we learned that one of the primary root causes of the problems being experienced was actually just a lack of transparency in data, so we set out on a mission to build products for each individual actor in that chain that was able to enhance transparency create efficiencies and increase the credibility of the data in supply chains.” – Scott Chambers
A broader commitment to sustainability
The hotels’ commitment to sustainability extends beyond local initiatives. Novotel, as part of Accor, is making strides globally through a series of ambitious sustainability projects. For example, 67% of Novotel hotels are eco-certified, and the brand is actively working toward eliminating single-use plastics across its operations. Additionally, Novotel’s Plant-Forward Food Strategy, which aims to ensure that 25% of menus consist of plant-based options by 2026, is already in effect, with 39% of hotels offering plant-based options.
Novotel’s partnership with WWF France further enhances its sustainability commitment, addressing issues such as overfishing, plastic pollution, and ocean acidification. The brand is also working toward reducing the impact of its laundry operations by piloting microplastic filters in select hotels.
Looking to the future
Novotel is committed to ensuring that ocean conservation remains a core priority within the hospitality industry. Through its partnership with WWF, the brand is working to improve sustainable seafood sourcing, raise awareness of ocean preservation, and contribute to marine biodiversity restoration efforts.
In the coming years, Novotel will continue to leverage its global network to amplify the message of ocean preservation. Notable upcoming initiatives include World Ocean Day activations in June 2025, where Novotel properties will host ocean awareness workshops, litter collections, and plant-based food experiences for guests.
Relevance to travel agents
- The growing demand for eco-conscious travel has led to a shift in consumer preferences, with travellers expecting brands to prioritise sustainability. Novotel’s initiatives, such as coral restoration and responsible seafood sourcing, enable travel agents to recommend environmentally friendly options that meet this demand.
- By highlighting Novotel’s commitment to sustainability, travel agents can offer eco-conscious clients an experience that provides luxury and comfort, but also supports global efforts to preserve the planet’s most vital ecosystems.
- In addition, the hotel chain’s partnership with WWF and its focus on ocean conservation offer travel agents a unique opportunity to tap into a market that values both luxury and environmental responsibility.
- Moreover, with Novotel’s expanding initiatives in sustainable seafood sourcing and traceability, agents can ensure that their clients have access to high-quality dining options that reflect their environmental values.
By uniting with local communities, environmental organizations, and industry leaders, Novotel is taking bold steps toward a future where ocean conservation is at the heart of everything they do.
“We’re not just a place to stay and eat; we are part of the community, and we have a responsibility to act.” – Gaith Dalati
With initiatives like Project REEFRAME, sustainable seafood sourcing, and education programs, Novotel is no doubt leading the charge in rebalancing its impact on the ocean and inspiring others to do the same.
Also read: How MENA’s travel industry is embracing sustainability
