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 France. 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. 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. Jean-Yves Minet, Novotel Global Brand President
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. 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. Paul Stevens, Chief Operating Officer, Premium, Midscale & Economy Division, Middle East, Africa & Türkiye at Accor
This partnership with Novotel represents a significant shift in how the hospitality sector approaches traceability. 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. Scott Chambers, Co-CEO of Seafood Souq
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.
PARTICIPATING HOTELS
- Novotel World Trade Centre Dubai, UAE
- Novotel Sharjah Expo Centre, UAE
- Novotel Bur Dubai, UAE
- Novotel Bahrain Al Dana Resort, Bahrain
- Novotel Deira Creekside Dubai, UAE
- Novotel Abu Dhabi Al Bustan, UAE
- Novotel Dubai Al Barsha, UAE
- Novotel Fujairah, UAE
- Novotel Abu Dhabi Gate, UAE
- Novotel Dammam Business Park, Saudi Arabia
- Novotel Jazan, Saudi Arabia
- Novotel Jeddah Tahlia Street, Saudi Arabia
- Novotel Yanbu, Saudi Arabia
- Novotel Riyadh Sahafa, Saudi Arabia
- Novotel Makkah Thakher City Residences, Saudi Arabia
- Novotel Makkah Thakher City, Saudi Arabia
- Novotel Muscat Airport, Oman
- Novotel Residences Jumeirah Village Triangle, UAE
- Novotel Suites Mall Avenue Dubai
About Seafood Souq
Seafood Souq is a UAE-based technology company transforming the seafood industry through digital solutions that enhance traceability, transparency, and efficiency across the supply chain. Our suite of B2B SaaS products empowers stakeholders—from fisheries to retailers—to collect, validate, and analyse key data elements, ensuring responsible sourcing and compliance with global standards
About Accor, a world-leading hospitality group
Accor is a world-leading hospitality group offering stays and experiences across more than 110 countries with over 5,600 hotels and resorts, 10,000 bars & restaurants, wellness facilities and flexible workspaces. The Group has one of the industry’s most diverse hospitality ecosystems, encompassing around 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. ALL, the booking platform and loyalty program embodies the Accor promise during and beyond the hotel stay and gives its members access to unique experiences. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Accor’s mission is reflected in the Group’s purpose: Pioneering the art of responsible hospitality, connecting cultures, with heartfelt care. Founded in 1967, Accor SA is headquartered in France. Included in the CAC 40 index, the Group is publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.
Shareena Ali
VP PR & Communications Middle East, Africa & Asia Pacific
Accor
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