Novotel And Seafood Souq Tackle Seafood Transparency
Novotel has announced a significant partnership with Seafood Souq, a global traceability company. This collaboration will implement a Seafood Souq (SFS) Audit at 19 Novotel properties in the Gulf Cooperation Council (GCC) region.
The project will start with a two-year commitment. This agreement represents a significant advancement in Novotel’s dedication to responsible hospitality and supports 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 committed to ensuring that all seafood served in its hotels undergoes a thorough traceability audit. This means that 100% of seafood SKUs will be audited for traceability, reinforcing accountability in sustainable sourcing and promoting transparent supply chains.
Seafood Souq’s traceability solutions suite aligns with the Global Dialogue on Seafood Traceability (GDST), an internationally recognized framework that enhances digital traceability and interoperability across seafood supply chains. Recently, Novotel marked the first anniversary of its transformative Ocean Positive Impact Plan and its three-year partnership with WWF France by unveiling its first Oceans Impact Report. The brand has reaffirmed its commitment to protecting the health and longevity of the ocean by introducing two new food policies: Novotel’s Sustainable Seafood Principles in collaboration with WWF France, and a pioneering global Plant-Forward food initiative across 600 hotels.
Championing Sustainable Sourcing in Hospitality
Novotel is dedicated to promoting responsible seafood practices. The company collaborates with WWF and Seafood Souq to combat illegal, unreported, and unregulated (IUU) fishing. Novotel aims to enhance transparency in its supply chain and provide guests with sustainably sourced seafood. By utilizing the SFS Audit, Novotel demonstrates its leadership and commitment to this cause. Additionally, the company has implemented stringent traceability checks in its daily operations to ensure that seafood sourcing aligns with environmental standards 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:
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- 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 initial phase of the partnership focuses on 19 Novotel properties in the Gulf Cooperation Council (GCC) region, with plans to expand to additional areas and include other Accor brands in the future. As part of their efforts to restore marine ecosystems, Novotel Suites Mall Avenue and Novotel Deira Creekside have initiated a coral reef planting program in Fujairah. Coral reefs are vital for the health of oceans, providing shelter and breeding grounds for marine life, and supporting stable, sustainable seafood populations. This initiative not only enhances local biodiversity but also reinforces the hotels’ long-term commitment to marine restoration. These properties are translating Novotel’s global ocean care commitments into concrete local impacts by nurturing the very habitats that sustain their seafood supply chains.
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
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