Deep dive into sustainability

In a powerful testament to their commitment to environmental stewardship, Novotel Deira Creekside and Novotel Suites Mall Avenue are spearheading a comprehensive sustainability drive. Under their NOVO25 campaign, inspired by the UAE’s Year of Community 2025, these Dubai properties are taking a holistic approach, focusing on vital areas including marine conservation, waste reduction, community education, and responsible dining. Their efforts align directly with Novotel’s global Positive Impact Plan, specifically aiming to rebalance humanity's impact on the ocean.

Central to the hotels’ sustainability journey is a groundbreaking collaboration with Project REEFRAME, an initiative led by FREESTYLE DIVERS. This partnership directly supports crucial coral reef restoration efforts off the coast of Dibba, Fujairah. The hotels have facilitated the deployment of robust artificial reef structures, providing a stable foundation for new coral growth. Priority is given to resilient coral species, capable of withstanding the increasing pressures of climate stress, with the aim of fostering the return of over 100 marine species – a vital indicator of the reefs’ revitalisation.

Extending their commitment to the wider community, Novotel Deira Creekside and Novotel Suites Mall Avenue recently hosted 15 young sustainability champions from local schools.

In support of Novotel’s second pillar – sustainable food choices – the hotels have implemented a clear policy on responsible dining. Their menus now exclude endangered marine species, and a minimum of 26 per cent of all menu options are vegetarian, actively promoting healthier and more sustainable culinary choices that reduce environmental impact.

“There’s a growing understanding across our network that sustainability is no longer just a cost, it’s a clear value driver,” Paul Stevens, Chief Operating Officer, Premium, Midscale & Economy, Middle East, Africa & Türkiye, Accor, tells TTN in an interview. “Owners are increasingly recognising that today’s guests expect transparency, responsibility and purpose from the brands they choose. Initiatives like this not only meet those expectations but also support long-term risk management, operational efficiency, and future-proofing against regulatory shifts. Of course, it’s our role at Accor to help build the business case and demonstrate the return on investment. This partnership is a great example of how we’re leading that conversation, showing that what’s good for the planet can also drive commercial value.”

In addition to the new plant-forward ambition and Sustainable Seafood Principles, Novotel has implemented significant actions including a partnership with Seafood Souq to ensure all seafood suppliers and products are onboarded to SFS Trace and meet required traceability standards, including a 19-hotel pilot in the Middle East.

“Novotel has a clear and focused ambition to prioritise delicious, healthier and more sustainable food in all its hotels globally as part of its positive impact plan for the ocean. As a brand we look at this throughout the process, from procurement and traceability to chef training and menu design. Novotel has two strategic focuses: sustainable seafood and a pioneering global Plant-Forward food ambition across 600 hotels.

“The partnership with Seafood Souq is a critical part of the brand’s commitment to sustainable seafood. As part of the brand’s global partnership with WWF France, we have launched Novotel’s Sustainable Seafood Principles and a new WWF Sustainable Seafood Training for all hotel, F&B and procurement teams. The partnership with WWF is focused on driving systemic change–from eliminating IUU fishing to protecting biodiversity and helping hotel teams make informed, responsible choices every day.

“What we’re piloting here with Seafood Souq could absolutely serve as a model for other regions especially as traceability, responsible sourcing, and ecosystem restoration become universal imperatives in hospitality,” says Stevens.   

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GROWING SUSTAINABLY

Ten new Novotel openings are planned across the Middle East, Africa and Türkiye by 2029, adding over 4,200 keys to the regional portfolio. Next year, the portfolio will grow with four confirmed openings including Novotel Kolwezi, Democratic Republic of Congo; Novotel Madinah Al Safwa, Saudi Arabia; Novotel Lagos Victoria Island, Nigeria; and Novotel Dhahran Kfupm Business Park, Saudi Arabia. 

In 2028, Novotel Riyadh Al Wurud and Novotel Al Baha, will both open in Saudi Arabia and Novotel Alexandria in Egypt.

Further beyond, Novotel Baghdad Al Buruj in Iraq; Novotel Rua Madinah, Saudi Arabia; and Novotel Sedi Abd El Rahman, Egypt are expected to open in 2029.

“New Novotel openings in the region will directly benefit from the foundations being laid through this partnership,” Paul Stevens, Chief Operating Officer, Premium, Midscale & Economy, Middle East, Africa & Türkiye, Accor, tells TTN. “Since many properties already work with a shared pool of suppliers, the implementation of the Seafood Souq Audit will extend seamlessly to upcoming hotels. This means that responsible sourcing, traceability systems, and sustainability standards will be embedded from day one, setting a strong precedent for ethical operations across the Novotel network as it grows.”