Novotel Partners with Seafood Souq for GCC Traceability Audit

In a bold move underscoring its commitment to ocean conservation, Novotel, a renowned global hospitality brand, has entered a strategic partnership with Seafood Souq, an international leader in digital seafood traceability. This alliance will roll out a rigorous traceability audit across 19 Novotel hotels in the Gulf Cooperation Council (GCC) region, marking the beginning of a two-year collaborative journey focused on sustainable sourcing.

A Step Towards Responsible Hospitality

This initiative represents a significant advancement in Novotel’s mission to integrate sustainability into every layer of its operations. The partnership supports the environmental objectives of WWF France and aligns with the broader ecological goals of Accor, Novotel’s parent company. At the heart of this initiative is a commitment to ensuring that every seafood product served across its GCC hotels is fully traceable. This will be achieved through the implementation of Seafood Souq’s industry-standard traceability solutions, which comply with the Global Dialogue on Seafood Traceability (GDST) framework—an internationally recognized system promoting digital transparency and interoperability in seafood supply chains.

A Broader Sustainability Vision Anchored in Ocean Health

This partnership builds on the momentum of Novotel’s recent release of its first Oceans Impact Report, which was launched to commemorate the one-year anniversary of its “Ocean Positive Impact Plan.” Developed in collaboration with WWF, this three-year plan outlines the brand’s strategic approach to marine ecosystem preservation. Reinforcing its sustainable vision, Novotel has introduced two key food policies: the Sustainable Seafood Principles, developed with WWF France, and a pioneering Plant-Forward food initiative that will influence dining offerings at more than 600 Novotel hotels globally.

Transforming the Guest Experience Through Sustainable Sourcing

With this partnership, Novotel is not only improving its environmental footprint but also enriching the guest experience. The SFS Audit empowers each hotel to trace seafood origins with precision and confidence, turning transparency into a brand hallmark. By eliminating illegal, unreported, and unregulated fishing practices from its supply chains, Novotel strengthens consumer trust while aligning with global marine preservation standards.

“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.”

Building Accountability and Operational Excellence

The Seafood Souq audit introduces a deeply integrated model of compliance, documentation, and supplier verification. Every stage of the seafood journey - from source to serving, is meticulously tracked and verified against global sustainability benchmarks like the IUCN Red List, Marine Stewardship Council (MSC), and Aquaculture Stewardship Council (ASC). The auditing process enables Novotel teams to identify gaps, monitor ongoing performance, and hold suppliers accountable through a structured feedback and improvement framework.

Empowering Hotel Teams and Enhancing Supply Chain Visibility

At the operational level, the audit delivers centralized documentation and performance tracking tools that streamline supplier evaluation and elevate purchasing standards. Procurement and culinary teams are equipped to make informed sourcing decisions, fostering stronger relationships with trusted suppliers and eliminating risks associated with non-compliance. The result is not only enhanced operational efficiency but also the ability to share verified sustainability stories with guests, adding value to every dish served.

Setting a New Standard for Hospitality Sustainability

Novotel’s commitment to traceable seafood isn’t just about policy, it’s about embedding purpose into daily practice. By integrating robust traceability measures into its food ecosystem, the brand sets a new benchmark for sustainable hospitality in the GCC region and beyond. Through this partnership with Seafood Souq, Novotel is turning responsible sourcing into a powerful narrative of care, quality, and credibility.

“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."