Novotel rolls out initiative to encourage guests convert points to fund ocean conservation

Paris, France – Global hotel brand Novotel Hotels, Suites & Resorts has announced a new initiative to help guests and members actively support ocean conservation through purposeful points donations. This initiative follows the launch of its three-year partnership with the World Wide Fund for Nature (WWF), as well as being done with Dift (formerly Captain Cause) and ALL, Accor’s loyalty program.

The scientific conservation work of WWF France’s pioneering research boat, the Blue Panda, can now be supported by ALL’s members who wish to use their points as charitable donations to fund the work of the WWF. 

The new initiative enables ALL loyalty members to turn their Reward Points into fundraising to support WWF’s research protecting the Mediterranean’s precious ecosystems.

By donating loyalty points through ALL x Dift, ALL members can now directly contribute to the Blue Panda’s critical missions, which include conducting scientific research, advocating for marine protection policies, and running awareness campaigns to safeguard this essential region.

For context, the Blue Panda has been sailing every year since 2019 to raise public awareness of the environmental challenges of the Mediterranean, engage decision-makers for the protection of ecosystems and carry out scientific work, in particular for the protection of large cetaceans, the development of Marine Protected Areas and the fight against ‘ghost’ fishing gear.

Jean-Yves Minet, global brand president for Novotel, said: “This year Novotel signed a three-year partnership with WWF to support the protection and preservation of the ocean through science-based action, conservation projects and technical expertise. The partnership is about positive impact. This is what’s at the heart of our brand and our purpose.”

He added, “Partnering with WWF and Dift enables us to give our guests and ALL members the opportunity to transform their loyalty into a meaningful contribution to ocean preservation, turning Reward Points into positive impact. The health of our oceans is critical to the future of our planet, and this initiative empowers every ALL member to take action, no matter how big or small. Together, we can make a real difference, turning a simple hotel stay into a sustainable action. Every loyalty point donated is a step towards protecting marine ecosystems for future generations.”

This initiative reflects Novotel’s commitment to making a positive impact of its guests’ lives and the life around us. In June 2024, the global hotel brand announced a three-year partnership with WWF dedicated to supporting science-driven action and conservation. 

From 2024 to 2027, WWF France will provide technical expertise to Novotel, helping its over 590 hotels worldwide to have a positive impact on the ocean, challenging and guiding the brand and its properties throughout many aspects of its operations. 

The partnership will also see Novotel sponsoring several critical WWF ocean-related conservation projects across the world, including the Blue Panda research boat.