Novotel has announced a global expansion of its plant-forward food strategy, setting a target for at least 25% of menu offerings across its 600 hotels to be plant-based by 2026. Currently, 39% of its locations already meet this threshold. The initiative is part of the strategic focus on integrating sustainability into the brand’s culinary operations, in alignment with its ongoing partnership with WWF France.
“Our ocean impact strategy is designed to drive real change”
The plant-forward ambition seeks to provide scalable, sustainable menu options that balance consumer demand for taste, health, and environmental impact. Novotel is collaborating with culinary institutes to develop recipes that meet these criteria, positioning the brand within a competitive market where plant-based dining is increasingly a business imperative.
Jean-Yves Minet, Novotel Global Brand President, stated, “At Novotel, we are committed to making it easier to make choices that have a positive impact on the longevity of the planet… From responsible sourcing to a Plant-Forward approach, our ocean impact strategy is designed to drive real change.”
Novotel’s plant-based push complements its Sustainable Seafood Principles, introduced alongside WWF, which restrict the use of over 350 endangered seafood species. This dual approach addresses critical environmental concerns within hotel foodservice, including overfishing and biodiversity loss.
Operational measures supporting these goals include reducing single-use plastics, minimizing food waste through guest engagement and innovation, and piloting microplastic filters in laundry services to reduce pollution.
Market edge through plant-based menus
From a market perspective, integrating a substantial proportion of plant-based menu items can help hospitality providers mitigate supply chain risks linked to animal agriculture, align with evolving consumer preferences, and meet increasing regulatory and investor scrutiny around sustainability performance.
Focus on local ingredients
Novotel also offers a selection of plant-based dishes across various properties, such as beetroot and chickpea hummus in Monte Carlo, green paw paw salad in Cairns, and quinoa-based burgers in Strasbourg. These menu items reflect a strategic focus on taste and regional culinary relevance, key factors for adoption and guest satisfaction.
Looking ahead, Novotel will roll out enhanced staff training programs in sustainable food sourcing and ocean awareness, further embedding sustainability into hotel operations. The brand also plans to increase guest engagement initiatives that promote ocean conservation, reflecting the interconnected nature of food sourcing and environmental impact.
