Novotel, in collaboration with the World Wide Fund for Nature (WWF) and ALL-Accor’s loyalty program has launched an innovative initiative allowing guests and loyalty members to actively contribute to ocean conservation. Through the ALL x Dift platform, members can now donate their Reward Points to support the Blue Panda, WWF France’s pioneering research vessel dedicated to protecting the Mediterranean’s fragile ecosystems.
This partnership is part of Novotel’s three-year agreement with WWF, announced in June 2024, to advance science-driven conservation efforts and promote sustainable practices across its 590+ hotels globally. The initiative empowers ALL members to transform their loyalty rewards into meaningful contributions to protect marine biodiversity and combat threats like plastic pollution, overfishing, and ghost fishing gear.
Protecting the Mediterranean: A Biodiversity Hotspot Under Threat
The Mediterranean, though covering less than 1% of the world’s oceans, is home to 10% of all known marine species. However, this biodiversity hotspot faces immense challenges, including the annual discharge of 600,000 metric tons of plastic waste, unsustainable fishing practices, and the impacts of marine traffic. Since 2019, the Blue Panda has been at the forefront of addressing these issues through scientific research, awareness campaigns, and advocating for marine protection policies.
Jean-Yves Minet, Global Brand President for Novotel, emphasised the importance of the partnership, saying: “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. 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. Every loyalty point donated is a step towards protecting marine ecosystems for future generations.”
A Call to Action for Sustainability
Since launching the ALL x Dift platform in September 2023, ALL members have donated over 11 million Reward Points to support global causes. This new collaboration with WWF adds another impactful dimension, turning hotel stays into opportunities for guests to support marine conservation directly.
“This initiative reflects Novotel’s commitment to creating positive change,” Minet added. “Through ALL, we are empowering our members to take meaningful action, making every stay count toward a better future for our oceans and the planet.”
With this program, Novotel and WWF aim to inspire collective action, proving that even small contributions can lead to significant positive impact for marine ecosystems and future generations.
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