Novotel Initiates a Wave of Change by Turning Points into Ocean Preservation

PARIS – Following the launch of its three-year partnership with the World Wide Fund for Nature (WWF), Novotel is working with Dift (formerly Captain Cause) and ALL, Accor’s loyalty program, to help guests and members actively support ocean conservation through purposeful points donations.

The scientific conservation work of WWF France's pioneering research boat, the Blue Panda, can now be supported by ALL 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.

Since 2019, the Blue Panda has been sailing every year 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.

Despite comprising less than 1% of the world’s ocean surface, the Mediterranean is a biodiversity hotspot, home to 10% of known marine species. Yet it faces severe threats, including the annual discharge of 600,000 metric tons of plastic, overfishing, and the impact of marine traffic. 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.

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.

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. Jean-Yves Minet, Global Brand President for Novotel

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 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.

The ocean, the planet’s largest carbon sink, is essential to regulating the climate, supporting biodiversity, and providing livelihoods for 3.5 billion people - nearly half the global population. However, it remains under threat from pollution, overexploitation, and insufficient sustainable investment, making initiatives like this more critical than ever.

Since its launch in September 2023, the ALL x Dift platform for ALL members who donated over 11 million Reward points to a range of causes and charitable initiatives, driving positive impact worldwide. In line with the Group’s core values, ALL is loyalty that gives back, embodying the vision of responsible hospitality.

For more information on how to contribute to the Blue Panda and support WWF’s in the Mediterranean, please visit: ALL x Dift platform.

About ALL

ALL is a booking platform and loyalty program embodying the Accor promise during and beyond the hotel stay. Through the ALL.com website and app, customers can access an unrivalled choice of stays from more than 45 Accor brands in 110 countries, always at the best price. The ALL loyalty program gives members access to a wide range of rewards, services and experiences, along with over 100 renowned partners. ALL supports its members daily, enabling them to live their passions with over 2,000 events worldwide each year: local activities, chef masterclasses, major sports tournaments and the most eagerly awaited concerts. ALL is the loyalty program preferred by travelers. Discover ALL.com.

About Dift

Founded in 2022 under the name Captain Cause by Frédéric Mazzella, Georges Basdevant, Clara Pigé, and Nathanaël Romano, Dift is a platform transforming corporate philanthropy. By using donations as gifts, Dift enables companies to redirect their marketing budgets (loyalty programs, gifts) toward social and environmental causes while involving their customers and employees. Over 300 companies, including Accor, Renault, BNP Paribas, Carrefour, Engie, and Wonderbox, have already chosen Dift to create impact through their actions. Visit dift.com for more information.

About Accor, a world-leading hospitality group

Accor is a world leading hospitality group offering experiences across more than 110 countries, over 5,700 properties, 10,000 food & beverage venues, wellness facilities or flexible workspaces. The Group has one of the industry's most diverse hospitality ecosystems, encompassing more than 45 hotel brands from luxury to economy, as well as Lifestyle with Ennismore. Accor is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity, and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information, please visit group.accor.com or follow us on X, Facebook, LinkedIn, Instagram and TikTok.