In today’s world, consumers are more conscientious than ever. They not only seek exceptional experiences but also prefer to support brands that contribute positively to the environment, knowing their choices help shape a safer, more sustainable future.
At Accor, pioneering the art of responsible hospitality and connecting cultures with heartfelt care guide our approach across the industry. In line with this vision, we launched NOVO25, a year-round campaign at Novotel Suites Mall Avenue and Novotel Deira Creekside Dunai. Designed to position these properties as the go-to family-friendly hotels, the campaign captures the essence of the Novotel brand across four key pillars: enhanced guest experiences, food and beverage, heartist engagement, and a deep commitment to sustainability.
One of the campaign’s key milestones was partnering with Project REEFrame through an investment in Freestyle Divers’ marine conservation work, marking a significant step in our continued commitment to environmental stewardship.
Why Coral Restoration Matters
Coastal development is an inevitable part of hospitality sector growth. While it brings social and economic benefits, decades of construction along the UAE’s west coast have led to pollution and the destruction of natural marine habitats. Recognizing the need for balance, the UAE has taken a leadership role in enforcing environmental impact assessments, establishing marine protected areas, and encouraging conservation initiatives.
In this spirit, NOVO25 joined forces with Freestyle Divers, the only educational center in the Middle East offering Human Factors in Diving courses. Their initiative, Project REEFrame, is a UAE-based community project founded by CEO Darryl Owen, focused on saving local coral ecosystems.
Though coral reefs cover only 1% of the ocean floor, they support nearly 30% of all marine life. The loss of these ecosystems due to coral bleaching, sedimentation and rising ocean temperatures threatens marine biodiversity. Some regions, such as Dibba in Fujairah, have already seen up to a 90% reduction in coral populations.
With specialized marine biologists and data-driven research, Project REEFrame aims to fill a 40,000 sqm area with coral nurseries using science-backed restoration techniques.
A Mission Beneath the Surface
As part of NOVO25, the two properties proudly collaborated with Project REEFrame to establish their first coral regeneration farm in Dibba, Fujairah. This initiative wasn’t just a campaign on paper, it became a hands-on mission that our leadership team embraced with great enthusiasm. Two senior leaders from the team personally dove into the waters for a site inspection ahead of the coral planting, reaffirming their commitment to sustainability by experiencing the project firsthand.
Using advanced imaging techniques, Darryl Owen will monitor coral growth monthly, tracking biodiversity and reef development. By the end of next year, the matured corals will be transplanted to their permanent reef home, marking a major milestone in our journey toward marine conservation.
More Than a Campaign
NOVO25 goes beyond coral regeneration. It actively involves families and young guests in ocean conservation education. From coral-themed coloring books filled with fun ocean facts to immersive workshops, the campaign fosters awareness from a young age. One notable initiative was hosting 15 student sustainability champions on an educational field trip focused on ESG and environmental responsibility.
Today, operating sustainably is not only a guest expectation, it’s a key consideration for investors. Demonstrating that our properties operate with environmental consciousness enhances brand credibility and showcases Accor as a forward-thinking leader in hospitality.
