Sofitel luxury hotels in Europe, part of the Accor group, are participating in Veganuary 2026 by offering dedicated plant-based menus at locations in Amsterdam, Barcelona, Lisbon, Frankfurt, Warsaw, and Sopot. During Veganuary 2025, selected Sofitel locations introduced plant-based menus to elevate vegan dining experiences, and now the chain aims to increase its plant-based offerings from 25% to 35% in the coming years to become more sustainable.

The hospitality sector is increasingly embracing plant-based food, with hotel brand Novotel also owned by Accor, setting a target for at least 25% of menu offerings across its 600 hotels to be plant-based by 2026. The Veganuary campaign offers hotels an opportunity to reduce their environmental impact, show leadership in sustainability, and provide guests with healthier choices without compromising on taste or variety. Veganuary CEO Wendy Matthews believes that expanding plant-based options in hotels makes it easier for people to try vegan meals, discover new flavors, and make more sustainable choices, showing that plant-forward initiatives can make a difference for animals, the environment, and our wellbeing.