Veganuary helps hotel brands such as Sofitel step up plant-based options for 2026
13 January 2026: Veganuary – the global non-profit campaign encouraging people to try vegan for January and beyond – works with hotels, restaurants and catering providers every year to help them expand their plant-based offerings. This January, Sofitel, part of the Accor group, is participating in Veganuary 2026 across its European portfolio. Sofitel’s menus are currently around 25% plant-based, with a longer-term ambition to reach 35% in the coming years as part of a broader shift towards more sustainable dining.
Millions of people take part in Veganuary worldwide each year and the campaign offers hotels an opportunity to reduce environmental impact, demonstrate leadership in sustainability and offer guests healthier choices without compromising on taste or variety.
Activations across participating Sofitel locations will include dedicated plant-based menus, clearer visibility of vegan options and the use of Veganuary’s branding. Participating locations are Amsterdam, Barcelona, Lisbon, Frankfurt, Warsaw and Sopot. The initiative builds on momentum from Veganuary 2025, when Sofitel chefs at selected locations introduced plant-based menus designed to elevate vegan dining for hotel guests.
“Across Sofitel hotels in Europe, Veganuary serves as a catalyst for culinary creativity,” says Nicolas Gronier, Vice-President Global Marketing, Sofitel & Sofitel Legend. “It invites our chefs to experiment with confidence and push the boundaries of plant-based gastronomy, resulting in bold, seasonal dishes that celebrate sustainability while delivering the refined dining experiences our guests expect, in January and beyond.”
The announcement reflects a wider movement within the hospitality sector. Last year, Novotel revealed plans to accelerate its plant-forward strategy across more than 600 hotels worldwide, committing to making 25% of its menus plant-based by 2026. Together, these initiatives point to a growing shift among hotel groups that plant-based dining is no longer niche, but a core part of modern hospitality.
Wendy Matthews, Veganuary CEO, says:
“We’re excited to see leading hotel groups across Europe embracing plant-based dining this Veganuary. By expanding plant-based options and highlighting them to guests, hotels can make it easier for people to try vegan meals, discover new flavours and make more sustainable choices without compromising on taste or quality. Veganuary shows that plant-forward initiatives can make a huge difference for animals, the environment and our own wellbeing.”
Notes to editors:
Veganuary encourages all businesses to make the most of Veganuary by downloading the free Business Support Toolkit for inspiration and advice.
Veganuary is free to join, and people can take part at veganuary.com to receive meal plans, Celebrity eCookbook, the Official Veganuary Starter Kit and 31 daily emails packed with nutritional info, delicious recipes and helpful advice.
Media contact:
Wendy Matthews, CEO
