Accessibility For All Is Not A Nice To Have – It Is A Must

It is fair to say that there have been many horror stories regarding travel, and an abundance of evidence suggests that people with disabilities are not considered a key customer demographic. Martin Heng, Lonely Planet’s Editorial Manager and Accessible Travel Manager, recently worked on a report highlighting the 10 most accessible destinations. The report showcased the destinations that provide accessibility for all when visiting their city and featured key insights. However, work still needs to be done when navigating how to get there. Are the modes of transportation available accessible? Are the booking processes, websites, and apps accessible? In the unfortunately likely event that they are not, is there further support available?

To live in an inclusive world for all, it is common knowledge that we need the design to cater to all. It encompasses everything from the customer experience online or in person and the real-life experience of completing the journey. Often, we see accessibility considerations cut due to budget ‘restraints’, but accessibility is not optional – it is a must. People with disabilities are entitled to receive an equitable travel experience.

Recent news stories have highlighted how 'not' to treat customers when they are merely trying to experience the pleasures many take for granted. Whilst businesses may follow a minimum requirement - are processes being followed to ensure a pleasant experience for all without trials and tribulations?

For many reasons, disabled people often have to spend significantly longer than non-disabled people looking for services that meet their needs. It can also be difficult for people with disabilities to find suitable products and experiences on existing websites and apps due to a lack of appropriate search filters. Airbnb has improved its offering to customers with disabilities by launching a new 'Adapted' homes category on its app. The new category highlights spaces confirmed to include accessibility features, such as step-free paths to the guest entrance, bedrooms, and bathrooms. It will save time for users who previously had to scroll through listings individually to assess their suitability.

Airbnb partnered with Matterport to conduct 3D scans of all homes that are included in the Adapted category to verify features such as threshold heights and doorway widths. Catherine Powell, Global Head of Hosting at Airbnb, commented: "As we strive to become a more inclusive platform, it is really important for us that we have listings that meet the needs of the [disability] community who have different accessibility needs."

Recently, disability advocate and TV presenter, Sophie Morgan, listed her home with accessibility features on Airbnb, while also providing tips on how others can make their homes more accessible. Sophie added: "Inclusion when you travel impacts how you feel on another level. I've worked really hard to make my home accessible for me, and I know that it would also be great for so many other people — especially those with disabilities — so I really want to share it. Hosting on Airbnb is also a great way to earn some extra money while on holiday or away for work."

Brands are increasingly starting to proactively think about how they can insert accessibility from the offset. By making this a cornerstone within their business strategies and including the often forgotten about demographic of the disability community, businesses can avoid suppressing the opportunities to make progress when it comes to making the world more accessible for all. Having a disability should not dictate whether you can experience other parts of the world.

The Valuable 500 recently commissioned research into disabilities, and the enlightening results showed that a fifth of participants experienced an issue. All aspects of travel with explored, from the booking process to accommodation to transit. The research spanned 5 territories: Australia, China, Japan, UK, and USA. Each of the 3,500 respondents identified as having a disability. Founder of Wheelie Good Life, Jennie Berry, said: “This research shows that the travel and tourism industry is simply not doing enough to cater for the needs of people with disabilities. We're paying excessively to ensure we're adequately covered by insurance and continue to face degrading experiences whilst travelling too. Enough is enough – disabled travellers deserve to be treated with respect by the travel industry – without fear, discrimination, and humiliation."

Last summer, the media was fraught with toxic travel chaos stories and dissatisfied travellers with disabilities who had been repeatedly let down by travel operators. Sophie Morgan has launched Rights on Flights, a campaign calling for airlines and other travel stakeholders to be held accountable for damage to essential mobility devices, for when passengers with a disability are left waiting for prolonged periods of time and improving provisions for those with specific access needs. Sophie Morgan commented: "Unfortunately, we are at a crisis point. The Rights On Flights campaign has started by calling on a short term solution. But this punitive measure is the beginning of what will be a long journey toward systemic change within the airline industry. The sad fact is disabled people are losing confidence. So, we must focus on solutions now, expediting the integration of those that currently exist and working together to create new ones. The campaign is working to establish a pan-disability pan-industry working group to encourage legislative changes in the UK and worldwide and to support disabled people to know their rights when flying. The time is now.”

For many people with disabilities, the prospect of travel is a daunting one as there are countless tales of negligence, and 40% have had a negative experience previously. Travel powerhouse Expedia Group is “committed to creating a more open world and lessening equity gaps.” In partnership with their vast network, Expedia Group have created useful resources such as their Lodging Accessibility Guide, which details best practice for ensuring venues are accessible and enables stakeholders to collaborate on their collective goal to ensure travellers with disabilities are valued and included. Their Vice President for Global Disability Inclusion, Kathy Martinez, said: "travel strengthens connections and broadens horizons, yet historic, physical and societal barriers often limit equitable access to travel. Disability is a natural part of the human condition. Everyone should have the right to travel, no matter their ability."

Essentially, every business wants its customers to feel valued. Valued customers stay loyal to companies that treat them well and pave the way for introductions to new business. The business case for inclusion is evident, but we need to push the dial further and move away from just having the ‘difficult’ conversations. We need to listen to the wants and needs of the disability community and take action. We can always do more.