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What are the best strategies for making your tourism product accessible to people with disabilities?

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Making your tourism product accessible to people with disabilities is not only a moral duty, but also a smart business decision. According to the World Health Organization, about 15% of the world's population has some form of disability, and this number is expected to grow as the population ages. Moreover, people with disabilities often travel with their families, friends, or caregivers, increasing the potential market size and value. However, accessibility is not just about physical barriers, such as stairs, narrow doors, or uneven surfaces. It also involves communication, information, attitudes, and services that can make or break the travel experience for people with disabilities. In this article, you will learn some of the best strategies for making your tourism product accessible to people with disabilities, based on the principles of universal design, customer feedback, and inclusive marketing.

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Sol Zaccai

President at Just One LLC leading strategic growth in cosmetics industry

1 Universal design

Universal design is an approach that aims to create products, environments, and services that are usable by all people, regardless of their abilities, age, or preferences. It does not mean one-size-fits-all solutions, but rather flexible and adaptable options that can accommodate different needs and preferences. For example, a hotel room with a roll-in shower, adjustable lighting, and clear signage can benefit not only wheelchair users, but also older guests, parents with strollers, or travelers with visual impairments. Similarly, a museum with audio guides, tactile maps, and interactive exhibits can enhance the learning and enjoyment of all visitors, not just those with hearing or cognitive disabilities. By applying universal design principles to your tourism product, you can improve the quality, usability, and safety of your facilities and services, while also reducing the need for costly modifications or special accommodations.

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Sol Zaccai

President at Just One LLC leading strategic growth in cosmetics industry
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It’s important when designing a hotel to keep it accessible to all. Nothing is worse than coming to a hotel you booked only to find out they don’t have an operating ramp, elevator, or a proper wheelchair accessible bathroom. When a disabled person is coming to stay in my hotel, I want them to feel at home just like all other guests; the goal is to have a consistent accessible accommodations for all types of people.

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2 Customer feedback

Customer feedback is essential for any business, but especially for tourism operators who want to make their products accessible to people with disabilities. By listening to your customers, you can identify their needs, expectations, and satisfaction levels, as well as any gaps or challenges they face in accessing your product. You can also learn from their suggestions, complaints, or compliments, and use them to improve your product or service quality. There are many ways to collect customer feedback, such as surveys, interviews, focus groups, online reviews, or social media. However, you should ensure that your feedback methods are accessible and inclusive, meaning that they are easy to use, understand, and respond to by people with different abilities and preferences. For example, you can offer multiple formats and languages for your surveys, such as online, paper, phone, or audio. You can also recruit people with disabilities to test your product or service, and provide them with incentives or rewards for their participation.

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3 Inclusive marketing

Inclusive marketing is a strategy that involves creating and delivering messages that appeal to and respect the diversity of your target audience, including people with disabilities. It does not mean tokenism or stereotyping, but rather showcasing the benefits and value of your product for different types of customers, and highlighting the accessibility features and services you offer. For example, you can use images and videos that feature people with disabilities enjoying your product, and use captions, subtitles, or transcripts for your audiovisual content. You can also use clear and simple language, avoid jargon or acronyms, and provide alternative text for your images. Moreover, you can partner with organizations or influencers that represent or advocate for people with disabilities, and promote your product through their channels and networks. By using inclusive marketing, you can increase your brand awareness, reputation, and loyalty among people with disabilities, and attract more customers who value diversity and inclusion.

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Tom Babinszki

Travel and tourism accessibility consultant. Helping your business grow by improving accessibility in the travel and tourism industries.
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When sharing inclusive messages, ensure that these meet accessibility standards and guidelines, so people with disabilities can easily consume your content. For example, describe your images, caption your videos, and provide audio description when the video content otherwise is not understandable to people who can't see it.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best strategies for making your tourism product accessible to people with disabilities?

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1 Universal design

2 Customer feedback

3 Inclusive marketing

4 Here’s what else to consider

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