Accessible hospitality is not negotiable; it is a must. Hotels need to do more than having the minimum standards available.
Let's delve into the realm of accessible tourism, particularly focusing on accessible hotels. Why is this crucial? Because it represents a significant revenue-driving opportunity that the hospitality sector has yet to fully embrace.
The statistics speak volumes, with the World Health Organization estimating that 1.3 billion people, roughly 16% of the global population, experience a significant disability. This demographic harbors a profound desire to travel, making accessible tourism the fastest-growing segment in the global tourism market. Despite this, the hotel industry consistently falls short in meeting the needs of this influential travel population.
The recent UNWTO European Conference on Accessible Tourism in San Marino underscored the vast benefits of accessible tourism, from job creation to economic growth and international collaboration. Accessible tourism isn't merely a niche; it's an imperative. It encompasses diverse travelers facing various challenges, including mobility limitations, allergies, vision or hearing impairments, and cognitive issues such as autism spectrum disorder and dyslexia.
To truly understand the intricacies of accessibility, Sage Inclusion — a leading advocate for global travel inclusion — emphasizes consideration across five categories. Its founder and CEO John Sage personally travels the globe in his wheelchair, inspecting accessibility in countless cities, offering invaluable insights.
Market analysis reveals that 70% of those demanding accessibility possess both the financial means and physical ability to travel, projecting potential revenues of €88.6 billion ($96.3 billion) by 2025. This vast segment comprises travelers of all ages, often accompanied by family members, caregivers or support groups. It presents a significant opportunity for various sectors within the travel industry, from airlines to hotels, entertainment venues to restaurants.
Inclusivity isn't merely a moral imperative; it's a sound financial decision. Deloitte LLP's study highlights that inclusive organizations tend to achieve better business outcomes, foster innovation and meet or exceed financial targets.
So, how can hoteliers tap into this potential?
- The Blank Sheet Bonus: Involve relevant consultants from the outset, including accessibility experts like John Sage. Design spaces that optimize accessibility and appeal to all guests.
- Be Design Savvy: Reimagine rooms, suites, and villas with accessibility in mind. Use renovations as opportunities to enhance accessibility and guest experience through innovative design and technology.
- Package It Up: Recognize the economic potential of accessible tourism and tailor marketing strategies to attract these travelers.
- Off-Peak Potential: Consider targeting senior tourists who often travel during off-peak seasons. Develop tailored products and services to capitalize on this market segment.
- Tell Your Accessibility Story: Ensure that your accessible facilities are well-advertised to attract the right clientele. Highlight what sets your hotel apart and make guests feel comfortable booking with you.
- Invest in Experts: Engage experienced accessible tourism advisors and revenue optimization consultants to maximize impact and profitability.
Accessible tourism presents a lucrative and largely untapped opportunity for hoteliers. By embracing inclusivity and strategically marketing accessible facilities, they can not only contribute positively to society but also substantially increase their revenues. It's a win-win scenario where ethical considerations align seamlessly with business interests.
If you're intrigued and eager to learn more, don't hesitate to reach out. Let's unlock the full potential of accessible hospitality together.
Judith Cartwright is founder and managing director of Black Coral Consulting and a member of the International Society of Hospitality Consultants (ISHC).
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