Industry Insights: Why Is Inclusive Travel the Way Forward?

In today’s dynamic travel landscape, the importance of inclusivity and accessibility is paramount for travel distributors aiming to maintain profitability, relevance, and long-term success.

As the demographic of travellers continues to evolve, so does the demand for travel experiences that cater to diverse needs, preferences, and abilities. Meeting this demand is no longer just a matter of corporate responsibility; it is becoming essential for business viability. Not only this, but with the recent implementation of the EU Accessibility Act (EAA) in June 2025, the accessibility of both physical and digital products sold by businesses in the EU are under increasingly regulated legislation.

It’s demonstrably proven that prioritising accessible travel - making the entire journey, from booking to in-destination experiences and post-booking inclusive and enjoyable for all - has a significant impact on customer loyalty and positive brand reputation for businesses authentically engaging in these inclusive practices. Businesses can also benefit from unlocked growth opportunities and an increasingly diverse travel ecosystem.

What is the European Accessibility Act (EAA)?

The EAA, originally codified into law in 2019, aims to 'resolve discrepancies' in accessibility requirements and accommodations concerning the sale of products both online and in-person. 

In relation to travel, a few examples of the impacted products and services include:

• Consumer-facing websites and apps.
• Point of sale devices and self-service kiosks.
• Delivery of transport service information, including real-time travel information.
• Electronic tickets and electronic ticketing services.

In many nations, organisations covered by the EAA must also publish an accessibility statement which contains, amongst other facts, information about the functionality of a product or service, proof of this product or service's technical accessibility, and how the product or service meets the EAA's requirements.

The benefits that regulated accessibility will bring to businesses can vary, but are proposed by the EAA website to include: 

• Cost reductions as a result of common rules around accessibility in the EU.
• Easier cross-border trading.
• More market opportunities for their accessible products and services.

For travellers, increasingly regulated accessibility for products and services means: 

• More accessible products and services in the market.
• Accessible products and services at more competitive prices.
• Fewer barriers when accessing transport, education and the open labour market.
• More jobs where accessibility expertise is needed.

While this legislation is for business conducted in the EU, the increasing measures to prioritise and regulate accessibility is a clear indicator that this should, and will, be a key consideration for the travel industry going forward - and a critical purchasing factor for customers, too.

So, why is it beneficial to accommodate accessibility demands across the entire travel industry - from initial searches, to booking, and in-destination experiences?

Cater to an untapped segment of the travel industry

The financial implications of adopting inclusive practices are compelling and far-reaching. 

The demand for accessible travel options is growing rapidly, with an estimated market worth of over $58 billion in the United States alone, and according to the World Health Organisation, over a billion people worldwide experience some form of disability, representing a potentially underserved segment with a huge spending power.

The accessible travel market - comprised of people with disabilities, their families, and friends - is a significant and often under-tapped segment, as shown in these thought-provoking findings in a recent accessibility and inclusivity-focused report from Expedia Group: 

• 71% of underserved travellers state a preference for brands that support diversity and inclusion, compared to 62% of the general population.
• 73% are more likely to book again with brands that promote inclusive practices, compared to 62% of the general population.
• 76% believe it is important to see themselves reflected in travel ads and promotions, compared to 69% of the general population.

Businesses catering to the needs of this demographic can substantially boost their revenues by accommodating a larger audience. Ignoring this potential customer base equates to leaving money on the table.

For example, our growing portfolio of accessible hotels are easily identifiable in our Booking Platform as a result of a tailored filtering system, which allows our web-based partners to quickly refine for accommodation options that cater to specific accessibility needs. Currently we offer over 135,000 accessible hotels, a number which is consistently expanding as as a result of dedicated acquisition campaigns to increase our offering.

Sign up today to scale your accessible hotel offering

Contribute to a more equitable approach to travel selling

Of course, the wide-ranging nature of inclusivity means that considering how to equitably accommodate such a complex multitude of lived experiences, requirements, and considerations is a significant undertaking.

However, when you consider the following from a recent global travel summit:

• 73% of luxury travellers from diverse backgrounds don’t feel that the travel industry is inclusive, according to Uwern Jong, editor-in-chief of OutThere magazine, speaking at World Travel Market 2024.
• Only 0.9% of ads feature people with disabilities, according to Dom Hyams, CEO of Purple Goat Agency at World Travel Market 2024.
• 42% of underserved travellers feel limited by their identities when planning travel.
• An average of 5+ hours of extra time is spent researching inclusive trips – including to ensure services and destinations are safe, welcoming and accessible.
• Only 16% of travellers feel that travel advertising and promotions represent them authentically.
• 71% of underserved travellers say it is important that travel company staff be well-trained on diversity and inclusion issues and topics.
• Nearly 3 out of 4 underserved travellers are more likely to book with companies demonstrating a commitment to diversity and inclusion.

While also simultaneously understanding that, as just one segment of the vast traveller base, research shows that the disabled traveller base could be as much as 1.5 billion people globally, representing a total spend of over $10 billion per year.

Key considerations for travel distributors:

• Promote travel packages that celebrate local cultures and provide authentic experiences for all travellers, as this encourages a more equitable approach to tourism.
• Broaden your market reach and customer base by catering to a wider spectrum of audiences and underserved communities – cultural heritage is a key selling point for traveller experiences, and presents a significant opportunity for sellers and local communities.
• While underserved, diverse traveller segments make up the core customer base, not the minority. This is an important factor to remember when considering why inclusive travel experiences need to be the norm when it comes to core travel offerings, how travel is marketed, and the type of experiences travellers can book.

Accommodating shifting traveller expectations

Today’s consumers are not just seeking picturesque destinations; they are looking for experiences that resonate with their values of inclusivity and social responsibility.

Within the context of inclusive travel, some key traveller demands and shifting demands include:

• Meaningful travel – from local immersion, whether that’s the local culture and community, to slow travel and purpose-driven travel.
• From aesthetics to authenticity – no longer satisfied with ‘surface-level tourism’, travellers want to support businesses and destinations that reflect their values of inclusivity and social responsibility.
• Sustainability – from seeking out plastic-free travel, to a focus on nature tourism, to an overall reduction in the negative impact of tourism for both the environment and on local communities/infrastructure.
• Diverse experiences and destinations – today's traveller wants to head ‘off the beaten path’ in ‘detour destinations’ and immerse themselves in the local culture while they’re there.

With this in mind, when travel companies prioritise accessibility and inclusivity, they send a powerful message that they value all customers, regardless of their backgrounds or circumstances.

Not only this, but the travel and tourism sector as a whole has a unique opportunity to promote tourism offerings that are available and accessible for all. This links to the more equitable approach to tourism, wherein key players focus on creating, promoting and selling experiences that cater to diverse needs. Doing so also increases the likelihood of tapping into new market segments and new streams of revenue by expanding the appeal to more customers.

For example, with the increased demands for authenticity within the travel experiences from today’s traveller, there lies a significant opportunity for travel distributors who are willing to promote experiences which celebrate cultural understanding.

But from an economic perspective, other key opportunities include creating employment roles for local communities around the world, especially for marginalised groups. In fact, successfully launched accessibility initiatives have been shown to increase local income in destinations by over $5,500 per capita per annum, according to a recent report by Trip.com Group.

This, in turn, cultivates a perception of trust and loyalty, making customers more likely to choose a brand that aligns with their ideals over competitors. Which leads into our next point...

Building brand loyalty and reputation at the point of booking

When travellers feel seen, heard, and respected, they are more likely to become loyal customers and recommend the business to others.

Of course, accessibility is critical at all points of the travel experience, but the booking journey remains one of the most essential when it comes to making a positive impression on potential customers and creating a more loyal, engaged customer base.

When considering the booking journey and how accessibility plays such a large part of this, the recent launch of the European Accessibility Act (EAA) becomes so prevalent.

This law has been put in place to ensure products and services, including digital products, websites and apps, are accessible for all, within member states of the EU.

Why is accessibility relevant to the booking journey?

This decision-making journey is also impacted by several key factors in relation to the display of travel products. 

Around 72% travellers indicated that high-quality photos depicting accessibility facilities significantly influenced their booking choices. While limited information on the accessibility of hotels, transportation and attractions caused frustration, and dissuaded a booking.

This highlights the importance of ensuring that all products and services, including websites and apps, are accessible for all, and promoted in a way that prioritises equal access. Not only for an equitable approach to travel selling, but for the benefit of these travel businesses as well, considering the weight that these factors have on the booking journey.

In addition, as awareness of the importance of accessibility continues to rise, companies that embrace inclusive practices are likely to attract a broader audience, benefiting from positive word-of-mouth marketing and customer advocacy.

Why? Research shows that 46% of travellers with disabilities consider user reviews and recommendations from peers vital for making informed decisions. In fact, testimonials from individuals with similar experiences enhance the decision-making process for 63% of respondents.

Customer advocacy is one of the most influential and impactful methods of positively influencing your business reputation (and vice versa). So, giving high consideration to accessible needs during the booking journey can boost customer satisfaction and therefore retention, which ultimately leads to increased business growth and market share.

This not only improves your business reputation for existing and potential customers, but also allows you to remain competitive. As social consciousness surrounding travel grows, consumers increasingly expect companies to demonstrate a commitment to responsible and inclusive practices.

In a world where consumers are increasingly making choices based on values and inclusivity, prioritising accessible and inclusive travel is not just good ethics; it’s a smart business strategy.

Why Offer Inclusive Travel?

In summary, for travel distributors seeking continued growth and success, embracing inclusive and accessible travel experiences is not merely an ethical choice; it is a strategic business imperative.

By prioritising inclusivity, companies can effectively meet the evolving needs of today’s diverse traveller demographic, ensuring sustained profitability and relevance in the competitive travel market.

By offering accessible travel options and prioritising accessibility and inclusivity, you demonstrate not only a commitment to social responsibility but also tap into a growing and often underserved demographic.

Investing in inclusivity and accessibility is not just a means to enhance customer satisfaction; it is a pathway to secure a vibrant and thriving future in the travel industry.

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