Section 6: Marketing your accessibility

Three top tips for this section:

Having an accessible website and social media presence is key to marketing your business inclusively. Digital accessibility hints and tips are provided in this section.

When it comes to marketing your accessibility, honesty is always the best policy. Don’t over-promise and under deliver, but also be confident enough to shout about and share the improvements you’ve made.

Represent D/deaf and disabled customers and staff members wherever possible on and offline. Only 0.06% of UK adverts currently showcase disability.

An introduction to inclusive marketing

Working for a tourism business, or owning one yourself, you probably have plenty of marketing experience and know what works best for you. Do you also know how to market yourselves in an accessible way to people with health conditions, impairments and accessibility requirements, including disabled people?

Inclusive marketing considers diversity in all its forms and reflects real people in the real world. It ensures all customers – regardless of any access requirements or specific characteristics – feel welcomed to a particular business. Inclusive marketing benefits everybody, regardless of age, appearance, gender identity, ethnicity or ability.

Everyone has accessibility requirements and preferences, not just disabled people. By ensuring your business is marketed inclusively, you will automatically reach a much broader and more diverse audience, including those with health conditions and impairments.

Marketing tools for inclusive business promotion

As with any business marketing, your aim should be to grab attention and create interest and excitement in a way that makes people want to visit you and rush to book.

For those with access requirements, this excitement and action only exists if they can find information on inclusivity that is both authentic and trustworthy, giving them the confidence to book.

According to the Euan’s Guide Access Survey:

72% of respondents have found information on a venue’s website to be misleading, confusing or inaccurate.
91% will try to find access information about somewhere before visiting for the first time.
58% say they avoid going to a venue if it has not shared its disabled access information because they assume it’s inaccessible.
74% have experienced a disappointing trip or have had to change plans due to poor accessibility.
51% said reviews from other disabled people improve their confidence when visiting new places.

Below are some of the informative elements you should ensure are available, and easy to access, for prospective customers:

Accurate and up-to-date accessibility information about your venue or premises, such as an Accessibility Guide (more information on this below. Please note the current Accessibility Guide website will be closing on 30 June 2024. Find more information on the future of Accessibility Guides). This allows those with access requirements to independently assess whether your business is the right fit for them: Information within it might include:

Doorway dimensions and bed height measurements;
Whether parking is on or off-street, the number of accessible car parking spaces and their distance from the front entrance;
The availability of facilities such as hearing loops, quiet areas or Changing Places toilets;
A floorplan to allow customers to prepare for their visit. Resources such as RoomPlan can be useful.

Information related to your operations, and what has been done internally to encourage a positive perception of disability, otherwise known as social accessibility:

Perhaps your front of house staff have all attended disability awareness training;
Or you have a neurodivergent colleague who proactively provides tours at certain hours to reduce customer over-stimulation.

Information about what to see and do in the area:

For example, a list of local tourist attractions that have wheelchair or tramper (all-terrain wheelchair) hire on site;
Or some time-saving recommendations of activities, attractions, pubs and restaurants that have good accessibility credentials.

Whatever it may be, mention it. This will only strengthen customer confidence and allow people to gain a sense of familiarity, pre-arrival. All information you provide should be accurate, up to date and easy to find (perhaps in a specific ‘Accessibility/Access for All’ part of your website, clearly linked to from your homepage and not a link hidden in the footer).

Church Farm Barns

“We have incorporated an accessibility tab within our website, which includes photos, facilities, floor plans, accessibility and prices. One of the most important things for us is that guests can find our website easily. We know that this is working as the majority of our guests find us by Googling ‘disabled friendly cottages’.”

The importance of honest marketing
Honesty is the best policy; there is little worse for someone with accessibility requirements than travelling to a destination and having an unpredictable and unreliable experience with different features and facilities to what was advertised: A lack of honesty will only damage your reputation in the long run. Being honest about updates on your venue are important too: if a key accessibility feature or facility is out of order, for example: a lift or accessible toilet, you should widely communicate this to current and future customers. This provides customers with the autonomy and flexibility to make their own decisions about their visit or stay, could avoid unnecessary travel, while allowing re-booking for another time.

Croft Bungalow

Croft Bungalow is celebrated as an award-winning business for its accessible sensory garden and accommodation. However, staff described one of their most significant challenges as communicating that the bungalow is genuinely accessible. “We would say one of the biggest challenges (which we have pretty much nailed now) was convincing guests with accessibility needs that we were the real thing and not just another holiday cottage with a random grab rail in the bathroom claiming they are fully accessible. Videos, a virtual tour, photos and information on the website and our strong social media presence have all contributed to this.”

Accessibility Guides

Many disabled people are put off visiting a venue if there is no access information on their website. An Accessibility Guide is produced by tourism operators to provide potential customers with accessibility information about a venue, property or service.

It enables individuals with accessibility requirements, their family and friends to make informed decisions of where to stay and visit. This includes not just wheelchair users but people who are D/deaf or have hearing loss, have a sensory or cognitive impairment, older people, families with young children, and more.

These guides don’t just benefit those with accessibility requirements; operators often say that the process of creating a guide helps them to better understand their accessibility provision and any gaps.

An Accessibility Guide is a factual summary of what is on offer and is not a judgement on your accessibility. For example, never say ‘we are accessible’, as this means different things to different people. Simply audit your business and describe what you have.

VisitEngland and VisitScotland provide a free to use website for the easy production and publication of Accessibility Guides. You can produce a guide by answering a series of questions on your venue’s accessibility, uploading useful photos and inputting any further information. You will be given a unique URL to promote your guide, which you can add to your website and share across social media channels. Please note the current Accessibility Guide website will be closing on 30 June 2024. Find more information on the future of Accessibility Guides.

AccessAble

“We’ve worked with more than 1,500 groups of disabled people over the last 23 years to establish a survey methodology and content approach to capture the information disabled people say is important when deciding whether or not to try somewhere new.

“We involve thousands of people each year in developing our service. AccessAble is now used by over five million people annually, making us the leading provider of detailed disabled access information in the UK.”

The general accessibility information you provide should include:
Information relating to the online booking process and prices, including concession availability;
Directions to your business, including maps and virtual tours;
Information relating to access drop off, parking and toilet facilities;
The awareness training your staff have had relating to D/deafness and disability;
Numerous methods of contact for potential and returning customers;
Any testimonials from customers with accessibility requirements, and links to review sites.
For customers with mobility impairments, include information on:
Areas that do and do not have level access;
The availability of wheelchair accessible routes and inclusive dwell spaces;
The number and location of accessible toilets;
The nearest Changing Places facility (if not on site, provide the location of the closest one to you);
Other relevant features e.g. wheelchair accessible viewing platforms for events;
Wheelchair, scooter or tramper hire, and related charging points.
For customers who are blind or partially sighted, include information on:
Any audio information that is available on-site, including audio tours or guides;
Large print and Braille documentation, as well as tactile maps and signage;
The visual contrast that is available around your site;
‘Touch Tours’ or the tactile objects that may be available;
Facilities for assistance dogs, including water and relief areas.
For customers who are D/deaf or have hearing loss, include information on:
Hearing loop availability, including locations and types of loop used;
The provision of captions on videos and TV screens;
The availability of flashing, visual fire alarms or pagers in case of an emergency;
The availability of BSL tours.
For autistic customers, include information on:
The availability of ‘fast track’ queue opportunities;
The availability of quiet spaces and/or sensory rooms;
The quieter times to visit, if applicable;
The availability of sensory stories and maps;
The availability of sensory equipment such as ear defenders, fidget spinners and weighted blankets;
Familiarisation visits and the booking process for these, if applicable.
For customers with dementia, include information on:
The availability of dementia friendly sessions, if applicable;
Dementia friendly facilities such as inclusive signage, accessible toilets, and products such as ‘easy hold’ cutlery, for example;
The specific awareness training your staff have received relating to dementia.
Please note the current Accessibility Guide website will be closing on 31 March 2024. Find more information on the future of Accessibility Guides.

You can also signpost to information on the accessibility of local businesses within your Accessibility Guide or on the Accessibility page on your website. For example, if you know your local pub provides step-free access, has an accessible toilet and offers a great gluten-free menu, link to their website. It’s also useful to know about the availability of accessible cars at your local taxi firm, as well as the opening hours of your nearest Shopmobility scheme. Perhaps other businesses could return the favour and promote your accessible offerings, too.

It’s worth noting here that you’re not expected to assess other businesses or make judgement calls on their facilities. Always provide customers with contact details so they can get in touch with the business for further information and decide whether or not to visit or use their services.

Please note the current Accessibility Guide website will be closing on 30 June 2024. Find more information on the future of Accessibility Guides.

Kernock Cottages

“Take the homework out of planning days out for your guests by providing accessibility information about local attractions above and beyond your own site, where possible. This is what we’ve done, and it has always been a major hit with guests, as they will know which pubs are accessible, and which ones they will struggle to access the toilets in if they are a wheelchair user, for example.

“Provide attraction addresses, websites, SatNav postcodes (for parking) and phone numbers and reinforce the view that guests are meant to be on holiday; it’s best practice to minimise the hassle factor. It’s a zero cost ‘quick win’ for owners to do this (with a bit of up-front legwork) and so very useful for guests.”

Ensuring digital accessibility

In the UK alone, 7 million people have digital access requirements, so an accessible website makes sound business sense (Click Away Pound report, 2019). Inaccessible websites are having a hugely negative impact on potential business revenue. Studies show that the 4.3 million disabled online shoppers who click away from inaccessible websites have a combined spending power of £17.1 billion in the UK. Information from W3C and the Web Accessibility Initiative (WAI) explains the accessibility solutions that can help to remove digital barriers that exist for users with certain impairments and access requirements.

Just as many people don’t navigate the built environment in the same way, your customers with different accessibility requirements will have differing ways of accessing your website. Some online requirements, categorised by impairment group, are listed below.

Web accessibility barriers and solutions

To fully engage with all online content, D/deaf users and those who have hearing loss are likely to require:
Transcripts of, and captions on, audio content;
Content written clearly and concisely in plain language;
Content that is clearly broken up with sub-headings;
For some D/deaf people, sign language is their primary language, and they may not read the written language as fluently. Providing important information in sign language and using simpler text that is supplemented by images, graphs and other illustrations help make web content more understandable to many people. However, it is important to remember that not all people who are D/deaf know and are able to utilise sign language.
To use websites comfortably and successfully, those with speech impairments will benefit from:
An opportunity to contact businesses and venues via other ways than voice-based calls or chat software. Email, written forms or online text-based chat functions are often preferred.
To navigate websites, people with physical impairments often use specialised hardware and software such as:
An ergonomic or specially designed keyboard or mouse;
Head pointers, mouth sticks and other aids to help with typing;
An on-screen keyboard with trackball, joysticks or other pointing devices;
Switches operated by foot, shoulder, sip-and-puff or other movements;
Voice recognition, eye tracking and other approaches for hands-free interaction.
For this equipment to work successfully, websites should be designed to:
Be used by mouse, speech or keyboard only;
Provide users with more time to type, click or carry out other interactions;
Promote large, clickable areas that do not demand precision;
Provide shortcuts to enable quick form filling;
Provide visual indicators of current focus.
Blind or partially sighted people typically change the presentation of web content to make it more usable for their particular requirements. For example, by:
Enlarging or reducing text size and images;
Customising settings for fonts, colours and contrast levels, and spacing;
Listening to text-to-speech description of the content;
Listening to audio descriptions of multimedia;
Reading text using refreshable Braille.
For these web browsing methods to work:
Clear, sans serif typefaces e.g. Arial, Trebuchet or Verdana should be available for ease of identification, with italics and capitals never being utilised within large blocks of text as these can be particularly difficult to read;
Images should be described using alt text and transcripts or audio description should be available for videos;
Websites should use good colour contrast and a readable font size;
Text and background colours should contrast with one another, but colour should never solely be used to convey meaning;
Links should be descriptive rather than asking users to ‘click here’ or similar;
Web pages should follow a linear, logical layout and should be built for keyboard use only;
All elements should also be able to be identified by screen readers and other assistive technologies.
Neurodivergent users often require:
Simple, muted colours on websites;
Simpler text and shorter text passages that are supported by images, graphs and other illustrations;
Text that is aligned to the left;
Clearly structured content, often in bullet points or similar;
Consistent and predictable web page layouts;
Clear and consistent labelling of forms and buttons;
Content that is available in a choice of formats (such as audio and/or video);
Different ways of navigating websites, such as hierarchical menu and search;
Options to suppress blinking, flickering, flashing and otherwise distracting content;
Content that does not auto play unless the user knows this is going to happen;
Neurodivergent customers use different types of web browsing methods, depending on their particular requirements. For example, some people use text-to-speech software to hear the information while reading it visually or use captions to read the information while hearing it. Some people use tools that resize text and spacing or customise colours to assist reading. Others use grammar and spelling tools to support writing. For these web browsing methods to work, developers need to consider web accessibility requirements which are often shared by people with hearing, physical, speech and visual impairments.

Accessibility toolbars

Website accessibility widgets and toolbars, such as Recite Me and Texthelp, act as overlays with the goal of enhancing accessibility. They are typically embedded from a third-party source and allow users to adapt the presentation and operation of the website. It is important to understand that they cannot provide an “instant fix” to a website’s accessibility nor be used as a substitute for implementing technical, visual and content measures to make a website accessible. However, as long as it can be ensured that the widget does not disrupt a user’s ability to access and navigate a site properly or conflict with the assistive technology a user may already have, you may consider it to be a useful addition to your website.

Digital accessibility: actions to take

To ensure your online presence is as accessible as your in-person operations, there are international web accessibility standards called Web Content Accessibility Guidelines (WCAG). They are quite detailed but if you use a web designer you should ensure they follow them. This checklist from The A11y Project will also support you on your WCAG journey. Similarly, the WAVE tool is particularly helpful if you want to assess the accessibility of your current website and find areas for improvement. To ensure the accessibility of documents such as PDFs, check out this advice from Adobe.

Once your website is accessible, it is a good idea to also produce guidance on website accessibility in the form of a ‘Website accessibility statement’ with a link to it from the website footer. And remember, visitors to your website should be able to contact you via a variety of methods to get the information they require, be this by phone, email or an online chat function.

For visitors to your website and social media accounts who are blind or partially sighted, image descriptions (known as alternative text) allow them to engage with content by visualising what a sighted person is seeing.
If you are posting an image that features a quote, statistic or other text, make sure you also add the text itself into the image description. For example: ‘pink background with the well-known travel phrase: “Not all those who wander are lost” in a white speech bubble.’
Alt text should be descriptive but concise and ideally fit into one or two sentences, if possible – don’t overdo it and mention irrelevant features. You are building a general mental image.
This is a perfect example of a ‘quick win’ that will simply become second nature after a while. Hashtags are a great way of getting involved in conversations and boosting your engagement on social media but can be very difficult to identify and read for some. When using hashtags, capitalise the first letter of every word (otherwise known as using CamelCase). For example, #traveltuesday, is much more accessible if written as #TravelTuesday.
In terms of access and inclusion, it’s always best if you can write what you want to say, rather than portray it through emojis. Otherwise, screen readers will read out each one – making certain points disjointed and difficult to follow for those who use them.
One of the main accessibility barriers for people who are D/deaf or have hearing loss is when videos are not captioned. When posting video content on your online channels, captions should run as standard (this can often be managed within the ‘settings’ system of your chosen social platform).
If you are using video hosting platforms like YouTube that create captions automatically, don’t forget to review and update them as they typically contain errors. And be careful when sharing video content from others; captions are something that many forget to include.
Video accessibility is also important for followers who are blind or partially sighted, especially if the video has picture but no sound to describe what is happening. When a video doesn’t send the same message both audibly and visually, a text description of what is happening in the video should be added in the caption, or the video itself should include audio description. Further information relating to audio description, how to provide it and the impact it has can be found on the RNIB website.

The importance of disability representation

Only 0.06% of UK adverts currently showcase disability (All Response Media, 2021). As 16% of the global population is disabled, this statistic indicates huge under-representation (World Health Organisation, 2023).

Whether on your social media or website, disability representation should be at the heart of how you choose to promote your business to those with accessibility requirements. Reading that a restaurant entrance has step-free access, or that a hotel has a lowered reception desk and hearing loops is one thing (and great in itself); seeing disabled people and those with accessibility requirements using these facilities is another thing entirely and highly likely to build customer confidence and engagement in your offering.

Commissioning inclusive imagery

Ensuring that the imagery on your website reflects the diversity of your potential visitors will help everyone to feel welcome. When commissioning a photoshoot for your website or any campaigns, the following guidance may be helpful:

Ensure that imagery reflects the broad range of impairments and accessibility requirements: although a wheelchair is the international symbol of disability, only around 7% of disabled people in England use a wheelchair. However, some images featuring wheelchair users are required, so consider utilising an ‘original take.’
Include auxiliary aids in photographs. Around 80% of impairments are hidden, which can make it hard to represent in imagery: auxiliary aids provide a ‘visual cue’ for some impairments e.g. hearing aid, assistance dog, walking stick/frame or a cane.
Ensure that representation is authentic – never cast a non-disabled person in the role of a disabled person.
Reach out to disabled talent agencies such as VisAble and Zebedee.
Use realistic models – don’t just use what you believe to be ‘picture perfect’ models: they won’t be relatable to the average disabled person.
Show ‘integration’: disabled people interacting with non-disabled people in a non-disabled-specific context.
Limit hero and celebrity images - constant depictions of disabled high achievers have the capacity to further ‘disable’ the disabled community.
Think twice about showing disabled people on their own or isolated: this could imply a separation of disabled people from the rest of society.
Choose locations/backdrops that challenge any expectations of low capability, e.g. a disabled person on a zip-wire or abseiling.
Reflect everyday situations where you would expect to find a family or group of friends, including a disabled person, enjoying a meal or drink together.
Don’t forget to obtain the relevant signed model release forms confirming that you can use the images commercially.

Alpacaly Ever After

“In our marketing material on our website we use clear symbols and descriptions. We also have accessibility sections for each of our activities - listing the available facilities as well as full Accessibility Guides for as many of our sites as we can provide.

“We also have a monthly newsletter providing updates and features on some of the work we do, and we have introduced closed captions on our social media video posts.”

A moment for reflection

Write down five changes that you can make to increase your business’ digital accessibility, whether on your website or social media accounts.

Concessions, incentives and feedback

In addition to digital accessibility, honesty in your inclusive marketing and well-considered disability representation, there are other elements that make your business more welcoming to customers with accessibility requirements and ensure they are highly valued.

Concessions

The decision to offer pricing incentives to customers with accessibility requirements can make or break their inclusive experience. According to Scope’s Disability Price Tag report, a disabled person’s extra costs are equivalent to almost half of their income (not including housing costs).

ZSL

ZSL London Zoo

“We have recently adapted our Accessible Activities and Community Access Scheme to be able to sell discounted tickets directly to people from low income households in support of the Government Help for Households Scheme.

“The biggest impact for our audiences has been that they are able to enjoy a visit to the zoo which may not have been possible without the Accessible Activities or the Community Access Scheme. 100% of participants who completed our Accessible Activities survey rated them as excellent or very good.”

There are typically two main concessions businesses can provide. Firstly, a venue may choose to offer a concessionary rate for disabled customers – sometimes in recognition of the extra costs disabled people face day to day or physical barriers at the venue, which may prevent them from enjoying the same experience as non-disabled people. Minimise queuing by allowing these tickets to be booked online and promote fast-track entry on your website.

Secondly, many people with accessibility requirements physically require support from a friend, relative or support worker to be able to access tourist attractions, accommodation and the transport required to reach them. The Equality Act 2010 does not place any specific requirement on service providers to provide free entry for someone supporting a disabled person. However, tourism providers must amend policies where disabled people would be at a ‘substantial disadvantage’. Attraction operators may feel it appropriate to amend the admission policy to provide free essential companion entry. This would ensure disabled people who require the support of someone else (sometimes two people) to visit the attraction are not put at a substantial disadvantage.

You may consider it necessary to request supporting information in relation to concessions. This information may include things such as doctors’ reports, a Blue Badge or entitlement to disability-related benefits, for example: Personal Independence Payment, Disability Living Allowance or Employment and Support Allowance. Be aware that a person’s essential companion is not necessarily a support worker by formal profession and so wouldn’t have proof of this role to show. Staff should use discretion when implementing concession policies and remember that many impairments are not visible.

Minack Theatre

“We have focussed our initiatives on creating the best possible visitor experience for all. Our site, by its nature, has significant access challenges. A recent pilot project utilised virtual reality and 360 photography to help visitors to explore the theatre without negotiating our many flights of steps. We also offer a ‘no questions’ free ticket for anyone who needs to bring a carer with them in order to access our site (as visitors or audience). We do not ask for proof or any justification for this and these tickets are not limited to specific areas of the auditorium.”

Some ‘quick wins’ relating to transparent pricing around accessibility that we suggest you follow:

Make sure prices are easy to locate on your website (within two or three clicks).
Be clear about what is included and excluded.
Don’t charge extra for accessible facilities and services, as this could be considered as discrimination under the Equality Act 2010. For example, you can’t charge for a Braille menu or a premium rate to stay in an accessible room.
Consider flexible family tickets that allow for different numbers of adults and children, including grandparents.
Promote any free essential companion policies and concessions for disabled customers.

Tracey Boyne

A group in the harbour surrounding the accessible boat Odyssey, with one gentleman in a wheelchair about to leave the boat using the ramp at Mylor Sailing and Powerboat School, Cornwall.. Gold winner of the Accessible and Inclusive Tourism Award in the VisitEngland Awards for Excellence 2022

Mylor Sailing School

Mylor Sailing School has established a way to structure its fees, making it equitable and welcoming for those who need specific support to participate.

“We offer a range of activities from recreational, accredited courses to a more elite pathway into racing. Some of the main barriers to inclusion can be the expense of our activities, including transport and any carer or assistant fees related to this. We created a charitable arm of the business to enable us to apply for grants and funding to help with the costs of the specialist equipment whilst keeping the costs of the activities low.”

The Access Card

The Access Card works as a kind of ‘disability passport’. It explains the owner’s access requirements in a discreet manner to help businesses understand their entitlement for discounted entry, or similar.

As Martin Austin MBE, Managing Director of Nimbus Disability who created the Access Card states, the ultimate purpose of the card’s creation was to remove frustrations: “For disabled people, the frustration was in repeatedly sending in personal documents which bore no direct relation to the needs of the individual. For the venues, it was frustration in interpreting these documents and the additional admin burden it placed on their staff.”

In effect, the Access Card has become a one-stop shop for both parties; disabled people have to send evidence in only once, and this documentation is checked by a qualified team so that staff at tourism and other venues do not have to.

Another alternative is the National Disability Card, created by Social Enterprise for Good.

Do bear in mind, though, that only some disabled people own these cards. Offering disabled customers numerous ways in which to provide evidence and supporting information is therefore recommended.

Paultons Park

Paultons Park is a family theme park that includes Peppa Pig World. They have partnered with Nimbus Disability to enable guests to use their Access Card when visiting the park and booking online.

“For guests, their needs are shown clearly on their Access Card, and they can access things like concession tickets via our website. The scheme has an operational benefit too. It creates a smoother experience for the guest and provides certainty and instils confidence in our team that they are providing guests with everything they need to have the best day possible with us.”

The importance of feedback and added value

If a business falsely advertises their accessibility and this leads to a negative experience, those with access requirements will naturally dissuade their friends and colleagues from visiting. However, should a business promote their inclusion journey with honesty (note: this does not have to mean perfection) and be prepared to operate with proactivity and empathy, customers with accessibility requirements are likely to return. Not only does this add value to a business, but it also opens a whole new market of customers.

Testimonials and ‘word of mouth’ recommendations are hugely valued by many customers with access requirements. Not only do these ensure authenticity, they remove the ‘guinea pig’ feeling that accessibility in unfamiliar venues holds for many. Ask your customers with access requirements for their honest review, and hints and tips on how to improve your offering. Whether it relates to physical, digital or operational accessibility, all of these elements must be considered for a truly inclusive experience.

Westonbirt Arboretum wheelchair ride in autumn credit Paul Box_2016

Westonbirt, The National Arboretum

“The creation of a dedicated Inclusion and Equality Team, with passionate staff members leading this, has helped us to focus on making our site as accessible and inclusive as possible. Listen to feedback from current visitors, then find a way of reporting and keeping track of who is visiting – enabling prebooking helped us with this. This helps with gap analysis and finding people who don’t visit. Then you can survey non-visitors to see if there is anything stopping them from visiting.”

Review sites and forums

There are several popular forums where people with accessibility requirements exchange ideas on holidays and accommodation. Facebook is particularly good for this, with popular pages and groups such as:

Accessible Travel Club;
Accessible Holidays and Day Trips;
Accessible, Adapted or Disabled Holiday Lets, Places to Visit & Days Out UK;
and Disability Horizons;
TripAdvisor also has the Traveling with Disabilities Forum.
They are all worth keeping an eye on, if only so you get a feel for the things that travellers with accessibility requirements need and, all too often, don’t get. User-led review sites to destinations round the world are springing up rapidly: one worth focusing on, since it is largely focussed on the UK, is Euan’s Guide.

Reaching out: communicating and celebrating accessibility

There are numerous specific marketing channels, influencers and initiatives you might wish to engage with on your inclusivity journey. Whether you are looking for business support, ways to reach diverse audiences, or an opportunity to communicate your accessibility credentials to those with access requirements, below is a list of initiatives, shows, bloggers and travel companies for you to explore.

Tracey Boyne

Gentleman accessing a boat in the harbour by using a hoist lift at Mylor Sailing and Powerboat School, Cornwall. Gold winner of the Accessible and Inclusive Tourism Award in the VisitEngland Awards for Excellence 2022

Mylor Sailing School

“Build partnerships with local and national organisations and keep in touch with how they are marketing their products and activities. This includes your local council, disability organisations, other organisations relevant to your business type. The VisitEngland website and their Business Advice Hub is also very useful.”

Accessibility initiatives and awards

With a focus on the value of the Purple Pound, Purple Tuesday is a change programme for organisations of all sizes and from all sectors to get involved in. The annual programme concludes with a day of global celebration on the first Tuesday in November. The common goal is improving the customer experience for disabled people 365 days a year.

The Roman Baths and Pump Room

“As an organisation, we are very proud to have won Gold for the Accessible & Inclusive Tourism Award category in the VisitEngland Awards for Excellence. This award was the result of a number of years’ work and a fitting accolade for colleagues past, and present, who worked so hard to ensure we are as accessible as possible. We believe, considering the age and nature of our site, we have inspired other organisations to reconsider what they can do to ensure they are welcoming visitors, and this has also been very rewarding for the team.

“In addition to the physical changes made to the site, we have been committed to welcoming visitors who may find it challenging to engage with the site and our collection. We started off by working with the National Autistic Society, we went on to work with the Alzheimer’s Society and Stroke Association and we are now looking to work with The Guide Dogs for the Blind. Our commitment to inclusivity and our drive to continue improving is something we are very proud of.”

Awards and certification

The process of applying for an accessibility award is a useful exercise as the application process helps you step back, reflect on your business and identify areas for future development. Should you be recognised, an accessibility award can provide a mark of reassurance and a useful source of publicity to build customer confidence in your business and its reputation.

Below are some to get acquainted with:

VisitEngland’s Accessible & Inclusive Tourism Award: Recognises any tourism business providing a truly memorable experience for everyone, particularly those with accessibility requirements, from theatres to self-catering properties.
The Autism Friendly Award: Certification programme has been created by the National Autistic Society and recognises businesses and venues that are committed to improving autistic people’s access to their sites and services.
Blue Badge Access Awards: Focusing on ‘stylish accessibility’ across hotels, restaurants and other venues, these awards celebrate exceptional venues that welcome disabled people as ‘first class citizens’.
Cateys Accessibility Award: This award recognises hospitality businesses that are going above and beyond the requirements of the Equality Act 2010 in accommodating and catering for disabled people.

North Hayne Farm Cottages

“Changing people’s perceptions of conditions such as Autism has been achieved through positive marketing. Some families have been afraid to book holidays in the past as they worry about being judged. Celebrating our awards for inclusion, for example, has given all our visitors the confidence that they will not just be catered for but understood and made to feel welcome.”

Disability-focused shows

Most exhibitors at these shows are disability equipment suppliers but there are also leisure, sports and holiday stands.

Disability Awareness Day: Europe’s largest ‘not for profit’ voluntary-led disability exhibition, held annually near Warrington, has holiday and leisure exhibitors.
Disability Expo: the UK’s person-focused disability exhibition.
Kidz to Adultz Exhibitions: dedicated to disabled children and young adults. Five a year are held around the UK.
Naidex: the UK’s largest disability, homecare and rehabilitation event for trade and consumers.

Accessibility guidebooks

There is one comprehensive guidebook to accessible holidays in Britain. The Rough Guide to Accessible Britain, produced by Motability, is available online or in hard copy. It contains advice and guidance plus listings of attractions, days out, travel and accommodation.

Rough Guide top tip

If you would like to be included in a future edition, email mail@roughguides.com outlining your accessible facilities and services. If accepted, one of the team of authors will visit you to make a more detailed assessment.

Bloggers and influencers with accessibility requirements

A large part of building a community (and often one of the best ways to build customer confidence in your business and its offerings) is to engage with bloggers and influencers who have lived experience and a solid reputation in the travel and tourism sector. Well-known bloggers can attract many thousands of readers. You could reach out to a travel blogger with accessibility requirements and discuss how they may be able to authentically market your business to their audience, via written or recorded review. Remember to pay for their time in addition to offering a complimentary visit/stay. Below is a sample (not an exhaustive list) of those most active at the moment:

A Chronic Voice travel guide and blog: Sheryl Chan uses her blog to provide travel hints and tips, amongst other things, to those living with chronic illness.
Adventure Wheels: In their travel blog, couple Karla and Stephen show that camping, caravanning and motor-homing is a great way to see the world, whether you have additional requirements or not.
Carrie-Ann Lightley: A disabled blogger and travel writer, Carrie-Ann uses her accessible travel blog to share reviews, travel guides and travel tips for wheelchair users.
Jennie Berry: A disabled content creator specialising in inclusive travel and everyday experiences.
Martyn Sibley: world changing trips: Regularly voted as one of Britain’s most influential disabled people, Martyn has been on numerous adventures. He has documented his journeys as travel blogs to share with other keen explorers who have accessibility requirements.
Pippa Stacey: Documents life with chronic illness on her blog, Life of Pippa.
Purple Goat: A disability marketing agency that has access to a wide range of influencers.
Ross Lannon: A Life on Wheels: Discussing all things disability and lifestyle, Ross also writes reviews on everything from dining experiences and overnight stays to theatre trips and wheelchair roller skating.
Simply Emma: Simply Emma is a leading travel and disability blog focused on accessible travel and life experiences from a wheelchair user’s perspective.
T-shirt Twins: An adventure blog documenting travel with sight loss by John who is deafblind and Lauren, his sighted guide.

A moment for reflection

Spend 15 minutes searching for a D/deaf or disabled influencer - if there is one that fits the bill, think about how you might engage with them in a way that benefits you both.

Online holiday listings

Many travellers with access requirements are looking for mainstream accommodation and activities, and therefore use mainstream websites to book a holiday or work trip. Accessibility search fields are increasingly appearing on accommodation websites such as Booking.com, Expedia, Premier Cottages and Farm Stay.

However, users often still have to visit the owner websites for accurate, specific information making the planning stage of their trip time consuming and tiresome.

Below is a list of online specialist listings and guides. They range widely in their scope and style but each of them lists accessible holiday accommodation, attractions and activities in England and could be a useful marketing platform for you.

Many of them offer you the chance to upload your own information for a fee and update with special offers as the season goes on, requiring you to ‘self-certify’ that you are accessible. Listing charges range from free to over £100 per year. Some charge a commission on bookings made.

Some websites only review or list personally chosen and audited venues so you would need to contact them and see if you can arrange for them to visit you.

Able Magazine Travel Guide: Published by Able Magazine, this online guide includes travel advice and listings of accommodation recommended by readers and carries adverts.
AccessAble: Detailed pan-disability access information on over 100,000 hotels, attractions and restaurants in England. To be listed you must be audited by an AccessAble surveyor. The fee buys you a detailed report and a link from the AccessAble website. If your local authority commissions AccessAble, then your business could be included and receive a free audit.
Accessible Holiday Escapes: This multi award-winning and family run website clearly lists both general features and all internal and external accessibility features for each property. The website’s blog also allows customers to read reviews and get to know property owners.
Airbnb: Hosts can select from a list of around 13 common mobility-related accessibility features to display on their listing. Properties adapted with the intention to host wheelchair users that meet set criteria can join over 1,000 properties that make up the ‘Adapted accommodation’ category and receive a free 3D property scan. Accessible experiences are now also listed.
Blue Badge Style: Information site listing pre-approved and audited ‘stylish’ accessible venues, including hotels, bars and events.
Pantou: A register of accessible tourism suppliers in Europe. Free listing to businesses who belong to a certified accessibility audit scheme or who complete a site access statement. Managed by ENAT (European Network for Accessible Tourism) and supported by the European Commission.
RightRooms: A website where each hotel listed displays up to 800 features across niches like sustainability, wellness, accessibility and family friendliness.
Tourism for All Travel Planner: A charity-run website with online listings of accessible accommodation in the UK. All members of Tourism for All are listed automatically.
Access Rating: A mobile application where restaurants, pubs and hotels are rated from 1 to 5.
Euan’s Guide: A disabled access review site where disabled people, their family, friends and carers can find and share reviews on the accessibility of venues around the UK and beyond.
Snowball: Mobile application where accessibility reviews are produced for a range of different venues open to the public.
Sociability: Community-led mobile application that helps disabled people to find accessible places by encouraging reviews and information upload from everyone.

Accessible travel companies

Specialist travel companies organise package holidays, or act as agents for accessible accommodation in England. Some of these may accept an offer of a familiarisation visit.

Altogether Travel: The UK’s first registered Care Inspectorate travel company. Providing supported holidays and accessible travel, they plan, book and provide care and support throughout accessible adventures.
Disabled Access Holidays: Specialist overseas travel agent also has a listing of accessible holiday accommodation in England.
Enable Holidays: An agency that specialises in accessible travel for wheelchair users.
Limitless Travel: An agency and operator organising bespoke holidays in the UK and Europe and has a listing of about 500 personally verified accommodations.
Responsible Travel: Large international operator with a focus on supporting local communities. Their site has some UK holidays and a ‘wheelchair accessible’ holiday type option.
Seable: Private, tailored and chaperoned holidays for visually impaired people and their sighted family or friends.
Travel Eyes: Tour operator providing independent group travel for people who are blind or partially sighted.

Travel trade

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