Agent Diary: Why catering for disabled travellers makes business sense

Accessible travel is one of those topics many travel agents have long avoided or tiptoed around. And let’s be honest, it can be complex and daunting, and if something goes wrong can quickly escalate, potentially even becoming a legal issue. But ignoring it doesn’t make the need disappear. In fact, it makes things worse.

 

After attending the Advantage Travel Conference in Malta this May, I came away with a new perspective on accessible travel. The conference was hosted by the phenomenal broadcaster, author and disability rights advocate Sophie Morgan, who was paralysed in a car accident aged 18 and is one of the few presenters in the world with a physical disability.

 

The hard reality

 

What struck me most was Sophie’s attitude: she radiates positivity and a hunger to experience the world. But her reality is far from easy. She’s had wheelchairs damaged by airlines, been allocated inaccessible hotel rooms, and regularly encounters people and companies who simply don’t understand her needs. 

 

So, the question is, why are we still operating in a world where “I can’t guarantee that” or “It’s on request” is considered acceptable? Imagine telling a client who must have a particular service to travel safely, “Let’s book it, and if it’s not available, we’ll cancel and refund”. How absurd does that sound? And yet, it happens all the time.

 

Some tour operators are more receptive and willing to provide information, but we still fall short in several critical areas: accurate hotel accessibility information; resort-specific accessibility data; aircraft seating arrangements for disabled travellers; and availability of the number of accessible rooms. 

Without this information, how can we confidently support our clients? The booking journey becomes fragile and often ends in frustration or failure.

 

At the conference, I raised these concerns with a major tour operator and was told: “It’s hard to collect all the information, much of it is tied up in legislation.” That may be true, but it’s not a defence when I’m face‑to‑face with a disabled client who’s asking for reassurance and clarity.

 

Difficult questions

 

Shortly after the conference, we confirmed a cruise for a client who is paralysed from the neck down. Initially, I was thrilled – until a week after confirmation, when problems arose. Thankfully, the client was understanding and had built a great rapport with our agent. 

 

Another example involved planning a last-minute holiday in June for a family whose young daughter had just been diagnosed with autism. Sophie Morgan’s words gave me confidence to ask questions I may have previously avoided. These conversations can feel sensitive or uncomfortable, but are necessary. 

 

Remember, there is commercial value in accessible travel. The spending power of disabled travellers – often called the Purple Pound – is significant. Many travel with carers, family or friends, meaning higher-value bookings. So yes, it’s perfectly acceptable to do this for financial reasons – after all, we’re in business. But it’s also the right thing to do.

 

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United effort will pay off 

What can we do to improve in this area? Educate yourself. Stay updated on which suppliers provide detailed accessibility policies. Tui’s AccessAble hub is an excellent resource. When suppliers visit your agency, ask about their accessibility offerings. Specialist suppliers like Enable focus exclusively on accessible travel. And when a client reaches out, ask the right questions.

 

Accessible travel can mean mobility needs, cognitive differences, visual or hearing impairments or sensory sensitivities. Our industry still has a long road ahead, but if we all make an effort, we’ll get to where we need to be.