Travel firms and destinations have been told not to allow a fear of making mistakes to prevent them improving their marketing and services for people with disabilities.
Speakers at a session on accessibility at Brand USA Travel Week in London said companies were missing an opportunity to better serve all customers and also capitalise on a lucrative segment of the market.
Harry Hastings, co-chief executive of Ocean Holidays (pictured), said his company had made more than £5 million-worth of bookings with accessibility requirements since launching its accessibility programme in late 2022.
But he said many companies were nervous about making improvements to their services for people with disabilities despite the potential commercial gains and the vast improvements that could be made to their customer service.
“You’ve got to start somewhere and let’s not be afraid of starting. We mustn’t let perfection be the enemy of the good,” he said.
“[Companies’ reticence] is not for want of willing but there is a lot of fear and we need to be willing to make mistakes.”
He added: “Airline-owned tour operators legally have to think about this and you have smaller specialists, but we need more mass-market tour operators, OTAs and travel agents to engage with accessible holidays and more destinations to encourage them to do so.”
Hastings, whose son Rudy has a rare genetic condition, said key areas of focus for travel firms to focus on include the airport and transport experience, suitable accommodation and excursions and attractions.
He said it was also crucial for people with disabilities or their families to have easy access to information to remove some of the stress of booking and taking a holiday.
Josh Loebner, global head of inclusive design at marketing specialist Wunderman Thompson, said travellers with disabilities and inter-abled families were “open and willing to talk” about their experiences to help firms improve their services.
He added: “We have been marketing to the masses for many years but we regularly hear of people who feel excluded and they are people who want to travel.”
Staci Mellman, vice-president of integrated marketing at Brand USA, said: “The disability community is not one-size-fits-all so it is important to listen to the people who live these experiences.”