Travel websites ‘letting down’ disabled users 

Travel websites have been accused of failing to meet accessibility standards.

New data reveals that the industry remains one of the worst-performing for digital inclusion.

The WebAIM Million report, conducted by Utah State University in the US, assesses the accessibility of the world’s top one million websites.

The research found that those in travel had an average of 59.7 accessibility errors per homepage - ranking 23rd out of 29 industries for accessibility performance.

The most common barriers include low-contrast text (79.1% of pages), missing alternative text for images (55.5%), and unlabelled form inputs (48.2%), making it difficult for disabled users to search for destinations, compare prices, and complete bookings.

Despite a 10.3% decrease in overall accessibility errors across all sectors, travel websites continue to pose significant challenges for disabled users, raising concerns that businesses are not doing enough to create inclusive digital experiences.

Hilary Stephenson, managing director of research, design and development firm Nexer Digital, said: “For many people, booking a trip should be exciting, but for disabled users, it can be a frustrating and exclusionary process. The fact that travel websites rank so poorly for accessibility is concerning, especially when we know that many of these barriers are simple to fix.

“With the European Accessibility Act on the horizon [in June], travel companies have a window of opportunity to improve their digital services. But beyond compliance, this is about ensuring that all travellers, regardless of ability, can research, plan, and book their journeys with ease.”

The company is encouraging businesses to go beyond compliance and embed accessibility into their digital strategies year-round.

The ‘I Matter Too’ campaign highlights the experiences of disabled users navigating inaccessible websites, reinforcing that accessibility should not be an afterthought, but a fundamental part of design and development.

Stephenson added: “There are an estimated 16 million disabled people in the UK, with a combined spending power of £274 billion per year, yet many continue to face barriers when shopping online. 

“Businesses need to stop treating accessibility as an afterthought and start embedding it into their design and development processes from the outset.”