According to the Universal Declaration of Human Rights, travel and participation in culture are considered basic rights. The United Nations World Tourism Organization (UNWTO) sees tourism as a basic necessity that promotes human health and believes that the freedom to travel is an essential human right for personal fulfillment. Businesses and establishments in the tourism sector strive to give their visitors the greatest experiences possible in this regard. However, can they provide each and every one of their visitors with an equally positive experience?
Globally, more than 1 billion people, approximately 15% of the world’s population, live with a disability. In Turkey, the proportion of individuals with disabilities within the total population is approximately 12.9%. These numbers make it very evident how many people with disabilities there are in Turkey and around the world, and how urgent it is to improve their quality of life.
Meeting the requirements of this significant group requires a fundamental understanding of accessibility. The basis of accessibility is the idea that everyone should have equal access to services in physical, digital and social spaces. This is not only a necessity for individuals with disabilities but also a significant requirement for different groups such as older adults, individuals with temporary health issues, and families with children.
Implementing accessibility standards to ensure that individuals with disabilities can participate equally in social life is both a necessity from a human rights perspective and an opportunity for economic and social development. A more accessible world not only improves individual quality of life but also contributes to building a more inclusive and sustainable society. In this sense, accessibility is not just an ethical responsibility but also a strategic investment that allows companies to reach a broader customer base and increase their economic returns. These high figures both globally and in Turkey highlight the necessity of giving accessibility more attention.
Accessibility plays a significant role in guest satisfaction, which is central to the tourism sector. Accessible tourism encompasses every step of the traveler’s journey, from booking tickets to the travel experience and accommodations.
Facilities must meet physical accessibility requirements, such as ramps, audio announcements, and written guides, to improve the experiences of guests with disabilities. However, accessibility extends beyond physical improvements. For example, if a guest cannot book a flight ticket or make a hotel reservation due to inaccessible digital platforms, they may not even reach the facility.
The reservation process, as the starting point of a holiday experience, must also be accessible. This means websites of hotels, travel agencies, and airlines must comply with accessibility standards. Imagine being visually impaired and trying to book a hotel online. Without alternative text for images or accessible forms for entering payment details, the experience can be frustrating and exclusionary. In such a case, you would likely turn to a company that has designed its website with accessibility in mind.
In 2024, Maxx Royal Hotel partnered with BInclusive to make its digital platforms accessible for everyone. Why did they make this decision?
Considering the substantial number of people with disabilities as a new customer segment and acknowledging the aging global population, it becomes evident that making websites accessible is a powerful tool for gaining a competitive advantage and reaching untapped markets. Additionally, accessibility aligns with the principles of social sustainability, enhancing brand image and providing high returns on investment.
After making its website accessible, Maxx Royal Hotel raised awareness through a pop-up campaign on December 3rd, International Day of Persons with Disabilities. The hotel’s efforts received appreciation from users with disabilities, making it a preferred choice for accessible travel.
Making a website accessible is not only a legal and ethical necessity but also a potent sales and marketing tool. Can its impact be measured?
BInclusive provides its partners with accessibility audits, improvements to address identified issues, and analytics to track the return on investment (ROI). By the end of 2024, the impact report showed that 69,204 people with disabilities had a better customer experience within three months of implementing BInclusive’s solutions. Additionally, businesses observed a 5% increase in their customer base.
In the tourism sector, accessibility is not just a necessity but also a great opportunity. The equal right of every individual to travel offers businesses the chance to reach a wide customer base. Facilities that adopt accessibility standards address the needs of various groups, such as individuals with disabilities, older adults, families with children, and those with temporary health problems.
This translates into more visitors and, consequently, higher revenue for businesses. Additionally, accessibility investments strengthen a brand’s sense of social responsibility and create a positive image. Contributing to social sustainability not only garners appreciation in society but also guarantees a business’s long-term success. Accessible tourism provides a competitive advantage and serves as a powerful marketing tool for businesses aiming to stand out in the industry.
If you want to learn about the accessibility of your business and create fully accessible digital channels, you can now plan your first demo meeting with us!
