Accessible Tourism and Hospitality

www.derby.ac.uk/business
 Agenda

Today we will discuss the following….

• Accessible tourism market value

• Accessible tourism market size

• Accessible tourism market composition

• Accessible tourism market requirements

• Accessible tourism activities

 What is Accessible Tourism?
Definition

Accessible tourism is a form of tourism that involves

collaborative processes between stakeholders that
enables people with access requirements, including
mobility, vision, hearing and cognitive dimensions of
access, to function independently and with equity
and dignity through the delivery of universally
designed tourism products, services and
environments.
(Buhalis & Darcy, 2011:10)
 Stakeholders
2. Disability
organisations/ 3. Health
charities organisations
4. DMOs
(NTOs, RTOs & LTOs)
1. Disabled individuals/
tourists

5. Tourism
suppliers of local,
regional and
national
Accessible attractions
9. Government
Tourism

6. Accommodation
suppliers, e.g.
8. Providers of Destination hoteliers
Management Systems (DMS) 7. Intermediaries, e.g.
travel agents

Michopoulou, E., Buhalis, D. (2011) Accessible Tourism Stakeholder Analysis. In Buhalis, D., Darcy, S., (eds).
Accessible Tourism Concepts/Issues: Inclusion, Disability, Ageing Population and Tourism, Bristol: Multichannel
Publications
In England…….

https://www.visitbritain.org/sites/default/files/vb-corporate/ve_purplepound2016_d3.pdf
In England…….

https://www.visitbritain.org/sites/default/files/vb-corporate/ve_purplepound2016_d3.pdf
 Accessibility Market
Size
• Between 5% and 20% of the population
have some sort of disability (WHO, 2011)
• Worldwide: Over 650 million (WHO,
WHS, 2011)
• Europe: Over 120 million (Eichhorn et
al, 2006)
Spending power
•In the UK: £12 billion pounds per annum
in 2016, (GBDVS, 2015).
• For travel in particular, American adults
with disabilities spend $17.3 billion each
year (Open Doors Organization, 2015).
•In the EU: Average yearly expenditure on
tourism more than €80 billion EUR (
European Commission, 2014)
Indirect costs….
 Demand for accessibility in Europe (% of population)
40

Demand for accessibility in 3 7 .1

35 25 European countries: 34

> 127 million* 3 0 .6

32 3 2 .4

30 .4
30
(46,6 million impaired citizens* (aged 16 to 64) 2 9.1 2 9 .5 3 0.3
2 8.6
+ nearly 81 million elderly people) 28 .2
26 .3
2 5.2 2 5.7
2 4.5
25
2 3.5 23 .8
22 .9 2 3 .2
22
2 0 .4
1 9.4
20
1 8 .6 1 8 .6
1 7 .6

15

10

0
SK MT RO CY LT LU HU IE ES IT NO AT GR DE DK CZ SI BE PT SE NL EE FR UK FI
 The Disability Continuum
Extent of impairment Type of Impairment
Mild

Mobility impairments
e
erat
Mod
Visual impairments

ere Hearing impairments

Sev

Speech impairments

Mental/ Intellectual impairments

Hidden impairments

Elderly population
 The Accessibility Market
Accessibility concerns everyone...

Parents with prams... Elderly...

The Accessibility Market
Accessibility concerns everyone...

Obese... Temporal disability...

Accessible Tourism Requirements

Accessible Infrastructure

Accessible
Tourism Accessibility information

Accessible information on-line

Accessible Tourism Requirements

Accessible Infrastructure

Accessible
Tourism Accessibility information

Accessible information on-line

Accessibility Fail
Accessibility Fail
Accessible Tourism - Transport

Accessible Infrastructure
Accessible Tourism - Accommodation

Accessible Infrastructure
Accessible Tourism - Attractions

Accessible Infrastructure
Accessible Tourism - Attractions

Accessible Infrastructure
Accessible Tourism Requirements

Accessible Infrastructure

Accessible
Tourism Accessibility information

Accessible information on-line

Accessible Tourism

Accessibility information
Accessible Tourism

Accessibility information
Accessible Tourism Requirements

Accessible Infrastructure

Accessible
Tourism Accessibility information

Accessible information on-line

Accessible Tourism

Accessible information on-line

http://www.godadgang.dk/gb/places/search.asp
Accessible Tourism

Accessible information on-line

https://wheelchairtravel.org/oslo-norway/
 The Accessibility Market

Disabled people want the same kind of holiday and

travel experiences as everyone else!

“When you are disabled,

all tourism is adventure tourism”

Scott Rains
www.rollingrains.com
 Accessible Tourism
PARAGLIDING IN PORTUGAL....
 Accessible Tourism
IRON AGE VILLAGE, CAMBRIDGESHIRE, ENGLAND....
 Accessible Tourism
LAZING IN MEXICO....
 Accessible Tourism
Professor Stephen Hawking experiences weightlessness with Zero G Corporation, USA
 Promoting your business
Social Media
There are many blogs written by disabled travellers, Social media outlets
which could give you an opportunity to provide are valued for
information and advice (as long as you clearly identify providing advice and
yourself and your business as the source). help. You would quickly
Example of a blog written by a wheelchair user based in lose all trust if you just
South East England. It was used by VisitBrighton used them to promote
recently to promote accessible holidays: your company.
@WheelTravelBlog
Promoting your business
 Promoting your business
Faceboook, Twitter
Youtube, Pinterest
Facebook is often more closed and
used between friends. However,
many companies and organisations
have a Facebook page, finding it a
useful platform to receive customer
feedback and promote their latest
news.
CREATE COMMUNITY AND
SHARE HIGH IMPACT CONTENT
Twitter is used by disabled travellers
in two ways. One is to follow key
tweeters (bloggers, magazines etc.)
and obtain relevant information. The
second way is to build up a following
of likeminded people, share
information, and when necessary
ask a question from your community.
HAVE PUBLIC CONVERSATION
AND ALSO DEAL WITH NOW
 Promoting your business
Disabled people tend to be enthusiastic
Mobile Media mobile phone users and while there are
and apps few disability specific apps as yet, disabled
people are simply using many of the
mainstream ones in an inclusive way.
The user is able to ‘check in’ and
share their visit with their social
media following and users can Disabled people download apps for blogs,
magazines and news sites, so if you can
leave a comment on the get yourself published or listed by the
accessibility of a place. There is publishers of these sites then you will find
yourself on their apps too.
not an accessibility category as
yet, but even without it the site is
likely to become well used by
disabled people.
Virtual Reality
 Robots

• Lack emotion

• No personal
touch

• Missing nuances
of irony or
sarcasm

https://www.youtube.com/watch?v=8aRVIEUVSh4
 Robots

• More efficient

• Have greater
data retention
and recall

• Never tire

• Speak multiple
languages

http://www.h-n-h.jp/en/concept/
The KLM Care-E trolley

https://edition.cnn.com/travel/article/klm-airport-robot/index.html
https://www.youtube.com/watch?v=_Hio_YN77EE
Destinations / Tourism Supply
•To enhance their CSR profile
•To reach a wider audience
Why?
•To promote inclusion
•To support local economies (i.e addressing seasonality)
•.......

•User generated content

•Photos/maps/blogs/forums
•Recommendation systems
How? •Wifi, Bluetooth, LBS (Keen guides)
•Content integration
•Streamlined with generic content
•User profiling/personalisation/intelligent agents
•CRM / user profile feeds
•AR/VR
•Robots
•.......
 Conclusion

“The only disability in life is a bad attitude.”

Scott Hamilton
 Tutorial activity

Find at least two good practice accessible tourism examples.

You should include a brief description, a screenshot and the source

They can be from:

- Any sector (tourism, hospitality, events)
- Meeting any requirement (infrastructure, information, online)

Please post your findings on the discussion board.