73% of disabled people want to explore the world—and yet only 36% took a flight in the past year, due to distrust and lack of accessibility in the industry.
In 2024, TUI set out to redefine the holiday experience, creating an inclusive, accessible environment that builds real connections with disabled travellers and fosters confidence in travel planning. Our goal was to bring this to life through authentic, real-world experiences shared by diverse creators.
We partnered with six creators across various travel styles: family escapes, romantic retreats, and friendly getaways.
These creators, each with their own needs and perspectives, crafted engaging, vlog-style content to demonstrate TUI’s accessible offerings.
The focus was on candid, joyful travel experiences, highlighting accessible accommodations, activities, and tools to build comfort and excitement – in a way that felt authentic to our creators.
First-Class Results
The response was overwhelmingly positive, with the campaign amassing over 6.3 million organic impressions and more than 57,000 engagements. Comments from engaged viewers detailed the excitement and appreciation for genuine representation and accessibility options, sparking conversations and shared experiences.
Our creators were inspired to post additional content, adding 97 pieces of user-generated content to our campaign. With a total engagement rate of 4.34%, the campaign resonated, driving deeper brand affinity and setting the stage for continued dialogue around accessible travel.
