We all travel. And we all know how the travel industry plays a pivotal role in connecting people from diverse backgrounds and cultures. However, for travel to truly be transformative and inclusive, it must prioritise accessibility, diversity, and inclusion at its core. Prioritising accessibility fosters a more inclusive and welcoming environment, benefiting both brand reputation and consumer satisfaction. This blog explores why this is crucial for all businesses in the travel sector (from hotels to airlines, travel insurance companies to travel agents) and how getting it right can benefit everyone.
The Importance of Inclusivity and Diversity in the Travel Industry
Travel connects us, offering a glimpse into diverse cultures and experiences. For the travel industry, embracing inclusivity and diversity isn’t just a regulatory duty; it’s a cornerstone of customer satisfaction and business growth. When all travellers, regardless of their background, disability, race, sexuality, see themselves reflected in the offerings and campaigns of travel brands, it fosters a genuine sense of belonging and boosts customer engagement.
Incorporating diverse needs—whether ensuring halal or kosher food options, providing prayer spaces, or accommodating wheelchairs and service animals—makes travel more accessible and enjoyable for everyone. These efforts not only broaden the industry’s reach but also enhance its reputation, making brands stand out as inclusive leaders.
Moreover, promoting an inclusive environment enriches everyone’s travel experience. It encourages an exploration of new perspectives and fosters mutual respect among travellers from different walks of life. By facilitating and celebrating this cultural exchange, the travel industry can break down barriers and unite people across the globe.
Ultimately, prioritising diversity and inclusion isn’t just good practice—it’s a strategic advantage. It leads to innovative solutions that cater to a wider audience and strengthens the ties between brands and their consumers. For the travel industry, committed to making every journey unforgettable, inclusion means welcoming everyone into the story of travel.
Current State of Inclusivity and Diversity in the Travel Industry
While progress has been made in recent years, the travel industry still faces significant challenges in achieving true inclusivity and diversity. Many destinations, accommodations, and transportation services remain inaccessible to people with disabilities, as highlighted by Joe Logue’s article detailing his airline experience.
Similarly, Content Creator and Disabled Traveller Jennie Berry’s experience of having to crawl to a plane’s toilet due to the absence of a suitable wheelchair underlines the persistent obstacles in accessibility. Her story, which gained millions of views, prompted the airline to implement necessary adjustments, showcasing both the power of advocacy and the urgent need for systemic change.
However, the scope of inclusivity extends beyond disability. Many travellers also face barriers due to their race, religion, or dietary restrictions. For example, travellers of certain faiths often struggle to find suitable prayer facilities or meal options that adhere to religious dietary laws while on the road. Furthermore, racial profiling and implicit biases can tarnish the travel experiences of many, making it clear that the industry must strive to cultivate an environment where all travellers feel genuinely welcomed and valued.
These challenges highlight a critical need for the travel industry to adopt a more comprehensive approach to diversity and inclusion—one that encompasses all aspects of identity and experience. By doing so, the industry can not only improve service and satisfaction but also position itself as a leader in global inclusivity.
Current Challenges to True Inclusivity, Diversity, and Accessibility Within Travel
The journey towards true inclusivity, diversity, and accessibility within the travel industry is hindered by several persistent challenges. These include a lack of representation in marketing, inadequate accessibility features, and cultural barriers that prevent meaningful engagement across diverse groups.
Challenges Faced by Customers
Travellers often face numerous barriers that diminish their experiences. People with disabilities may find accommodations and attractions inaccessible, while others may feel alienated by marketing materials that fail to reflect their race, age, or cultural backgrounds. This lack of representation can discourage potential customers, making them feel unwelcome or concerned about facing discrimination and logistical obstacles during their travels.
Challenges Faced by Brands and Businesses
Despite a growing awareness of the need for inclusivity, many travel brands still struggle to implement effective diversity and accessibility initiatives. Challenges such as outdated policies, constrained resources, and institutional resistance to change continue to impede progress. Additionally, even well-intentioned efforts can fall short if they are not communicated effectively. Brands that fail to promote their inclusive policies and facilities may inadvertently turn away the very customers they aim to attract.
Effective communication and visible representation are critical. Brands must not only adopt inclusive practices but also actively showcase these initiatives to build trust and inform potential customers of their commitment to accessibility for all.
The Business Case for Diverse and Inclusive Travel
Beyond the moral imperative, there is a compelling business case for prioritising diversity, inclusion and accessibility in the travel industry. Research shows that diverse and inclusive companies outperform their competitors, attract a wider customer base, and foster greater innovation and creativity within their organisations. Let’s look at some stats to learn more about the business case for diverse and inclusive travel:
- 95% of disabled people are more likely to book a holiday if it were more accessible
- Disabled people spend 68% more on holidays and staycations than ever before
- 90% of disabled people said they experienced problems when booking a trip
- 9 in 10 disabled people believe there are limited accessible accommodation options in the UK
And let’s not forget the shocking £274 billion that disabled customers and their families spend each year in the UK alone. Is your company missing out on this untapped market?
What Brands and Businesses Can Do to Improve Inclusivity and Diversity in the Industry
Fortunately, there are a lot of things that brands can do to become more inclusive and accessible to their customers, both internally and externally.
DE&I Training:
The best way to make sure you’re doing the right things when it comes to DEI, is provide a good training session to your team. Providing comprehensive training for staff helps raise awareness of unconscious bias, cultural sensitivity, and inclusive practices. It would make your team feel more confident around all things inclusion and disability.
Inclusive Marketing:
Ensuring that marketing campaigns represent diverse demographics and showcase a range of cultural perspectives and experiences is essential. You can do this by casting a diverse group of people for your ad, or by creating a truly inclusive influencer campaign featuring disabled and non-disabled creators that match your brand.
Get Customer Feedback:
Actively seek feedback from customers from diverse backgrounds to identify areas for improvement and better meet their needs. There’s no point assuming what your customers might need, that would cause biases and, probably, lots of unwanted mistakes and backlash. Instead, work with the community and get feedback from your customers on what they want and need from your brand.
Audit Services and Company Structure:
Another great thing brands could do is to conduct regular audits to assess the accessibility of facilities, services, and digital platforms,, and make necessary adjustments to enhance inclusivity. Make sure you’re working with inclusion experts when doing this!
Review Travel Policies:
Make sure you evaluate existing policies and procedures to eliminate any discriminatory practices and create a more inclusive environment for both employees and customers.
Travel Brands Getting It Right
There are loads of brands and businesses making some great changes in the inclusion and accessibility space. These are some examples:
- Airbnb: Airbnb has implemented various initiatives to promote inclusion and diversity, including the creation of diversity teams within the company. They have also introduced features to improve accessibility for travellers with disabilities, such as filters for accessible accommodations and partnerships with organisations like Accomable (founded by our Co-Founder Martyn Sibley!) to expand their inventory of accessible listings.
- Virgin Voyages: Virgin Voyages, Richard Branson’s cruise line, has made inclusivity a cornerstone of its brand identity. They have implemented policies to ensure LGBTQ+ inclusivity and gender-neutral language onboard their ships. Additionally, their vessels are designed with accessibility in mind, featuring wheelchair-accessible cabins and amenities for travellers with disabilities.
- Avanti West Coast: Avanti is always looking to engage with their disabled customers. We worked with their team on an influencer marketing campaign to raise awareness of accessible rail travel, a very easy way to connect with the community!
- Marriott International: Marriott International has implemented accessibility features across its global portfolio of hotels, ensuring that guests with disabilities have equal access to accommodations and facilities. They offer accessible room options with features like roll-in showers, grab bars, and visual alarms, and provide training for staff to support guests with disabilities.
Conclusion
Embracing accessibility, diversity, and inclusion is not only the right thing to do but also makes good business sense for the travel industry. By addressing the challenges and implementing proactive measures, brands can create more welcoming and inclusive environments that enrich the travel experience for everyone.
Ready to take your travel brand to new heights of inclusivity and diversity? Contact Purple Goat today to learn how we can help you develop impactful inclusive strategies that resonate with your audience and drive business success.
