5 reasons why inclusive tourism will be even more important in summer 2021
After the dark, isolated months of lock-down, summer 2021 presents an opportunity for us all. We will access public spaces, local businesses and local tourism with a renewed sense of curiosity and excitement.
Likely, international holidaying will not fall within 2021 COVID-19 infection control guidelines. This will encourage more local tourism and “staycationing” than in recent decades. Demographics who are most likely to holiday abroad (e.g. under 40s) are planning to stay at home.
Let's maximise the opportunity that home-ward bound travellers will present this summer. Doors in tourism and hospitality are closed for now. Many staff are furloughed. Usual income generation methods are widely unable to function. It is time to look forward and plan.
Here are 5 reasons why your plans must include accessibility. Centring your disabled customers can ensure your success, and make memories for your customers that will last a lifetime.
1) Inclusive tourism is local tourism
20% of day trips in the UK in 2018 were taken by those with an impairment and their travelling companions. 15% of domestic overnight trips in 2015 were taken by people who self-identify as disabled.
Disabled customers are a significant part of the tourist market. To ignore their needs is to ignore potential future loyal customers. It would do a disservice to the people who may have brought their custom to you pre-COVID-19.
2) The power of “The Purple Pound”
In 2018, 20% of spending on day trips was made by disabled people and their companions. In 2015, 16% of overnight travel expenditure was made by disabled customers. To fail to make provision for disabled people is to neglect more than 1-in-5 potential customers in the UK. Over 14 million people in the UK are disabled, and with over £249 billion spending power per year.
3) Disabled customers tend to spend more per trip
Invest in embracing your disabled customers and they will invest in you.
In 2018, the average spend per inbound trip was £660. Compare this to the £740 average for trips taken by disabled people and their companions. The average spend per domestic overnight trip was £191. Overnight trips taken by disabled people and their companions averaged £210 per trip.
4) Disabled tourists tend to stay for longer
As we prepare to welcome more domestic travellers, it is important to note that disabled people take more time to enjoy and adapt during trips. The average length of stay per domestic overnight trip was 2.9 nights. Disabled travellers stayed for an average of 3.3 nights. An inclusive visitor offering will return more valuable customer relationships.
5) Accessible customer experiences are better for everyone
Build inclusivity into every stage of designing a visitor experience to create a better experience for everyone. “Universal Design” concepts cater to the needs of all guests without making any customer feel singled out as “other”.
For example, consider descriptive tours. Museums, tourist attractions and galleries programme descriptive tours for people with visual impairments. The event's content encourages attendees to consider their surroundings and objects more closely. Descriptive tours often contain experiential learning that visitors would otherwise miss. Disabled and non-disabled visitors alike benefit from this experience. All visitors enjoy inclusive amenities like thoughtful signage, audio guides, mobility aids, sensory awareness amendments etc.
Take the first step to inclusion today. Explore how WelcoMe supports you to give amazing customer service and empowers your teams to be more inclusivity aware. WelcoMe creates open and discrete communication with your visitors. We remove the guesswork from understanding customers needs. Let us support you to give incredible experiences through proximity-aware inclusion tips.
Click here to find out more about how WelcoMe can help you.
Sources:
https://www.visitbritain.org/business-advice/value-purple-pound
https://wearepurple.org.uk/the-purple-pound-infographic/
https://elearningindustry.com/whole-brain-learning-to-enhance-your-learning-experiences