A Conversation with James Dixon-Box MIH, Hotel Director at Marsham Court Hotel and UK Government Disability and Access Ambassador.
At the Marsham Court Hotel in Bournemouth, accessibility is more than a policy. It is a culture. As a multi-award-winning venue and a leader in inclusive tourism, the hotel serves as a blueprint for the wider industry. We sat down with James Dixon-Box to discuss why hospitality must move faster to bridge the "confidence gap" and how WelcoMe helps empower both the guests and the staff.
Q: From the perspective of a leader in inclusive hospitality, why is it so vital for businesses to truly prioritise disability service provision?
James Dixon-Box: In basic terms, ensuring that you can deliver a fantastic customer experience is simply the right thing to do. Many adjustments can be made within a venue that don't cost a huge amount and just take a little thought; these adjustments should be in place at every venue.
Beyond the human aspect, it makes good business sense. More than 1 in 5 people in the UK has a disability. By not making adjustments, you are not only excluding them, but also their friends and family. No business in our industry can afford to ignore more than 20% of the population. Recent studies have shown that the disabled community has a serious lack of confidence in our industry. During a time when businesses are struggling with rising costs, we must come together to show that we can give everyone the amazing service they deserve.
Q: How does having a platform like WelcoMe help your team ensure the hotel remains a seamless environment for everyone?
James: Information is power. Having as much information on a customer's preferences or needs before they arrive is paramount. This is why restaurants ask about allergies at the point of booking, or why hotels keep records of returning guests' preferences.
Having a way for a guest to discreetly let the hotel know their needs before arrival ensures that we can be prepared. It gives guests the opportunity to answer questions that our team may not even think to ask. We can't ask every guest about every possible adjustment, but with WelcoMe, we can put that power back into the guest's hands.
Q: How has the partnership helped embed a culture of inclusion within your team?
James: WelcoMe gives the team the power to teach themselves about specific disabilities with links to useful information and training tools. With tools like this in place, learning about accessibility is embedded in our culture. It is such a normal part of our everyday work that there is little need for regular training courses, which can be costly and time-consuming. Accessibility and inclusion are simply part of our everyday life at Marsham Court.
Q: What would you say to a traveller who is hesitant to book a stay due to their accessibility requirements?
James: WelcoMe is about empowering you to ensure you have what you want. It is about giving you confidence in your visit before you arrive, which can be one of the biggest hurdles. Accessible travel is often a stressful prospect; by using a tool like this, we can relieve a lot of that stress.
I also want to emphasise confidentiality. Your communications through WelcoMe are kept private and treated with dignity and respect. You can share as much or as little as you like to ensure the correct things are in place. There is no pressure — we are simply here to make your stay fantastic.
"No business in our industry can afford to ignore more than 20% of the population."
— James Dixon-Box, Hotel Director, Marsham Court Hotel & UK Government Disability and Access Ambassador
Thank you so much James. It is a pleasure working with you and supporting you and your team to deliver the very best in hospitality.
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