24
Apr 2023
Ask the industry to do more to realize the $3.3 billion potential in the accessible travel market
Published in News on April 24, 2023
![Ask the industry to do more to realize the $3.3 billion potential in the accessible travel market Ashley Morton didn't let being a paraplegic stop her and her family from travelling frequently.
"Before COVID-19, there was a lot of travelling abroad, but since then, we've been a little closer to home," said the mother of two.
But Mrs Morton had a frustrating row about inaccessible accommodation.
"Anybody can go on a website and book a room and know they'll be able to use the bathroom and toilet," he said.
"Whereas I have to spend 10x more time researching and making sure the property meets my needs when I'm looking for accommodation.
"I'm sure many other people with a disability have got a horror story when it comes to travelling of being told that a property would meet their needs, only to turn up and the property doesn't meet their needs."
Ms Morton wants to change the tourism and accommodation industry to better reflect the accessibility needs of Australians with disability.
"People with disabilities do love travelling just as much as everyone else," she said.
"And if you don't see people with disabilities at your accommodation, that's more than likely a case of them not feeling welcome."
A booming industry
About a million Australians live with some form of disability, and they count for around 17 per cent of total tourism revenue.
This works out to be about $3.3 billion annually, and is the fastest-growing travel sector in the country, according to research published by Accessible Accommodation and Spinal Cord Injury Australia (SCIA).
This is not to mention the increasing number of people 65 and over who are also keen travellers and may have accessibility needs.
But Accessible Accommodation's Kerry Williams said many Australian hotels still fall short in offering truly accessible and comfortable accommodation for people with disabilities or access needs travellers.
"While Australian hotels offering accessible accommodation are required to adhere to regulations to advertise as accessible, this doesn't necessarily translate to guest comfort for those living with a disability," Ms Williams said.
Being part of the solution
Accessible Accommodation and SCIA have launched a new online training program designed to "help accommodation providers feel confident in their offerings for providing accessible rooms and facilities and welcoming guests with accessibility needs".
Among the organisations that have already taken part in the program is Kew-based Aligned Corporate Residences (ACR).
The General Manager of ACR, Nu Nizam, said he wants to advocate for accessible accommodation and gained a lot of valuable insight from the program. “The training was very helpful [because] it showed real stories of people with disabilities,” Nizam said.
"We just have to assemble and deliver."
Gentlemen Nizam said he wants to encourage more travel and accommodation services to take into account the needs of travellers with disabilities.
"It was a real draw," he said, "and it was a great opportunity."
"[It's] something we should all accept: We shouldn't treat [disabled people] any differently."
It's a good business idea
Gentlemen Nizam said some businesses are concerned about the cost of implementing modifications to meet the accessibility needs of their residential properties.
"[But] most of these mods are free [or] very cheap, which makes a big difference for those who stay," he said.
"Hotels will have their strategies in place or think about revenue [but] … you've got to treat the accessible accommodation, or people with specific abilities or disabilities, as a particular segment, a revenue-generating segment."
Ballarat Regional Tourism chair Paul Martino said there was plenty of unrealised potential for industry stakeholders when it came to providing accessible tourism options for guests.
"There's no question there's a large market, and there's no question that it's potentially one of the most untapped markets," he said.
"There's a real opportunity to grow our tourism market and visitor economy and to market these spaces."
Mr Martino urged accommodation providers to be mindful of the fact the Commonwealth Games would be returning to Australia in three years' time.
"I think there's an expectation around the world that we are providing these sorts of services," he said.
"It's not an optional service, It's an expectation."
Ms Morton said it was in the interests of accommodation providers to think about people like her. “We are a well-connected group of people, and we speak as a community,” he said.
“The most important thing real estate can do for people with disabilities is to provide them with the information they need to decide for themselves whether or not their offer is right for them.
"It's in the housing provider's interest to do something small to cater for disabled customers because, yes, they will come back."](https://c3eeedc15c0611d84c18-6d9497f165d09befa49b878e755ba3c4.ssl.cf4.rackcdn.com/photos/blogs/article-385-1682336775.jpg) 
                                                            Ashley Morton didn't let being a paraplegic stop her and her family from travelling frequently.
"Before COVID-19, there was a lot of travelling abroad, but since then, we've been a little closer to home," said the mother of two.
But Mrs Morton had a frustrating row about inaccessible accommodation.
"Anybody can go on a website and book a room and know they'll be able to use the bathroom and toilet," he said.
"Whereas I have to spend 10x more time researching and making sure the property meets my needs when I'm looking for accommodation.
"I'm sure many other people with a disability have got a horror story when it comes to travelling of being told that a property would meet their needs, only to turn up and the property doesn't meet their needs."
Ms Morton wants to change the tourism and accommodation industry to better reflect the accessibility needs of Australians with disability.
"People with disabilities do love travelling just as much as everyone else," she said.
"And if you don't see people with disabilities at your accommodation, that's more than likely a case of them not feeling welcome."
A booming industry
About a million Australians live with some form of disability, and they count for around 17 per cent of total tourism revenue.
This works out to be about $3.3 billion annually, and is the fastest-growing travel sector in the country, according to research published by Accessible Accommodation and Spinal Cord Injury Australia (SCIA).
This is not to mention the increasing number of people 65 and over who are also keen travellers and may have accessibility needs.
But Accessible Accommodation's Kerry Williams said many Australian hotels still fall short in offering truly accessible and comfortable accommodation for people with disabilities or access needs travellers.
"While Australian hotels offering accessible accommodation are required to adhere to regulations to advertise as accessible, this doesn't necessarily translate to guest comfort for those living with a disability," Ms Williams said.
Being part of the solution
Accessible Accommodation and SCIA have launched a new online training program designed to "help accommodation providers feel confident in their offerings for providing accessible rooms and facilities and welcoming guests with accessibility needs".
Among the organisations that have already taken part in the program is Kew-based Aligned Corporate Residences (ACR).
The General Manager of ACR, Nu Nizam, said he wants to advocate for accessible accommodation and gained a lot of valuable insight from the program. “The training was very helpful [because] it showed real stories of people with disabilities,” Nizam said.
"We just have to assemble and deliver."
Gentlemen Nizam said he wants to encourage more travel and accommodation services to take into account the needs of travellers with disabilities.
"It was a real draw," he said, "and it was a great opportunity."
"[It's] something we should all accept: We shouldn't treat [disabled people] any differently."
It's a good business idea
Gentlemen Nizam said some businesses are concerned about the cost of implementing modifications to meet the accessibility needs of their residential properties.
"[But] most of these mods are free [or] very cheap, which makes a big difference for those who stay," he said.
"Hotels will have their strategies in place or think about revenue [but] … you've got to treat the accessible accommodation, or people with specific abilities or disabilities, as a particular segment, a revenue-generating segment."
Ballarat Regional Tourism chair Paul Martino said there was plenty of unrealised potential for industry stakeholders when it came to providing accessible tourism options for guests.
"There's no question there's a large market, and there's no question that it's potentially one of the most untapped markets," he said.
"There's a real opportunity to grow our tourism market and visitor economy and to market these spaces."
Mr Martino urged accommodation providers to be mindful of the fact the Commonwealth Games would be returning to Australia in three years' time.
"I think there's an expectation around the world that we are providing these sorts of services," he said.
"It's not an optional service, It's an expectation."
Ms Morton said it was in the interests of accommodation providers to think about people like her. “We are a well-connected group of people, and we speak as a community,” he said.
“The most important thing real estate can do for people with disabilities is to provide them with the information they need to decide for themselves whether or not their offer is right for them.
"It's in the housing provider's interest to do something small to cater for disabled customers because, yes, they will come back."
 
                                                                                     
                                                                                     
                                                                                     
                                                                                     
                                                                                     
                                                                                     
                                                                                     
                                                                                    ![“Surprise Noises Can Feel Like Pain”: New Airport Rule Eases Travel for Autistic Passengers Emma Beardsley once dreaded going through airport security. “I used to panic every time they made me take my headphones off at security,” she recalls. “The noise and the unpredictability can be overwhelming.” Now, thanks to a new policy allowing noise-cancelling headphones to remain on during security checks, Beardsley says she can “travel more confidently and safely.”
In Australia, one in four people lives with a disability, yet the travel system has often failed to accommodate varied needs. Autism-inclusion advocates at Aspect Autism Friendly have welcomed the government’s updated guidelines that let autistic travellers keep their noise-reducing headphones on during screening, calling it a “major step” toward more accessible air travel.
Dr Tom Tutton, head of Aspect Autism Friendly, emphasises the significance of travel in people’s lives: it connects them with family, supports work and learning, and offers new experiences. But he notes the typical airport environment can be especially intense for autistic travellers:
“Airports are busy, noisy, random and quite confusing places … you’ve got renovations, food courts, blenders, coffee grinders, trolleys clattering … and constant security announcements. It’s really, really overwhelming.”
“What might be an irritation for me is something that would absolutely destroy my colleague [who has autism]. Surprise noises of a certain tone or volume can genuinely be experienced as painful.”
Under the new policy — now published on the Australian Government’s Department of Home Affairs website — passengers who rely on noise-cancelling headphones as a disability support may request to wear them through body scanners. The headphones may undergo secondary inspection instead of being forcibly removed.
Dr Tutton describes this adjustment as small in procedure but huge in impact: it removes a key point of sensory distress at a critical moment in the journey. Aspect Autism Friendly is collaborating with airports to ensure that all security staff are informed of the change.
For many autistic travellers, headphones aren’t just optional — they are essential to navigating loud, unpredictable environments. Until now, being required to remove them during security has caused distress or even deterred travel.
Aspect Autism Friendly also works directly with airports, offering staff training, autism-friendly audits, visual stories, sensory maps, and other accommodations. Their prior collaborations include autism-friendly initiatives with Qantas. Dr Tutton notes:
“Airports have become this big focus for us of trying to make that little bit of travel easier and better.”
He advises people planning trips for travellers with disabilities to consult airport websites ahead of time. Some airports already offer quiet rooms or sensory zones — Adelaide, for instance, provides spaces where travellers can step away from the noise and regroup before boarding.
Beyond helping autistic individuals, Dr Tutton believes that more accessible airports benefit everyone. “These supports help lots of other people too,” he says. “When people are more patient, kind and supportive, the benefits flow to everyone. We all prefer environments that are well-structured, sensory-friendly, predictable and easy to navigate.”](https://c3eeedc15c0611d84c18-6d9497f165d09befa49b878e755ba3c4.ssl.cf4.rackcdn.com/photos/blogs/article-1061-1759742013.jpg) 
                                                                                    