Inclusive TourismThe Most Under Serviced Sector in Travel

Accessibility Marketing GuideWhy and How to present accessibility information and attract the Inclusive

Tourism market.

About TravabilityTravability was formed in 2007 by Bill Forrester and Deborah Davis. We are members of SATH (Society for Accessible Travel and Hospitality), ENAT (European Network for Accessible Tourism) and Tour Watch the world incubator for Accessible Tourism. We are acknowledged as global thought leaders on inclusive tourism and the economic impact the sector will have on the travel industry over the next ten years.We have presented at international forums including:

SATH World Congresses in 2009 and 2011•Inaugural Access Tourism New Zealand Conference in October •2010

Bill ForresterBill was born and raised in Melbourne, Australia. Bill has a Bachelor of Commerce from the University of Melbourne and spent most of his working life in the corporatefieldinbothfinancialandoperationroles.He specialised in corporate and cultural change, and has extensive experience in facility management, major project delivery, stakeholder relations and corporate training programs. He has worked in the private, mutual, and government sectors. Several years ago he left the corporate world and bought three retail travel agencies in Melbourne to pursue his love of travel.Recognising that there was a lack of information of accessible tourism facilities, three years ago, Bill formed Travability with a mission to change the way the tourist industry viewed travellers with disabilities and the way accessible information was made available.

Contact Bill on 61 4 1769 0533 or bill@travability.travel

Deborah DavisDeborah was born and raised in Maryland and moved to Miami in 1984. She was involved in a car accident at the age of 18 sustaining a C6/7 spinal cord injury resulting in incomplete quadriplegia. Deborah has a Bachelor of Business Administration from the University of Miami and has had a successfulcareerinthemedicalsalesfieldandwasthe Director of Abilities Florida. She has extensive

experience in developing and conducting training programs on disability awareness and the seamless inclusion of accessible facilities. She has a wealth of experience in marketing. She is well travelled and enjoys the thrill of discovering new places. As an active and accomplished individual she is passionate about our dream of making the world accessible to all.

Contact Deborah at abildavis@aol.co

www.travability.travel

Our ServicesTraining ServicesTravability is committed to the accessible tourism sector. Our vision is to make the world accessible to all. We offer full training services for both front line staff and management in the needs and requirements of of the disabled community. Further we offer cultural change courses on the concept of inclusivity not just accessibility.

Marketing ServicesWe can help develop the basic information requirements and presentationtoallowyourfacilitiestobeidentifiedandenjoyed.We have developed a self assessment guide and improvement manual, that can be tailored to your establishment.We can develop your marketing material including photo shoots or images from our stock library.

Property Audits and Universal DesignCompliance with design standards is only a starting point in making a facility truly inclusive. We have a principle that good inclusive design should just blend in. Universal Design is an evolving thing centering around making as much of a facility as possible usable by all. Our audits concentrate on making improvements to things not directly covered by the design standards.It is often surprising just how easily, and often inexpensively, a non accessible venue can be made inclusive.

Resort Development and Design ReviewIn addition to just incorporating legislative design requirements for access we can review your project to ensure that inclusion is incorporated into the entire concept based on the 7 principles of Universal Design

Contact UsBill ForresterPhone: 0417 690 533Email: bill@travability.info

Deborah DavisEmail abildavis@aol.com

Web: www.travability.travel

Travability

Travability

Travability

Prepared by Travability Pty. Ltd.www.travability.travel

What is Inclusive Tourism?All sorts of terms have been used to describe this growing market from Barrier Free Tourism in the United Kingdom, Accessible Tourism in Australia, Access Tourism in New Zealand. All of those terms have their foundations based on the physical term of “access” More often than not those expressions also have a narrow interpretation as people think of them applying only to travelers with a mobility related disability.More correctly what we are describing in talking about Inclusive Tourism is an environment where people of all abilities are felt welcome and wanted as customers and guests.

Market SizeForthefirsttimeInclusiveTourismisbeingregardedasaneconomicmarket driven by the retirement of the baby boomer sector. Inclusive Tourism is already a major tourism sector with Australian research putting its value at 11% of the total industry market share. US research by McKinsey & Company predicts that by 2015, the baby boomer generation will command almost 60 percent of net U.S. wealth and 40 percent of spending. In many categories, like travel, boomers will represent over 50 percent of consumption. The impact ontheInclusiveTravelsectorissignificantasover40%ofthemwillbe retiring with some form of disability, raising the total value of the Inclusive Tourism sector to over 25% of the market by 2020.

There are myths in the marketplace that suggest that people with a disability travel far less than the general population, however, the 2008 Australian National Visitor Survey estimated the following:

Some 88% of people with disability take a holiday each year that •accounted for some 8.2 million overnight trips.The average travel group size for people with a disability is 2.8 •people for a domestic overnight trip and 3.4 for a day trip.There is a myth that the inclusive tourism market does not •spend because of economic circumstance. That is false as it is a significantproportionofeachtravelmarketsegment.They travel on a level comparable with the general population •for domestic overnight and day trips.The total tourism expenditure attributable to the group is $8bn •per year or 11% of overall tourism expenditure.

“American adults with disabilities or reduced mobility currently spend an average of $13. 6 billion a year on travel. Creating accessible cruise ships, accessible ship terminals, accessible ground transportation, and accessible tourist destinations is not charity. It is just good business.”

Dr Scott Rains. a US expert on disability issues

Enhance your Utilisation by providing the right informationThe Victorian Competition and EfficiencyCommission’sdraftreport on the barriers facing Victorian Tourism expressed some concern over the cost and lack of utilisation of accessible rooms. A review of the accessibility requirements, however, argued business could address this low use of accessible rooms by more carefully designing accessible rooms, educating staff and better marketing to older people as well as people with a disability.

Key elements are:Don’tassumealldisabilitiesarethesame•Don’thidetheinformation,putitwheretherestofthefacility•information is. Bookings are often made by friends, family or employers. Headings such as “special facilities” or “compliance requirements” are meaningless and demeaning.Provide enough detail•Use photographs of your accessible facilities•Include people with a disability in your general marketing and •imagery

Examples of Critical Inclusive Information

Entrance Ramped or level access•Door Width•Type of door: Automatic, Manual, •Manual with doorman

Lift Door width•Depth•Width•Control height, braille•Audiofloorannouncements•

Guest Rooms with Facilities

Door width•Type of beds available•Largest free space at side of bed•Height of bed•Clear space under bed•Height of desk•Clear space under desk •Clothes rail height in wardrobe•Light switch next to the bed•

Paths of access There is level or ramped access in •the hotel to the swimming pool, parking and restaurantPool lift availability•Garden or connecting paths: width •and surface

En-suite Bathroom Door width •Roll in shower•Wall mounted shower seat •provided: or, a free standing chair is available upon requestShower handrail •Remote shower head•

Toilet Toilet height •Widest clear space next to Toilet •Clear space in front of Toilet•Handrail: Fixed, position•Sink height •Clear space under sink •Heightfromthefloortothebase•of the mirror

Dining and Bars Accessible entry•Clear path to tables•Tables, including outdoor •settings accommodate roll under wheelchairWC facilities•Choice of table locations and sizes•Servery is accessible from •wheelchair height Braille or large print menus•Food is available pre-cut•Dietary restrictions catered for•Accesstodancefloor•

This is by no means an exhaustive list but it serves to indicate the level of detail required by a person with a disability to make an informed decision as to whether or not a facility is suitable for their needs.

It offers an opportunity to develop products to service one of the fastest growing and loyal market segments in tourism.

Inclusive Tourism is no longer a disability rights issue,it is an economic imperative.