At our recent conference, Tourism Together 2025, we had the privilege of hearing from Martin Heng, Lonely Planet’s former Accessible Travel Manager and Editorial Adviser.
His session on inclusive travel experiences was a must-attend session, and his talk shed light on the real needs and priorities of disabled travellers – a market segment worth $6.8 billion dollars according to the 2023 June quarter Austrade report.
During his session, Martin referenced a poll conducted on behalf of the Valuable 500 – a global collective of companies and partners working together to end disability exclusion – which asked the question: What’s important to a disabled traveller?
While infrastructure and physical access are crucial elements in making a traveller feel welcomed, the poll confirmed that what truly shapes an enjoyable travel experience starts with something that costs nothing: good customer service.
Here are the top things disabled travellers say make the biggest difference in their experience:
1. Being treated with Kindness and respect (52.6%)
The number one thing disabled travellers value most? Simply being treated with kindness and respect. This is a reminder that accessibility isn’t just about ramps and wheelchair-friendly bathrooms (though those are important, too!), it’s about understanding and empathy. A warm welcome and a willingness to assist can make all the difference.
2. Staff who understand my needs (43.2%)
A friendly attitude is great but pairing it with knowledge is even better. Almost half of travellers polled say they appreciate staff who understand their needs. This doesn’t mean that you need to memorise every accessibility requirement – it just means being aware, willing to listen, and knowing how to assist in a way that’s helpful and not intrusive.
3. More access information on websites (30.4%)
Use accessibility as a marketing tool – create a page on your website and outline everything you have available as well as everything that you don’t have. Travellers with accessibility needs don’t just want to know what’s available – they also want to know what isn’t. If your venue has limitations, just be upfront about it. Clear pictures of rooms, of your entry, and bathrooms go a very long way.
4. Lamented a lack of contact information for accessibility questions (39.8%)
Adding to the above point – there is nothing more frustrating than searching a website for accessibility info and finding…nothing. Nearly 40% of travellers polled say they struggled to find contact details for accessibility enquiries. A simple fix? Put a dedicated email or phone number where travellers can ask about their specific needs before they arrive.
Want to learn more? Check out our Destination Accessible Toolkit by clicking here. Tourism Research Australia also has a great report on Travellers with accessibility needs in Australia that you can take a look at here.
