Business Disability Forum (BDF) has published extensive new research today (29 June) which finds that disabled co
nsumers in the UK experience limited choice and feelings of disempowerment when choosing holiday accommodation. Over 7 in 10 of respondents said that finding the information they needed was more challenging because of their disability or access needs.
‘Holiday accommodation: What disabled consumers choose to buy and why’ looks at how people choose where to eat or drink and why. Supported by Microsoft, this is one of a series of in-depth research reports which examines buying experiences of the 1 in 5 people in the UK who have a disability. The series considers purchasing experiences across seven key sectors, including hospitality.
Business Disability Forum commissioned Open Inclusion to carry out the research. Research was gathered through an online survey and focus groups via Open Inclusion’s pan disability insight community.
Holiday accommodation: Key findings
Disabled consumers who had been involved in selecting or researching holiday accommodation in the last two years (124 respondents) said that:
- Location was the most important factor (82 per cent), closely followed by details of the accommodation (75 per cent), cost (71 per cent), and ease of travel to location (70 per cent).
- 81 per cent said that disability or access needs had influenced their choice of holiday accommodation to some extent.
- 59 per cent said that their choice of holiday accommodation is limited because of their disability or access needs.
- 73 per cent said that finding the information they needed was more challenging because of their disability or access needs.
- Only 39 per cent said that they felt confident they had made the right choice of holiday accommodation.
“Holiday accommodation needs are varied. Pictures provide the best information for me to decide if the place might be accessible. [However], marketing photos are often of pretty scenery or ‘arty’ photos of a fresh pot of coffee or something similar. I am more interested in what the bathroom looks like, the front door and parking.” A disabled consumer
Urgent need for change
Diane Lightfoot, CEO, Business Disability Forum, said:
“Businesses cannot afford to overlook the needs and spending habits of disabled consumers. Yet, too often, disabled people face limited choice, increased costs, or even difficulty finding the goods and services they want and need.
“For disabled people, the need for better access to services and products has never been more urgent. Many disabled people face additional costs associated with having a disability. With living costs rising, it is more important than ever that disabled consumers have the information they need to make informed purchasing decisions and to get the best deals possible.
“Our research shows that there is plenty of good practice out there, but it can be patchy, and varies from sector to sector.”
Positive experience
In the research, disabled consumers also shared their experiences of when holiday accommodation providers had got it right.
“Purchasing a hotel room stay. Having emailed customer services, within 24 hours I had very detailed pictures of the entire room and a separate number to phone if I had any other questions.” A disabled consumer
“We bought a cruise holiday via an agency. We called the agency, the agent was brilliant, explained everything in great detail, reassured us and helped us along the way, she made a booking for us, provided info about excursions etc, she was brilliant.” A disabled consumer
Holiday accommodation: Key recommendations
Based on findings, the research recommends that holiday accommodation providers:
- Understand the types of questions that disabled consumers are likely to have about a venue.
- Provide detailed information and support at the decision-making stage, including clear and easy to find information about accessible features.
- Make sure websites are easy to navigate and accessible.
- Offer help with bookings and provide a range of ways for disabled consumers to get in touch.
- Provide information about parking and public transport, including distances from the accommodation.
To view ‘Holiday Accommodation: What disabled consumers choose to buy and why’, along with the full series of consumer reports, please visit Business Disability Forum’s Knowledge Hub.
