Tui sees significant rise in bookings from travelers with accessibility needs

In the UK, the demand for holiday bookings by people with accessibility needs has dramatically increased, with Tui reporting a 125% rise compared to 2019 levels. This surge, which continued into 2024, highlights the growing awareness of the need for inclusive travel and showcases the potential of this often-overlooked market segment. Tui attributed this increase to several proactive measures implemented to enhance the travel experience for customers requiring additional support. These measures include the creation of accessibility hotel guides, extensive staff training, and improvements in their booking systems, making the process more accommodating for travelers with disabilities. The inclusion strategy has also been backed by Tui’s accessibility manager, Marina Snellenberg, who emphasized the financial benefits of catering to customers with access needs. According to her, these customers tend to spend more, travel more frequently, stay for extended periods, book their trips earlier, and travel in larger groups compared to those without accessibility needs. This changing landscape in holiday preparations reflects a broader societal shift towards inclusivity and recognizes that people with disabilities or health conditions are integral to the travel industry. Additionally, Tui’s efforts address a notable demographic - nearly a quarter of the UK population lives with at least one disability or long-term health condition, many of whom were not born disabled. With life changes leading to new requirements for accessibility, Tui’s adapted strategy ensures that they retain these customers who may have previously traveled without any needs for additional support. The company's dedication to accessibility is now recognized not just as a practice of social responsibility but as a smart business model. Training programs, resource allocations, and consultations with experts have allowed Tui to provide significant assistance in various ways. These include staff training at kids' clubs, access to British Sign Language interpreters, and a dedicated assisted travel team aimed at streamlining inquiries and reservations for those with specific needs. Tui's dedication to creating user-friendly guides for their most popular hotels ensures travelers receive pertinent information ahead of their journeys, enabling them to make informed decisions that cater to their accessibility needs. Despite these advancements, challenges remain. Recent reports from the Civil Aviation Authority indicated that several UK airports still require improvement in their accessibility services, underscoring the need for ongoing efforts in this area.