NEWS


When I first realised that around one in five Brits are disabled, the commercial


opportunity became glaringly obvious. Add to that the realities of an ageing


population and it’s clear: most of us are going to experience disability at some point in our lives – and we’re still going to want to travel. This isn’t a niche market, it’s mainstream. We’ve seen it directly at Ocean Holidays since


Harry Hastings CO-FOUNDER, OCEAN HOLIDAYS


Offering a truly inclusive service makes our sector better overall


launching our accessibility programme in 2022, which covers both visible and hidden disabilities equally. Since then, our conversion rates for disabled travellers have quadrupled, repeat booking rates have doubled, and growth in this segment is compounding at over 50% a year. When you make holidays accessible, you unlock


a motivated customer base that wants to spend and will likely return. This isn’t just about doing the right thing – it’s also about smart business. In a world of evolving


technologies, this is an opportunity for travel agents and businesses to deliver something that technology can’t: a service that is personal, bespoke and built on trust. When we talk about


sexuality, ethnicity, religion, nationality or any other factor that can shape their travel experience. Disability inclusion in travel isn’t just about one


group – it can be a gateway to learning how we can be a more united, human-centred industry overall.


Gap in the market When we first planned and launched our accessibility programme at Ocean Holidays, it was before my son Rudy was born with a profoundly complex rare genetic condition. We knew there was a gap in the market. What I didn’t know then was just how personal the journey would become. As the parent of a disabled child, I’ve now


DEI, aspects of the language have become charged and divisive for some. But at its core, being inclusive is something that unites us. In the travel industry, which by its very nature is global, the opportunity to bring people together across differences is woven into what we do every day.


“Inclusion is about listening, learning and building bonds with the people you serve – benevolent capitalism at its best”


seen how tough it can be to plan a trip. But here’s the thing: families like mine don’t expect a travel company to take on every responsibility. It’s a partnership. For example, my son’s wheelchair is so important to us that I personally handle getting it safely from A to B. But our staff travel team will contact the hotel to check if the room is accessible by lift and if the kitchen minds blending his food, since Rudy is tube-fed. It’s about asking questions


early, listening and figuring out where the travel company can enhance the experience. It’s better to use the wrong


language than none at all – or to simply be curious. Of course, things go wrong, and that’s OK. We


Level of care When we rethink how we approach travel for disabled customers, it gives us the tools to rethink how we serve all customers with specific or different needs – not just those who are disabled. We, as an industry, are already responsive to


customers’ requests. We cater to those seeking a particular type of room or view. We fluently advise which resort works better for a family with children versus a young couple wanting to party. In short, we already lean into personalisation. So it’s just a case of applying that same level of care when it comes to disability – or indeed when considering someone’s


12 12 JUNE 2025


carefully measure our customer satisfaction for holidays with disabled guests and we run at around 93%, defined as a 7% complaint ratio. That might sound high compared to the typical less-than-1% complaint rate on a standard hotel package, but when we did an industry survey a few years ago we found that complaint rates in this space were as high as 49%. While perfection is impossible, progress is real, and we work every day to keep improving. Inclusion isn’t about doing everything perfectly.


It’s about showing up, listening, learning and building real partnerships with the people you serve. It can be benevolent capitalism at its best.


Read more by our guest columnists: go.travelweekly.co.uk/comment


travelweekly.co.uk


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