WTM 2022: Focus on digital and physical accessibility, experts urge

Discussing the need to improve the built environment, Robin Sheppard, president of UK-based Bespoke Hotels, urged hoteliers to be more ambitious with the design of accessible hotel rooms, and include “flair and joy”. He continued: “We need emotionally intelligent design. It’s the right thing to do, but there’s also a commercial case for it. What can you do to turn the disabled room into the most spectacular room?”

Ross Calladine, head of business support at Visit England, said destination management organisations have a “huge role” to play in driving accessible tourism, and praised the work of the tourist boards in Germany, Portugal, Spain and Flanders. 

He continued: “National tourist boards can play a leadership role. They can produce the strategy for the regional and local DMOs to help them understand what an accessible destination looks like. It’s not just a responsibility, but a huge opportunity.”

The panel agreed it was vital that travel marketing reflected those with visible and non-visible disabilities. “How can we subconsciously show that everyone is welcome in our destinations?” Calladine added.