In our September 2023 issue, we examined how the aviation industry is dealing with improving accessibility for all travellers. Here we shine a spotlight on hotels.
Disabled toilets used as storage cupboards, access ramps leading to steps, grab rails that can’t bear any weight – these are just some of the indignities faced by those who require accessible accommodation.
At its core, accessibility is a commitment to inclusivity, creating an environment where everyone feels welcomed, and where facilities and services can be used by all individuals.
It’s a sentiment that should be at the heart of hospitality, not to mention it’s enshrined by law – the Equality Act 2010 sets out obligations for hoteliers (and all businesses) to make reasonable adjustments to cater for disabled individuals, which includes the provision of accessible rooms and bathroom facilities.
And yet, finding appropriate accommodation can still be a huge challenge for large swathes of the population – 1.3 billion people are classified as disabled by the World Health Organisation, with around 16 million people in the UK alone.
“The problem is, if you’re disabled, it’s not one size fits all,” says Fiona Jarvis, CEO of Blue Badge Style, an organisation that promotes inclusion in hospitality. “It’s no good hotels saying ‘we’re accessible’ or having the wheelchair symbol, because it doesn’t mean anything to anyone really,” she adds. “One person might be ambulant, ie, walking with sticks, and someone else might be in a wheelchair, or an electric wheelchair, which both have very different needs. I need to know the height of the toilet, where the ramp rails are around the toilet, where the grab rails are in the shower. When they say walk-in shower, or an accessible shower, I need to be sure there is no lip to get my wheelchair over.”
It’s an issue Jarvis has been battling for years. In 2016, she co-founded The Blue Badge Access Awards with Robin Sheppard, president of Bespoke Hotels, which is dedicated to highlighting the hotels, restaurants, bars and others in hospitality who are getting it right. Thankfully, things are getting better.
Sheppard says: “We’re thrilled with the response to our 2023 Awards. After eight years of trying to persuade the hospitality industry to put “access” higher up their collective agenda, I am delighted to say that this year’s award ceremony is testament to the progress that has been made.”
This year’s winners included the Kimpton Fitzroy in London, which won the category for Best Luxury Hotel. “The Kimpton Fitzroy is a listed building and it has a beautiful Sesame lift at the front entrance. The stairs disappear, a platform appears, you get lifted up, and then the stairs come out again. So it keeps the historical value of the building but they have also approached accessibility in an elegant way, with no ugly, steep ramps to get round,” explains Jarvis.
Others getting it right include the new Raffles London at the OWO, which has a total of four Sesame lifts in the property – something Jarvis describes as “unheard of”. She also highlights the Dorsett Hotel in Shepherd’s Bush for having 25 accessible rooms with integrated ramps on each floor.
But while some properties might be getting it right, lack of information about the facilities is a serious barrier in itself. Having detailed information is incredibly important, for those with accessibility needs to be able to plan their trip and ensure their specific requirements are met. “I recently went to the US and it was a real nightmare planning a business trip. Getting photos of hotel rooms takes a lot of effort because people are reluctant to let photos go of the hotel that aren’t approved by marketing,” says Jarvis.
Access for all
Physical accessibility is perhaps the most visible aspect, but hotels should also be considering sensory accessibility – for instance braille signage, audio descriptions or visual fire alarms for guests with hearing impairments. Creating quiet zones or designated areas for relaxation can benefit guests with sensory sensitivities or neurodiverse conditions, providing them with a space to unwind away from the hustle and bustle of the hotel environment.
“Cognitive issues are important in hotels,” agrees Jarvis. “Particularly if you have a brand style that maybe has crazy wallpaper everywhere – someone who is autistic or even has epilepsy might find that very difficult to deal with”. One such group addressing neurodiversity needs is Malmaison & Hotel du Vin, owned by Frasers Hospitality, which has launched a partnership with The Brain Charity to foster a more inclusive society for the one in six people in the UK affected by a neurological condition, such as autism, ADHD, dyslexia, stroke or dementia.
Scott Harper, COO for Malmaison & Hotel du Vin, said: “Together with The Brain Charity, we are committed to championing neurodiversity and raising awareness with our staff and customers to foster a more inclusive experience, not only in our properties, but to set a precedent for the hospitality industry as a whole.”
Martyn Ball, director of people and development at Frasers Hospitality, added: “Neurodiverse guests can face a range of challenges in a hotel environment, from sensory sensitivities to difficulties with communication and social interactions. As part of the partnership with The Brain Charity, our teams undergo dedicated neurodiversity training to better understand and support the needs of neurodiverse colleagues and guests. This training includes tips on adapting communication styles, to raising awareness of the diversity of neurodivergent conditions and how they present.”
In today’s digital age, offering technological accessibility is also becoming increasingly important. Hotels should ensure that websites and booking platforms are designed to be accessible to individuals using assistive technologies such as screen readers or speech recognition.
In-room technology should also be intuitive and user-friendly, with features like adjustable font sizes, closed-captioning options and voice-activated controls. Investing in smart room technology can enhance hotel stays for all guests. Features like remote-controlled lighting, temperature and entertainment systems can benefit guests with mobility impairments or other disabilities as well as non-disabled guests, allowing them to control their environment with ease.
The Purple Pound
Aside from moral failings, hotels that fail to provide accessible facilities are missing out on a serious business opportunity. The “Purple Pound” – the spending power of the disabled community – is currently valued to be around £274 billion in the UK.
This figure is only set to increase with ageing populations, and it’s also worth noting that not only do those with disabilities tend to travel in larger groups – meaning a bigger spend per stay – but they also show increased loyalty to properties that cater to their needs.
Jarvis recalls a time when she had booked an accessible room for a family get-together at Christmas. On arrival, the hotel informed her that the room she had booked had a flood and she had been moved to another accessible room. Unfortunately the new room did not fit the specifications. The result? The whole family had to go home on Christmas day. “Because I couldn’t stay, they lost four rooms,” she adds – underlining the business case.
One property that is reaping the benefits of accommodating disabled travellers is Hotel Brooklyn based in Manchester (set to be rebranded as a voco hotel this summer). Making the disabled guest experience as independent and inclusive as possible was a key objective for the property.
To realise this vision, the group engaged inclusive design specialists, Motionspot, to design and supply 18 accessible suites and build attractive features throughout the communal areas, which include conference rooms, a restaurant, bar and mini cinema.
Features include ceiling track hoists subtly concealed in light fittings, removable matte-black grab rails and shower seats that can be removed when not required by disabled guests, electric curtains that can be controlled from bedside panels and interconnecting rooms for family or carer access.
According to the hotel, its investment into accessible facilities delivered additional revenue of £217,000 in 2022. While £132,000 of this came from accessible overnight accommodation bookings, a further £85,000 was created from accessible events bookings, from charity dinners to weddings.
Ed Warner, CEO and co-founder of Motionspot, said: “Too often, accessible rooms feature second-rate design and are less desirable, but at Hotel Brooklyn we have proven that the beautifully designed accessible rooms can be the most popular in the hotel. Making accommodation more accessible is not just the right thing to do, but it also makes good business sense.”
In an era where diversity and inclusion are valued more than ever, accessibility in hotels is not just a legal obligation but a moral imperative and a business opportunity. By prioritising accessibility in all its forms – physical, sensory and technological – hotels can create environments where every guest feels welcomed, valued and able to fully participate in the hotel experience. In doing so, they not only meet the needs of diverse travellers but also elevate the standard of hospitality for all.
