Travel companies are overlooking the 7.7 million disabled people in the UK who might take an adventure holiday.
Elspeth Knight, founder of accessible travel consultancy EnCompass, told Adventure Travel Conference delegates that of the 13 million people living with a disability in the UK, 7.7 million have disposable income to spend on travel.
However, they are currently offered only a limited number of holiday options, she claimed.
“There are a few specialists who do sun, sea and sand but most of us don’t want to go on holiday with other disabled people,” she said.
“The media generally tends to see us as a poor, weak, indifferent section of society but we play sports, we bungee jump. We live life to the full. We want the same exciting trips as everyone else,” she added.
Knight cited research which shows disabled travellers typically spend €1,000-€2000 more on each holiday and stay 5-6 days longer than non-disabled travellers.
They are also more likely to save for and prioritise travel, more brand-loyal, and more likely to share their experiences on social media.
Knight, who has visited 52 counties and backpacked solo in India four times, said new technology is making it easier for disabled customers to join mainstream adventure trips, including interpretation apps for the deaf, off-road wheelchairs which can go up mountain tracks, and lightweight portable ramps.
"As long as the trip has been properly assessed, and the right workarounds are in place, it should only make a minor impact; it won’t throw your schedule off," she said.
Travel companies should also do more to make their marketing inclusive, she argued. ""Use real disabled people in your marketing images – but not cheesy pictures. And employ a disabled person in your marketing team."
