The rewards of making marketing more inclusive "outweigh the risks every single time", experts have told TTG’s Fairer Travel Diversity Forum – urging travel firms to focus more on people with disabilities when creating advertising campaigns.
“We want more disabled people to travel and we want you to promote travel to disabled people because if they are confident and comfortable enough to travel it’s incredible,” Dom Hyams, head of strategy at disability-focused marketing agency Purple Goat, told delegates at the event on Wednesday (5 July).
Hyams said that although 24% of the UK population has a disability, representation – especially in marketing campaigns – is still in its early stages.
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