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Travel operators say they're accessible – then refuse to show us in their adverts

Accessibility
Jonathan Fletcher
16 June 2026

A lack of representation alienates disabled travellers, argues The Wheelie Good Travel Company’s Jonathan Fletcher 

White man in his 50s, smiling in blue shirt, using wheelchair. A black dog is sitting to his right.
Jon Fletcher, The Wheelie Good Travel Company

Jon Fletcher, founder of The Wheelie Good Travel Company, says it's time for the industry to stop erasing disabled travellers from its marketing 

Take a look through any number of mainstream travel brochures, websites, or magazines – and try to find information on an adapted room.

And then, try to find images of disabled models using these rooms.

You might be looking for a long time.

As a wheelchair user, I have become increasingly frustrated at being ignored by an industry I love – and feel passionately can do better.

The ‘invisibility’ of disabled people in travel marketing is a systemic problem, rooted in a mix of outdated assumptions, fear of legal liability, and a narrow definition of aspiration.