I’m autistic and, over the last decade, I’ve watched the travel industry make real progress towards better supporting travellers like me.
Some providers even undertake certification processes to publicy demonstrate their commitment to neuroinclusive travel. While I’m all for such certifications in principle, I’ve noticed an execution gap between what businesses claim to offer and what neurodivergent travellers actually experience on the ground.
Recently a popular cruise line made headlines when its certification failed to prevent staff mishandling a situation involving an autistic holidaymaker. In this light, a certification starts to look much more like a marketing tool than an operational commitment.
This means neurodivergent travellers increasingly need someone in their corner who can see past the marketing – and that’s where travel agents come in.
Autism is one neurotype among many – there’s ADHD, Tourette’s Syndrome, Sensory Processing Disorder, and many others. Your clients may identify with one or with several, and support needs differ even within the same diagnosis.
The common thread? Neurodivergent travellers often need environments or processes that differ from the standard to thrive.
Alex Stratikis, an autistic travel expert at Autism Adventures Abroad, notes: “Many autistic people can and do travel confidently, but the experience becomes significantly more successful when uncertainty is reduced.
“That means providing detailed, concrete information in advance, such as what an airport looks like or what sensory elements to expect, like noise levels, lighting or crowds.”
What to ask your neurodivergent clients
Agents can be key to increasing the confidence of their neurodivergent clients to travel.
Angus Drummond, CEO and Founder of Limitless Travel, a specialist travel company for people with disabilities, says this starts with creating an environment in which clients can feel comfortable disclosing without fear of discrimination.
“Agents should be reassuring and supportive to clients, always remembering they’re booking a holiday and not a medical appointment.
“Understand client needs through asking good questions, but also focus on the great features of the holiday and make sure they’re excited – as you would for any client.”
Drummond is right to mention “good questions”, because getting these right are at the heart of delivering a truly neuroinclusive service.
Questions he suggests include:
• What challenges do you face or have you faced in the past when going on holiday?
• How can we support you to ensure your needs are met?
• What are the most important things for you when considering a holiday?
• What are your biggest concerns?
• Do you have any worries about going on holiday?
“Knowledge is your greatest asset,” agrees Marina Snellenberg, Senior Customer Experience Manager for Accessibility at TUI.
“Approach each customer individually, allowing them the time to express their specific needs before suggesting tailored solutions.”
For Stratikis, the most powerful question is a simple one: what makes travel feel safe and enjoyable for you?
“From there, agents can ask about sensory triggers, recovery time, preferred communication styles, flexibility versus structure, food routines and what has worked or not worked on previous trips.”
What to ask providers
Listen carefully to your clients, relay back what you’ve heard and ask if you’ve missed anything or misunderstood before moving on.
When approaching providers, you’ll need to dig deeper into operations than usual. Stratikis recommends the following as a starting point:
• When are peak noise times?
• Are there quieter check-in options?
• Can lighting be adjusted in rooms?
• Is there advance access to menus, floor plans or visual guides?
• Is there a calm space on site?
TUI, for example, has a dedicated Assisted Travel Team, notes Snellenberg, who adds: “Clients can benefit from neuroinclusive features at selected TUI BLUE hotels, including sensory rooms and our partnership with Sennies to support neuroinclusive Kids’ Clubs.”
“The more detailed the questions, the fewer crises occur on the ground,” Stratikis continues.
“Proactive communication reduces anxiety, increases satisfaction and ultimately strengthens trust between traveller, agent and provider. That trust is what turns a single booking into more long-term loyalty.”
Meaningful action vs marketing
But when crises do occur, one resource can make all the difference: disability advocates. Trained disability advocates can transform challenging situations – but only if they exist, frontline staff know how to contact them and they have authority to influence outcomes.
When vetting providers, ask specifically about their presence and accessibility.The execution gap often comes down to whether providers treat neuroinclusion as an operational commitment or a PR opportunity. You can navigate this by asking providers for concrete examples of adapting to individual needs – if they can’t provide them, their commitment likely doesn’t extend beyond the marketing page.
In a time when one in seven people are neurodivergent, it’s agents like you – who ask the right questions, trust clients’ expertise about their own needs and hold providers accountable – that neurodivergent travellers will trust and return to, again and again. That’s not just good ethics, it’s good business.
Find out more about Selling Travel’s accessible travel awards at: travelforeverybody.com
