Awareness of inclusive travel is growing, yet many UK travellers with mobility or accessibility needs still face significant challenges when booking and experiencing trips abroad.
While nearly half (46%) of travellers with accessibility requirements take at least one international leisure trip each year, they continue to face barriers throughout their travel experience from planning and transportation to accommodation.
The demand for accessible travel is only set to grow and despite some progress, international travel for those with accessibility needs remains complex and challenging.
Now is the time for travel agents, tour operators and tourist boards to respond proactively to these issues and build trust, loyalty and long-term customer relationships with UK travellers.
Our Portrait of European Travellers with Mobility & Accessibility Needs™ study surveyed consumers in five major European markets, including the UK. The findings paint a complex picture, and while the desire to travel is strong, the journey is often fraught with frustration and uncertainty.
How agents can take action
Information gaps
One of the most frequently cited challenges was the lack of standardised and reliable accessibility information, leaving travellers spending hours piecing together basic details.
Agents should proactively seek out and familiarise themselves with suppliers who offer clear accessibility commitments and request photos, dimensions and floor plans where possible. Building a trusted shortlist of providers will make it easier to serve clients quickly and confidently, from providing accessible accommodations to experiences.
Transport troubles
Transport, particularly air travel, emerged as one of the most challenging aspects of travel for people with accessibility needs. Over 80% of travellers surveyed reported issues on their last international trip, from long waits for assistance to damage to mobility equipment. Public transport also posed difficulties, with a shortage of accessible taxis and limited infrastructure available.
Recommend ground transportation options that are known for accessible services. Where available, partner with local destination management companies (DMCs) who can provide vetted drivers and adapted vehicles. For flights, liaise directly with airlines to confirm special assistance arrangements, and ensure travellers are aware of their rights.
Accommodation oversights
Although a key component for any trip, accommodation often lacks transparency when it comes to accessibility. Many properties fail to list essential accessibility features online, such as step-free-access points, lift availability or even clear confirmation that an accessible room has been booked, often leading to increased anxiety amongst travellers with specific requirements.
To help, go beyond and liaise with hotels directly to determine what their accessibility offering actually includes. Creating a checklist of client needs (e.g. roll-in shower, grab bars, low counters) can help you match customers with suitable properties.
Cost and fair pricing
A less-discussed but equally impactful issue is cost. More than 80% of travellers with accessibility needs reported that they often spend 10%-30% of their travel budget on accessibility-related expenses. Whether it’s private transfers or specialised equipment, these add-ons create a financial barrier to entry.
UK travellers with accessibility needs often prefer package holidays (48%) as it reduces the stress of planning and better meets their requirements. Group tours offered by specialist accessibility travel companies are also popular, providing the reassurance that every aspect, from accommodation to transport, will be fully accessible.
By packaging inclusive experiences and group tours, travel sellers can offer better value and build peace of mind for clients, removing these ‘hidden costs’. Our data found that over half of travellers with accessibility needs took an international multiday tour in the past two years, and that figure is expected to rise to 61% in the next two. These travellers want experiences that are seamless, safe, and social.
Looking ahead
The UK has a unique opportunity to lead in this space. With strong outbound travel demand and a track record of innovation in the accessible tourism sector, British travel professionals are in a position to make a tangible difference.
Europe is the most visited region by European travellers with accessibility needs (75%) and remains the top region of interest valued for its shorter travel distances, familiar infrastructure and growing accessibility efforts in major cities, with Italy (40%) claiming top spot as the most desirable travel destination. The continued demand for interest in European destinations underscores the need for UK-based agents to have the tools, partnerships and training to serve this audience well.
Accessible travel is not a niche; it’s the future. The travel industry must move beyond compliance and towards meaningful inclusion. This means involving people with accessibility needs in product design, investing in infrastructure, and holding suppliers accountable to higher standards.
For travel agents and operators, the road ahead is clear, you need to understand the customer, eliminate the friction, and deliver confidence through clarity. The market is growing, the demand is urgent, and the opportunity to lead with purpose is greater than ever before.
MMGY Travel Intelligence; European Network for Accessible Tourism; World Travel & Tourism Council
