Travel websites are among the poorest-performing sectors for digital accessibility, with new data showing they contain significantly more errors than the global average.

According to the WebAIM Million 2026 report, which analysed the homepages of the world’s top one million websites, travel sites record an average of 61.9 accessibility errors per page, which is around 10% higher than the cross-industry average of 56.1.

The findings mark a deterioration year-on-year, with overall errors rising from 51 per page in 2025. Across all sectors, 95.9% of websites failed to meet basic accessibility standards under Web Content Accessibility Guidelines (WCAG) 2.0 Level A or AA.

Travel websites rank among the worst performers, largely due to their reliance on image-heavy content, complex search functionality and multi-step booking processes.

Common issues identified include low-contrast text, present on 84% of homepages, missing alternative text for images (53%), unlabelled form inputs (51%), and empty links (46%) or buttons (31%). These barriers can make it difficult for users to research destinations, compare options and complete bookings independently.

The report also highlights increasing page complexity, with homepages now featuring an average of 1,437 elements, such as images, buttons and links, representing a 22.5% rise in just one year. Nearly 4% of these elements contain accessibility errors, meaning users encounter a potential barrier in roughly one in every 26 interactions.

Separate research from Nexer Digital reinforces the findings. Its Hidden Journey study found that 79% of disabled users struggle to browse options, while 81% reported difficulty selecting services or completing transactions.

Booking “exhausting” for disabled users

Hilary Stephenson, Managing Director at Nexer Digital, said: “Booking travel should be exciting, but for many disabled users it becomes exhausting.

“When accessibility issues appear during browsing, whether that’s unclear images, poor contrast or confusing navigation, people start to question whether it’s worth continuing. That early friction has a lasting impact on the whole experience.”

The WebAIM report also points to a sharp increase in imagery, with pages now containing an average of 66.6 images. More than a quarter lack adequate alternative text, with many images also functioning as links—creating further challenges for screen reader users.

Stephenson added that the issue extends beyond compliance, despite the introduction of legislation such as the European Accessibility Act.

“Travel journeys are often complex, involving multiple steps and decisions. When accessibility is not prioritised, people are excluded from experiences that should be open to everyone,” she said.

“With legislation like the European Accessibility Act now in force, businesses need to act. But beyond compliance, this is about ensuring that all travellers can plan and book their journeys with confidence and independence.”

Tips for making your site and apps more accessible

• Ensure forms are accessible for people using assistive technology. Often, website content may be usable, but the interaction breaks down at the point of transaction or contact.
• Provide fallback, human contact options for users who get stuck or need support. This is vital when travel plans change, on both sides; travel is stressful enough without the added sense of being left without help.
• Avoid small print, hidden terms and low-contrast details that may be critical to a user. Such manipulative design patterns may encourage bookings, but they can damage both customer trust and brand reputation.
• Resist the temptation to use accessibility overlays or plug-ins. These are widely disliked by disabled users, who prefer sites that work seamlessly with their own assistive technology and configurations. There are no shortcuts.
• Offer free-text options that allow customers to outline their specific needs, and ensure this information is passed on to any third-party services, such as airport assistance teams, transfer operators and, ultimately, staff at the destination.

Stephenson adds: “Inclusion goes beyond website accessibility; it is about ensuring the whole customer experience works.

“For travel agents and tour operators, this includes app communications, email and SMS messaging, helplines and contact centre responses, and even social media updates.

“This becomes particularly important when things go wrong. For example, during cancellations, itinerary changes or when keeping travellers informed about disruption caused by international events.”

Discover more accessibility stories here: sellingtravel.co.uk/hubs/accessible-travel