UK outdoor accommodation industry failing disabled community, finds survey

UK – New statistics released reveal that suppliers across the UK’s outdoor accommodation sector are missing out on billions of pounds because they’re failing to address accessibility issues and misconceptions around outdoor travel.

In a survey commissioned by Pitchup.com, UK’s leading outdoor accommodation booking platform, in collaboration with disability-led inclusive marketing agency Purple Goat, nearly half (44%) of respondents who partake in outdoor holidays say they encounter accessibility issues, while a further 50% of disabled people opt out of outdoor holidays altogether, believing them to be inaccessible by nature.

The UK is home to one of the highest proportions of people with accessibility needs relative to population size (24% of the total population), and the Purple Pound contributes significantly to UK tourism (spend totalled £14.6 billion in 2018**). These statistics highlight a huge loss and an urgent need for industry-wide improvements.

Enhancing accessibility is not only a commercial opportunity but also the right thing to do, says Dan Yates, Founder and Managing Director of Pitchup.com. “The industry must ensure adventure and outdoor experiences are accessible and available to everyone,” says Yates. “Many people feel that this kind of holiday is not an option for them. We are failing the disabled community by not providing the equal opportunity to reap the many benefits of outdoor holidays, from affordability in a cost-of-living crisis to the health benefits of connecting with nature.”

The survey findings highlight barriers at two specific stages for accessible travellers.

Firstly, in the holiday planning and booking phase, which takes place predominantly online, less than a quarter of physically and mobility-disabled respondents found it easy to access detailed accessibility information about accommodations, suggesting improved informational resources are needed.

Once away from home, more practical concerns like the availability of ramps, level access, clear signage and sensory support then come into play. 83% of respondents say that accessibility issues are a significant factor in their thought process when deciding against an outdoor holiday. This percentage is even higher when broken down by disability type: visible differences (94%), behavioural and emotional (92%) and manual dexterity (90%).

Despite these challenges, there’s a silver lining for the industry. While there’s a majority feeling that accessibility improvements are needed (83%), it does not compromise the significant satisfaction rates of those who do partake in outdoor travel (75%).

The survey also reveals that there is certainly a desire from the disabled community to enjoy the great outdoors. 44% of those who do not currently go on outdoor holidays are tempted by the appeal of connecting to nature (51%), the tranquillity and escape outdoor holidays provide (48%) and affordability (47%), indicating the potential to tap into over £15 billion in tourism spend if providers can change perceptions.

“The opportunity is clear,”says Yates. “It’s time to empower disabled travellers with comprehensive information and the freedom to book accommodations tailored to their individual needs. This is why we’ve enhanced the Pitchup.com platform to make outdoor holidays more accessible for people with disabilities. We’ve added new accessibility filters to the manager portal, enabling site managers to update their listings with detailed accessibility information. This includes overall site features like well-lit paths, accessible parking and wheelchair-accessible bathrooms, and unit-specific features for fixed accommodations, like step-free access. Site managers can also upload photos to provide visual confirmation of these features.”

As well as encouraging sites to make the updates – to help attract new customers and ensure outdoor holidays are accessible to all – Pitchup.com is supporting the change through various business accessibility resources, including a guide for site managers to help make their sites more accessible, featuring case studies and top tips from those that are already leading the way. And for guests, they’re developing guides to the best accessible days out and things to do in top locations, such as the new Pitchup guide to the Accessible Lake District.

Dom Hyams, Global Client Director at Purple Goat, adds: “We’re absolutely thrilled to be working with Pitchup to revolutionise how the community is able to engage with outdoor accommodation. By authentically underpinning our activity with deep insights, we have the opportunity to craft solutions moving forward that truly benefit those looking to travel the world and experience the incredible variety of options when it comes to outdoor accommodation. We’re excited to see what we can do together, and how that can help create greater independence for so many into the future”.

* Survey covered 2,011 respondents from the disabled community
**2018, Visit Britain & Visit England’s ‘Value of the Purple Pound’ report 

The article UK outdoor accommodation industry failing disabled community, finds survey first appeared in TravelDailyNews International.