Access Tourism NZ TOURISM FOR PEOPLE WITH DISABILITIES, SENIORS, AND AGEING BOOMERS IN NEW ZEALAND AND WORLDWIDE

Two new text books on accessible tourism are available through the European Network for Accessible Tourism (ENAT) from Channel View Publications. The first is “Concepts and Issues” (eds: Dimitrios Buhalis and Simon Darcy), which sets out to  explore and document the current theoretical approaches, foundations and issues  in the study of accessible tourism.  Professor Nigel Morgan, The Welsh Centre for Tourism Research states that this volume harnesses “the best conceptual  developments on the topic” and that it will “take accessible tourism and universal design debates into the mainstream of academic enquiryand industry practice“

The second volume is “Best Practice in Accessible Tourism” (eds: Buhalis, Darcy, and Ivor Ambrose).  It focuses on policy and best practice in accessible tourism, reflecting the ”state-of -the-art” as expressed in a selection of international chapters. It brings together global expertise in planning, design and management to inform and stimulate providers of travel, transport, accommodation, leisure and tourism services to serve guests with disabilities, seniors and the wider markets that require good accessibility. Chapter 8, written by Sandra Rhodda of Access Tourism New Zealand, describes the state of accessible tourism in this country.  Overall, the book gives ample evidence that accessible tourism organisations and destinations can expand their target markets as well as improve the quality of their service offering, leading to greater customer satisfaction, loyalty and expansion of business.  Accessible tourism is not only about providing access to people with disabilities but also it addresses the creation of universally designed environments that can support people that may have temporary disabilities, families with young children, the ever increasing ageing population as well as creating a safer environment for employees to work. Noel Scott, of the University of Queensland, Australia says that the volume “provides a ‘state-of-the-art” assessment of both theory and practice. This book establishes a new field of study and provides the benchmark against which other contributions will be judged. It integrates the work of all the key players and should be read by academics, managers and government policy makers.”

Disabled World reports that the Special Needs Group (SNG) is launching a powerful, unprecedented online Accessible Travel Advocate course for all travel professionals. The SNG is the leading global provider of special needs equipment for the travel industry.  The one-hour, three-module program objectives focus on understanding accessible travel, building expertise in accessible travel and demonstrating accessible travel advocacy skills and runs November 14.    The accessible travel market is the  fastest-growing segment of the travel market, and this is the first time travel professionals can become conversant with it through online study and testing, available here.

Special Needs Group has also formed a new advisory board, the SNG Inner Circle, consisting of key players in the travel industry such as cruise line CEOs, etc. The board will convene several times per year to discuss key travel accessibility issues and how to improve travel experiences for individuals with special needs.

Cruise ships and the companies that run them have become much more attuned to meeting the needs of their ageing and disabled passengers.  No longer is the stereotypical cruise passenger fit, healthy, and dancing – instead many are using walkers, canes, wheelchairs, and scooters  Some cruise passengers may have sight loss, be blind, have hearing loss or be deaf, and cruise lines are pursuing this market opportunity.  This has been prodded not only by considerations for the bottom line, but also by changes in laws. Under Maritime law, a ship’s flag determines what country has jurisdiction. Therefore, an American ship flying an American flag off the coast of Africa is still governed by American maritime law; similarly, Italian law would govern an Italian ship on the coast of California.  However, as of 2004, foreign cruise lines sailing in U.S. waters must comply with the Americans with Disabilities Act, which requires access to passengers in wheelchairs. And last year, a new USA Department of Transportation rule was announced which ensures vessel operators policies do not discriminate against passengers with disabilities.   In Europe, cruiselines, tour operators and travel agents will need to work more closely to ensure they do not breach new European Union regulations on selling cruise holidays to disabled clients.  The EU Regulation 1177/2010, which gives new rights to cruise and ferry passengers, becomes law on December 18, 2012. Breaching the new rules- which apply where embarkation is in the EU – will result in a penalty.

Cruise Lines International Association (CLIA) predicts that the 2011 cruise season will be better than ever before, with 16 million passengers (an increase of 6.6%).   Here in New Zealand, the number of Kiwis taking a cruise has reached a record high, increasing 62% over the last five years.  The important role played by older tourists in this growing sector was in February recognized by the NZ Tourism Industry Association when CEO Tim Cossar stated that “the cruise market is being driven by high spending Baby Boomers”.  In spite of that, our ports are ill prepared for an influx of older visitors.   Cruise passengers travelling to New Zealand tend to be in older age groups.  72% are aged between 55 – 74 years, while only 5% are under the age of 40 (2006/2007 Cruise Research, Tourism New Zealand).  Along with an increase in the age of our visitors will come an increase in visitors with disabilities because disability increases with age.  Given this, the rise in cruise numbers, and the increasing provision of access on ships resulting in more passengers that have disabilities using those ships, Access Tourism New Zealand will continue to advocate for an improvement in access at NZ ports. 

For information about cruise lines and access – including caveats against particular choices – and for cruise tips for people with disabilities, visit the Cruise Critic website.

There are many excellent examples of attention being paid to older travellers in other parts of the world.  For example, Oz-Bus is reaching out to this demographic by offering products to suit their mature years – twin-share instead of dorms, small hostels, and no multi-share hostels.  Why? Because Oz-Bus noticed that 60% of its bookings were by over-30s, and 25% by over 60s.  Peter Beattie writes in the Australian that Baby Boomers, third age or senior tourists represent the richest ageing group in history and a class of older travellers: wealthier, healthier, more active and with higher expectations than their predecessors is emerging

In Israel, the Jerusalem Post highlights how that countries growing aged population has resulted in the development of a travel industry for seniors.  According to the article, “there are currently roughly 700,000 seniors and pensioners residing in Israel and a growing number of them enjoy good health and sufficient financial resources to enjoy their retirement years”.  The article interviews the Director of Beshvil Hazahav, a travel company specialized in tours for seniors, who points to the fact that “many retirees enjoy good health and longevity” and that “they are also at an age when they no longer have mortgages to pay and children to support”, as the reason many of them choose to travel.

In the UK,Shearings Holidays, which is the UK’s leading specialist tour operator for the mature traveller, offers holidays throughout the UK, Europe and beyond by coach, air and rail, as well as sea and river cruises. The company is part of Shearings Group, which employs over 3,000 staff and comprises as well National Holidays, Caledonian Travel, a chain of 50 holiday hotels under the Bay and Coast & Country brands, and eight Wallace Arnold Travel shops.   Travelmole reports that the company is to appoint two new sales managers in a bid to work with travel agents to drive sales in the over 50s market.  The new staff will work on pumping up activity in the south east which the operator sees as a key development region.  Commercial director Caroline Brown said: “As well as widening our product portfolio to help agents increase their sales from the over 50s, we’ll also be growing our agent support team. Agents who choose to work with us can benefit from the loyalty and high holiday spending of the over-50s market. Some of our agents have customers that book over 20 holidays each year with Shearings and 20% book more than one holiday a year.”

In addition, The International Longevity Centre UK has just produced a new report called The Golden Economy, which points out the following:

• In the UK, those aged 50 or over spent £276 billion in 2008‚ making up around 44 per cent of the total family spending in the UK.  Yet, despite the size of the market, for many, the private sector does not meet their needs.
• The older consumer market is expected to grow by 81 per cent from 2005 to 2030 while the 18-59 year old market will only increase 7 per cent.

 In the USA, Baby Boomer spending is growing at a pace that’s leaving younger generations far behind. Spending by the 116 million U.S. consumers age 50 and older was $2.9 trillion last year — up 45% in the past 10 years. USA Bureau of Labour Statistics data show that meanwhile, the 182 million people younger than 50 spent $3.3 trillion last year — up just 6% during the same decade (USA TODAY).  Marketers who ignore Boomers do so at their peril. For one thing, Boomers are about to get a lot richer. People 50 and older will inherit an estimated $14 trillion to $20 trillion during the next 20 years.

 Meanwhile, NZ ignores this market.

NZTRI staff at the conference

Podcasts of the presentations made at the inaugural Access Tourism New Zealand conference held in Auckland yesterday are now availabe on the NZ Tourism Research Institute website.  Presentations include those made by Sandra Rhodda, Director of Access Toruism NZ (talking about Access Tourism and New Zealand), Minnie Baragwanath(Access Tourism in Auckland), Diana Palmer (World Access Tourism), Bill Forrester (Inbound Tourism and Access Tourism), Mary Schnackenberg (The tourist with vision disabilites), Chris Peters (Tourism and the deaf or hard of hearing), Alexia Pickering (A wheelchair users experiences), Kathy Olsen (Accessible websites and information), Chris Ross (Transport and the disabled), and Auckland Disability Law (Legal aspects of Access Tourism).

USA Secretary of Transportation Ray LaHood of the Department of Transportation announced the first federal rule to specifically provide Americans with Disabilities Act (ADA) protections on cruise ships. The action comes as the 20th anniversary of the ADA approaches on July 26. “This administration is committed to protecting the rights of passengers with disabilities in all modes of transportation,” LaHood said in a press release. “This rule will ensure fair treatment for people with disabilities who travel by ship or boat.”  The rule applies to two categories of vessels: vessels operated by public entities, such as public ferry systems, and vessels operated by private entities primarily engaged in the business of transporting people, such as cruise ships. The rule will ensure that vessel operators’ policies do not discriminate against passengers with disabilities, LaHood said. Under the rule, vessel operators cannot charge extra for accessibility-related services to passengers, cannot require passengers to furnish their own attendants, and cannot deny access to passengers based on disability. Vessel operators will have to provide information to passengers about the accessibility of their facilities and services and make a knowledgeable person available to resolve accessibility concerns.  The rule does not establish standards for building new vessels or altering existing vessels. Those standards will be developed by an independent agency, the Access Board, and eventually be adopted in future rulemaking.  It also does not apply to other private vessels that transport passengers while providing another key service, like charter fishing boats or dinner cruises. However, a Department of Justice rule will cover that group of operators.

About 50 people attended a seminar on Access Tourism given in mid-May by Sandra Rhodda of the New Zealand Tourism Research Institute (NZTRI)and Director of Access Tourism New Zealand.  The seminar was held at Auckland University of Technology.  (AUT).    Audience members included tourism operators, business people, academics, and individuals from local councils, Qualmark, a government member, and people from a variety of NGOs.   Rhodda gave a summary of why New Zealand needs to develop an Access Tourism sector, mainly from the perspective of the economic imperative to do so.  She also gave examples of developments in Access Tourism in the rest of the world, pointed out how New Zealand is lagging in this area, and discussed the kinds of research that New Zealand needs to do to get such an industry sector going.  To see the presentation, go here. 

The seminar was a prelude to the up and coming one day conference on Access Tourism - also to be run by NZTRI/AUT at the central Auckland campus – on October 4th.  The conference will look at various aspects of Access Tourism, including some of the following: the current situation NZ and worldwide, website access and information best practice, government strategy, policy, and obligations, best practice in transport , accommodation, and attractions access, legal aspects, and quality rating for Access Tourism products in New Zealand.  It will also include brainstorming sessions on strategies for advancing the development of Access Tourism in New Zealand and developing collaboration as a tool to advance that development. These topics are based on those most popularly picked from a list of possible topics in an online survey. Registration and programme details will be available shortly on this website and on the NZTRI website.

The NZ Tourism Industry Association, in a press release welcoming a reduction in marine safety charges paid by cruise ships, has recognized the importance of Baby Boomers to this market. “This is a high value tourism sector, driven by high-spending and discerning international baby boomers,” said Tim Cossar, TIA Chief Executive.  Eighty-one cruise ships and more than 112,000 passengers are expected to have visited New Zealand by the end of the 2009/10 season (year ending August), says Mr Cossar. In total they will make 479 port calls, with each cruise estimated to be worth about $1 million to the New Zealand economy. The sector is expected to grow by a further 30% in the 2010/11 season, with a record season forecast for 2011/12.  Cruise visit are really expected to take of in 2014, when the Panama Canal is expanded so that bigger ships can pass through and potentially head our way.

Cruise passengers in New Zealand tend to be in older age groups (over 70% are 55 or older), and as Access Tourism New Zealand has pointed out before (most recently, 6/11/2009,  9/12/2009, 13/1/2010, 3/2/2010, 24/2/2010), our ports are ill prepared for an influx of older visitors, especially when it comes to improving access for ageing Baby Boomers, cruise passengers who are already disabled, and the increase in cruisers who will have a disability in future.  Why?  Because disability increases with age.  Certainly the cruise industry is very aware of access issues in cruising – witness the fact that a session on accessibility and cruising was one of the six breakout sessions at the recent UK Cruise Convention.  Meanwhile, the United Nations Convention on the Rights of Persons with Disabilities, stipulates that the construction, acquisition and operation of all cruise and ferry terminals and vessels of signatory nations (including New Zealand) should comply with its accessibility provisions.  Lets hope NZ does so.

ENAT (European Network for Accessible Tourism) reports that TRANSED 2010 will include a technical session on accessible marine travel featuring cruise ship, ferry vessel, and terminal design as part of the Accessible Tourism Track.  In view of the recent passage of the United Nations Convention on the Rights of Persons with Disabilities, the construction, acquisition and operation all cruise and ferry terminal and vessels of signatory nations (including New Zealand) should comply with its accessibility provisions.

The following are keynote speakers:

• Katherine McGuinness (Kessler McGuinness and Associates, LLC, Newton, MA):  expert in accessible ferry transportation; will discuss key issues in accessible ferry docks, and a successful negotiated rulemaking process that resulted in state and national standards for accessible water transportation;
• Douglas Playter, (Principal Project Manager, CH2M HILL, Seattle): prominent US cruise and ferry terminal designer/manager; will outline factors in accessible cruise terminal design and operation. Drawing on his extensive experience in over 35 ferry and cruise terminal improvement projects in North America, he will provide examples of cruise terminals embodying system-wide and intermodal transfer accessibility in accordance with the applicable ADA (Americans with Disabilities Act) standards and guidelines;
• David Chapman (Program Manager, AMSEC LLC, a naval architecture and marine engineering design firm): expert on passenger vessel accessibility: will provide the companion technical piece on accessibility factors in cruise ship design, describe cruise ship universal design and construction features in adherence with the applicable US ADA accessibility standards and guidelines;
• Wanda Harbin (Customer Relations Officer, Marine Atlantic, Canada):  will discuss the importance of staff and personnel training to enhance accessibility in the marine transport systems;
• Clement Lau (Assistant Commissioner (Tourism), Tourism Commission, Commerce and Economic Development Bureau, SAR Government of Hong Kong): will discuss “The Hong Kong Cruise Market and the New Cruise Terminal at Kai Tak”

There will also be many tourism related presentations and numerous conference papers on the demographic profile and travel patterns of the well-travelled baby boomers and persons with disabilities. Greater understanding of this emerging market segment will help the marine transport industry respond to their growing needs through adopting innovative designs, products, services and staff training.  The main conference and exhibition will be held at the Hong Kong Convention and Exhibition Centre, 1 Expo Drive, Wan Chai, Hong Kong, June 5-8, 2010.

PATA reports (22/3/2010) that Royal Caribbean Cruise Lines is to open an office in Auckland prompted by the boom in cruising.  About 40,000 New Zealanders took a cruise in 2009 – up about 10,000 over 2008, and Royal will double the number of sailings to New Zealand by the end of next year.  Cruise passengers in New Zealand tend to be in older age groups, and as Access Tourism New Zealand has pointed out before (most recently, 6/11/2009,  9/12/2009, 13/1/2010, 3/2/2010, 24/2/2010), our ports are ill prepared for an influx of older visitors, especially when it comes to improving access for ageing Baby Boomers, cruise passengers who are already disabled, and the increase in cruisers who will have a disability in future.  Why?  Because disability increases with age.

The Canadian Tourism Commission has been promoting Access Cruises in Canada for Paralympic Athletes.  The Commission’s website has a list of cruises on small and big boats suitable for people with disabilities (PwDs), including on the Radiance of the Seas which is high on the list of accessible cruise ships according to the Cruise Critic website.  Cruise Critic also gives a list of helpful hints for PwDs planning a cruise.  The list of Canadian trips includes accessible ferries and self-propelled trips (kayaking, for example) as well as regular cruise vessels.

A press release from Irelands Department of Transportation announces that new guidelines to making maritime travel more accessible for people with disabilities have been published by the Department and the National Disability Authority (NDA).  The guidelines contain practical advice about accessibility to information, improvements to shore facilities, disability awareness training for staff, and emergency planning for those in maritime transport services. 

Transport Minister Dempsey said: “The Government actively supports and encourages continued improvements in accessibile maritime passenger transport services because it will open up and enhance the sustainability of this key sector. Not alone have we published these Guidelines, but we have  recently provided access audits for domestic passenger vessels and disability awareness training courses for operators and their crew throughout the country. We hope that our efforts, (in particular, these Guidelines), will influence those involved in the maritime passenger transport industry to review passenger services and undertake practical improvements to increase accessibility.”

Siobhan Barron, Director of the NDA, added “Transport is key to enabling people with disabilities and older people to participate in the normal activities of life. Making maritime transport accessible, benefits everyone. Accessible maritime transport is also good news for business; it benefits our tourism industry, it’s vital for people living on or visiting our offshore islands and it provides a link to our international neighbours.”

The ”Guidelines for Accessible Maritime Passenger Transport” and a useful card, entitled “10 Tips for Better Access” are aimed at all passenger vessel owners and operators.  They are also aimed at port operators, local authorities and a number of Government Departments who have a statutory remit regarding maritime passenger transport services. It is also a useful resource for the disability sector and other interested parties.

The leaflet ”10 Tips for Better Access” and the “Guidelines for Accessible Maritime Passenger Transport” are available to view or download on the Department of Transport website and the NDA website.

Worldwide, cruise passengers are expected to reach 14.3 million passengers this year, one million more than in 2009. In NZ, the cruise industry is growing faster than any other part of the tourism industry, and is worth $3 million/day in foreign exchange earnings.   The important role played by older tourists in this growing sector was last week recognized by the NZ Tourism Industry Association when CEO Tim Cossar stated that “the cruise market is being driven by high spending Baby Boomers”.   But Access Tourism New Zealand (ATNZ) has pointed out many times in the past (most recently, 6/11/2009,  9/12/2009, 13/1/2010, 3/2/2010), that our ports are ill prepared for an influx of older visitors, especially when it comes to improving access for ageing Baby Boomers, cruise passengers who are already disabled, and the increase in cruisers who will have a disability in future.  Why?  Because disability increases with age. 

 The rise in the number of cruise ships visiting New Zealand has been meteoric in the last several years.  The New Zealand Ezine Inside Tourism (IT) reported earlier this month that Ports of Auckland processed nearly 6,000 passengers in a four day period, and that the city will host 60 cruise ships over the season (IT 771).  Four Corners NZ travel news reports that 24 cruise ships are scheduled to dock in Lytellton this month, and some of these will also be visiting Kaikoura and Akaroa.  And Canterbury is hosting three times as many cruise passengers than they did just three years ago, according to Christchurch and Canterbury Tourism chief executive Christine Prince.

Cruise passengers travelling to New Zealand tend to be in older age groups.  72% are aged between 55 – 74 years, while only 5% were under the age of 40 (2006/2007 Cruise Research, Tourism New Zealand).  But even the age of non-cruise tourists to NZ has risen over the last decade (Tourism Leading Indicator Monitor August 2008), a trend likely to continue as the huge Baby Boomer generation retires and starts travelling more.

Along with an increase in the age of our visitors will come an increase in visitors with disabilities. In the cruise industry - whether as a result of recent successful consumer lawsuits overseas, or a dawning realization that travellers with disabilities have money to spend – cruise lines are slowly removing barriers to people with disabilities (CPA).  Last year, Access Now, a Miami Beach-based organization that promotes rights for disabled travellers, settled a lawsuit with Carnival Cruise Lines over lack of accessibility on the company’s cruise ships. Access Now currently has pending lawsuits against several other cruise lines, including Royal Caribbean, Norwegian Cruise Line, Holland America Line, Westtours and Costa Crociere. Several of these companies, however, are already in the process of improving accessibility for travellers with disabilities. Holland America, for example, has dedicated managers who oversee accessibility issues and requirements of guests with access needs. It would appear that these companies are recognizing the fact that wheelchair users and those with other disabilities already represent a legitimate segment of the cruise market.

Given the rise in cruisers, the ageing of cruise tourists, the consequent predicted rise in disability as cruisers age, and the increasing provision of access on ships resulting in more cruisers that also have disabilities, Access Tourism New Zealand advocates for an improvement in access at cruise ship terminals beyond mere compliance.  There are a number of planned revamps of cruise terminals in New Zealand, including in Auckland and Lytellton.  An inclusion of design principles that take into account the needs of people with disabilities and seniors can only but help the New Zealand cruise industry. 

Why focus on travellers with disabilities?  Because it is ageing Baby Boomers – who will experience increasing disability as they age – who have the disposable income to spend on-shore, and who will swell the current ranks of people with disabilities who already want to travel, but have few choices because of lack of provision. Because travellers with disabilities “see the benefit of taking a cruise because many ships now have accessible features for people with physical, sight, and hearing disabilities” (Tierney, June 2009), we can expect to see more such travellers coming ashore at New Zealand ports.