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

Madrid has been working hard to make itself more accessible to visitors with disabilities.  Jesus Hernandez Galen writes that the hotel sector has made huge efforts to make improvements to their facilities (Accessible Tourism in Spain: Arona and Madrid. Chapter 21 in Best Practices in Accessible Tourism, 2012).  In the mid-1990′s the city’s General Plan to refurbish historic buildings emphasized accessibility, and access was also a priority in transport. The city includes development of accessible tourism in its Four-Year plan and in annual action plans. In response to increasing demand for information on accessible tourism by visitors and travel agents (especially form abroad), Madrid’s Tourism Board set up Madrid Accessible.  The political commitment to accessibility is shared by all department heads at the organizational level and is thus high-level.  There has been steady funding for new accessible tourism projects.  the Madrid Accessible project provides accessible tourism information, ensures accessible tourism infrastructure, designs accessible products and services, trains staff, and raises awareness in the tourism sector.

The development of accessible tourism in Arona on Tenerif in the Canary Islands dates back to the late 1960s when groups of Swedish visitors with reduced mobility chose it as their ideal destination, and it is now one of the world’s most popular accessible holiday destinations. Jesus Hernandez Galen writes that a major factor in the development of accessible tourism in Arona has been the firm political commitment of the town council from the start (Accessible tourism in Spain: Arona and Madrid. Chapter 21 in Best Practices in Accessible Tourism, 2012).  The council regularly updates its Accessibility Plan.  In addition, the Municipal Board of Tourism has two full-time accessible tourism technicians who administer subsidies, coordinate and follow up the Accessibility Plan, and advize about access.  Other professionals are taken on specific access projects.  The Board also regularly consults with visitors with disabilities with the view to highlighting and improving access issues, benchmarks good access practices, and offers access training.

VisitEngland, national tourist board has launched a new version of the Access Statement Online Tool, aimed at helping businesses cater for visitors with access needs. Access Statements allow for a written, descriptive approach to providing a wide range of information on accessibility. All areas of a business are described from car parking & arrival to toilets.   Visit England says that Access Statements are:

1. A minimum requirement for VisitEngland accommodation and visitor attraction quality scheme members
2. A way to meet obligations under the Equality Act 2010
3. A marketing opportunity which informs visitors in one concise document
4. Necessary as almost one in five of England’s population has a disability and this number will rise as England’s population ages

The new version is specifically tailored for restaurants and cafés, and has been created in partnership with the British Hospitality Association (BHA) and the Restaurant Association.  The online tool provides detailed guidance on the information that may be required by people with access needs when visiting a restaurant or cafe.   Businesses are encouraged to write a general introduction describing the location (city centre, countryside, coast), and to summarise any specific services and facilities suitable for people with access needs. In addition, information may also cover the following areas:

• Pre-Arrival – transport services, a description of the streets in the area surrounding the restaurant (e.g. paved/cobbled/level/uneven), information provided in alternative formats such as large print and audio.
• Car Parking and Arrival – car parking, drop off points, alternative entry points, number of steps, handrails and ramps.
• Restaurant & Bar Area – access to the area and layout, lighting, seating and tables, floor surfaces, alternative formats of menus available.
• Outdoor Areas – accessibility of outdoor furniture, service offered to customers in outdoor area, layout (e.g. pavement, terrace, play area).

Additional areas that are covered include: customer toilets, private dining/function space accommodation and future plans for improvement.  Ross Calladine, VisitEngland’s Skills, Welcome & Accessibility Manager said:  “People with access needs require specific information about a venue in advance in order to be able to make an informed decision about whether an establishment can cater sufficiently for their needs. Restaurants, like any other tourist venue, should provide as much information to visitors as possible – this will help to enhance the visitor experience and also highlight areas where the business could improve.”  Camilla Woods, Policy Director, BHA, said “Access Statements are a really effective way for businesses to ensure customers with any specific access needs have the information they need and we are pleased to be able to recommend this new online tool to our members.”

Once a business has created their Access Statement they can then make this information readily available to visitors. Restaurants can promote their statement on their website if they have one, or post it where they have a listing on a company site or a generic ‘restaurant finder’ site. It should also be kept on hand for staff to use when describing over the phone what facilities they have.

Accessible and inclusive tourism has been little researched or developed in New Zealand (NZ).  One study published in 2007  showed that tourism operators do not understand this market, think it insignificant, and think their businesses accessible when they are mostly not.  Erroneous access information is often given to potential visitors with disabilities, buildings housing tourism information sites are often inaccessible, and tourism websites – including a government-run website – are often difficult or impossible to access.  In addition accessible tourism is not part of NZ’s tourism strategy.  This is in spite of the fact that comparatively rich Baby Boomers and seniors were- recently recognized by the Ministry of Tourism (MoT – now part of the Ministry of Economic Development) as NZ’s largest domestic market, and recognized by them as a market with members who may not travel because of health and disability concerns (Segmentation Report).

On the local level, while two or three councils have begun to include considerations of access in tourism information (albeit mostly through business self-assessment of access), most councils have no plans to develop accessible tourism (council survey).  Only about half of Regional Tourism Organizations (RTOs) know of the few accessible tourism businesses in their area, and few promote these businesses as accessible.  Only two of the  approximately 30 RTOs (and one of the approximately 80 councils) sent a representative to the first NZ accessible tourism conference in October 2010, showing that there is still little interest in this sector.

While no-one from the MoT –  or from its promotional agency Tourism NZ – attended that inaugural  conference, the central government – spurred on by holding the Rugby World Cup in 2011 – funded an NGO called Be Accessible to (amongst other things) create and administer access assessments of businesses.  In a major step forward, about 20 accommodation businesses, 70 activities and attraction), and 50 eateries and retail outlets have been assessed and listed on their website.  These are predominantly Auckland businesses, but the Auckland council tourism website does not carry or link to this information.   Be.Accessible has also posted access tips, a toolkit, and checklists.

The most recent NZ research – funded by the NZ National Foundation for the Deaf (NFD) and undertaken by the NZ Tourism Research Institute (NZTRI) and by AccessTourismNZ – examined the tourism, travel, and hospitality experiences and needs of local and international people with hearing loss.  The research shows that they travel for the same reasons as others, mostly travel with others, and would like to travel more but are prevented from doing so by cost and concern that their hearing needs will not be met.  Their most important access travel needs are good customer service, staff who have a “can-do” attitude, and reliable information about access for people with hearing loss, which they often find wrong or misleading.  The majority (90%) of NZ respondents and over half (55%) of international respondents feel that the level of service in the NZ tourism industry for visitors with hearing loss needs to be improved.

Apart from the work mentioned above, no other research on accessible tourism in New Zealand has been carried out.  In fact, there is more interest overseas in what NZ accessible tourism is like than there is in this country.  For example, the United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP) sponsored AccessTourismNZ to talk about the NZ situation at an internationa conference in Japan in 2010, and ENAT and Fundacion ONCE did so for an international conference in Spain in 2011.  In NZ, there is little will to understand, discuss, attract, and accommodate this large and growing market.

An older, more extensive report on the state of accessible tourism in New Zealand is available here.

Guest blog by Mike Prescott, BSc, MBA,  former manager of  2010 Legacies Now in British Columbia, Canada, and Principal, everyoneincluded. Mike is an access strategist with over 20 years experience working with people with disabilities in a variety of roles.  His expertise lie s in the area of strategic planning, social media and network analysis, knowledge management, and iclusion programming.  Twitter, @every1included

Think Seamless Experiences

Accessible and inclusive travel provides opportunities for everyone but in particular meets the needs of people with disabilities, ageing seniors, families with small children and the people they travel with. They are currently the largest and fastest growing segment of the travel market but remain the most under-served. This means they are an opportunity for forward thinking organizations that want to be more competitive in today’s tight economic environment and realize a sustainable competitive advantage.

If you are a destination management organization, chamber of commerce or international chain resort, the way to promote an inclusive travel experience and exceed expectations is think seamless. What does this mean? It means that you design and deliver services from end-to-end from the traveler’s perspective and promote them honestly.

The experience life cycle often begins by promoting all the great things you have to offer. This is your chance to help people “imagine themselves” there -staying in your hotel, eating at your restaurant or watching a performance in your theatre. Imagery and language can be powerful and inspirational but they must remain authentic and avoid tokenism. To achieve this delicate balance, consult experts that understand your target market and the levers they respond to.

Moving from awareness to decision making requires trusted information. This can be achieved through multiple channels. Offering detailed information about the physical layout and nature of your services through the web is an effective way. On-site opportunities are also useful to draw in people as they pass by your establishment  (serendipity can get a helping hand). A word of advice here: if your business includes a registration component, make sure there are options for noting special needs if needed. For instance, if you have accessible suites listed on your website, make sure there is a way of reserving them. There is nothing worse than arriving at your destination only to find that the only accessible room has been given to someone else.

This transitions into the welcoming stage nicely. This is often your best opportunity to make a first impression (at least face-to-face). You don’t want to have anything that deters them from following through on the decision they have already made. This can be as simple as having signs to help people get around or friendly staff that have been trained to be responsive to all of your customer’s needs. The caution here is to not overdo it. Start with,“how can I help you” and make your way from here.

Now that you’ve successfully got them in the door, it is time to dazzle. The core of your experience should be designed with the customer in mind. Again, this includes the physical space, design of your services, staff training and orientation, policies and practices, alternative communications, adapted devices and equipment and any other need that may arise. Trying to do this last minute is not a good strategy. While you may not be perfect every time, learn from any failures and respond quickly.

Lastly, is the follow through – staying connected with customers to learn, build loyalty and extend your reach. In the world of disability, social networks can be powerful influences – for good or bad. Word travels fast and you want to be able to be in on the conversation. Reward those that endorse you and engage those that leave dissatisfied. Being quickly responsive to a bad experience can rebuild confidence and keep you in a customer’s good books. Most people who are seeking accessible and inclusive travel experiences realize that businesses are still learning and will want to
increase the number of opportunities available.

These five steps are continuous cycles of opportunity for you and your customers. To be successful in offering inclusive travel experiences, you need to understand how this will affect your ability to attract and retain a market segment that approaches 50% (this includes seniors, people with disabilities, families with small children and each of the people they travel with).

1. Promote

2. Inform

3. Welcome

4. Deliver on the experience

5. Stay connected

In 2011, the New Zealand National Foundation for the Deaf (NFD) commissioned the New Zealand Tourism Research Institute (NZTRI) to conduct research into the tourism, travel, and hospitality experiences and needs of people with hearing impairments.   Hearing impairment ranges from slight hearing loss to total loss. The research was led by Dr. Sandra Rhodda, Research Programme Leader in Access Tourism. The research included two surveys, one for residents of New Zealand (“NZ”) and one for residents of countries other than NZ (called Internationals, or “Int”) who are deaf or have hearing loss.   The aim of the research was to find out what it is like to travel with hearing loss, how the travel experiences of hearing impaired people can be improved, to establish what people with hearing loss want in terms of tourism products and services, and to offer a better understanding of Access Tourism as a legitimate tourism market.  It also evaluated the case for the development of a ‘Hearing Tick’ for tourism businesses that cater for people with hearing loss.

In summary, the survey found that

• The top four reasons why NZ and Int respondents travel in general are: for enjoyment (84%/91%), to connect with friends, family or partner (84%/59%), to have new experiences (65%/72%), and for relaxation (53%/57%).  In other words, for the same reasons as people without hearing loss travel.
• NZ respondents on average took 7.18 overnight domestic trips during 2010; this is more than the number of domestic overnight trips (4.2) taken by NZers in general. NZ respondents took either one (30%), two (11%), or three or more (10%) international trips during 2010. Forty-nine percent did not travel internationally.
• The primary reasons NZ respondents took their most recent domestic trip were to be with friends and family (31%), to holiday (25%), for business (11%), or to attend conferences (10%).
• The majority (82%) of NZ respondents travelled with at least one other person on their most recent domestic trip – mainly a spouse or partner (73%). Eighteen percent travelled alone.
• On their most recent domestic trip, NZ respondents stayed an average of 4.6 nights away from home, and spent on average $107 per person per day on transport, accommodation, activities and attractions, and food and beverage.
• Thirty-three percent of Int respondents took between three and five domestic overnight trips in their own country. The mean number of domestic overnight trips taken by Int respondents was 6.8.
• Forty percent of Int respondents did not take any international trips during 2010. Of those who did travel internationally, the majority (83%) took between one and three trips.
• Forty-three percent of Int respondents have previously visited NZ, 47% have never visited NZ but plan to do so one day; 10% have never visited and have no plans to do so.
• For those Int respondents who have been to NZ, the main reasons for their last visit were ‘holiday’ (42%), to be with friends and/or family (15%), and to attend a conference or similar event (13%).   The majority (83%) of Int respondents who visited NZ travelled with at least one other person on their  last visit – mainly their spouse or partner. Seventeen percent of Int respondents travelled by themselves to NZ.  On their last visit to NZ, Int respondents stayed an average of 13.2 days.
• Just under half (46%) of NZ respondents are somewhat dissatisfied with the number of domestic overnight trips they currently take. Factors that prevent these respondents from travelling more domestically are cost (74%), a concern that their hearing needs will not be met (37%), and difficulty finding information about access for visitors with hearing loss (24%).  Fifty-nine percent of NZ respondents ‘agree’ or ‘somewhat agree’ that they would take more domestic overnight trips if the level of service for people with hearing loss across the tourism industry in NZ was improved.
• Just under half (43%) of Int respondents are somewhat dissatisfied with the number of international trips they currently take. Factors preventing Int visitors from taking more international trips are cost (73%), time constraints (54%), concerns that their hearing needs will not be met (33%), and difficulty finding information about access for visitors with hearing loss (25%).
• Both NZ and Int respondents agree (mean 4.4-4.6 out of 5) that the most important access needs when travelling away from home include customer service staff who have a ‘can-do’ attitude and the provision of reliable information. This includes information about safety in clear print, emergency alarms in public areas that are visual as well as audible, public audio announcements also provided in text on TV screens, and customer service staff who are knowledgeable about serving guests with hearing loss.
• When asked what other things would make their travel more enjoyable and accessible, both NZ and Int respondents highlighted the importance of understanding, patient staff trained to know how to accommodate people with hearing loss, how to meet their needs, and what to do in an emergency.
• Over two-thirds (70%) of NZ and half (52%) of Int respondents indicated that it is difficult to find information about NZ tourism products that are accessible to people with hearing loss.
• Forty-two percent of NZ and 29% of Int respondents agreed with the statement that ‘information about services for the hearing impaired is often wrong or misleading’.
• The reasons most often stated by both NZ and Int respondents for not seeking information about NZ tourism products were: a lack of knowledge on how to seek information and a perception that it is too hard to find. Some also think the information does not exist, and that businesses do not cater for people with hearing loss.
• The majority of NZ (90%) and over half (55%) of Int respondents feel that the level of service in the NZ tourism industry for people with hearing loss needs to be improved.
• Nearly two thirds (60%) of NZ and three quarters of Int respondents indicate they would ‘often’ return to a tourism business that has good services for people with hearing loss; 64% and 76% would tell friends and family about such a business.
• The majority of both NZ (88%) and Int (89%) respondents think it is a good idea to have a hearing-rating symbol that NZ businesses could use to show they are accessible to people with hearing loss.
• The main reasons given by both domestic and Int respondents for saying the use of a ‘hearing tick’ is a good idea are: to show that people with hearing loss are accepted and provided for, to reduce anxiety and frustration, to make the business easily recognisable, to promote awareness by businesses of people with hearing loss, and to improve first time and repeat patronage by people with hearing loss.
• The majority of NZ (83%) and Int (91%) respondents indicate that they would visit a website that had reliable information on tourism businesses in NZ that cater for people with hearing loss.

The full report can be found on the NZTRI site and on the NFD site.

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.”

The World Travel Market is a major international travel industry event held over 4
days.  Last year, nearly 50,000 industry participants, and over 5000 exhibiting companies took part in the market.  This year, the market is being held on 7-10 November in London, and will have two seminars and an Advice Clinic on accessible tourism.  One seminar will cover the business case for developing Access tourism and will be chaired by John de Vial of the British Travel Association (ABTA).  The second seminar will be presented by members of the European Network for Accessible Tourism (ENAT) and will highlight market data and research findings.  The session will be introduced by Veroniek Maat, a one-time intern at the New Zealand Tourism Research Institute of Auckland University of Technology (NZTRI) and a contributor to Access Tourism New Zealand.  The advice clinic will be run by Brian Seaman of Tourism for All UK, and 15 minute one-on-one sessions are available by registering and selecting someone to speak to from a list of fourteen industry experts.

The travel industry should be targeting the over-55 market because fewer students can afford to travel on gap years, says Post Office Travel Insurance, UK. The company says that UK students starting their degrees in 2012 are expected to face an average debt of 56,000 pounds on graduation, compared with around 27,000 pounds if they began their studies this September.  With increased university fees, only 19% of students are considering a gap year or extended break this year.

In contrast, 25% of over 55s Brits plan to take a break of three months or longer, spending more than £4,000 each.  And – importantly for New Zealand – the most popular destinations for “grey gappers” are Australia, New Zealand and the US.
Recent research has shown that people in their 50s who have always wanted to escape are saying: “Let’s just do it”. They are trekking in Borneo, going on a cruise around the world, climbing the Himalayas, or exploring Alaska. There is definitely a desire to do something exciting.  ‘It is often the first thing that a lot of people do when they have retired. They go on a very long holiday’  (Ros Altmann, Saga).

In the USA in the past decade, many grandparents have seen substantial and real increases in their household income while their offspring have fallen behind (Metlife).  The percentage of inflation-adjusted household income that accrued to households ages 55 or older has risen from 28% to 34%, which meant a real income increase for those households of $659 billion. During that same decade, the total real income of households ages 25 to 44 (most of whom were the adult children of those ages 55 or older) declined from 43% to 36%, which meant a real aggregate income loss of $312 billion.  Despite wide economic variation, the economic impact of a record number of relatively affluent grandparents is both substantial and growing rapidly. Consumer spending by households ages 55 or older, the vast majority of which are grandparents, has been rising at rates well above inflation and faster by far than any other age category.  Some results?   Older customers now dominate the Tablet and eReader market, so that 51% of owners are 45 years old or older (Neilsen), and grandparents are responsible for 25% of all toy sales in the USA.  What does this mean for marketers?  A Silver Group Asia reports on almost 15,000 responses to a poll on Asian Boomer consumer thoughts, feelings and actions. Highlights include that 59% say age-friendliness is critical to their choice of product or service (they are more likely to buy age-friendly brands), and that this is true across product types (sports gear, clothing, skin care, bank/insurance, or airlines).  More (82%) are very likely or likely to place importance on age-friendly advertising, social network reviews (72%), age-friendly retail environments (63% ) age-friendly websites (42%), and age-friendly product service and design.

More and more people with disabilities or people who are seniors (Access Tourists)  are travelling in Japan.  There is plenty of information available for Japanese-speaking Access Tourists, but until recently, very little for speakers of other languages.  In January, a non-profit organization called the Japan Accessible Tourism Center  (JATC) set up a website which provides such information in several languages, including English to provide information about the many barrier-free tourism products available and about universal design tourism centers. The website provides information about transport, accommodation, shopping, eating, and attractions, amongst other things, and is constantly being added to.  JATC also assists with making arrangements for care attendants, booking accommodations, offering tips for travelling, providing assistance in case of emergency problems, and other services, which are all free of charge. They also can plan and coordinate group tours or study tours.

A report on Australian Baby Boomers in the May issue of the Australian Financial Review found that:

• 31% expect to retire in the next five years
• About the same percent will retire in the five years after that
• The average age on retirement will be 64
• The average Boomer will retire with A$100,000 today; $250,000 at the tail end of the Boomer generation
• 5.5 million Boomers will eventually control almost A$1 trillion plus
• Having weathered the recent recession, Boomers plan to spend their money and not leave it to their children – only 10% said they would bequeath as much as possible
• The number one thing they want to spend on is travel, followed by family, home improvement, then entertainment and restaurants

Australia is New Zealand’s most important tourism market, so it would behove us to take note of these findings.  The ageing of the population is not of course confined to Australia but is happening in other markets important to New Zealand tourism in both developed nations such as the United Kingdom and developing markets, such as China and countries of South America.   It is also happening here in New Zealand.  And population ageing is beginning to show up in tourism statistics.  Figures show that the percentage of international visitors to New Zealand who are 45 years old or older has been steadily rising in the last ten years from 40% in 2001 to 42% in 2010. Domestically,  the percentage of Kiwis who are 45 years of age or older visiting regions in New Zealand has increased over the last several years .  A 2010 survey by the New Zealand Tourism Research Institute of Auckland University of Technology of visitors to the Puhoi to Pakiri region north of
Auckland city shows that 52% are 45 or older.    New Zealand currently focuses on attracting younger visitors.  However, we need to focus more on attracting the older market sector if tourism is to be sustainable in future.

A National Dialogue of key stakeholders in inclusive and accessible tourism was opened in Australia on Monday by Senator the Hon Jan McLucas, Parliamentary Secretary for Disabilities and Carers at Parliament House, Canberra. In her opening address, McLucas said that the Australian government wants to see improved access to airlines, resorts, hotels, tour operations, restaurants and cafes.  People with disability should be able to enjoy their holidays without barriers. The National Dialogue brings together peak providers of tourism focused information and referral services for people with disabilities to share evidence and research on tourism and disability and to identify ways to raise awareness of the value and need among the industry as well as government and the general community of improved accessibility for people with disability (McLucas).

The Dialogue, hosted by NICAN and chaired by Annette Ellis, National Patron and former Shadow Minister for Disability and Carers, has agreed on a call to action for the tourism industry, government and the Australian community.  A joint communiqué notes amongst other things that:

• Accessible tourism for people who have a disability or who are ageing is seen as an opportunity for Australian Tourism to seize the competitive advantage in a tight market.  The time is right for action as Australia’s baby boomers retire.
• Key stakeholders including researchers, tourism operators and referral providers have joined forces, with the support of the Australian Government, to build awareness about the opportunities and to address barriers to tourism by these groups.  
• There is growing understanding of the potential of accessible tourism to boost visitor numbers and strengthening Australia as a top draw international tourism destination
• Access to leisure and recreation, including holidaying, is an important part of living an ordinary life and helps realise the United Nations Convention on the Rights of People with a Disability and the Australian National Disability Strategy.
• Accessible tourism will help build a more welcoming and inclusive society, where individuals and families with a disability have choices and no longer feel shut out
• Accessible tourism makes good business sense and is also consistent with rights, access and corporate social responsibility.

The Dialogue welcomed the Government’s commitment in the area of travel and tourism through the National Disability Strategy as well as work on Access to Premises and Transport Standards, access to airlines and cinema access.   It pointed out that more could be done including an inclusive/accessible tourism category within a mainstream tourism award; a marketing strategy; a practical information guide; a national forum with tourism operators and further work to refresh and promote the business case for inclusive and accessible tourism, especially with industry.  The communiqué was issued by Australia For All Alliance Inc, Greatvenue,  Disabled Motorists Association, Disability Information and Resource Centre, NICAN, IDEAS, Travability, and Leadership Plus.

Darren McClelland of Enjoy Inspire, Victoria, recently attended a forum on Access Tourism put on by the Victoria Tourism and Industry Council (VTIC).  The VTIC is cognisant of the fact that the population is ageing, experiencing increased disability, retiring, and travelling more frequently. Darren reports about the forum that several speakers gave presentations, including one on the imminent retirement of the Australian Baby Boomer generation, whose number one priority is travel.  Their average age will be 64, and over half of Australians 60 or older have a physical disability.  Therefore, Access Tourism is not a niche market but a large and very important one.   Successful Access Tourism case studies were presented, and Bill Forrester (who spoke at the first Access Tourism New Zealand conference in 2010), suggested that there is an information problem for accessibility more than an infrastructure problem.   He said that often facilities are available but tourism operators do not clearly explain the facilities or the level of assistance available from staff to help provide access. Sometimes this information is available but tucked away on a website, as if to meet legal obligations rather than treating people with accessibility needs as a valued customer.  Bill (Twitter: @Travability) explained that tourism operators should readily make enough detailed information available to customers for them to make their own decision about whether it is safe and convenient to visit. He noted the sector is loyal and will bring friends if these customers feel safe and valued. Enjoy Inspire considers good information will enable visitors to make their own risk assessment and will provide less inconvenience to operators from unexpected surprises for guests with accessibility needs. For instance, an accommodation provider could explain clearly on its website where rails are situated in its guest rooms along with the height of the rails from the floor. An explanation of internet access and whether televisions have captions functionality will assist those with hearing difficulties.

The Silver Group recently polled 14,000 Americans aged over 50 to determine their attitudes to Age-Friendly brand experiences. Their research shows that  

• A brand’s ‘age-friendliness’ is critical in determining purchase decisions and choices for 6 out of 10 older consumers.
• All categories will be affected including travel/tourism (47%), sports gear (48%), apparel (53%), skin-care (46%), finance/insurance (54%)
• All customer touch-points need review including: product/service design (39%), retail environment (63%), website (45%), social network/reviews (72%), Advertising/PR (82%).

 Dispelling the myth that being ‘age-friendly’ means being ‘old’, the research showed that Apple is the most age-friendly brand among those surveyed so far. On the other hand, the process revealed flaws in major brands including Burger King, American Express, Singapore Tourism.  Creating an ‘age-friendly’ customer experience will be critical to retain loyalty and attract the business of the exploding older market.

NZ Senior Citizens Minister John Carter has recognized the growing importance of the older market to NZ tourism, but the message does not seem to have been heard by the NZ tourism industry.   Carter, in talking about a new SuperGold card reciprocal agreement with Australia, notes that the over 65s are a fast growing population who are travelling more, with over 100,000 Kiwi seniors heading to Australia each year. “70,000 Australian seniors head for our shores each year and spend over $131 million while they are here……With all the travel our citizens do between our two countries, I can see this as a great opportunity to grow seniors tourism and build on the ANZAC spirit.”

The seniors market seems to be largely neglected in New Zealand. Currently, Tourism New Zealand (TNZ), which is NZ’s official overseas marketer is running a global – including in Australia – youth campaign called There’s Too Much To Miss with the objective of driving as many 18-29 year olds to the TNZ site as possible (IT 827).  Another current marketing effort is the 100% PureYou campaign, which in the Australian market shows young women jetboating, a man of about 35 with his young children, and a young women horse riding.  Not a single grey hair in sight. The snapshot of this campaign in other markets also does not show anyone with grey hair – except for a guide.  In addition, there is only one older couple in the What do You Say UK campaign, the remaining dozens of interviewees/models all look younger than 45. 

According to Travel Today, TNZ has been forced recently to rethink its international marketing as the organisation had been “too carried away” with pushing an adrenalin theme.  Kevin Bowler told delegates at the Australian Tourism Exchange in early April that the organisation altered its marketing strategies midway through last year after research found interest in the destination was not converting as well as hoped.  “We probably got a little bit carried away with adrenalin and how exciting everything was.  As a result Tourism NZ has looked to promote more “relaxation and rejuvenation” product as it looks to secure more of what Bowler termed the “active considerers”.    This is a step in the right direction as a NZ Ministry of Tourism report released over a year ago finally recognized leading edge Baby Boomers as NZ’s largest domestic market segment.  The Domestic Market Segmentation report notes that this segment is asset rich, money is less of a barrier to travel than with other segments, and holidays are very important to them.   Also over a year ago – at the 2010 Australian Tourism Exchange – Michael Londregan, a California-based travel agent, who oversees Qantas’s holiday arm in the US and Canada, said at the Australian Tourism Exchange trade fair in Adelaide that Baby Boomers were the key market returning to international travel (ATNZ).  On top of that, NZ Ministry of Tourism data shows that the over 45s comprise around 45% of our international visitors.  There is nothing wrong with NZ appealing to a young market, but lets also go after those with grey hair and money.

The John F. Kennedy for the Performing Arts and partners are holding a conference on Leadership Exchange in Arts and Disability (LEAD) in August.  LEAD has been engaging cultural administrators from around the world in a conversation on accessibility, disability and inclusion for more than 10 years. Two days of conference are preceded by three days of relevant pre-conference workshops. The conference is aimed at cultural organizations such as museums, galleries, and theatres, and at state and local governments, universities and colleges and anyone involved in the arts with an interest in access for people with disabilities. It will consider a broad range of access topics, such as web accessibility, social media, captioning in theatres, the Americans with Disabilities Act, access evaluations, staff and volunteer training, effective access planning, effective communication for people who are blind/low vision, and/or deaf/hard of hearing, audio description, funding, grants, and much more.  LEAD is a professional network focused on expanding the breadth and scope of accessibility services and programming across the USA and around the world. The network:

• explores practical methods for implementing accessibility in cultural environments;
• communicates information about arts and accessibility, and;
• shares resources and knowledge among professionals in the field of accessibility.

 A variety of helpful tip sheets can be found here.

Guest article by Manuel Calvillo, Project Manager, Puedo Viajar

While for most people organizing and planning holidays and accommodation is already part of the journey and an enjoyable experience, for people with disability the process of looking for information can be very unsatisfactory and stressful.  This is because it is really hard to find destinations, accommodations, attractions, restaurants, museums, adventure activities and other tourism facilities that provide relevant and reliable information about the accessibility of their facilities.  Faced with this situation  FEJIDIF(Provincial Federation of Associations of People with Physic and Organic Disabilities of Jaén –Spain) decided to create an e-portal (Puedo Viajar) about  accessible tourism based on social networks and Web 2.0 where people with disabilities can ask for information, share experiences, and find reliable information about the accessibility of tourist facilities.

 Puedo Viajar has two main sections. One of them is aimed at businesses, professionals, and administrations  who want to publicize and promote their accessible tourist attractions and facilities  in a space that speaks directly to travelers and tourists with disability.  The other is aimed at anyone interested in accessible tourism. We have developed a set of tools for those who register as members on the site. Through these tools, anyone may perform different activities to help plan their trips and vacations. Some of these functions include to:

• Assess from personal experience the accessibility of tourism facilities and share this information with all members.
• Ask other members about accessibility in their travel and places visited by them.
• Recommend, critique, compliment, and create feedback about tourism facilities.
• Be able to leave comments on the inputs and experiences shared in Puedo Viajar by other users or by companies and owners of touristic facilities.
• Share videos and photos about their experiences on their trips and vacation.
• Send direct messages to other members of the community,
• Contact directly managers of tourist facilities featured on Puedo Viajar.
• Select, store and remove tourist experiences posted by other users into a personal travel folder to organize and plan future trips and vacations.

Puedo Viajar has a profile on Facebook and Twitter and a blog in which we have been collecting the most relevant information in the media about accessible tourism since November 2009.  We are already over 200 members in the community, with almost 60 shared experiences. Currently we are working on the final development of these applications. We expect to complete the Spanish version of the website by June 2011, after which we plan an Englis version. Any person, government, association or corporation interested in participating or having more information about this project, please contact Manuel Calvillo through manolocalvillo @ fejidif.org / info@puedoviajar.es

The USA National Federation of the Blind (NFB), the nation’s leading advocate for Internet access by blind Americans, has announced an agreement with Travelocity, one of the largest and most popular international online travel agencies, to make travelocity.com more accessible to the blind.  Under the agreement, Travelocity will make accessible by July 1, 2011, its home page and each initial Web page used for searching Flights, Hotels, Vacation Packages, Last Minute Packages, Cars and Rail, Cruises, and Activities, with the accessibility of the rest of the pages needed to complete a booking to follow soon after.  Travelocity has committed to make its entire Web site fully accessible to blind people by March 30, 2012. 

Dr. Marc Maurer, President of the National Federation of the Blind, said: “The Internet is a critical means of access to business, education, information, and entertainment in the twenty-first century, and the blind must have equal access if we are to be equal participants in society.  By making its popular online travel agency fully accessible to the blind, Travelocity is setting an example that should be followed by the entire online travel industry.  The National Federation of the Blind is pleased to have reached this important agreement with Travelocity, and we will continue to work tirelessly until the blind have equal access to the full range of products and services available to the public through the Internet and other information technologies.”

Nejib Ben-Khedher, Chief Operating Officer of Travelocity, said: “We are committed to providing our customers with the best service possible.  With that in mind, making our Web site accessible is of critical importance—all of our customers, including those who are blind, must be able to easily access our products and services.”

Pursuant to the agreement, Travelocity will develop a comprehensive accessibility program that will include the development of an accessibility guidelines manual, and the appointment of both an accessibility coordinator and an accessibility committee.  Additionally, Travelocity will continue to work with officials of the National Federation of the Blind to ensure that the Travelocity services remain accessible to the blind. Travelocity will submit its web site to the NFB Nonvisual Accessibility (NFB-NVA) Web Certification program, a rigorous procedure by which Web sites and applications that have made efforts to be accessible to the blind can be identified and recognized.  The NFB-NVA Web Certification program continuously monitors participating sites to ensure that they remain compliant with certification criteria.  If a site remains accessible, its certification is renewed on an annual or a version basis.  If accessibility issues arise, the National Federation of the Blind will work with the site developers to remedy them.

(NFB Press release)