Accessibility & The Bottom Line

When most hoteliers talk about accessibility, the conversation tends to be about compliance: the number of wheelchair-accessible rooms required by law, making sure bathrooms have grab bars, checking boxes on building codes.

It’s also very easy to only focus on the human aspect. Offering inclusive accommodation is the right thing to do. Whilst this is certainly true and everyone should be thinking this way, we often forget to talk about the business side of things.

I’ve been in this industry long enough to know the grind. We’re all looking for ways to fill rooms midweek, attract more conferences, and keep weddings coming through the door. Here’s the thing. Accessibility is a market unlocker, and it can help you do all of those things.

A Market That’s Hiding in Plain Sight

When a family looks for an accessible holiday that is suitable for their disabled child, for example, what do they find? More often than not, it is a hotel website with a few pictures of an ‘accessible room’ that looks no different from any other and has no real information about what that room actually includes. Nine times out of ten, that family gives up or books a vacation rental instead.

Now imagine your hotel had clear photos of spacious rooms with roll-in showers, staff trained to assist without being awkward, and event spaces designed so every guest could enjoy them. Guess what? That family is going to book with you—and tell their friends.

Accessibility isn’t rare because the demand isn’t there. 1 in 5 people in the UK now have a registered disability. It’s rare because so many hotels don’t think past minimum standards. The reality is there are millions of travellers who are actively looking for properties that are genuinely inclusive. If you’re one of the few in the country to offer it, you immediately stand out.

Events Also Hold The Key

Accessibility doesn’t just matter for leisure travellers. It’s huge for events too. Conferences, weddings, corporate retreats. All of these groups need venues that work for every attendee.

I’ve spoken with event planners who’ve had to cross hotels off their list because the ballroom stage wasn’t accessible, or because breakout rooms were tucked away down stairs with no elevator access. Think about that. An entire 200-person conference gets booked somewhere else, all because of a few steps.

If you invest in accessible event spaces, you suddenly become the obvious choice for organizations that don’t want to deal with those headaches. That’s recurring revenue, repeat clients, and stronger partnerships with planners who will come back again and again.

Accessibility = Differentiation

Here’s the best part: accessibility isn’t just about doing good (though it absolutely is that too). It’s about setting yourself apart in a competitive market.

Most hotels compete on the same things: price, location, amenities. But if you’re known as the property that really gets accessibility, you tap into a loyalty most competitors don’t even realize exists. Guests who feel truly welcome come back. They recommend you. The disabled community are vocal, and they talk to each other. Word will spread very quickly if you get it right.

Accessibility becomes part of your brand story. And let me tell you, “We’re the hotel that makes everyone feel at home” is a much stronger message than “We have an indoor pool and free Wi-Fi.”

Small Shifts, Big Impact

The good news? Improving accessibility doesn’t always mean a huge renovation bill. Sure, structural upgrades can matter, but sometimes it’s as simple as better training, clearer information on your website, or making sure your accessible rooms are actually considered (not just an afterthought).

Think of it this way: every step you take toward accessibility is a step toward a bigger market share. You’re not just checking boxes. You’re building loyalty, unlocking events, and future-proofing your hotel for a world that’s only becoming more inclusive.

The Bottom Line

Accessibility is rare in hospitality, which means you have a golden opportunity. Be the hotel that gets it right, and you won’t just be doing the right thing—you’ll be boosting your bottom line in a way your competitors can’t touch.

So here’s my advice as a fellow hotelier: don’t look at accessibility as a cost centre. Look at it as the best marketing investment you can make. Open your doors, literally and figuratively, and watch the business follow.