You need to ensure you develop the access information that many visitors are searching for about your location. This will help you build trust and transparency with all your potential customers.
In the UK, the spending power of disabled people and their households (the accessibility market), known as the purple pound, is worth £249bn
The over 50s, also known as the ‘grey pound‘, is worth over £320 billion a year to the UK economy
UK businesses are missing out on £1.8bn of lost revenue each month by ignoring the needs of disabled customers
Bad customer experience is costing UK companies £37bn per year in lost revenue
Globally, the accessible tourism market alone is an emerging market the size of China, with over 2.2 billion people (people with a disability and their immediate families)
This equates to annual spending power worth over £5.5 trillion
Over 50s account for a third of the population and half of all consumer expenditure. They hold 80% of all personal wealth and control 70% of all disposable income. Yet a mere 5% of all ad spend is directed at the over 50s. They understand marketing, they’re loyal, they have the cash and they want to spend it.
There are over 13 million disabled people in the UK
- Approximately only 6% of disabled use a wheelchair
Over 50s account for 35% of the UK population
- This figure expected to grow to 50% in the next 5 years
- 18% of the population are over 65 (expected to increase to 25% in the next 20 years)
- this increased by 15% from 16.6 million in 1996
By investing in accessibility, you are investing in the future of your business. 70% of all Europeans with accessibility needs have both the financial and physical capacity to travel and spend, but if they cannot find the right information about your business online, you may be missing out on this growing market.
Take the short survey below to help benchmark how accessible & inclusive your destination is.
OOVIRT discussing the importance of access information online
What is accessibility?
Accessibility is the practice of making your business or location accessible by as many people as possible — this is often interpreted as being only about people with disabilities, but really it covers all potential customers to ensure you do not discriminate and are being inclusive.
Think of pregnant mothers, the elderly, young families or those with short-term health issues. Accessibility is treating everyone the same, and giving them the same opportunities, no matter what their ability or circumstances. We are all different, but we are all human, and therefore have the same (human) rights.
Why is being accessible great for your business?
Being accessible and inclusive means catering for all needs. Whilst this is not always possible, providing clear and accurate information means customers can make informed decisions about visiting your location. Even if there are some accessibility limitations to your location, awareness of these issues will encourage customers to visit your business and build trust and transparency between you and your customers.
This can help avoid creating bad customer experiences and is a critical part of any successful marketing strategy. Not only is providing the right information the socially responsible thing to do to ensure you do not discriminate, as the statistics show, it is a great way to engage with all your potential customers.
A recent survey by an accessibility charity found that:
– 95% of respondents said they try to find access information prior to visiting a venue
– 86% have found a venue’s website information to be misleading, confusing or inaccurate
– 92% when thinking about accessibility, say that they do not feel very confident about visiting new places
How to make your destination more accessible & inclusive
Now that you have read about the customer demand for improved information on accessibility, and some of the financial benefits involved in doing this, the next question is: ‘What can you do to access this market?”
The starting point is to review the accessibility of your venue with a structured audit/survey. The gathered data can then be developed into a multi-format access guide to improve customer experience and boost your revenue.
Click below to find out you can go about this.