Accessible Rooms in Hotels: Why a Room Overhaul is Not a Necessity

The global accessible travel market is expected to reach $135 billion by 2032, with demand growing every year – Future Data Stats

However, inaccessibility in hospitality is still far too common. ​​

In fact, inaccessible online booking systems are one of the top reasons hotels face ADA lawsuits in the US, and one of the main reasons travelers with disabilities abandon bookings

Accessibility in hotels is too often treated as a box to check to satisfy building codes or minimum regulatory standards. But the most forward-thinking hotel brands – such as Hilton, a Be My Eyes customer – view accessible rooms as a growth strategy, a customer loyalty engine, and a brand differentiator.

In this blog, we explore why accessible rooms don’t necessarily require a structural overhaul to enhance guest satisfaction.

Contents

• Why Accessibility Matters
• Rethinking Accessibility: From Structural to Service-Based
• The Market Potential
• Practical First Steps for Hoteliers

Why Accessibility Matters

Nearly three in four guests (71%) believe more needs to be done to address a lack of accessibility for disabled people in the hospitality industry (The ‘Accessibility in Hospitality’ report)

Over 1.3 billion people globally live with a disability, and accessibility needs extend well beyond that. Older adults, travelers with injuries, neurodivergent guests, and parents with young children all benefit from inclusive experiences. As the global accessible travel market is projected to reach $135 billion by 2032, making even incremental accessibility improvements positions your hotel to capture a share of this growing audience.

Rethinking Accessibility: From Structural to Service-Based

For forward-thinking hotels, accessibility comes down to reimagining the guest experience. From digital booking platforms to accessible in-room technologies and overlay services like visual assistance apps such as those from Be My Eyes, there are powerful, scalable ways to make your property more inclusive without a total rebuild. And the payoff? Greater loyalty, broader reach, and a stronger brand.

Examples include:

• Visual interpretation services like Be My Eyes’ Service Connect, which allows guests with vision loss to video-call a trained professional agent who can assist with tasks like reading thermostats, interpreting room controls, or navigating breakfast buffets.
• AI-powered support tools like Service AI that interpret images, read printed materials, or guide guests through self-service check-ins—helping reduce friction without the need for staff intervention.
• Accessible digital interfaces: Ensuring your booking engines, loyalty apps, and guest communication channels are screen-reader friendly and meet WCAG standards not only avoids legal pitfalls, but increases booking conversions.

The Market Potential

Accessible travel is a rapidly growing and lucrative market.

According to a Harris Interactive/Open Doors Organization study in the United States, disabled travelers now spend over USD 13 billion annually on travel-related services. This spending encompasses more than 17 million hotel visits and 9.4 million airline flights each year.

These substantial figures have caught the travel industry’s attention like never before.

In Europe, the opportunity is also excellent.

Recent estimates from the UN World Tourism Organization (UNWTO) highlight a potential market of over 80 million people with disabilities within the European Union alone. When including older citizens and their travel companions, this figure rises to approximately 130 million. Importantly, most people with disabilities in the EU (about 70%) are both financially and physically able to travel.

Let’s explore this in more detail…

Expanding Reach

There are an estimated 1.3 billion people worldwide living with disabilities, representing a significant and often underserved customer base.

• Accessible hotel services attract travelers who might otherwise avoid hotels that don’t meet their needs.
• Beyond guests with disabilities, accessible features appeal to aging populations, families with young children, and even business travelers with temporary mobility limitations.
• Investing in accessibility signals a commitment to inclusivity and social responsibility, enhancing a hotel’s reputation and attracting socially conscious travelers.

By offering accessible rooms, hotels can attract more diverse groups of travelers, tapping into a growing market with high spending power.

Brand Loyalty and Reputation

When you invest in genuine accessibility, you meet needs and build trust. Guests with disabilities often face frequent barriers in travel, so when they discover a hotel that gets it right, they remember.

When asked whether customers would return to a venue where access was difficult, more than half of consumers (53%) said no, whilst 27% abstained and 20% said yes. (HGEM)

• Accessible guests frequently become some of the most loyal, repeat customers. They return not only because their practical needs are met, but because they feel seen, welcomed, and valued.
• Offering accessible accommodations shows authentic inclusivity and respect, building trust and loyalty among guests.
• Positive experiences lead to repeat bookings and referrals, especially in the close-knit disability community.
• Hotels that prioritize accessibility demonstrate genuine inclusivity and social responsibility, resonating with socially conscious consumers.
• Guests who feel valued and accommodated are more likely to become repeat customers and recommend the hotel to others.
• Positive experiences lead to favorable online reviews and word-of-mouth, boosting brand visibility and trust.

Competitive Advantage

Hospitality is highly competitive. Hotels that embrace accessibility differentiate themselves by demonstrating empathy and innovation.

• Accessibility investment signals a forward-thinking, socially responsible brand.
• Businesses and organizations hosting events or booking group travel are increasingly prioritizing accessible venues to meet diversity and inclusion commitments.
• Hotels that exceed accessibility standards may qualify for preferred supplier lists with governments, NGOs, and corporations that prioritize inclusive procurement.

Reducing Liability and Compliance Risks

While business growth is a key benefit, accessible hotel services also help meet legal requirements like the Equality Act 2010 (UK) or the ADA (US), avoiding penalties and lawsuits.

• Proactively investing in accessibility reduces last-minute retrofit costs and reputational damage.
• By shifting the mindset from “compliance” to “competitive opportunity,” your brand can unlock new revenue streams and deepen connections with a growing, loyal demographic.

Practical First Steps for Hoteliers

Creating a more inclusive hotel experience doesn’t require massive renovations or new construction. In fact, some of the most powerful improvements come from smarter service design and better use of existing tools. Here are four practical, scalable ways to enhance accessibility:

Audit Your Digital Touchpoints

Your website and mobile app are often the first interaction a guest has with your brand and they need to work for everyone. Guests who use screen readers, keyboard navigation, or voice commands can easily abandon a booking if your digital experience isn’t accessible.

What to do:

• Use automated tools (like WAVE or Axe) and manual testing with assistive technologies to identify barriers in your site or booking flow.
• Ensure compliance with WCAG 2.1 standards, including proper contrast ratios, text alternatives for images, and accessible form fields.
• Don’t forget confirmation emails and loyalty program portals. These are key elements of the customer journey too.

Read our web accessibility blog for more tips.

Leverage Customer Accessibility Platforms Like Be My Eyes

Innovative tools like our Customer Accessibility Management (CAM) solutions allow hotels to provide real-time support for blind and low-vision guests, without the cost of physical modifications.

What this looks like in action:

• A blind guest can use the Be My Eyes app to connect with a virtual assistant (Service AI) or a live professional hotel agent (Service Connect), who can describe room features, help with coffee machines, or read printed materials through the guest’s phone camera.
• Hotels can brand their support entry within the app’s Service Directory, creating a seamless and recognizable experience.

Discover how Hilton has improved accessibility and guest experience through Be My Eyes.

Train Frontline Staff in Disability Etiquette and Service Personalization

Your people are your property’s most valuable asset and training them in accessible service goes a long way in creating positive guest experiences.

Start with basics like:

• Understanding different types of disabilities, including hidden disabilities.
• Practicing respectful communication (e.g., speaking directly to the guest, not their companion).
• Offering proactive support without assumptions or overstepping.

Go further with personalization:

• Have a protocol for asking about accessibility needs during check-in.
• Offer flexible accommodations like quiet rooms, visual alarms, or extended check-out if needed.
• A single great interaction can lead to repeat business, referrals, and glowing reviews.

List Accessibility Features Clearly in Online Listings

Transparency builds trust.

Guests often rely on this information to determine whether they can stay at your property. Providing detailed, accurate accessibility information minimizes booking friction and helps you capture demand from travelers who are actively looking for inclusive experiences.

Make sure your accessibility features are front and center on your website, OTAs, and third-party platforms.

This includes:

• Specific room features
• Accessibility of common areas like the pool, restaurant, or business center.
• Service enhancements like visual interpretation tools, accessible customer support, or companion animal policies.

Accessibility doesn’t have to be a massive infrastructure project.

By focusing on service design, technology integration, and inclusive training, hoteliers can quickly raise the standard of accessibility to delight guests, strengthen brand loyalty and tap into a powerful, growing travel segment.

Remember, accessibility is an ongoing journey that benefits your guests, your business, and your community.

Discover how Be My Eyes helps make hospitality accessible: https://www.bemyeyes.com/business/hospitality/