By Dan Morgan-Williams, Founder of Visualise Training and Consultancy
Accessibility is Profitability
Accessibility is often seen as a compliance requirement, but for the hospitality industry, it is far more than that. Making your accommodation accessible to visually impaired guests is not simply about ticking boxes—it is about opening the doors to a loyal, growing, and highly influential market.
The so‑called “purple pound” is estimated at more than £15.3 billion in the UK each year. Yet many hotels still miss out on this market due to barriers that could be easily removed. In this article, we will examine why accessibility is a key to profitability and why leaders must view it as a strategic priority.
The Visually Impaired Traveller: A Growing Guest Segment
Over two million people in the UK live with sight loss, and the number is set to rise as the population ages. Visual impairment affects people of all ages and backgrounds, from those who are partially sighted to those who are completely blind.
Importantly, when visually impaired people travel, they rarely do so alone. They travel with family, friends, or colleagues—and if one member of the group feels excluded or unsafe, the whole group will opt for an alternative hotel. That means inaccessible hotels lose more than just one booking; they lose entire groups and repeat customers.
Hidden Costs of Inaccessibility
Many hotel leaders underestimate the financial impact of inaccessibility. An inaccessible website, for example, immediately prevents screen‑reader users from booking a stay. Poor lighting or confusing signage can frustrate guests, leading to negative reviews. When accessibility is improvised on the spot, staff spend unnecessary time solving problems that could have been anticipated. The hidden cost is reputational damage, wasted resources, and lost revenue.
Profit Opportunities in Accessibility
Hotels that invest in accessibility reap significant rewards. Visually impaired guests value consistency and reliability, and when they find an accessible hotel, they return again and again. Word of mouth within the visually impaired community is powerful, and positive experiences spread quickly.
Accessibility is also a clear differentiator in a competitive market—most hotels still underperform in this area, so those that excel stand out. Furthermore, accessible hotels garner favourable media coverage, industry awards, and new partnerships. Accessibility is good business.
From Compliance to Excellence
The Equality Act 2010 outlines clear obligations for service providers; however, meeting the minimum legal requirements is not sufficient. Leaders must go beyond compliance and view accessibility as an integral part of their brand identity.
Guests do not want to feel like an afterthought; they want to feel genuinely welcome. True accessibility is about dignity, independence, and inclusion. The hotels that will thrive are those that embed accessibility into their vision, strategy, and guest promise.
High‑Impact, Low‑Cost Adjustments
Some of the most effective accessibility improvements cost very little. Examples include ensuring websites are screen-reader friendly, providing large-print or digital menus, training staff to assist guests confidently, and labelling light switches or remotes with tactile markers. Maintaining consistent room layouts is another simple yet vital step. These adjustments are inexpensive but generate enormous goodwill and repeat business.
Larger Investments with Long‑Term Return
More substantial changes, such as installing smart room technology or redesigning communal spaces, require investment—but they offer long‑term returns. Voice‑activated lighting, contrasting colour schemes, tactile flooring, and audio‑enabled lifts are all examples.
While they may require upfront spending, they also future‑proof hotels, increase loyalty, and attract a broader customer base. Leaders should view these as capital investments that yield returns in terms of occupancy, reputation, and revenue.
Case Study Examples
Consider the hotel that introduced touchscreen-only self-check-in kiosks without any alternatives. Visually impaired guests were unable to check in independently, leading to complaints and lost bookings.
By contrast, another hotel invested in staff training and orientation tours for visually impaired guests. Reviews highlighted the warm welcome and proactive support, resulting in a surge in repeat visits and online recommendations. Accessibility makes or breaks guest experience—and the financial results follow.
Leadership Responsibility
Accessibility is not the sole responsibility of compliance officers—it must be led from the top. General managers, owners, and directors set the tone for the organisation. When leaders prioritise accessibility, staff follow their lead.
Training is key, but culture is equally important. A culture of accessibility means staff are empowered to anticipate needs and deliver service with dignity. Leaders must embed accessibility into mission statements, operational plans, and daily practice.
Training as the Missing Link
Even when facilities are accessible, the guest experience can fall short if staff lack confidence and self-assurance. That is why training is essential. At Visualise Training and Consultancy, we deliver Visual Impairment Awareness Training designed for the hospitality sector. Our training equips staff with the skills to welcome guests with sight loss respectfully and effectively, creating a culture of inclusion that extends far beyond physical adjustments.
Independent Audits for Trust
Authentic leadership is about accountability. Hotels cannot rely on guesswork to know whether they are truly accessible. That is why we also offer mystery shopper accessibility reviews.
Our consultants, who have lived experience of sight loss, stay in your accommodation and provide honest, practical feedback on every stage of the guest journey. This independent audit is the fastest way to uncover hidden barriers, enhance service, and demonstrate to guests that accessibility is integral to your brand promise.
Conclusion – Open Doors, Open Profits
Hospitality has always been about making people feel welcome. Accessibility for visually impaired guests is not a matter of charity—it is good business. It creates loyalty, strengthens reputation, and opens your hotel to a market worth billions. By investing in accessibility, training your teams, and seeking independent reviews, you are not only changing lives—you are also future‑proofing your business. Accessibility equals profitability. The time to act is now.
Ready to support your guests with visual impairments?
To find out more about face-to-face training, visit https://visualisetrainingandconsultancy.com/training/visual-impairment-awareness-training or for our eLearning option, head to https://visualisetrainingandconsultancy.com/training/via-e-learning/