02 Aug 2024by Katherine Masters
From using inclusive language to training staff, tailoring your marketing can help make your business a more forward-thinking, representative brand, advises Andy Headington, chief executive of Adido
A visually impaired traveller hiking in India
At the Abta Travel Marketing Conference, held at the end of June in London, research by the Purple Goat Agency revealed only 0.9% of adverts feature disabled people.
Furthermore, the World Health Organisation estimates that 1.3 billion people experience significant disability, which represents 16% of the world’s population or one in six of us.
That got me thinking. The travel industry has made great strides in recent years, but what can be done – from a digital marketing perspective – to improve things even further?
1. Demonstrate visual diversity
The images you choose for your marketing material should reflect the diverse customer base you are seeking to attract. Visuals help to shape perceptions and set the tone for what your brand stands for, which is why including a wide spectrum of travellers should be at the heart of any campaign.
Showcase real stories, photos and reviews from diverse travellers who have used your services. This not only adds credibility and demonstrates social proofing, but also provides relatable content for a wider, more eclectic audience.
2. Make accessibility a priority
For travellers with disabilities, detailed accessibility information can make or break their decision to book with you. Customer service teams should be trained to confidently answer accessibility-related questions. Offer virtual tours or detailed photos of tailored rooms and facilities and only work with travel partners who prioritise accessibility.
Additionally, it’s much better for a travel brand to be open and honest about any restrictions in place. Being truthful about the limitations that certain venues or experiences might have is better than not addressing them at all. That way, you can allow the individual to make a choice, rather than letting them find out it’s not suitable when it’s too late.
3. Use inclusive language
The language and terminology you use is essential for creating a welcoming and representative experience for all. This can be as simple as avoiding gender-specific terms and opting instead for gender-neutral alternatives such as ‘guests’ or ‘passengers’.
When referring to disabilities, use person-first language like ‘person with a disability’ instead of ‘disabled person’, unless the individual prefers identity-first language. Avoid outdated or offensive terms and stay updated on the preferred terminology within different communities. And incorporate language that respects all cultures, genders and identities, ensuring everyone feels acknowledged and valued.
4. Engage with diverse communities and groups
Engaging with a diverse range of communities can help you avoid missteps and enable you to gain a deeper understanding of what matters most to them. This could include liaising with Diversity, Equity, Accessibility and Inclusion (DEAI) organisations or individuals, all of whom can provide you with first-hand insights into the needs and preferences of different travellers.
Hiring diverse talent within your marketing teams will help bring varied perspectives to your strategies, and partnering with DEAI influencers and content creators will support your efforts.
5. Train your staff on inclusivity and personalisation
From hotels and cruises to airlines and travel agents, your workforce is the face of your brand. These are the people who interact with customers, so ensuring they not only understand the importance of inclusivity but reflect those values in the service they provide is critical.
New team members could participate in training sessions that address topics such as unconscious bias, hidden disabilities, cultural sensitivity and accessibility. Empowering your brand representatives to create a welcoming and comfortable experience for everyone will leave a lasting impression and help to foster brand loyalty.
Final thoughts
By ensuring your brand adopts more inclusive marketing strategies, you’ll not only be seen as a forward-thinking, representative brand, you’ll also tap into a wider travel audience, many of whom will be happy to use you time and time again.
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