Did you know? There are over 56 million Disabled people in Europe alone who want to travel. Studies indicate the global accessible tourism market equates to upwards of €150 billion.
In this exclusive interview for Disabled Access Day, Joe Logue, Community Manager at Euan’s Guide, and Emma Partlow, Director of Consumer Engagement and Policy at Transreport, discuss the evolving landscape of accessible tourism.
Together, they explore why accessibility should be a strategic priority for businesses, key barriers Disabled people encounter when travelling, and how innovative technology and research is dismantling those barriers to create a more inclusive future.
Joe, can you share the story behind Euan’s Guide and how it became such an important platform for Disabled people who travel?
“Euan’s Guide was founded by Euan MacDonald MBE and his sister Kiki in 2013,” Joe explains. “Euan, a powerchair user, realised there was a significant gap in accessible information when he experienced repeated challenges establishing whether venues could meet his needs.”
“Euan and Kiki conceived the idea of a website containing user-generated Disabled access information that considered the challenges in everyday experiences. The aim was to give people the confidence to explore new places without the fear of being let down.”
Joe highlights that Euan’s Guide has since become a vital tool for many Disabled people because it offers real, experience-based insights that go beyond surface-level claims.
“A venue might say it’s accessible but in reality, a Disabled customer may still encounter barriers to access. Imagine you arrive at a hotel and find there is no step-free access, inaccessible toilets, or staff who aren’t trained to help. With Euan’s Guide, people can feel confident that the venue they are choosing will meet their access needs.”
“The goal of Euan’s Guide is to make the world more accessible.” - Joe Logue
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From your experience, what are some of the barriers Disabled people experience when travelling?
“One of the most common barriers is a lack of accessible toilets and changing places, as evidenced in our recently published 2024 survey results.”
“Where those toilets exist, poor maintenance, missing grab rails, obstructed emergency cords, and locked facilities can pose a problem – and that’s without considering venues using accessible toilets as storage.”
Joe also highlights that transport remains a major challenge. “Most trains limit us to small sections of the carriage, with walkways too narrow for wheelchairs. And air travel presents similar difficulties. There’s the risk of devices being damaged, a lack of access to toilets for an extended period, and inconsistent service when boarding and disembarking.”
“Staff are often not always suitably trained to support Disabled people,” Joe adds. “They can sometimes operate on assumptions and give incorrect advice about the accessibility of their venue.”
Emma, how does Transreport’s technology help businesses improve accessibility?
“At Transreport, our technology is designed to build connections and break down barriers for Disabled and older people, and anyone with an access need. Our solution ensures smoother, more dignified experiences, while providing greater choice, control and autonomy in every interaction between service providers and customers.”
Transreport’s flagship technology, Passenger Assistance, allows users to communicate access needs in advance while empowering travel and transport providers to streamline operations and deliver exceptional service.
“Joe mentioned confidence which is an important factor when considering accessibility. At Transreport, our technology is designed to foster autonomy and the confidence for people to access the experiences they want to when they want to – providing an additional layer of reassurance by giving businesses the opportunity to get everything in place to meet people’s access needs appropriately.”
Passenger Assistance has already facilitated over 7 million assistances in the UK alone and is shaping more inclusive experiences globally.
Emma explains that empowering our industry partners to transform experiences is integral to approach. “Our technology supports businesses to optimise processes and improve real-time communication between teams, ensuring they have the opportunity to deliver consistently outstanding service to their customers.”
“Research backs this approach. Studies indicate that organisations partnering with technology providers see an approximate 20% rise in customer satisfaction. This underlines that investing in accessibility and innovative technology isn’t just the right thing to do; it’s a smart business decision.”
“When businesses have the right tools and insights, they’re better equipped to anticipate and meet customer needs.” - Emma Partlow
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Joe, why do you think it’s so important for businesses in the tourism sector to focus on accessibility?
Joe emphasises there is both a social-corporate responsibility and business case for better accessibility in the sector.
He explains “Tourism opens the world to Disabled people. It allows for new experiences, adventures, and opportunities for relaxation. When your business is accessible, you cater to all customers – which is the right thing to do, and it also makes commercial sense. The demand for accessible tourism is growing and businesses are leaving money on the table if they aren’t inclusive.”
Joe points to the £274 billion estimated spending power of Disabled people in the UK, known as the Purple Pound.
But for Joe, it’s not just about revenue. “Money should not be the sole motivator. Everyone should strive towards an accessible, future-proofed society. Over 80% of people acquire Disability later in life – if society is prepared today, you’re prepared tomorrow.”
“Travel and tourism should be an opportunity for everyone to create memories and experience the world on equal terms.” - Joe Logue
Emma, how can businesses in the travel and tourism sector ensure they are meeting the needs of Disabled consumers?
“It starts with consumer feedback,” Emma emphasises. “At Transreport, we are committed to the principle of Nothing About Us Without Us. The best way to understand how to meet the needs of Disabled customers is to create solutions grounded in lived experience. Consumer feedback is invaluable – businesses should prioritise creating open channels where Disabled people can share their experiences and play an active role in shaping improvements.”
Emma highlights that improving accessibility is about more than just removing physical barriers. “It’s about adopting a mindset shift across the entire customer journey.”
She explains “The focus should be on creating consistent, inclusive experiences for all. For example, a hotel may prioritise accessibility but to further their commitment, they must adopt solutions that streamline processes and promote equitable communication between venues and consumers.”
Emma encourages businesses to take a proactive approach. “Co-creation and collaboration with Disabled and older people is essential to ensure businesses and services are truly accessible. Be proactive in identifying potential barriers – conduct access audits, test your services with Disabled consumers, and invest in inclusivity.”
“72% of Disabled people will visit venues that care about accessibility. The more seamless the experience, the more likely customers are to return and recommend your business.” - Emma Partlow
Joe, how do you see the role of consumer feedback in shaping the future of accessible tourism?
“Consumer feedback is everything,” Joe says. “My advice to businesses is to seek feedback and do your research. Speak to the people who use your services, ask their opinions, and make it easy for them to tell you how they feel. Learn where there are shortcomings and invest time and effort in making things better.”
“Euan’s Guide platforms accessibility insights shared by Disabled people. It’s not just about praising what works – it’s about highlighting what doesn’t and giving businesses the chance to fix it.”
Joe highlights “If you’re a business, you can also use Euan’s Guide to list your venue. There’s no cost to this, and it provides a valuable avenue for customer feedback, allowing you to ensure your venue is meeting and exceeding real customer needs and expectations.”
“Platforms such as ours make great strides in changing the landscape of accessible tourism. So often, businesses state they’d love to be accessible but are prohibited by cost. By using our website and looking at our annual accessibility survey, tourism organisations can obtain valuable insight.”
Joe emphasises that businesses unlock a huge opportunity to improve by actively listening to customer feedback. “As more people share their experiences, this further informs businesses on how they can improve and raises the profile of the need for accessibility, understanding, and inclusivity.”
“If you make it easy for people to tell you what’s wrong, you’re halfway there. The next step is acting on that feedback.” - Joe Logue
Emma, why is collaboration with organisations like Transreport and Euan’s Guide so important for businesses in the tourism sector?
Emma stresses that true progress comes from collaboration between the industry, technology providers, and consumers. “This is essential to create equitable tourism experiences for all customers. Platforms like Euan’s Guide provide invaluable insight for businesses into what Disabled people need when travelling – and Transreport provides the tools to make it happen.”
She highlights that Transreport’s technology empowers businesses to act on these insights.
“Euan’s Guide helps businesses understand where the barriers are. At Transreport, our Passenger Assistance technology allows businesses to implement meaningful changes based on real customer information and feedback; whether it’s improving communication, streamlining assistance requests, or making sure staff are prepared to support Disabled customers.”
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Emma also underlines that accessibility creates a competitive advantage for the industry. “The businesses that lead on accessibility will win and retain customer loyalty, leading to sustainable growth. The market for accessible tourism is growing at a rate of 10% annually, and customers remember and trust the companies that make them feel valued.”
“Collaboration between businesses, technology providers, and consumer groups is key to transforming experiences and creating a more accessible future of tourism - one that benefits all.” - Emma Partlow
Unlock the Benefits of Accessible Tourism
The demand for accessible travel is growing, and the time to act is now. Businesses that prioritise inclusivity will gain a competitive edge.
Discover how Transreport’s technology can help your business deliver exceptional service and enhance customer experiences. Connect with us today: https://transreport.co.uk/company/contact-us/
Want to make your venue more accessible? List your business on Euan’s Guide to receive real customer feedback and valuable insights from the Disabled community: https://www.euansguide.com/venues/
Let’s build a more inclusive future of tourism!
