A note to businesses

Accessibility: the bottom line

There are a lot of misconceptions about the disabled as a population. One of those misconceptions is that they don‘t make enough of a financial impact on your business to bother considering. In fact, people with disabilities are part of a growing market, especially as the Baby Boomer generation ages.

Why should your business be accessible? (Let’s disregard all notions of the goodness of your heart and get right to the bottom line.) Besides the fact that it's the law and failure to follow this law can result in costly lawsuits or fines of up to $55,000 from the Justice Department, it can actually be to your advantage to make your business ADA compliant.

People with disabilities spend 13.5 billion in travel annually, and it’s likely that number would be even higher if their needs were adequately addressed. Studies show their traveling has increased since 2005.

The Open Doors Organization conducts research and seeks to promote accessibility in businesses:  http://opendoorsnfp.org/page2.html. In the words of their mission statement: “it just makes good business sense” to market to people with disabilities.

People with disabilities are loyal to businesses that address their needs. They're often repeat customers when they find hotels where their comfort and safety are taken care of and they can just have a good time. They pass along good experiences to other potential customers.

And when groups are traveling, it's the person with accessibility concerns who picks the destination. Craig Kennedy addresses this in Top Ten Ways to Market to People With Disabilities. Number 9 discusses the importance of what he calls “the entourage”: http://ckconsultingonline.blogspot.com/

Kennedy also discusses the financial benefits of catering to the needs of travelers with disabilities. One concrete example of this is the profits made by the cruise industry. Getting a reputation for being especially disability conscious will set your business apart.

Another resource for businesses interested in “Tapping Into the Special Needs Travel Market“: http://www.specialneedsgroupinc.blogspot.com/

Used to being ignored by businesses, people with disabilities are especially grateful to those who go beyond the bare minimum to cater to their needs. That gratitude translates into profit.

The links I’ve provided are geared toward businesses, but they’re also a great resource for those interested in disability marketing trends. There’s strength in numbers (which we have) and knowledge is power. Arm yourself.