Unlocking Hidden Revenue: How Accessibility in Serviced Accommodation Can Boost Your Bookings and Profits
For many serviced accommodation operators, accessibility is often seen as a costly obligation rather than a profitable opportunity. However, the reality is that improving accessibility—whether through simple adjustments or by better promoting features you already have—can increase bookings, enhance guest satisfaction, and unlock a multi-billion-pound market.
What’s more, many accessibility improvements come at little to no cost, and your local council may even provide grants and incentives to help you make changes. For instance, did you know that simply highlighting your TVs’ subtitle capabilities could attract hearing-impaired guests? Or that describing ground-floor apartments as “step-free access” could appeal to a wider audience, from elderly travellers to families with pushchairs?
This article explores how accessibility equals more revenue, how to engage with your local council for financial support, and why an accessibility audit could reveal existing strengths you’re not marketing.
Why Accessibility Means More Revenue, Not Just More Costs
The biggest misconception about accessibility is that it’s an expensive investment with little return. In reality, making your serviced accommodation more inclusive can significantly increase your customer base and revenue.
The Accessible Travel Market: A Multi-Billion-Pound Opportunity
According to UK government figures:
22% of the population has a disability—a massive market that struggles to find suitable accommodation.
The Purple Pound—the collective spending power of disabled people and their families—is worth £274 billion per year in the UK.
70% of disabled travellers say they would book more stays if properties were clearer about their accessibility features.
Most serviced accommodation businesses are missing out on bookings simply because they don’t highlight the features they already have. You may already offer accessibility-friendly features but fail to advertise them effectively.
The First Step: Engaging With Your Local Council for Grants and Advice
Before spending money on accessibility improvements, check what funding, incentives, and support your local council offers. Many councils have business support teams that can advise on:
Accessibility grants for structural improvements (e.g., ramps, grab rails, accessible bathrooms).
Cost-saving measures (e.g., improving energy efficiency while making spaces more accessible).
Guidance on best practices, ensuring that small changes provide the biggest impact.
How to Approach Your Local Council
Find the Right Department – Search your local council’s website for business support, accessibility grants, or hospitality funding.
Request a Consultation – Many councils offer free advice or assessments for small business owners.
Highlight the Business Benefits – Show them that improving accessibility will attract more visitors to your property and the local economy.
Ask About Financial Assistance – Some councils offer funding for minor adaptations or tax relief on accessibility-related improvements.
Many councils actively want businesses to become more accessible, as it aligns with their commitment to inclusive tourism. Some will even fund accessibility audits, which can help you identify simple changes that could make a big difference.
Conducting an Accessibility Audit: What Are You Already Doing Right?
Many serviced accommodation providers already have features that benefit disabled guests, but they fail to promote them. A simple accessibility audit can help you:
Identify what you’re already doing that appeals to disabled guests.
Spot small, cost-effective improvements that make a big difference.
Update your marketing to reflect your accessibility features.
Key Areas to Assess in Your Property
1. Entrance & Access:
• Do you have step-free access? If so, market it!
• Is there designated disabled parking or a nearby drop-off zone?
• Are paths and entrances well-lit and clearly signposted?
2. Interior Adjustments:
• Are hallways wide enough for wheelchairs or pushchairs?
• Do you use contrasting colours to help visually impaired guests navigate?
• Is your furniture flexible enough to accommodate different mobility needs?
3. Bathrooms & Kitchens:
• Do you have a walk-in shower or a bath with handrails?
• Are taps and appliances easy to use for guests with limited dexterity?
• Would a small change—such as a shower stool—make a big difference?
4. Technology & Guest Experience:
• Do your TVs have subtitles? Many guests with hearing impairments rely on this.
• Is your check-in process simple and accessible, e.g., offering keyless entry?
• Could you offer adjustable-height tables or workspaces?
Why an Accessibility Audit Boosts Revenue
Once you identify your accessibility-friendly features, you can use them to attract more guests. A guest with mobility limitations, a hearing impairment, or a young family actively looks for properties that cater to their needs.
By listing these features in your marketing materials, you could see an immediate increase in bookings without spending a penny on modifications.
Simple & Cost-Effective Ways to Improve Accessibility
Not all accessibility improvements require a major investment. Many are low-cost but high-impact.
1. Improve Communication & Information
Add an Accessibility Information section to your website and booking platforms.
Provide detailed descriptions of your property’s features, including clear photos.
Offer pre-arrival questionnaires to understand guests’ needs in advance.
2. Small Interior Adjustments
Install lever-style door handles instead of round knobs.
Add contrast strips on stairs for visually impaired guests.
Provide adjustable-height tables for added flexibility.
3. Enhance the Guest Experience
Offer portable ramps for small steps.
Provide non-slip mats in bathrooms.
Supply hearing loops or vibrating alarm clocks for guests with hearing impairments.
Each of these simple, affordable changes can make a property significantly more accessible, broadening your appeal and increasing your bookings.
Marketing Your Accessibility Features: Let Guests Know What You Offer
One of the biggest mistakes serviced accommodation providers make is not marketing their accessibility features properly.
Where to Promote Accessibility
Booking platforms (Airbnb, Booking.com, your website) – Ensure accessibility options are clearly stated in property descriptions.
Social media – Share guest stories and testimonials from those who have benefited from your accessibility-friendly features.
Guest communication – Let potential guests know what you offer and how you can cater to their needs.
By simply listing accessibility features in your marketing, you can increase bookings and attract a loyal customer base who will return and recommend your property to others.
Final Thoughts: Accessibility Is an Opportunity, Not a Cost
Improving accessibility in your serviced accommodation isn’t just about compliance—it’s about expanding your business, increasing revenue, and improving guest experience.
By:
Speaking to your local council about grants and financial support,
Conducting an accessibility audit to uncover what you’re already doing well,
Making small, cost-effective improvements to enhance guest experience, and
Marketing your accessibility features properly, you can tap into a multi-billion-pound market and set your serviced accommodation apart from competitors.
Accessibility doesn’t have to mean major expenses—sometimes, it’s as simple as letting people know what you already offer.
Would you like help identifying specific grants in your area or reviewing your property’s accessibility features? Let me know, and I’d be happy to assist!
