Implementing accessibility principles in digital design is often viewed as something businesses must do to comply with regulatory requirements. Yet as the population ages and the prevalence of disabilities increases, that view evolves. From the twenty-something recently diagnosed with ADHD, to the mom in mid-life struggling to see without glasses, to the senior contending with mobility issues in his hands, today’s digital users have diverse needs. In this context, companies should treat accessibility not just as a compliance issue but as a powerful tool to enhance the user experience for everyone —improving customer engagement, fostering loyalty, and driving market differentiation.
This is particularly significant in the travel industry, where digital interactions often serve as the first point of contact between a customer and a brand. Travelers rely on digital platforms for everything from booking flights and accommodations to accessing real-time information about their journeys. And yet, travel websites are routinely some of the worst offenders when it comes to accessible digital experiences.
Based on a report from accessibility software company AudioEye, nearly three-quarters of the travel websites they surveyed had images with missing or inadequate alt text, which is used by screen readers to describe the image to people with visual impairments. Other failures included pop-up windows with no information for the visually impaired, navigation issues, and a lack of detailed hotel descriptions. These inadequacies are a significant barrier to democratizing the travel booking experience for users with disabilities. Not only could these websites potentially face legal challenges, but they’re also missing out on an important and growing audience. According to data from the state of Florida, by 2034, there will be 77 million people 65 and older who are likely to have a disability — a not insignificant portion of the U.S. population!
How can digital marketers and technology leaders prioritize accessible design and implement sustainable accessibility practices within their organizations to fully leverage the unique strategic opportunity that it presents? And what does it mean to be inclusive when it comes to digital interfaces? First, we’ll explore the current regulatory environment and how it is influencing the evolution of accessible design before diving into some best practices, including examples from within the travel industry.
The Evolving Regulatory Landscape: Compliance as a Catalyst for Innovation
Digital accessibility regulations in the United States are primarily governed by the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG). The ADA mandates that all digital properties—websites, apps, and online tools—must be accessible to individuals with disabilities. WCAG provides internationally recognized guidelines designed to make web content more accessible, focusing on principles like perceivability, operability, understandability, and robustness (POUR).
Within the travel space specifically, the Air Carrier Access Act (ACAA) makes it illegal for airlines to discriminate against passengers because of their disability. More recent implementations of the rule include a stipulation that all domestic and foreign carriers must make their websites and automated airport kiosks accessible to travelers with disabilities. Airlines that fail to do so are required to disclose and offer web-based discounts to customers unable to use their website due to their disability.
The ACAA, which was first passed in 1986 goes to show that as digital environments evolve, so do these regulations. Compliance should not be viewed as merely a protective measure but as a springboard for innovation — leveraging inclusive design to open doors to improved user experiences, new markets, and stronger brand loyalty.
Inclusive Design Principles: Enhancing Usability for All
So, what do we really mean by inclusive design? At its core, inclusive design is a proactive approach to creating digital experiences that cater to the widest possible audience, including people with disabilities. It involves designing digital experiences that are intuitive as well as flexible. Features such as adjustable text sizes, high-contrast color schemes, screen reader compatibility, and simplified navigation are just a few examples of how inclusive design can enhance the usability and accessibility of digital platforms.
Additionally, advances in AI and augmented reality are enabling organizations to make complex user journeys more accessible through their apps and digital platforms. Glasgow Airport recently trialed a series of innovations aimed at improving how passengers with hearing, visual, and sensory impairments travel through the airport such as an AI-powered instant messaging service that allows transport hubs to upload information and direct it to a network of accessible QR-coded info points and an AI digital assistant that streamlines passenger support and wayfinding information.
Inclusive design extends beyond disability accommodations; it elevates the overall user experience for everyone. For example, video captions not only assist those with hearing impairments but also benefit users in noisy environments or those who prefer text over audio.
By embedding inclusive design principles into the development process, travel brands can move beyond basic compliance and instead use accessibility as a foundation for creating differentiated, customer-centric experiences.
Accessibility Testing: Ensuring Continuous Improvement
Continuous accessibility testing is crucial for maintaining accessible digital properties. This process involves using a combination of automated tools and manual testing to identify and resolve accessibility issues. Automated tools can efficiently detect common problems such as missing alt text or inadequate color contrast, but they cannot fully assess the user experience from the perspective of someone with a disability. Manual testing, particularly by users with disabilities, provides essential insights that automated tools cannot.
For technology leaders, incorporating accessibility testing into the development lifecycle is a best practice. This approach ensures that accessibility is an ongoing priority, not an afterthought. Regular testing helps identify and correct issues before they impact customer experiences or result in legal consequences, thereby ensuring digital properties remain accessible and user-friendly. This spring, for instance, British Airways launched a customer access advisory panel comprised of individuals with both visible and invisible disabilities that will review the airline’s accessibility initiatives across a broad range of areas to ensure they “improve the end-to-end experience for its customers with accessibility requirements”.
User-Centered Design for Accessibility: Focusing on the User Experience
User-centered design (UCD) is an approach that puts users at the center of the design and product development processes. When applied to accessibility, UCD involves understanding the specific needs of users with disabilities and designing digital experiences that address those needs effectively.
This could mean collaborating directly with users who have disabilities to co-create digital experiences. For example, involving travelers with visual impairments in the design process of a hotel booking app can provide valuable insights into improving accessibility and usability, creating a more intuitive and enjoyable user experience, which is key to fostering customer loyalty.
For digital marketers and technology leaders, the growing focus on digital accessibility offers a unique opportunity to lead with innovation and empathy. In the travel industry, where user experience is a key differentiator, accessible design is a strategic advantage. By adopting inclusive design principles, implementing robust accessibility testing protocols, embracing user-centered design, and actively integrating feedback from diverse user groups, companies can transform accessibility from a compliance challenge into a competitive edge.
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ABOUT THE AUTHOR
Zivile Goodwin, CPACC, Accessibility Specialist and Software Engineer at iSeatz
Zivile Goodwin is a passionate accessibility advocate and seasoned software engineer with extensive experience in implementing and testing accessible code for VPAT compliance. With a strong commitment to fostering accessibility across all digital platforms, Zivile has spent several years training and coaching cross-functional teams, including front-end developers, quality assurance engineers, designers, and product managers, on best practices in accessibility. She specializes in creating robust processes tailored to various departments to ensure the seamless integration of accessibility principles into product development within the Travel and Loyalty industry.