Travelers with mobility and accessibility needs and their companions make up a significant portion of European travelers. In the UK alone, the Activity Alliance reported that in 2024, 48% of people with disabilities have mobility and accessibility needs. And this percentage doesn’t include those with temporary mobility issues stemming from accidents or illnesses.
Regardless of why they might have mobility and accessibility top of mind, these individuals are still traveling. And they’re taking travel companions along with them.
Such a powerful market segment deserves our attention. Which is why MMGY Travel Intelligence, in partnership with the World Travel & Tourism Council (WTTC) and the European Network for Accessible Tourism (ENAT), produced Portrait of European Travellers with Mobility and Accessibility Needs™.
This syndicated research study delves into what specific things this traveler segment desires from destinations and travel brands and where barriers to travel arise for them. The resulting report provides a practical blueprint brands can use to improve the overall travel experience for European travelers with mobility and accessibility needs while strengthening business outcomes.
This travel segment is already traveling in ways that align with current business needs – and their direct feedback is crucial to capturing their business. While the full report includes nearly 100 pages of insights, we are spotlighting four immediate, actionable strategies that destinations and travel brands can begin implementing today.
1. More is more.
The clearest call to action resulting from our research is also the simplest: Travelers need more information. They need more photos, more measurements, more videos and more details.
Nearly 3 in 4 respondents say photos of accommodations are critical to the decision-making process, and two-thirds say the same about precise room measurements. These accessibility details are important because more than a quarter of survey respondents have shown up to a hotel in the past three years to find that the room they booked did not match what was delivered, which can often affect their ability to access their booked accommodations.
And when we talk about “access” for this audience, what we’re really talking about is autonomy. Everyone in this traveler segment has different needs, and when they are provided with accurate and detailed information, they can independently assess what is and is not workable for them – putting decision-making power back in their own hands.
2. Boost your off-season.
Driving off-season demand can be a challenge for travel and tourism brands – yet nearly 4 in 10 European travelers with mobility and accessibility needs actively prefer traveling during the off-season.
The “why” is clear: Fewer crowds, more space, lower stress and better pricing all contribute to a more manageable – and enjoyable – experience. And because there are often more travel constraints for them to consider and more mandates to research while planning, this traveler segment approaches planning with intent and thoroughness. Because for them, travel requires more effort.
3. OTAs are mandatory.
OTAs are the no. 1 tool travelers with mobility and accessibility needs use when booking international trips. Nearly half rely on them, and no other source comes close.
OTAs offer easily compared content and user-generated photos that give an authentic look into the travel experience. For travelers who may have specific and varied access requirements, these photos and the ability to filter features and easily cross-check multiple properties is invaluable, as long as they are up to date.
4. Prioritize group travel.
Travel planning can be stressful for anyone, but travelers with mobility and accessibility needs may have to call to confirm bathroom layouts or research adapted transportation options. The planning process is filled with extra decisions and unknowns, taking the shine off of it and adding anxiety to anticipation.
That is part of why group travel resonates with this traveler segment. While about one-third of all European travelers say they are likely to join a group tour, that rises to 61% percent for international travelers with mobility and accessibility needs.
What’s striking is that these aren’t necessarily “accessible group tours.” For travelers who often face added cognitive and logistical loads, group travel offers a welcome break from the constant need to self-coordinate. It’s not necessarily about specialized travel experiences – it’s often about not having to go it alone.
Better access benefits everyone.
Creating better access doesn’t require a total transformation. By implementing the strategies outlined above, brands can make an immediate impact.
And these changes do more than support travelers with mobility and accessibility needs and connect brands with a ready-to-travel audience. They also improve the general traveler experience while solving real pain points that affect all travelers, regardless of ability.
