TRAVELERS WITH DISABILITIES: THE AMERICAN MARKET

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TRAVELERS WITH DISABILITIESTHE AMERICAN MARKET

• Kostas Zografopoulos
• Kostas Z Foundation,
• Open Doors Organization

2nd International OSSATE Workshop Athens, Greece,
9 September 2005
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Introduction/1

• Kostas Z Foundation--a Chicago-based non-profit
  organization whose emphasis is on individual
  support, organizational support and accessibility
  measures both in the United States and in foreign
  countries. The foundation initiates and supports
  information campaigns, conveying the message of
  full participation and integration among people
  with disabilities.
• www.kostasz.org

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Introduction/2

• Open Doors Organization (ODO)a Chicago-based
  non-profit organization founded in 2000. ODO is
  dedicated to teaching businesses how to succeed
  in the disability market and making their goods
  and services accessible to people with
  disabilities, while also working to empower the
  disability community.
• www.opendoorsnfp.org

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Introduction/3

• Until 2 years ago the travel industry in the US
  and abroad could only estimate the size and
  economic impact of the American disability travel
  market from U.S. Census Bureau data on disability
  status, income and employment
• Open Doors Organization (ODO) perceived the need
  for specific, reliable data. In 2002, ODO
  commissioned Harris Interactive to conduct a
  nationwide survey of adult travelers with
  disabilities. The ground-breaking study was
  released in January 2003.

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Introduction/4

• Among the salient findingsthat American adults
  with disabilities spend 13.6 billion on travel
  each year
• In 2005, ODO sponsored a second nationwide study,
  conducted again by Harris Interactive using the
  same methodology.
• The 2005 ODO Survey data on international travel
  is being released today for the first time at
  OSSATE to underscore the importance of this
  initiative to develop Accessible Tourism
  Information Services in Europe.

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Research Among Adults with Disabilities Travel
and Hospitality

• Prepared for
• July 2005

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Background

• The Open Doors Organization commissioned Harris
  Interactive to conduct a quantitative study among
  U.S. adults with disabilities (aged 18 and older)
  to identify the general travel habits and
  patterns of adults with disabilities.
• The development of the study was preceded by
  focus groups among people with disabilities as
  well as executive interviews with representatives
  from the travel industry.
• The study was undertaken in response to the
  growing population of adults with disabilities.
  Assuming that incidence rates by age remain the
  same, by 2030 nearly 24 of the total U.S.
  population will be disabled (and over 15
  severely disabled). The total disabled
  population will increase by 30.9 million and the
  severely disabled population will increase by 21
  million, when compared to 1997.

• This data on the incidence of adults with
  disabilities was obtained from a study published
  by the U.S. Census Bureau in 2001, based on 1997
  data, called Americans with Disabilities.

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Objectives

• Key objectives of the study are to
• Measure general travel behaviors including how
  often adults with disabilities are traveling, how
  much money they spend, and which sources of
  information they rely on to make decisions
• Gauge experiences with airlines, airports, car
  rental agencies, hotels, and restaurants
• Determine the obstacles that adults with
  disabilities encounter with airlines, airports,
  hotels, and restaurants
• Estimate the current and potential economic
  impact of the disability community and,
• Compare 2005 findings to the 2002 study conducted
  for Open Doors by Harris Interactive to uncover
  possible trends and differences over time.

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Sample and Methodology

• For the 2005 Study
• Total sample includes 1,373 interviews among
  adults with disabilities
• 871 interviews were conducted online (using The
  Harris Poll Online Database)
• 502 interviews were conducted by telephone (using
  a prescreened sample of adults with
  disabilities from The Harris Poll)
• Disability was defined as having blindness,
  deafness, or a condition that substantially
  limits one or more basic physical activities such
  as walking, climbing stairs, reaching, lifting or
  carrying. Respondents were screened based on
  this criteria using a variation of the 2000
  Census question.
• 15 of the general adult population (or more than
  31 million adults aged 18 and older) defines
  themselves as having one or more of these
  characteristics.
• Data were weighted to represent the populations
  with these disabilities aged 18 and older.
• Interviewing was conducted between February 8,
  2005 and February 28, 2005.
• Interviews were an average of 21 minutes in
  length on the telephone and 16 minutes online.

• This data on the incidence of adults with
  disabilities was obtained through The Harris Poll
  (February 2005) and based off of the 209,128,094
  people age 18 years and older in the U.S.
  population, according to the 2000 U.S. Census.

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Executive Summary

• General Travel
• 69 of adults with disabilities (or more than 21
  million people) have traveled at least once in
  the past two years. This includes
• 3.9 million business travelers
• 20 million pleasure/leisure travelers
• 4.4 million travelers who combine business and
  pleasure
• This number has remained fairly constant since
  2002 71 had traveled at least once in the
  previous two years (5.6 million business
  travelers, 21 million pleasure/leisure travelers,
  and 5 million combination travelers).
• The overall number of trips that adults with
  disabilities are taking has not changed from
  2002 they take 2 trips every two years (or
  approximately 63 million total trips), the
  majority of which are for pleasure.
• As reported in 2002, there continues to be a
  subgroup of more frequent travelers in the
  disability community 20 of all adults with
  disabilities travel at least 6 times every two
  years.

This data is based on the 2000 U.S. Census which
estimates that there are 209,128,094 people age
18 years and older in the U.S. population. The
data on incidence of adults with disabilities was
obtained from The Harris Poll (November 2002).
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Executive Summary

• General Travel
• Three out of five adults with disabilities who
  are online (62) have traveled outside the
  continental United States at least once in their
  lifetime.
• The vast majority of those who have traveled
  outside the continental United States (85) have
  visited other North American destinations. Of
  these, Canada (56) is most popular, followed by
  Mexico (52). One out of four have traveled to
  Hawaii (25).
• More than two out of five of those who have
  traveled outside the continental United States
  have traveled to Europe (44). The most visited
  countries in Europe are Germany (28), England
  (26), and France (25).
• Almost one out of three (31) who have traveled
  outside the continental United States have
  traveled to the Caribbean.
• Over the course of two years, 16 of online
  adults with disabilities traveled outside the
  continental United States. The typical
  international traveler spent almost 1,600 on
  this travel, which means current international
  travel expenditures among the disability
  population top 7 billion over the course of two
  years.
• The heavy international spender within the
  disability population has one or more of the
  following characteristics household income of
  35,000 or more over age 50 at least some
  college education and/or married.

Heavy international spenders are defined as
adults with disabilities who on average spent
1,000 or more on travel outside the continental
United States within the past 2 years.
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International travelers with disabilities who are
online who have traveled outside of North America
have most commonly visited Europe.
Europe Total

Germany 28
England 26
France 25
Italy 16
Switzerland 12
Holland 11
Scotland 10
Spain 9
Ireland 7
Greece 6
Portugal 4
Russia 2
Czech Republic 1
North America Total

Canada 56
Mexico 52
Hawaii 25
Alaska 16
Places Traveled To Outside Continental U.S.
By Continent/Region Total
Base 603

North America 85
Europe 44
Caribbean 31
Asia 16
Central and South America 7
Africa 6
Australia 5
Israel 5
New Zealand 3
Other 33
Caribbean Total

U.S. Virgin Islands 17
Puerto Rico 16
Bermuda 11
Jamaica 9
Aruba 4
Asia Total

Japan 13
Thailand 5
China 4
India 2
Dubai 1
Malaysia 1
Central and South America Total

Costa Rica 3
Brazil 3
Argentina 2
Peru 2
Chile 1
Africa Total

Egypt 3
Morocco 3
South Africa 1
Kenya 1
Q405 To which of the following places have you
traveled? Base Online adults who have traveled
outside the continental U.S. (n 603)
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Executive Summary

• General Travel
• When planning a trip, the Internet is an
  important resource for adults with disabilities.
  
• Half of those who travel (51) use the Internet
  to book their trips.
• Almost half of travelers (43) say they consult
  the Internet to support their disability-related
  travel needs. For these travelers, the top ways
  they use the Internet are
• Finding and/or booking accessible hotels (57)
• Finding accessibility information about airlines
  (47) and,
• Finding accessible activities, tours, and
  attractions at their destination (47)

According to the Travel Industry Association,
40 of travelers in the past year used the
Internet for actually booking something related
to their travel.
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Executive Summary

• General Travel
• Adults with disabilities encounter a variety of
  obstacles when dealing with the various aspects
  of the travel industry (airlines, airports, and
  hotels) and restaurant industry. These obstacles
  manifest themselves in a variety of ways,
  including
• Physical obstacles such as cramped seating areas
  and long distances between gates at airports,
  unwieldy doors at hotels, and restaurant dining
  rooms with tables that are too close together
• Service-related obstacles such as long lines at
  airports, and a general lack of availability of
  preferred, accessible accommodations on
  airplanes, at hotels and at restaurants and,
• Communication-related obstacles such as
  announcements that are difficult to hear at
  airports, and difficulty communicating with
  airline, airport, hotel, and restaurant
  personnel.

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Executive Summary

• Airlines
• 31 of adults with disabilities have traveled by
  air in the past 2 years (or 9.6 million air
  travelers in total).
• This number has held strong since 2002 30 had
  traveled by air at least once in the previous two
  years (9.4 million air travelers).
• Air travelers typically take 2 flights every two
  years, as they did in 2002, and they spend 302
  on air travel per trip (or 2.9 billion per year
  for the entire airline industry), compared to
  349 per flight in 2002.
• The vast majority of air travelers (84)
  encounter obstacles when dealing with airlines
  and the issue of cramped seating areas tops the
  list 
• Physical obstacles (67)
• Cramped seating areas (52)
• Difficulty navigating the narrow aisles (38)
• Not enough room for carry-on luggage (25)
• Service/personnel obstacles (60)
• Long lines at ticket counters (42)
• Difficulty reserving their preferred seat (20)
• Expense-related obstacles (37)
• Expensive tickets (33)
• Communication-related obstacles (28)
• Difficulty hearing announcements (17)

Note Within the expense- and communication-relat
ed obstacles, the items shown were far and away
the top choices. All other responses fell below
15 in these categories.
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Executive Summary

• Airports
• Four out of five air travelers (82) experience
  obstacles when they are at the airport. The most
  common obstacles overall are the long distances
  to or between gates, and the long lines
• Physical (72)
• Long distances to or between gates (63)
• Inaccessible shuttle system within airport (16)
• Difficulty finding my way (16)
• Service/Personnel Obstacles (69)
• Long lines at the airport (48)
• Difficulty getting assistance with baggage (23)
• Airport personnels lack of awareness of services
  provided for travelers with disabilities (22)
• Inadequate time to board or exit planes (22)
• Difficulties with the Transportation Security
  Administration (22).
• Communication-related obstacles (27)
• Understanding which baggage carousel to go to
  (17)

Note Within the communication-related
obstacles, the item shown was far and away the
top choice. All other responses fell below 15
in this category.
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Executive Summary

• Car Rental Agencies
• Twenty percent of adults with disabilities (or
  6.2 million people) are likely to rent a car or
  van when they travel. Those who rent cars
  typically spend 40 per day on car rental.
• Half of adults with disabilities report that they
  would be more likely to rent a car if it were
  delivered to and picked up from them (50). More
  than a third say that the presence of a Global
  Positioning System (GPS) would encourage them to
  rent a car (34).
• Over a third of adults with disabilities say that
  they would pay more to rent a car if it were
  delivered to and picked up from them (36), and
  nearly a quarter would pay more for a car rental
  with a GPS (23).

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Executive Summary

• Hotels, Motels and Inns
• 52 of adults with disabilities have stayed in
  hotels, motels or inns in the past two years (or
  16.3 million hotel users), and 56 of their trips
  involve hotel stays. The typical hotel user
  spends 76 per day on accommodations when staying
  at hotels.
• The percentage of adults with disabilities
  staying at hotels has not varied significantly
  from 2002, when 55 had stayed at hotels, motels,
  or inns within the previous 2 years (17.3 million
  users).
• Hotel users generally stay in hotels 3 times
  every two years (or 48.9 million visits).
• The median number of hotel stays has increased
  from 2 stays every two years in 2002.
• Overall, satisfaction with hotels has increased
  since 2002.
•  

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Executive Summary

• Hotels, Motels and Inns (continued)
• Three out of five hotel users report that they
  encounter obstacles when staying at hotels (60)
  most frequently, doors that are heavy or hard
  to open.
• Physical Obstacles (48)
• Doors that are heavy or hard to open (36)
• Not enough room to maneuver in hotel rooms and/or
  bathrooms (20)
• Inaccessible shower or bath facilities (19)
• Service/Personnel Obstacles (45)
• Lack of availability of convenient rooms, such as
  on the first floor or near the elevator (36)
• Hotel personnel not aware of services provided
  for people with disabilities (17)
• Communication-related obstacles (15)
• Difficulty communicating with hotel personnel
  (10)

Note Within the communication-related
obstacles, the item shown was far and away the
top choice. All other responses fell below 8 in
this category.
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Executive Summary

• Restaurants
• Adults with disabilities generally patronize fast
  food restaurants once per week, and casual
  restaurants and more formal restaurants less
  frequently. Typical personal expenditures for
  those who eat out once a week or more range from
  5 for fast food restaurants to 20 for more
  formal restaurants
•  Two-thirds of adults with disabilities encounter
  obstacles when eating out at restaurants (64)
  the most common being the lack of room between
  tables.
• Physical Obstacles (62)
• Not enough room between tables (40)
• Entry doors that are difficult to open or
  maneuver through (33)
• Steps at entrance or within restaurant (28)
• Service/Personnel Obstacles (27)
• The most common service-related obstacle is the
  lack of availability of desired seating (20)
• Communication-related Obstacles (22)
• Menus not posted on website so that I can decide
  ahead of time what I want to order (9)
• Difficulty communicating with restaurant
  personnel (9)

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Implications

• The travel market among adults with disabilities
  is considerable.
• More than 21 million adults with disabilities
  have traveled in the past 2 years, roughly the
  same as in 2002.
• They have taken more than 63 million trips in the
  past 2 years, about the same as in 2002.
• On air travel alone they spend about 2.9 billion
  annually, about the same as 2002.
• Despite their market strength, travelers with
  disabilities face a number of obstacles in
  airports, airlines, hotels and restaurants.
• Among air travelers, 84 encounter obstacles when
  dealing with airlines
• Among air travelers, 82 encounter obstacles at
  the airport
• Among restaurant customers, 64 encounter such
  barriers
• Among hotel guests, 60 encounter physical,
  customer service or communication barriers

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Implications

• In the 2005 ODO Study, as in 2002, approximately
  20 of adults with disabilities, more than 6
  million individuals, are shown to be frequent
  travelers, taking more than 6 trips in the past 2
  years.
• The study also reveals that 7 or more than 2
  million adults with disabilities spent heavily on
  international travel, typically spending more
  than 1600 on a trip outside the continental U.S.
  in the past two years. This segment of the
  market should be particularly attractive to
  travel suppliers.

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Implications

• As the travel and restaurant industries grow and
  change, decision makers will have the opportunity
  to address the needs of this important
  population.
• For airlines, providing assistance to help
  travelers with disabilities navigate the lengthy
  distances between gates and the long lines, and
  providing guaranteed preferred seating
• For airports, improving transport to and between
  gates, reducing wait time and presenting
  information visually as well as verbally
• For hotels, guaranteed rooms, close to elevators,
  entrances and restaurants, and more
  accommodating staff
• For restaurants, more accommodating staff,
  guaranteed preferred seating, and more space
  between tables to better allow movement within
  restaurants.
• While some of the obstacles would require
  long-term changes, many of these obstacles can be
  removed with immediate changes.
• The importance of the Internet in reaching
  travelers with disabilities cannot be
  overemphasized.
• As both a resource for planning accessible trips
  and as a booking agent, the Internet has become
  an indispensable tool for this market.
• Among adults with disabilities, reliance on the
  Internet for both planning and booking trips
  exceeds that of the general public, according to
  statistics provided by the Travel Industry
  Association of America (TIA).

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• Any citation of this material should credit
  the Open Doors Organization.
• To order a copy, visit ODO online
• www.opendoorsnfp.org

THANK YOU!