Think access-q-book-4

Q-book

think access
Easy for you, easy for visitors

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Contents

Foreword 5 Case study – Bosworth Battlefield, Leicestershire 76
About think access 8 Case study – Elms Farm Cottages, Lincolnshire 80
What is the benefit to my business? 10 Case study – Natureland, Skegness 84
Disability Discrimination Act (DDA) 17 Case study – Hoe Grange Holidays, Derbyshire 88
The Visitor Journey 20 Where to go for more help 92
Stimulation, planning and anticipation 24 Advice from the experts 96
Ease of booking 42

Travel to the destination 48
The destination experience 54
Going home 68
Recollection of the experience 72

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.
Foreword
Hi, I’m Peter White, I’m the BBC’s disability
Q-books affairs correspondent, but for the purposes
Q-books (Quality Books) are practical online guides to help of this I belong totally to East Midlands Tourism.
small tourism businesses improve their quality and profitability. The idea is that we want people to be more relaxed about
Q-books are produced by East Midlands Tourism. They are the subject of disability and to see people who are disabled
packed with insights about the tourism market, practical ideas far more as simply members of the community.
and tips from successful businesses.
I think the idea has perhaps got blind person on the Underground
Current titles: around that this is a bit scary – every day. They’ve had no
think family that disability is a subject that experience; they’ve had no
think access you have to be rather wary of. training. They simply perhaps
It shouldn’t be like that and you know how to do it or are
Q-books are available in ebook, pdf and large print, text- don’t have to be a professional comfortable to have a go at it.
only formats at www.q-bookeastmidlandstourism.co.uk. to be comfortable with disabled It’s about confidence. It’s about
Alternative formats are available on request. people. You don’t have to go on seeing disability as part of
a course. People help me as a the community.

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Q-books

Most people, if they stop and What we want to do is to Why should you bother?
think about it, know plenty of encourage people to think in a Because there’s an ageing We want you simply to
disabled people. Most people more relaxed way about people population. The baby boomers provide a relaxing experience for
have got a gran who is a bit who come through your doors, are getting older. They still your guests. We want considering
hard of hearing. perhaps to your guest house or to want a good time. They’ve disability to become just a normal
your attraction, and see them far got money to spend and you part of what you do.
Most people know a child who’s more as just any other member ignore them at your peril.
having a few reading difficulties. of the community.
We know people who walk with So we want you to think
a stick. Disability tends to mean In exactly the same way ramps access. That’s what the
the extremes of disability, which are helpful, braille is helpful but Q-book is for. The idea is
are important and shouldn’t be these are often expensive, high- to dip in and out of it, not
ignored, but that is perhaps a bit end solutions. What disabled necessarily to read the whole
of a stereotype. Four per cent of people want is to be welcomed, thing at a session, but to use
people with disabilities have a to be treated like the rest of the it as a resource. And we also
wheelchair. Far more people are community and not greeted with want you to help us. If you’ve
partially sighted than blind. Far a rulebook, a guided tour, special got suggestions, tell us
more people have a hearing loss, treatment. What they want is a about them.
than are deaf. relaxed feel to the whole thing.

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Foreword

.
About think access Many visitors we spoke to simply would make their holidays and short
want to be asked what they want breaks more enjoyable.
whenever staff are not sure what
Some businesses think What do we mean when we talk visitors might need. We know you have little time and
improving access is difficult about access? We asked visitors 101 things to do. That’s why we’ve
and expensive. It needn’t be. to tell us what they expect from Visitors also want to be recognised as designed this booklet to be easy to
an accessible tourism business. individuals. You can’t treat all visitors use. You can jump straight to the
Think access has been written We received lots of ideas. the same. Visitors each have different top tips pages for quick reference.
to help every accommodation motivations and priorities. They need You can read it in bite-size chunks,
and attraction business in Put simply: access is how easy services delivering in different ways. section by section as time allows.
the East Midlands improve you make it for visitors to One size never fits all. Or you can work through the booklet
their accessibility for a wider experience and enjoy your product. and study it with your staff.
range of visitors. There are many ideas about how
Access covers every aspect of you can improve your access No one running a business can ever
This includes not just disabled your product, from how easy it is to – too many for one booklet. You can say they have finished making all
visitors but also families and older find information before a visit to the achieve many of the changes we access adjustments. Achieving the
people. In fact, it includes all warmth of welcome from your staff. suggest at little or no cost. Often the best access for your visitors is a
visitors. We want every visitor to smaller changes have the biggest continuous process.
feel welcome, to be able to access impact. You will also be able to read
your service easily and enjoy their case studies of successful tourism Do please let us know how you
time in the East Midlands. s ng is r
mi e w M
businesses in the East Midlands and progress. We will be updating think
er ha ,
og y
R il
m watch videos of visitors telling us what access as we receive your ideas.
he a m
B ir r s L

T F
M

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About think access

.
What is the benefit to my business?
Facts you can’t ignore
• The ‘new’ old are young people • Consumer spending among UK
East Midlands Tourism is We need to respond to the who happen to have got older. citizens aged 50-69 currently runs
committed to improving the Act because accessibility and Professor Richard Scase at £300bn a year. Mintel
quality of every visitor’s the quality of every visitor’s
experience. experience are inseparable. As • Forecasts show that the East • The spending power of disabled
Midlands will have the greatest people in the UK is estimated to be
an industry we need to think
increase in England in the number worth £80 billion. www.dwp.gov.uk
We recognise that improving about every aspect of every
of pensioners – a growth of 63.4%
access for visitors is a significant visitor’s holiday or short break.
between 2003 and 2028.
• From 2004 to 2005 the number of
and integral part of this. The It is no good providing accessible overseas visitors to Britain aged
www.intelligenceeastmidlands.org.uk
Disability Discrimination Act accommodation if there are no 55+ increased by 32%. More than
(DDA) has made the tourism accessible attractions or there is • The over 50s buy 40% more five million visitors from abroad
industry consider all access a lack of accessible transport. holidays than the under 30s. Over are over 55 – one in six of the total
issues. However the DDA should 50s take an average of five or six number of 30 million. This growing
not be the only reason for breaks a year. trend looks likely to continue.
making changes. Professor Richard Scase VisitBritain

L oo k o u t • Impairments and disability continued...
f or ke y point s increase substantially after
the age of 40.
on t he se pos t-
it
not e s.
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10 What is the benefit to my business? 11

So what are you waiting for?
“Accessibility is absolutely
Facts you can’t ignore As an industry we need to reach
crucial to the tourism industry
out to the many visitors who need
because it is the future of the
a little extra help. In the East
• There are 54 million Americans • One in five of the UK population Midlands, some tourism providers
very business. There are more
with disabilities. Their total has a physical or sensory and more older people and with
offer excellent accessible facilities.
spending power is $220 billion. impairment. age comes less ability. Older
If the rest of us give more thought
Robert Rudney, A Disability Market www.dptac.gov.uk people will bring business to
Survey 2003 to visitors’ access needs and the
those in the industry who are
needs of families and the ageing
• People are living longer and staying • years old take holidays and short
T
he majority of children under six
population, our region would be
ready and willing
active until much later in life. to provide accessible
breaks with grandparents – an much more able to respond to the
Forecasts estimate that by 2025 services.”
ideal business opportunity for changing tourism markets.
more than a third of the
off-peak seasons. Keith Richards, ABTA
UK population will be over 55.
www.q-bookeastmidlands
VisitBritain tourism.co.uk

• The singles market is
the fastest growing sector
particularly women who are more
likely to be in the 45-74 age group.
Professor Richard Scase

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It’s not just about Improving access can VisitBritain’s recent research Not all disabilities are obvious
wheelchair users sometimes be achieved shows that when disabled people The most common disability is
Do you answer yes to these questions? at little or no cost at all. start to plan a holiday or short backache! Not necessarily obvious
• Do you worry about how much As you progress through think break, priorities include: to you when visitors check in at
you might have to spend to adapt access you will pick up tips and • Good customer service your BB or buy their ticket at your
your premises? solutions that other businesses • Detailed information about attraction. Consider these other
• Do you think only of ramps when
have successfully implemented. the whole location invisible disabilities:
accessibility is discussed? • On-site car parking • Asthma
• Do you think it better to do nothing You will hear visitors talk about the • Heart condition
than do something and get it wrong? simple things that can make all the Proof that accessibility is not • Allergies
• Do you believe it is too difficult to difference to how much they enjoy all about ramps and lifts. • Dyslexia
achieve accessibility for your visitors? their visit. • Diabetes
• Learning disabilities
Let us change your perceptions. • Partial sight
More people are hard of hearing • Deafness
than deaf. More people are partially • Hearing problems
sighted than blind. Nine out of
ten people will have a temporary Re me mbe r,
disability at some point in their lives. im prov e d A guest with diabetes, for example, simply
Access matters to all of us. a c c e ss be ne f needs to know what time meals are available.

a ll v isit ors it s

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Everyone is an individual Look after their needs and you Disability Discrimination Act (DDA)
We are all individuals with will win their loyalty. They are very
individual needs. Disabled people loyal to businesses that consider
should never be classified and their needs. Disabled people are
treated as a single group. fed up of visiting places that do Work with the Disability It is important that as an attraction
not help them. VisitBritain’s recent Discrimination Act (DDA) or accommodation provider you
You may well have a relative or research shows that when a tourism and not because of it. identify and change anything
friend with poor eyesight or business meets a disabled person’s which prevents disabled people
hearing or walking problems who requirements, visitors choose to The DDA was not written to put from using your business. This is
would never consider themselves return again and again. people out of business. It provides good business sense.
disabled. For the majority of tourism the ideal opportunity for you to
businesses, this is the person you develop your business by making Use our Visitor Journey
need to be trying to reach. sure your service is accessible to This check list will help you
as many visitors as possible. improve your visitors’ satisfaction
and work towards meeting the
Many tourism businesses worry requirements of the DDA.
Think o f t he that complying with the DDA will
DDA guidelines cost a lot of money.

a s a busine ss
opport unit y

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In brief: the DDA This does not mean that small Useful information
and your business businesses can ignore this For more information visit www.equalityhumanrights.com
•Don’t ignore what this legislation. But the law does not
legislation asks of you expect businesses to have to Downloadable pdf guides about the DDA:
• The DDA will help you take respond to unreasonable requests. • What do guest accommodation owners need

a fresh look at the needs of to know about the law and disability
all your guests Examples of reasonable • Theme parks and attractions and the DDA 1995

• Think of complying with the adjustments
DDA as a business opportunity • Using large print for registration www.equalityhumanrights.com/
– something to add value to and visitor information en/publicationsandresources/
your business and improve • Providing a MP3, CD or cassette Disability/Pages/Services.aspx
your visitors’ experience and player for an audio menu
satisfaction levels • Providing phones with large
buttons
What do reasonable • Providing portable vibrating alarms

adjustments mean? for guests who can’t hear an
The DDA expects tourism audible fire alarm
businesses to make reasonable • Providing an alternative low desk

adjustments to meet the requirements for wheelchair users if you do not
of disabled people. A major hotel have a low reception desk
chain and large visitor attractions • Installing lever taps on baths
may need to respond differently to and washbasins that are easy
a business run by a sole operator. for all to use
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18 Disability Discrimination Act (DDA) 19

.
The Visitor Journey

Repeat business greatly improves profit. Anticipate what your Stimulation,
Recollection
visitors want and respond effectively and they are more likely to of The planning and
enjoy their visit and recommend you to their friends and family. experience anticipation

The Visitor Journey is a simple tool Use this tool and your business
that helps you to take a visitor’s can positively influence a visitor’s
view of what visitors want at every whole experience, not just the time The Visitor
stage of a holiday or short break.
There are six stages of the Visitor
they spend in your accommodation
or at your attraction. going
Journey ©

home Ease of
Journey. The Journey starts when booking
a visitor first decides to take a trip
and ends when they return home
and reminisce about their visit.

The destination
experience Travel
to The
destination

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20 The Visitor Journey ©
21

For some parts of the Visitor Journey and to their overall enjoyment.
your customers are invisible to you. Applied successfully, the Visitor
But that doesn’t mean you shouldn’t Journey process will improve the
consider how they spend this quality of the service you offer. It
time. Make your information easily will also increase the likelihood of
accessible and visitors will be repeat bookings and favourable
more likely to find you and book recommendations. Families,
with you. Help visitors with travel older and disabled visitors are
arrangements and you can add particularly loyal to businesses
value to the service you provide that meet their needs.

All visitors feel different emotions
“Wherever we can we have tried to make Natureland as at each stage of the Visitor Journey. The following pages describe in
accessible as possible. We receive no funding so it is For visitors with specific needs, detail each stage of the Visitor
important to maximise our opportunities by reaching out to emotions can be stronger. When they Journey. At each point there are
the widest audience and encouraging more people to visit.” plan a trip, visitors are likely to feel ways that you can make access
frustrated with a lack of information. easier for everyone and help your
Richard Yeadon, Natureland, Lincolnshire business stand out from all the rest.
When they arrive they might feel
Go to the Case studies section anxious about what welcome they’ll
to hear more from Richard receive and whether their needs
will be met. You can help them to
feel more reassured and relaxed at
every stage.
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22 The Visitor Journey ©
23

.
Stimulation, planning and Understand your visitor
anticipation “The first stage of
trying to get the
Know your visitors and you’ll be
well on the way to knowing the
information to book
We don’t see visitors at this • Many visitors we spoke to the holiday is probably
types of information they look for
stage. But the information had difficulties finding what and what will inspire them to book
the hardest.”
you provide and the they needed with you. Build a profile of some of
way you provide it will • Website descriptions were often your typical visitors. For example:
determine whether or not incomplete and sometimes Elizabeth Bowe, East
you win their business. didn’t match what visitors had Midlands’ resident Seniors
read in leaflets or brochures • Couples aged 70+, living within
Planning a holiday or short break • Recent audits reveal that a lack More than any other group, families a two-hour drive
can be exciting. But it can also of appropriate information is the and disabled visitors can’t risk getting • Take short but frequent breaks
be stressful, with visitors feeling biggest barrier to an accessible it wrong at this stage. They can’t take throughout the year
frustrated with a lack of holiday or short break in the any chances. • Look for moderate activities
detailed information East Midlands within easy access
available. They need to check and sometimes • Able to manage a few steps
double-check every detail. They but choose accommodation
need to seek additional information that has step-free access and
to give them reassurance that their uncluttered rooms
expectations and needs will be met. • Friendly staff is a key priority,
together with quiet areas for
relaxing

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24 Stimulation, planning and anticipation 25

• Appreciate lighter meal options “We use a variety of methods. Encourage visitors to phone Go to What is the benefit to
• Use the internet to search, We use the internet and still rely if they have any unanswered my business? section for key facts
but ring for personal contact on brochures because often you questions or specific requirements. about the disabled market. Visit the
and reassurance get a discrepancy between the think family Q-book for insights on
two and you have to double-check. Here’s the message on Hoe the family market.
Tailor your information and As a disabled person Grange Holiday’s website:
messages to the profile of your you can’t just take Identify your offer
typical visitor. But remember that the chance.” “If you have any specific Unlike Hilton hotels or Alton Towers
everyone’s needs are different. Your requirements please contact us theme park, smaller businesses rarely
website and brochures should cover J
ude Sefton, East to discuss your individual needs have well-known brand identities.
Midlands’ visitor
most of the information people will and we will do our best to fulfil You may well have a very limited
need. Although it is impossible to them. Everyone is different, so marketing budget. However that
anticipate every eventuality. please don’t be afraid to ask us for shouldn’t stop you selling your product
information or to provide something in a way that helps you stand out from
new! We are here to help you make the competition. Maybe you have a
the most of your stay.” reputation for good food, spacious
Re me mbe r rooms or friendly staff. Make sure that
what you are offering is written in a
t o a sk v isit ors clear, easy-to-understand and exciting
if t he y hav e way. Try summing up your business
a ny spec ific in one sentence or asking existing
visitors why they chose you.
r eq uir e me nt s
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26 Stimulation, planning and anticipation
and anticipation 27

Improve your information “We investigated translating our menus into braille. However
All visitors want easy-to-understand because our menus change regularly, we needed a solution
and up-to-date information that is that could be produced more quickly and more cost-
quick to find. Review your brochure effectively. Also, not all visually impaired people use braille.
and website against the four As Instead, we now record our lunch and à la carte menus onto
- information that is Accessible, a MP3 player, which can be used by everyone.”
Available, Accurate, Appropriate.
Can you provide information A
lan Ritson, The Old Bakery Restaurant with Rooms
in alternative formats? Braille is
“A lot of the important for some blind people but Easy changes: • Make numbers clear (3, 5, 8 and
information is not two out of three visually impaired • Use large text. 12 point is the 0 can easily be confused)
focused enough. people can read clear or large print minimum recommended for • Avoid justifying text. Large gaps

‘Close to the beach’ (RNIB 2008). This can be produced general use. Large print should can be confusing.
to me means you have to drop on a computer by changing font size be at least 14 point. Great for • Don’t use italics or CAPITALS
onto the beach, but you might and typeface. Recording information the visually impaired as well as for large blocks of text
find it’s half a mile away. It’s about onto an audiocassette or MP3 will guests who have forgotten to • Use pictograms and symbols
terminology and awareness. How help visitors who don’t read braille bring their glasses! to help users navigate text
do you become aware that ‘close’ or large print. Email is also a cheap • Use clear typefaces such as • Use images showing a diverse
to you is not ‘close’ to me?” and easy way to communicate with Arial or Univers range of visitors at your business
a visually impaired person. • Use contrasting colours For more help, order a copy of
Geoff Gaisford, East • Avoid using red text RNIB’s See it Right guidelines.
Midlands’ resident

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“We offer information in different Is your information Check information For accommodation:
languages as well as large print. up to date and consistent must-haves • Clear pictures and details
The braille guidebooks are also across different sources? Consider the key information of rooms and facilities
well-used.” that your visitors will need. Price, • Floor plans and measurements
location, facilities and nearby things (for an example, see
Check your description on tourist to see and do are key factors when www.elmsfarmcottages.co.uk/
G
lynn Wilton, board websites. Is it up to date? visitors choose accommodation. accessibility.html)
Crich Tramway Village, Derbyshire
How are you described on Activities to suit all members of
consumer review sites such as the group are also important for For attractions:
www.tripadvisor.com? visitor attractions. Make sure these • Opening and closing times and
key details are no more than one or recommended length of visit
Provide your local tourist information two clicks from your homepage. • Must-see activities and events,
centre with a list of your accessible updated regularly
facilities and remember to update • Wet weather options
them as things change.
Other important details to include:
• Clear email address and fax number, especially for those who have
difficulties using telephones

j
• Address and travel information (see Travel to the destination
section for more details)
• An Access Statement (see page 35)
• Assurance of quality through a recognised rating
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Use plain English Make your website Where to go for help • A guide to commissioning

Using plain English is good practice. accessible • Web Content Accessibility accessible websites – PAS
It also helps people with a learning If you have an accessible website, Guidelines (WCAG), Website 78 – available on www.
disability and readers whose first more people will be able to read it. Accessibility Initiative (WAI) - equalityhumanrights.com
language is not English Your potential audience can include the definitive and internationally
• Use short, easy-to-understand people with dyslexia or learning accepted guidelines •
How to be a web-savvy
sentences disabilities, readers whose first www.w3.org/WAI accommodation business,
• Avoid words you would never use language is not English, people VisitBritain – includes a
in speech e.g. use ‘near’ instead of new to the Internet and readers • See it Right, RNIB – a practical
helpful chapter on making
‘in the vicinity of’; ‘use’ instead of with visual impairments. and achievable guide to most of sites accessible
‘utilise’ WCAG checkpoints www.enjoyenglanddirect.
• Less is more. Particularly when www.rnib.org.uk/xpedio/groups/ com/SearchResult.
writing for websites. Accessible sites are easier for public/documents/ublicWebsite/ aspx?KeyWords=savvy
search engines to find and therefore public_seeitright.hcsp
often have higher rankings.

“Se e it Rig
- a n e a syt” h
guide to
we bsit e
a c c e ssibilit
y!
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The WAI guidelines can be daunting • Avoid long sentences in italics. “People should write a list of what they have so that we can
but small changes can make a big They are hard to read on low see if it meets our needs.”
difference. Here are some easy resolution screens. Access Consumer Research, VisitBritain 2007
changes for your website: • Structure content in a logical order
• Enable the user to switch to • Offer a choice of colours and “We have an Access Statement. It took me a couple of days
a larger font size colour contrast to measure everything, but it gives visitors a good idea of
• Have a good contrast between • Make sure your designers what we offer. It is also useful preparation for my National
text and background are familiar with WAI’s web Accessible Scheme assessment.”
• Use pictograms e.g. of a car, bus accessibility guidelines when Felicity Brown, Hoe Grange Holidays, Derbyshire
to indicate transport you upgrade your website or
information. This helps commission a new one
readers with learning
disabililties, dyslexia Check your reception service welcome them. Mystery shop your on your website and/or in print of the
or who don’t have VisitBritain’s recent access research reception/information desk regularly. facilities and services you offer. Look
English as their shows that when reception staff are Make sure all your staff are as aware at examples from other businesses.
first language. not forthcoming about what facilities as you about the available facilities They vary in detail. Start by stating
are available, visitors assume the and access information. some of the basics.
staff have a poor attitude towards
disabled people and would not Prepare an Access Statement Examples to look at:
Producing an Access Statement • www.ellenhousebandbmatlock.
doesn’t have to be difficult. It is co.uk/facilities.htm – a simple,
simply a clear and honest description yet informative Statement

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• www.hoegrangeholidays.co.uk/
In the East Midlands all businesses • Lift features e.g. talking, braille, • Equipment hire e.g. hoist,
accessibility.html – Hoe Grange are encouraged to provide an Access tactile, signage, emergency wheelchair
Holidays, Derbyshire Statement. VisitBritain requires procedure • Availability of interconnecting
• www.visitbritain.com/
businesses to produce a Statement • Braille, tactile signage rooms
accessstatements – for as part of their star rating scheme. • Facilities provided in • Location of accessible
more information and a accommodation e.g. teletext TVs, accommodation and other facilities
comprehensive template Information you could put cordless kettles
in your Access Statement • Accessibility of leisure facilities For more details of what to include,
(National Accessible Scheme, • Alternative access to building view the template at www.visitbritain.
“Even though I’ve seen VisitBritain) • Accessible information: menus, com/accessstatements
and read information • Public transport provision brochures, information, website
on the internet, I still • Parking facilities and drop off • Staff training
have to call and ask points • Colour contrast of floor, walls,
specific questions.” • Porterage service for luggage doorways and furniture
or cars • Details of adapted accommodation
Stella Musiyiwa, East • Steps to entrances • Policy of acceptance of service
Midlands’ resident • Automatic or revolving doors dogs
• Ground floor level throughout • Room service provision e.g.
• Provisions made for changes 24 hours
of level on ground floor • Waitress service provision
• Numbers of storeys and lift • Well-lit corridors
positions • Mobile phone network availability
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Get a rating Assurance Service (VAQAS), which Benefits of having a The NAS information pack is free of
A star rating from either VisitBritain includes over 800 attractions across NAS rating charge. At the very least, you should
or the AA puts you immediately the country. • Provides independent reassurance complete their self-survey form, which
ahead of other businesses offering that your facilities have been will help identify any barriers and
similar facilities and service. You The National Accessible Scheme assessed to a national standard highlight any improvements you can
can use the star rating logos in (NAS), operated by VisitBritain and • Gives confidence to promote your make. These improvements are often
your marketing materials and take Tourism for All UK, awards ratings facilities to people with disabilities inexpensive. www.tourismtrade.org.
advantage of marketing opportunities to accommodation establishments • Offers marketing opportunities, uk/quality/assessmentstandards/
only available to assessed based on the level of access. including a listing in Easy Access nationalaccessiblescheme
accommodation. VisitBritain also It has three separate standards Britain – The guide to accessible
runs the Visitor Attraction Quality each with varying levels for visitors places to stay. Visitors can also Update online information
with hearing, mobility and visual search for NAS accessible Every year Destination Management
impairments. Currently, only 2% accommodation on tourist Partnerships contact businesses to
of star rated accommodation in board websites. collect information for visitor websites.
England has a NAS rating. Over time, this will start to include
information on accessibility. This
is part of a wider European project
Apply f or a called OSSATE (One Stop Shop

sta r ra t in for Accessible Tourism in Europe)
g - an online mechanism to provide
a sa p! additional information to visitors about
tourism businesses.

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Get to know your local area • www.tourismtrade.org.uk/
“Get a copy of the National
Think about other businesses that Images/National%20Accessible Accessible Scheme booklet.
visitors will come into contact with. %20Scheme%20Benefits%20% It is an excellent guide to
The cafe round the corner, the local 20Advice_tcm12-11482.pdf – the measurements and taking
taxi firm, nearby attractions. How benefits of joining the National those first
can you work together to improve Accessible Scheme steps to being
the experience for those with • RNIB transcription services more accessible.”
specific needs? T 01733 37 53 70
F 01733 37 53 79
For example, find out how E busdev@rnib.org.uk Carol Emerson,
Elms Farm Cottages,
accessible your local pub is. Lincolnshire
Do they have any steps at the
entrance or inside, wider parking
spaces, space to move between
tables, large-print menus?
Ge t a c op
y
Useful information and o f t he
websites “N a t iona l
• www.plainenglish.co.uk/ Ac c e ssible
howto.pdf – a guide to writing
in plain English Sc he me”
bookle t
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.
Ease of booking Like every customer, disabled “The proprietor was very friendly
visitors must have accurate answers and helpful. When I asked about
Booking can be an anxious Some visitors, particularly those to their specific questions. It’s the layout of the room and the
time for visitors. Speed with disabilities, are anxious about important that you provide top- space to the side of the bed, she
of booking is important the accuracy of information. They quality information. actually went to measure so that
but many visitors also worry whether the experience will she could be very accurate in
want accurate answers to live up to expectations. You can Make pricing clear her description.”
specific questions. They build your visitors’ confidence by • Make sure prices are easy to find

need reassurance that your providing a thoughtful service at on your website (within two or Experiential audit,
Experience
business is friendly and the booking stage. You can help three clicks) and consistent with Nottinghamshire 2008
welcoming to their needs. visitors start to look forward to your brochure
their trip. •
Be clear about what is included • Make sure that disabled guests
and excluded don’t pay a premium rate to stay
•
If you vary prices by season or in an accessible room
times of the week, be careful not •
Consider flexible family tickets
to confuse that allow for different numbers
•
Don’t charge for facilities and of adults and children, including
services that could be considered grandparents and carers. In some
as discrimination under the DDA. attractions, carers go free.
For example, you can’t charge for
a braille menu.

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42 Ease of booking 43

• Do a quick price comparison with
“Telephone conversations are “We encourage guests to fill Build a relationship
your competitors. You don’t have hard as people don’t talk into out a booking form to capture Use the booking as a time to get
to charge the same, but you do the mouthpiece well and their any specific requests before to know your visitors and ask
need to show that you offer value pitch/tone is often hard to hear. they arrive. We have a large about any particular requirements
for money. I usually start the phone call font version.” – vegetarian food, arriving early,
•
Review cancellation charges. and then have to get my wife to celebrating a special occasion etc.
For example, are they flexible for finish it off.” Lynne Tipper, The
If you handle the booking process
disabled people who may need to Chatsworth, Lincolnshire well, your customers will feel you
change arrangements at the last value them. If you don’t they will feel
Access Consumer
minute because of illness? Can Research, VisitBritain Don’t lose customers like an anonymous booking number.
you be flexible for carers too? 2007
If you don’t have availability, consider:
• Asking visitors if their dates are

rovide different booking
P flexible “When reserving the
methods
Make sure you test your booking • Developing relationships with
accommodation, I ask our

Provide as many different ways methods on a regular basis. How nearby star rated, accessible guests if they have any specific
of booking as you can manage many clicks does it take to book accommodation you can needs. I give directions, ask if
(phone, online, email, third party online? Any more than three and recommend they need a taxi and if they are
websites). Your visitors will each visitors might move onto someone • Asking about what facilities and
staying with us to celebrate a
have different preferences. else’s website. services they want, sending them special occasion. I also enquire
a brochure and asking if you can how they heard about Browns.”
keep their details on your database
Joan Brown, Browns,
Nottinghamshire

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Confirm and build
excitement “We like to find out what visitors are interested in and then I send
All visitors need to feel confident them relevant brochures e.g. walking, golf, churches.”
that their booking has been made
and their details are correct. Carol Emerson, Elms
Farm Cottages, Lincolnshire
Disabled people in particular also
need reassurance that any specific Go to the Case studies section
requests have been registered to hear more from Carol

and can be delivered. How do you
currently do this? Your follow-up
communication (in the format that the
visitor has specified they prefer) could
also include:
• Directions and instructions

on arrival (see Travel to the
destination section)
• Specific facilities or services you

might offer e.g. shopping service for
items they want when they arrive
• nformation about the surrounding
I
area, nearby attractions and
events - depending on the reason
for their visit
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.
Travel to the destination Help with information • Full address and prominent

Use your local knowledge to offer postcode for Sat Nav and online
clear directions and advice on travel route planners
As an accommodation or It’s particularly stressful for visitors options. This is especially important •
Clear instructions for arrival by
attraction business you might with disabilities. if you’re in an isolated location. Bear car, train, bus and taxi
think that you don’t have any in mind that your guests may be •
Distance and directions from
influence over this stage. But Many disabled people have to plan arriving when it’s dark. nearest rail and bus stations
you can help. their travel well in advance. Most •
Links to rail and bus routes and
public transport operators require at Your website should have a timetables
Travelling can be stressful, least 24 hours notice for assistance. prominent Travel page. You might •
Railcard information e.g. Disabled
especially with children and/or Some travellers can find journeys also consider sending an email Person’s Railcard, Family Railcard
a lot of luggage. tiring and may need to stop several with more tailored instructions. •
Taxi numbers of companies with
times for comfort breaks. Information to consider: accessible taxis plus estimated
costs from key stations
•
Average driving times and mileage
from key cities and towns
•
Convenient refreshment stops
and things to see and do en route.
Have you done your homework
to find out how accessible these
are too?

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48 Travel to the destination 49

• Real time traffic information e.g.
Make the arrival easy Asking for an approximate time of National Express East Coast
www.keepmoving.co.uk, Let visitors know what to expect on arrival will help you to manage the next www.nationalexpresseastcoast.
www.theaa.com/travelwatch/ arrival. For example: stage of the Visitor Journey. But be com/en/Onboard-Our-Trains1/
travel_news.jsp AA Roadwatch • Designated wider space(s) for
aware that disabled people might have General-Information-Assisted-
•
Accessible public transport disabled, older and family visitors to stop more frequently en route so Travel/General-Information/
and station facilities (see • If you don’t have easily accessible may need more flexibility. Assisted Travel team 08457 225225
useful websites right), including parking, let visitors know where
accessible taxis the nearest Blue Badge parking Accessible transport National Express
is. Find your nearest spaces, information www.nationalexpress.com/why_
how much they cost or choose/disabled.cfm
whether they are free at East Midlands Trains
http://bluebadge.direct.gov.uk. www.eastmidlandstrains.
• The length of route from the car to
co.uk/EMTrains/Legal/
the entrance and type of path e.g. DPPPandAccessibility.htm
gravel, tarmac Assisted travel bookings
• Arrangements for visitors to drop off
08457 221 125
luggage early

50 Travel to destination
the destination
GH NEXT PAGE
51

East Midlands Airport – Nottingham, A Senior Railcard costs £24 and Rail station accessibility maps www.nationalrail.co.uk/passenger_
Leicester, Derby gives those aged 60 and over 1/3 Maps showing which stations have services/disabled_passengers/
www.eastmidlandsairport.com/ off standard and first class rail fares access to platforms without using accessibility_maps.htm
emaweb.nsf/Content/Access throughout Great Britain. steps and an idea of staffing levels.
General enquiries for disabled people
0871 919 9000 A Family Railcard costs £24 and
gives 1/3 off adult fares and 60%
Railcards off kid’s fares on travel throughout
A Disabled Person’s Railcard costs Great Britain.
£18 and gives 1/3 off most standard
and first class fares throughout These are the current prices for March
Great Britain. 2008. To check latest prices go to
www.railcard.co.uk

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52 Travel to the destination 53

.
The destination experience Make a good first
impression
• Are accessible car parking spaces

easy to locate and within easy
Easy changes: reach of the entrance?
• Is your entrance clearly marked? •
Are buildings and grounds in a
After booking and travelling, Will visitors find everything • Are your star rating/National
good state of repair?
visitors are now half way they were guaranteed over the Accessible Scheme/VAQAS •
Are paths free of weeds and
through their Visitor Journey. phone, on your website and in logos prominent (subject to trip hazards?
You now see them for the your brochure? planning permission)? •
If you have steps to the entrance,
first time. Their anticipation do you have handrails to help
is high. Will your promises It is now time for you to deliver. “What I’d like staff to do is just guests who are unsteady on their
live up to expectations? be more relaxed about my feet - from young toddlers to visitors
First impressions are created arrival. The greeting, meeting with arthritis?
even before visitors meet and the treating are what •
Is the door easy to open and
you at the reception desk or makes the trip the are doormats flush with the
ticket booth. most successful floor surface?
experience that •
Can visitors call ahead for
you could have.” assistance and are you or your staff
always there to meet and greet?

Peter White, BBC
•
Do you offer to bring in
disability affairs
luggage for guests?
correspondent •
Do you offer refreshments
on arrival?
•
Is the experience all you
have promised?
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54 The destination experience 55

“If staff know you
Deliver a positive welcome • Be prepared to write down
• Make provisions for visitors in

All visitors like to be acknowledged information for visitors with wheelchairs and those of us who
are arriving, the little
and welcomed. They might be a hearing impairment are not six foot tall by offering
things make all the
difference – to open a door
feeling stressed after a difficult •
Be ready to complete forms on a clipboard or a low counter or
journey when they were stuck in behalf of guests table. Better still, let visitors check
and to bring in some baggage.
Because if I’ve got mother on
traffic, held up by a late connection •
Consider buying an induction loop. in when they are in their room.
or simply exhausted with impatient A portable hearing loop system for
one arm, handbag on the other,
children or carrying bulky equipment. counters and desks costs around Review your information:
I haven’t got any hands to bring
in a suitcase as well.”
A warm friendly smile, reassuring £130, www.rnid.org.uk/shop. • Reassure visitors about any

information and easy check-in/ Can you join together with local special arrangements they made
ticketing procedures will go a long businesses or associations and when they booked
Sue Wilson, East Midlands’
resident
way to make visitors feel relieved buy some equipment to share? • Provide information on key facilities

and relaxed. and emergency procedures
• Ask all visitors if they have any

Review your arrival area: specific needs or anything you
• Make sure the entrance and
can help them with
reception/ticket office are well lit
• Provide a seat close to the

Re me mbe r reception area/ticket office
to be on ha nd • Consider fast-tracking for those

who can’t stand in long queues
to gre e t v isitor
s!
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• Make sure all staff are aware of
Deliver a friendly service Some areas to consider: • At the very least, encourage staff

visitors with specific needs • Make sure staff are easily
to read the Department for Work
•
Be careful not to overload visitors “You can have the most identifiable and Pension’s quick tips about
with information at this stage. physically accessible building • Empower staff to respond to
customers with disabilities
You can provide extra information in the world, but if you don’t get situations. Customers often don’t www.dwp.gov.uk/employers/
in rooms or in your attraction’s the motivation and training of care who answers their question dda/customers_hints.asp
leaflet. staff right and that awareness of as long as they get an answer.
people’s needs whether they are • Give staff time to speak to visitors

disabled or not, you haven’t got an and encourage staff to ask how
accessible inclusive environment.” they can help
• Undertake disability and inclusion

awareness training. Peter White
SRA consumer research highlights that you don’t need
formal training to be able to give
good customer service to disabled
Research shows that where people. However courses such as
there is a high level of awareness Welcome All can give staff more
and customer service, disabled confidence and help them feel more
visitors have the most positive relaxed. Contact your Destination
holiday experiences. Management Partnership for
more details.

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Provide a consistent level • Ask staff to research local
During an access audit in “Have a
of service transport, places to eat and the East Midlands recognition and
Delivering a consistent level of attractions and find out which “I alerted the receptionist that I was awareness of
customer service, with good product are the most accessible/family- unable to climb stairs and would needs. Everyone
knowledge can be challenging, friendly/best value etc need assistance in the event of an who has a disability or
especially when you have seasonal •
Arrange staff visits to nearby emergency. She replied: ‘We are not particular need doesn’t wear
staff and regular changes of shift. attractions and accommodation legally responsible to get you out, we a badge, so you have to be
Some ideas: so they can talk about them are just obliged to point out the fire vigilant. Training is important.”
• Make sure all staff are familiar
knowledgeably notices/routes.’ I asked if they had
with your facilities and information any refuge areas or an evacuation R
onnie Clark, Holiday
and any possible problem areas chair and was told that they had Inn Rugby/Northampton

• Give all staff a copy of your
“If a guest is late for a meal, nothing like that.
Access Statement so they can staff will go to their room to see
see at a glance the facilities and if they can assist.” I later spoke to the manager. He
services you offer confirmed that they did have an
Lynne Tipper, The Chatsworth,
evacuation chair and that procedures
Lincolnshire were in place to ensure I would be
assisted to a place of safety. He
said they were legally responsible
to make sure I was safe.”

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61

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