Creating effective communication between travel industry service providers and disabled travelers

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CREATING EFFECTIVE COMMUNICATION BETWEEN TRAVEL INDUSTRY
SERVICE PROVIDERS AND DISABLED TRAVLERS

by

Marcia Ann Rubin

A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)

May 2011

Copyright 2011 Marcia Ann Rubin

ii
Acknowledgments

First I would like to thank my thesis committee Jennifer Floto, Jonathan Kotler
and Edward Roth, for your insight, time and guidance.
I would also like to thank my mom, Margie and Step-dad, Gene. I couldn’t have
done this without you, literally in every single way. You have both given me so much
support me through this entire process and I am so lucky that you are my family. Your
edits were invaluable too.
I also need to thank Vince Buckley my other un-official reader for scrutinizing
my draft without page numbers and giving excellent notes in his tidy, tidy handwriting.
I am also grateful for the input from the people who agreed to be interviewed.
Christopher Back, Lila Dasi and Stephanie Cooper, your expert input was so informative
and useful. Having an inside perspective and sharp accounts were invaluable.

iii
Table of Contents

Acknowledgments ii

List of Figures v

Abstract vi

Chapter 1: Introduction/Background 1
Goal of Thesis 1
Industry Overview 3
Industry Attitudes and the Disabled Traveler 4
Relevant Legislation on Disability 6
Table 1: Summary of Disability-Related Complaint Data U.S. Carriers 12
Introduction to the Accessible Traveler 16
Conversation Landscape 16
Travel Interests 18
Trends 18

Chapter 2: Business Goal 21

Chapter 3: Statement of the Problem/Opportunity 26
Statement of the Problem 26
Statement of the Opportunity 28

Chapter 4: Research Methodology 30
Research Goal 30
Research Methods 30

Chapter 5: Situation Analysis 36

Chapter 6: Communication Goals 39

Chapter 7: Objectives 42

Chapter 8: Key Audiences and Key Messages 43

Chapter 9: Strategies 46

Chapter 10: Tactics 48

Chapter 11: Evaluation 54

Bibliography 56

iv
Appendices:
Appendix A: Interview with Christopher Bach 61
Appendix B: Interview with Stephanie Cooper 63
Appendix C: Interview with Lila Dasi 65

v
List of Figures

Figure 1: Summary of Disability-Related Complaint Data 13

Figure2: Obesity Contributes to Increased Disability in all Age Groups 23

Figure 3: Population of the United States Aged 15-64, 1970-2000 23

Figure 4: Blind and disabled recipients of federally administered SSI payments
by age group, December 1974–2029 24

vi
Abstract
Background The travel business is a multi-billion dollar industry, with a variety of
niches and caterers to provide experiences for any type of travel interest. However, there
are services within the industry common to many such as: transportation via plane travel
and accommodation. Among the many categories of travelers, those with disabilities
comprise a poorly and underserved group whose numbers are increasing. Airlines and
hotels are consistently the two categories of service providers that neglect and
inadequately serve their disabled customers.

Findings Media coverage on this matter was sparse but very consistent. The matter of
equal treatment for disabled travelers is beginning to gain attention. Laws relating to
disability and travel have been updated to be more specific and enforcement, though
increasing, is still not as stringent as it should be. Airlines and hotels have the opportunity
to develop better customer service practices or face large fines as well as lose business.

Conclusion Better communication with and service of disabled travelers would not be
difficult and can increase profits. It will also, keep a company from large fines and public
embarrassment. More effective communication between travel industry service providers,
specifically airlines and hotels with disabled travelers can be achieved by planning and
engagement. Two strategies encompass the necessary changes that need to be made;
awareness training of staff members who deal with customers and having information
about on-site amenities available when disabled travelers inquire about booking.

1
Chapter 1: Introduction/ Background
Goal of Thesis
This thesis aims to discover where the travel industry is succeeding and failing in
regard to communicating and responding to disabled travelers with mobility issues. When
research was initiated on this topic, I expected that there may be a lack of awareness on
the subject of disability and how to facilitate travel for a person with mobility issues. As a
niche, disabled travelers are a largely untapped and growing market. Laws and
enforcement are recent, and effective customer service is absent.
With this in mind I thought my research would give me insight as to how to create
an external communications plan in which the travel industry would court travelers with
mobility issues. However, the research took me in another direction. I did expect to find
very little coverage of the issue of disability in the travel arena and that expectation was
met. What I did not anticipate was the consistency that the research would show. In
almost all the articles I read and the interviews I conducted, the three biggest problems
disabled travelers had were a lack of awareness, neglect and getting truthful information.
This caused me to have two epiphanies:
• Internal Public Relations is what is needed to improve inclusiveness of
disabled travelers.
• The biggest offenders of poor customer service and communication, when
it comes to providing for travelers with mobility issues, are airlines and
hotels.

2
For the purposes of this thesis, the author sought a concrete definition for the term
disability; instead, a sad conclusion was drawn. Some common language used to
refer to those with physical disabilities follows.
There are official guidelines for the press to refrain from using bias or being
offensive when referring to people with disabilities. However, not everyone who writes
professionally has a journalistic background and the travel industry is diverse and
fragmented – creating vast inconsistencies when communicating with the disabled public.
Following are terms in two categories as explained by the Associated Press (AP)
as well as guidelines given in the (AP) Stylebook.
Entry in AP Stylebook:
Disabled, handicapped, impaired In general do not describe an individual as
disabled or handicapped unless it is clearly pertinent to a story. If such a description must
be used, make it clear what the handicap is and how much the person’s physical or
mental performance is affected.
Avoid such euphemisms as mentally challenged and descriptions that connote
pity, such as afflicted with or suffer from multiple sclerosis. Rather, has multiple
sclerosis.

Respectful Terms:
Disabled: a general term used for a physical or cognitive condition that
substantially limits on or more of the major daily life activities. These activities
include but are not limited to: caring for oneself, seeing, hearing, speaking,
walking, breathing and learning.
Blind: describes a person with complete loss of sight. For others use terms such as
visually impaired or a person with low vision.
Deaf: describes a person with total hearing loss. For others use partial hearing
loss or partially deaf.
Mute: describes a person who physically cannot speak. Others with difficulties
speaking are speech impaired.
Wheelchair-user: is a term for people who use wheelchairs for independent
mobility.

3
Disrespectful Terms:
Cripple Often considered offensive when used to describe a person who is lame
or disabled.
Handicapped Should be avoided when describing a disability.
Deaf-mute should be avoided. Do not use deaf and dumb.
Do not use confined to a wheelchair or wheelchair-bound. If a wheelchair is
needed explain why.

Industry Overview
While travel is simply moving from one place to another, tourism provides the
specific motive of leisure. Travel can be for any purpose, business, errands or a medical
visit. The idea behind tourism is an extended recreational activity during which, one
travels and spends at least a night away from home. (Mayhew 2009)
Historically, world wars sparked curiosity of international travel and the aviation
industry made this possible on a mass scale. (Chandra 2009)Today travel and tourism is a
multi-billion dollar industry. In the US during 2009 the travel industry was the fifth
largest industry in the nation. Domestic and international travelers spent $704.4 billion on
leisure travel and $246 billion on business travel. (U.S. Travel Association 2010) Some
of the major issues surrounding the travel industry are:
• Economic. When an economy is in recession the travel industry suffers. The
travel industry is also subject to the unpredictability of fluctuating oil prices and
economic inflation.
• Liability. Travelers can get injured or loose items in transit and industry service
providers must deal with the repercussions.
• Political. Acquiring visas for particular countries can be difficult and others
impossible. Some countries may be less safe to travel in due to wars, terrorism or
drug cartel activity.

4
• Other factors include: reputation and popularity of service providers, popular
culture and media coverage.
Travelers range drastically in age, from teens on break from studies to seniors and
families. All ages and groups have varied interests; some favor cruises while others prefer
guided tours of historic monuments, backpacking, safaris, etc. According to the U.S.
Travel Association, traveling to visit friends and relatives is the most common travel-
related leisure activity in the U.S. Religious pilgrimage is another widespread motive for
travel throughout the world and medical tourism has become popular in the U. S. (Bly
2010)
According to the Orbitz Insider Index, the top ten destinations for US travel in
2010 were, in rank order: Las Vegas, NV, New York, NY, Chicago, IL, San Francisco,
CA, San Diego, CA, Orlando, FL, Honolulu, HI, New Orleans, LA, Washington DC and
Miami, Fl. The top ten international destinations were: Cancun, Mexico, San Juan, Puerto
Rico, London, England, Punta Cana, Dominican Republic, Riviera Maya, Mexico, Paris,
France, Toronto, Canada, Puerto Vallarta, Mexico and Niagara Falls, Canada.
Industry Attitudes and the Disabled Traveler

The attitude that disabled travelers are unworthy of consideration is evident in the
sparse media coverage of disability in relation to travel. To emphasize the paltry
acknowledgement of the disabled traveler in the U.S. media, the author found only three
in-depth features and they occur more than 20 years apart. The initial article was
published in 1990 and the most recent was published in February 2011. Some consistent
points from the articles follow:

5
• For the able-bodied the needs of people with mobility issues are not even an
afterthought. Accessibility gets little consideration when business plans are made
or implemented. This creates ignorance in the industry from the top down; when
day-to-day staff members are employed with providing a service for someone
with mobility issues they are at a loss.
• Without tools or training to facilitate good customer service of disabled travelers,
employees behave dismissively, put disabled travelers in danger and/or give their
potential customers inaccurate information.
• The ignorance and lack of training in staff creates a poor experience for the
disabled traveler and sets the business up to be sued as well as lose customers and
profit.
• Laws regarding accessibility are neglected and violations occur on a regular and
frequent basis.
For the most part, the interviews conducted by the author were reflective of the
information gleaned from the articles as well. Lila Dasi, a wheelchair user interviewed by
the author, when asked what airlines could do to make travel smoother for the disabled
commented,
I would say tolerance training so they wouldn’t be so ignorant. For example, you
can’t necessarily see from the outside someone’s illness or that they need
assistance. Employees should be written up when a complaint is made, this needs
to be taken seriously. (Rubin, 2010)

When the author interviewed, Christopher Back, owner and operator of Paris
Private Guides, he too noted the lack of facilitation he encounters while planning tours
for disabled travelers in France. When asked about the challenges that travelers with

6
mobility issues face Christopher responded, “Lack of awareness of what is accessible,
museums, restaurants and hotels.” (Rubin, 2011)
News wasn’t all bad though. In her interview, travel agent and disabled traveler,
Stephanie Cooper gave indication that she believes the travel industry is definitely
improving. While she has had her share of negative experiences such as being refused
early boarding because a check-in worker could not see her cane, she was enthusiastic
about the changes she sees through her consulting work with the Society for Accessible
Travel and Hospitality (SATH). She directed the author to view a list of partner
organizations on the SATH website and remarked about how drastically cruise lines in
particular had improved. (Rubin 2011)
The author believes that if hospitality staff were knowledgeable and trained in
etiquette on disability, the travel industry would be able to better serve the community of
disabled travelers. Also, if laws were taken as seriously as they should be, disabled
travelers would encounter less difficulty and hazards when traveling. For this thesis, the
author will concentrate on U.S. laws but will comment on trends and issues in other
countries to which disabled people travel.
Relevant Legislation on Disability
When it comes to communication with the disabled public, there are laws in place
to ensure accessibility. It is not just a matter of a company choosing to place value in the
disabled traveler customer base. Following are the three most important laws regarding
accessibility that relate to travel.

7
Architectural Barriers Act of 1968
42 U.S.C. §§ 4151 et seq.

The Architectural Barriers Act (ABA) is one of the first acts of the U.S. Federal
Government to ensure access to the urban environment. The four Federal Agencies
responsible for enforcement of the ABA are: the Department of Defense, the Department
of Housing and Urban Development, the General Services Administration, and the U.S.
Postal Service.
This act defines buildings in a way that clarifies the exemption of private
residences and military buildings specifically erected for the able-bodied. All other
buildings are considered public and subject to this law.
It outlines the access handicapped people should have to all public buildings as a
standard. There are no specifics for enforcement and each agency is responsible for
outlining and enforcing the law in its own manner. Also, there are exceptions and waivers
granted on a case-by-case basis and each Agency is responsible for annual evaluation of
its efforts.
The Access Board, an independent Federal agency was formed to enforce the
ABA. Enforcement is based on investigating complaints and determining if the facility is
covered by the ABA. If the facility is covered by the ABA and accessibility standards are
not being met, the Board works with the responsible parties to bring the facility up to
compliance.
Air Carrier Access Act of 1986
49 U.S.C. § 41705

The author believes it is the most detailed and specific of the laws because air
travel holds more hazards and is where the most glaring violations lie. In February 2011,

8
the U.S. Department of Transportation issued Delta airlines a $2 million fine after
reviewing over 5,000 complaints against the airline by disabled passengers. (Pabst 2011)
The Air Carrier Access Act (ACAA) defines the rights that disabled people have
in terms of air travel. It pertains to all U.S. Airlines and any foreign airlines that fly into
or out of the U.S. The excerpt follows because of its specificity.
The following is from the U.S. Department of Justice Civil Rights Division
Disability Rights:
Prohibition of Discriminatory Practices
• Airlines may not refuse transportation to people on the basis of disability.
Airlines may exclude anyone from a flight if carrying the person would be
inimical to the safety of the flight. If a carrier excludes a person with a
disability on safety grounds, the carrier must provide a written explanation
of the decision.
• Airlines may not require advance notice that a person with a disability is
traveling. Air carriers may require up to 48 hours’ advance notice for
certain accommodations that require preparation time (e.g., respirator hook-
up, transportation of an electric wheelchair on an aircraft with less than 60
seats).
• Airlines may not limit the number of persons with disabilities on a flight.
• Airlines may not require a person with a disability to travel with another
person, except in certain limited circumstances where the rule permits the
airline to require a safety assistant. If a passenger with a disability and the
airline disagree about the need for a safety assistant, the airline can require
the assistant, but cannot charge for the transportation of the assistant.
• Airlines may not keep anyone out of a specific seat on the basis of
disability, or require anyone to sit in a particular seat on the basis of
disability, except to comply with FAA or foreign-government safety
requirements. FAA's rule on exit row seating says that airlines may place in
exit rows only persons who can perform a series of functions necessary in
an emergency evacuation.

Accessibility of Facilities

• New aircraft
[1]
with 30 or more seats must have movable aisle armrests on
half the aisle seats in the aircraft.
• New twin-aisle aircraft must have accessible lavatories.
• New aircraft with 100 or more seats must have priority space for storing a
passenger’s folding wheelchair in the cabin.

9
• Aircraft with more than 60 seats and an accessible lavatory must have an
on-board wheelchair, regardless of when the aircraft was ordered or
delivered. For flights on aircraft with more than 60 seats that do not have an
accessible lavatory, airlines must place an on-board wheelchair on the flight
if a passenger with a disability gives the airline 48 hours’ notice that he or
she can use an inaccessible lavatory but needs an on-board wheelchair to
reach the lavatory.
• Airlines must ensure that airport facilities and services that they own, lease
or control are accessible in the manner prescribed in the rule.

Other Services and Accommodations

• Airlines are required to provide assistance with boarding, deplaning and
making connections. Assistance within the cabin is also required, but not
extensive personal services. Where level-entry boarding is not available,
there must be ramps or mechanical lifts to service most aircraft with 19 or
more seats at U.S. airports with over 10,000 annual enplanements.
• Disabled passengers’ items stored in the cabin must conform to FAA rules
on the stowage of carry-on baggage. Assistive devices do not count against
any limit on the number of pieces of carry-on baggage. Collapsible
wheelchairs and other assistive devices have priority for in-cabin storage
space (including in closets) over other passengers’ items brought on board
at the same airport, if the passenger with a disability chooses to pre-board.
• Wheelchairs and other assistive devices have priority over other items for
storage in the baggage compartment.
• Airlines must accept battery-powered wheelchairs, including the batteries,
packaging the batteries in hazardous materials packages when necessary.
The airline provides the packaging.
• Airlines must permit a passenger to use his/her Portable Oxygen
Concentrator during the flight if it is labeled as FAA-approved.
• Airlines may not charge for providing accommodations required by the
rule, such as hazardous materials packaging for batteries. However, they
may charge for optional services such as providing oxygen.
• Other provisions concerning services and accommodations address
treatment of mobility aids and assistive devices, passenger information,
accommodations for persons with vision and hearing impairments, security
screening, communicable diseases and medical certificates, and service
animals.

Administrative Provisions

• Training is required for airline and contractor personnel who deal with the
traveling public.
• Airlines must make available specially-trained “complaints resolution
officials” to respond to complaints from passengers and must also respond
to written complaints. A DOT enforcement mechanism is also available.

10

Enforcement of the ACAA is performed at the highest level by The Office of the
Assistant General Counsel for Aviation Enforcement and Proceedings, including its
Aviation Consumer Protection Division. These bodies monitor and investigate the
Department of Transportation (DOT) for violations and compliance. If the Office deems
action necessary warning letters, formal litigation or injunctive relief in U.S. courts is
sought. The DOT issues civil penalties often with a stipulation that a portion of the
penalty be spent on bringing the company or organization up to compliance.
Though ACAA rules are specific they are still subject to interpretation and, due to
the ignorance of airline staff, are broken because of assumptions they make. An example
is the prohibition underlined above. Flight attendants assume that those with disabilities
are incapable because they have different needs. Someone who uses a wheelchair, to get
from gate to gate, may be capable of performing the actions necessary to sit in an exit
row. Flight attendants and check-in staff rarely ascertain what a disabled person’s
capabilities are; they simply reseat a person with a disability based on their assumptions
that a disabled person is incapable and helpless.
Disabled people are also subject to neglect by airline employees. Travel agent and
disabled traveler, Robin T. Spaulding recounts her experience with airline travel,
For instance, you get on (an airplane) with a wheelchair, but you can’t get into the
bathroom. They take my crutches away, I have to ask for them if I need to go to
the bathroom, and sometimes the cabin attendants are too busy. (Jenkins 1990,
1E)

Spaulding’s is not a unique example.
Delta Airlines left a blind woman alone on a moving walkway. An 81-year-old
passenger spent the night sleeping in a wheelchair...An elderly couple missed an
international flight because Delta agents left them in their wheelchairs when the
plane was being boarded. (Pabst 2011)

11
Lila Dasi did not always require a wheelchair for airline travel. Now that she
travels with a wheelchair she has noticed a marked change, for the worse, in the way she
is treated by airline employees. She comments on her experiences with check-in staff:
I have more trouble at the check-in counters with the airline staff there. I have
encountered staff who are rude. An extreme case of this was when a woman at
ticketing said that I didn’t even look healthy enough to travel.

Another thing that can be a problem is that I don’t always look ill and I’m young
so they don’t believe that I need a wheelchair and can be snide. They can’t refuse
you a wheelchair but they can take their time about it, hassle you and make it a lot
more difficult than it has to be. (Rubin 2010)

Stephanie Cooper recalled traveling with a disability in the 1990’s as well and
noted that laws have become more stringent about the treatment of people with
disabilities. She felt that airline staff were more prying and discourteous at that time. “I
had a situation with counter staff in the 1990’s when they denied me early boarding
because at first they couldn’t see that I used a cane and I told them that I didn’t want to be
pushed in a wheelchair. They can’t question you like that about your disability anymore.”
(Rubin 2011)
The Aviation Consumer Protection and Enforcement, a division of the U.S.
Department of Transportation, has established a disability hotline for procuring
information on air travel and provides online and paper complaint forms for formal action
against a specific airline. The following chart breaks down the number of complaints
against each airline filed with the DOT in 2010.

12
Table 1: Summary of Disability-Related Complaint Data U.S. Carriers

Carrier Name Number of Complaints
AERODYNAMICS INCORPORATED 0
AIRTRAN AIRWAYS, INC. 1,546
ALASKA AIRLINES, INC. 151
ALLEGIANT AIR, INC. 7
AMERICAN AIRLINES, INC. 1,973
AMERICAN EAGLE AIRLINES, INC. 251
AMERISTAR AIR CARGO, INC. 0
ARIK AIR INTERNATIONAL USA LLC 0
ATLANTIC SOUTHEAST AIRLINES, INC. 286
COLGAN AIR 44
COMAIR, INC. D/B/A DELTA CONNECTION 191
COMPASS AIRLINES, INC. 72
CONTINENTAL AIRLINES, INC. 822
CONTINENTAL MICRONESIA, INC. 3
DELTA AIR LINES, INC. 2,377
EXECUTIVE AIRLINES, INC. 22
FALCON AIR EXPRESS, INC. 2
FREEDOM AIRLINES, INC. 26
FRONTIER AIRLINES, INC. 61
GOJET AIRLINES, LLC/UNITED EXPRESS 5
HAWAIIAN AIRLINES, INC. 108
HORIZON AIR INDUSTRIES, INC. 75
JETBLUE AIRWAYS CORPORATION 170
MESA AIRLINES, INC. 135
MESABA AVIATION, INC. 183
MIAMI AIR INTERNATIONAL, INC. 0
MIDWEST AIRLINES, INC. 8
MOKULELE AIRLINES 0
NORTH AMERICAN AIRLINES, INC. 0
NORTHWEST AIRLINES, INC. 1,276
OMNI AIR INTERNATIONAL INC. 4
PINNACLE AIRLINES, INC. 370
PSA, INC. D/B/A US AIRWAYS EXPRESS 14
REPUBLIC AIRLINES, INC. 19
RYAN INTERNATIONAL AIRLINES, INC. 0
SHUTTLE AMERICA CORPORATION 40
SIERRA PACIFIC AIRLINES, INC. 0
SKY KING, INC. 0
SKYWEST AIRLINES, INC. 223
SOUTHWEST AIRLINES CO. 1,993

13
Table 1, Continued

SPIRIT AIRLINES, INC. 55
SUN COUNTRY MN AIRLINES, LLC 37
TEM ENTERPRISES/XTRA AIRWAYS 3
UNITED AIR LINES, INC. 1,119
US AIRWAYS, INC. 1,784
USA JET AIRLINES 0
USA3000 15
V AUSTRALIA 1
VICTORY AIR TRANSPORT, INC. 0
VIRGIN AMERICA, INC. 25
WORLD AIRWAYS, INC. 0
Total 15,496

Delta has the highest number of complaints out of all major carriers at 2,377. As a
result, they were issued the highest fine on record of $2 million. (Pabst 2011)
Figure 1: Summary of Disability-Related Complaint Data

14
Two thirds of all the different types of disability-related complaints are related to
wheelchair use, making it the number one issue of disabled travelers. (De Lollis 2005,
1B). Remedies for communication with the disabled public must start with wheelchair
users as their need is greatest.
Americans with Disabilities Act of 1990
42 U.S.C. §§ 12101 et seq.
The passage of the Americans with Disabilities Act (ADA) in 1990 by congress
was an acknowledgement of the discrimination and isolation those with disabilities face
daily. The understanding that people with disabilities were being treated with inferior
status was discovered by reviewing census data. It was clear that the goal of equal
treatment for all U.S. citizens was being threatened by this prejudice and that legal
recourse was necessary to ensure equality for people with disabilities. The ADA is the
backbone of accessibility laws.
The purpose of the ADA was to establish a clear mandate and standards against
discrimination against people with all types of disabilities and guarantee that the
government would uphold these standards.
The ADA protects against the discrimination of people with disabilities in the
workforce, housing, transportation, architecture and other areas where those with
disabilities were impeded.
Other more specific legislation in the matters of telecommunications and voter
registration have come about, as the ADA is very broad and could not cover all areas to
the extent needed. The ADA has also been amended over time, enabling lawmakers to

15
make the ADA clearer and more effective. The most recent amending of the ADA was in
2009.
The ADA is enforced by the Department of Justice through lawsuits and
settlement agreements. Lawsuits are filed in federal courts, which may order
compensatory damages to be paid if the law has been broken. The Department of Justice
can also obtain civil penalties of up to $55,000 for the first violation and $110,000 for
any subsequent violation. (U.S. Department of Justice, 2005)
It is unclear as to why laws prohibiting unequal treatment of disabled persons
took so long to be established and enforced. The author hypothesizes that creating laws of
this nature was overlooked due to a lack of awareness in general and possibly the
economic implications of compliance.

16
Introduction to the Accessible Traveler
There are different types of disabilities but the author in this instance focuses on
disabilities that affect a traveler’s mobility. An example would be someone who may use
a wheelchair or crutches for any part of her or his travel, and has difficulty with staircases
and common modes of transportation.
Disabled travelers that use wheelchairs also vary in their needs and levels of
disability. Some require constant use of a wheelchair but others use crutches or can walk
short distances. Different travelers have different capabilities and should not be lumped
into one group necessarily. This is especially important for in-flight situations during air
travel.
It is important to note that for this paper, the author does not focus on the cause of
the disability. A point that might be explored further is that those who now need
wheelchairs because of war injuries or due to disease or illness may see more or fewer
obstacles than those who have had to deal with disability since birth.
Disabled travelers are a focal point as a community because of their increasing
numbers and the prejudice and discrimination they face from the travel industry,
particularly the hotel and airline industries.
Conversation Landscape

For the most part articles focus on where the travel industry is failing to properly
serve disabled travelers. Airline fines and law-suits are the prevalent topics. The most
relevant articles are more than twenty years apart and display a lack of awareness and
consideration of the travel industry in regard to disability.

17
The earlier article, Disabled can see the world//Handicapped tourists see
obstacles falling, in which a disabled travel agent goes on record to encourage awareness
and optimism, was published in 1990. The more recent article, Delta fined a record $2M,
published in February 2011 also describes the trials that travelers who use wheelchairs
face concerning air travel. It also covers government monitoring of the industry and
penalties that airlines have been issued. One more highly relevant article, New Hotel
Search for Disabled Travelers, published last March, is a “brief nod” to Expedia for
incorporation of a search tool for various disability needs. The article states that the tool
was prompted by a lawsuit against its subsiary, Hotels.com, for refusing to guarantee
wheelchair accessible reservations. (Beehnar 2010, TR2) It displays how discrimination
against the disabled was considered acceptable for such a long period of time.
In Britain there are two travel trade publications with accompanying websites that
regularly cover disability. Both Travel Trade Gazette and Travel Weekly help bring
awareness of disability to the travel industry. Travel Trade Gazette is featured as an
industry model for a segment in which a “secret shopper” reports on how well travel
agencies deal with booking excursions for disabled travelers.
Disability-related travel blogs such as Rebecca’s Travels provide the most
relevant information for disabled travelers seeking to plan excursions. The websites of
popular travel guides like Lonely Planet mostly lack information on how disabled
travelers can navigate a destination. Disabled travelers are not part of the mainstream
travel conversation for the most part. Though there are sporadic articles focused on
disabled travel by high-profile travel writers like Peter Greenberg and Barbara De Lollis
once every few years.

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Travel Interests
People with disabilities have the same varied interests when it comes to travel as
anyone else. Robin T. Spaulding, the travel agent/disabled traveler featured in the St.
Petersburg Times is a certified scuba diver. (Jekins 1990, 1E) Some prefer cruises; some
want all-inclusive getaways, while others love the independence of recreational vehicle
travel or have a desire to visit a place for sentimental value or religious reasons.
International travel is of course an interest for all demographic categories and the
motives are widely varied. Some may wish to visit historic monuments, go on safari or
visit family members in other countries. Also there are international events to consider
like the Olympics or World Cup.
Many jobs require travel as well and disabled travelers may be required to travel
for business purposes. Students also do terms abroad and disabled students may be
engaged in study-abroad programs.
Trends
The trend in all areas of life now is personalization. (Elliot 2006) With such a vast
amount of information available online and customization of most everything in our
lives, finding an organization to facilitate a travel desire is becoming easier, even for
disabled travelers.
There are hundreds of tour companies in the U.S. and abroad that accommodate
travelers with disabilities such as Vacations by Stephanie F. Cooper and Paris Private
Guides. When dealing with a smaller organization that has tailored tours for those with
disabilities it’s easier to communicate. These companies listen to the needs of their
customers and work to facilitate the desired travel experience.

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The trend of customization works in favor of the disabled traveler but larger more
mainstream organizations have yet to really embrace this trend with the disabled traveler
in mind.
Travel trends predicted for 2011 include:
• The Civil War Sesquicentennial. South Carolina and Virginia, states where key
events will take place, can expect an influx of travelers. These events may be
difficult for those in wheelchairs to navigate depending on the terrain and if event
planners consider disabled travelers while organizing the activities.
• Royal Wedding in London. The April wedding of Prince William and Kate
Middleton will draw tourists from around the globe. This event will be crowded
but London does have accessible public transport. The author foresees
accommodations posing the most difficulty as they will be hard to come by and
many hotels are in older buildings and not well-equipped to facilitate disabled
travelers.
• Mexico & Vegas. Las Vegas is still the number one tourist destination in the U.S.
and because construction is so new, disabled travelers will have a comfortable
time navigating the strip. Las Vegas is extremely service-oriented and facilitates
disabled travelers well in transportation, accommodation, dining and
entertainment. Mexico, this year’s budget vacation destination may be another
story. In larger cities with international hotel chains there may not be any snags
but disabled travelers are in unpredictable territory when it comes to smaller
towns and less touristy areas. In those situations it might be best for disabled
travelers to venture out with a guide or tour company.

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• Iceland. Predicted by USA Today and Travelzoo to be popular due to events of
the past few years like the volcanic activity in 2010 and currency collapse of
2008. Because the airline that has added Iceland to its route is Delta, the author
foresees travel difficulties as the primary obstacle when venturing out to Iceland.
Delta faces a record high fine of $2 million from the DOT for disability related
complaints. Otherwise Iceland is well equipped to serve disabled travelers. (Bly
2010)

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Chapter 2: Business Goal
The overall goal of companies operating in the travel and tourism industry is to
grow profits by serving the needs of travelers to move from one place to another and have
a pleasurable experience. In the case of airlines the focus is on developing routes to and
from cities that draw many people. For example the most traveled route in the U.S. in
2010, according to the Orbitz Insider Index, was from New York, NY to Chicago, IL, so
there are multiple flights on several carriers between the two. Airlines also often have the
goal of excellent customer service in their mission statements. Delta Airlines even has a
specific mission statement for providing service to disabled passengers, “Making Delta,
carrier of choice for customers through operational excellence, “second mile” service and
building emotional connections with the disability community.” (Delta Airlines, 2011)
In the case of the hotel industry the goal is to draw profits from accommodating
people while they’re traveling. Most of hotel mission statements include declarations
about putting the customer first or offering superior customer service as well. According
the Orbitz Insider Index customers are looking for bargains right now. Based on search
behavior on the Orbitz.com in 2010 The Orbitz Insider Index states, “Promotional
offers/discounts: When it comes to searching for a hotel, consumers are looking to get
more for less. Orbitz.com searches for promotional offers and discounts such as free
parking and airport shuttle service took the top spots.” So, finding ways to cut costs and
give clientele deals is probably high on the agenda for hotels.
The goal of this communication plan is to increase the customer base and
satisfaction of disabled travelers in the hotel and airline industries. Disabled travelers are
a growing niche and a profitable segment. According to the U.S. Census, there are about

22
54 million disabled people in the United States. “Disabled travelers now spend more than
$13 billion a year on travel-related services, including more than 17 million hotel visits,”
states disabled blogger, Adam Lloyd of gimponthego.com. Also, according to data
gathered by Employers’ Forum on Disability, disabled travelers spent $3.3 billion
specifically on air travel which in turn created 52,800 jobs. Projections from the
Employers’ Forum on Disability research indicate that disabled travelers generate
194,000 jobs, $4.22 billion in payroll and $2.52 in taxes. (Employers’ Forum on
Disability 2011) Based on another market study, Research Among Adults with
Disabilities: Travel and Hospitality, performed by thee Open Doors Organization in
2005, leisure trips taken by disabled travelers rose 50% in three years. Another indication
that the disabled population is increasing and with it the community of disabled travelers,
is the growing scooter and wheelchair market; in 2005 wheelchair and scooter markets
were at $1.7 billion, grew to $3.9 by 2009 and by 2012 are expected to reach $5.3 billion.
(Biotech Business Week 2007; ReportLinker 2009)
The growing disabled population also indicates higher numbers of disabled
travelers. The rising number of disabled war veterans in the U.S. is a contributor.
Between 2001 and 2008 their numbers grew by 25% and will continue to grow until the
current U.S. campaigns end. (Associated Press 2008) Aging Baby Boomers and growing
numbers of obesity also contribute to a higher disabled population. The figures that
follow illustrate the growing populations of Baby Boomers and disabled citizens in the
United States as well as the contribution of obesity in disability.

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Figure 2: Obesity Contributes to Increased Disability in All Age Groups

SOURCE: Lakdawalla, Bhattacharya, and Goldman, 2004.

Figure 3: Population of the United States aged 15–64, 1970–2000

SOURCE: U.S. Census Bureau, Decennial Census.

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Between 1970 and 2000, the population of the United States aged 15–
64 increased by nearly 50 percent. This increase made a major contribution to growth in
the disability programs. (U.S. Social Security Administration Office Policy 2004)
Figure 4: Blind and disabled recipients of federally
administered SSI payments, by age group, December 1974–2029

SOURCE: 2005 Annual Report of the Supplemental Security Income Program, Table IV.B9 and Figure IV.B4.

Christopher Back notes the range of disabilities and how catering to all levels has paid
off:
The vast majority of travelers I meet have reduced mobility and need extra
attention and assistance as I explained in my responses above. This group travels

25
more often and appears willing and able to pay a premium for extra services that
simplify their experience. (Rubin 2011)

Some organizations like Expedia.com and their subsidiary, Hotels.com have
developed search tools allowing disabled travelers to locate and book lodgings with
features tailored for wheelchair users or sight impairments. However, effective
communication goes beyond booking and includes:
• Training staff to be knowledgeable of their facilities. Hotel and airline staff
should know when they will be receiving guests with disabilities, what amenities
they provide and how to accommodate them.
• Reputation management. Building a positive relationship with disabled travelers
will draw a loyal and lucrative customer segment.
• Awareness of disabled travelers as a group of valued customers rather than a
burden.

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Chapter 3: Statement of the Problem/Opportunity

Statement of the Problem

As a group disabled travelers are often overlooked or treated as a burden; 45% of
the disabled travelers surveyed by the Open Doors Organization reported problems with
customer service. There are some agencies and organizations that cater to the needs of the
disabled traveler but there are large inconsistencies throughout the travel industry in
general. When asked, in the interview, if services differ from airline to airline Lila Dasi
states:
Not really, they are all pretty much inconsistent. It is really down to the individual
workers. Whether or not they decide they want to provide good customer service
for you. Some people are really nice and compassionate others are dismissive and
rude. (Rubin 2011)

The airline and hotel industries appear ignorant of their own organizations’
abilities to serve the disabled and/or serve the disabled or do not care to. Disabled
travelers surveyed by Accessible Travel in the UK remarked that a “lack of confidence in
receiving accurate, verified information from travel agents” was among chief concerns of
disabled travelers. Airlines find loopholes in the legislation on disability by claiming that
inclusion creates issues with safety. Hotels may follow the minimum requirements of
legislation such as making a facility wheelchair accessible but these requirements are
loose. Even though a hotel might technically be deemed “accessible” practically
speaking, from a disabled traveler's point of view, is not. Take for example, travel agent
Robin T. Spaulding’s inquiry of a sales agent representing a cruise line that advertised
accessibility,
I asked him if the cabins had a lip (the bottom still raised from the floor) and he
said yes, so I said, “How can they be accessible to a passenger who must use a
wheelchair?” He said, “These cabins are near the elevator.” (Jenkins, 1990, 1E)

27

There is also the matter of ramps being present but too steep to navigate easily or
elevators that service the floors with the accessible rooms on them but that don’t reach all
the floors in the facility.
Most of the articles reviewed, as well as the primary research indicate that after
customer service, transportation is the most difficult part of traveling for a disabled
person. Though transportation can be difficult for any traveler, if a traveler is disabled,
there are excess costs and fewer options. Not all vehicles are required to be accessible.
For example, bus firms in the U.S. are not subject to the ADA and Australia, where
disabled persons wait hours for a taxi ride, if the taxi even shows up. In a report compiled
for The Victorian Taxi Directorate (VTD) the regulatory body for the taxi and hire
vehicle industries, part of the Public the Department of Transport, two thirds of
wheelchair users reported that cabs ordered regularly failed to arrive. (Ramshack, 2000,
D3; Downie, 2010, 3; Lucas 2009, 8; State Government Victoria Department of
Transport 2011)
When asked about the challenges for an independent wheelchair traveler,
Christopher Back of Paris Private Guides states, “Hands down, the cost of assistance and
accessible transportation.” (Rubin 2011) Stephanie Cooper notes the added difficulty in
her blog, “Many travelers encounter problems when traveling. An even bigger problem is
getting your wheelchair or scooter to your destination and all in one piece. Mobility
assistance devices, generally thrown into cargo bins with little care, usually end up
damaged.”(Rubin 2011)

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Statement of the Opportunity

There is an opportunity to profit from catering to the disabled travelers who use
wheelchairs. This can be accomplished by letting them know that they are valued
customers and educating staff on the most common needs of people traveling with
mobility issues and how to meet them. Better communication and service will create
brand representatives, brand reputation and drive customers in this niche to a company
who adopts these practices.
Not only is it profitable but there personal benefits as well. Christopher Back
began catering to disabled travelers when tailoring a tour for two WWII vets. He
comments, “It was such a rewarding experience to help them experience the city that I
decided to focus on this niche, one that turned out to be very under-served in Paris.”
(Rubin 2011)
Stephanie Cooper believes disabled travelers are also responsible for making their
voices heard but she feels that going directly to organizations is the most effective way to
generate change. After her incident with the check-in worker she wrote to the president of
the airline and saw immediate changes when flying that airline. “Courts are just
expensive. It’s more effective to write letters and go directly to the organization. We have
to be proactive”
She also noted the financial security that disabled travelers have, which is now
highlighted due to recession. The stability of people receiving disability benefits allows
them to continue to plan vacations as usual while others unfortunately may have been
laid-off or lost money on investments.
For some reason people and definitely the travel industry thinks that people with
disabilities are poor. We may be on a fixed income because we are on disability

29
benefits but the money is there and it is consistent. I’ve never had a client on
disability benefits cancel a trip but I’ve had others cancel because of sudden
financial changes. (Rubin 2011)

Tracking an increase of customers in this niche would be simple, as disabled
travelers usually inform transportation and other service providers of their needs prior to
travel. The author fervently believes that companies in the travel industry would see
repeat customers and improved reputations from this strategy. Since last counted disabled
travelers contribute $13 billion to the economy. (Darcy 2010) As well as gleaning profits
companies would avoid large DOT fines that can reach up to $2 million. It is especially
pertinent now that the world is a global marketplace and online networking is the norm.
Information is readily accessible and companies who took the opportunity to serve the
disabled community well would become recognized quickly.

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Chapter 4: Research Methodology

Research Goal
The knowledge acquired from research will be instrumental in discerning where
to start when it comes to developing effective communications with disabled travelers.
Most importantly, research will show what types of information is lacking, is present,
who should be engaging with disabled travelers and the etiquette they should use when
communicating.
Research Methods
Primary Research

The author performed in-depth interviews to get a detailed account of actual
events and experiences of disabled travelers and service providers of disabled travelers.
Observational research was performed to discover first-hand the needs and obstacles of
the disabled traveler.
• In-Depth Interviews
Among those interviewed were: Christopher Back, owner/operator of Paris
Private Guides., a tour company that provides services to disabled travelers, Lila Dasi, an
avid traveler who is a cancer survivor and requires use of a wheelchair at different points
in her travels and Stephanie Cooper, veteran travel agent and disabled traveler. Other
companies in the travel industry who provide services were contacted for interviews but
none responded. The author also contacted a handicapped traveling club but the president
did not respond in a timely fashion, so input could not be included.

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• Observational Research – MOMA San Francisco, CA 11/27/11
This researched was performed by the author, her colleagues, Shembi Nagel and
Ina Krieble, a partially disabled out-of-town visitor. They walked from a nearby parking
garage to the museum but were issued a wheelchair at customer service area within the
entrance to the museum.
Entrance: the MOMA is in downtown San Francisco so the sidewalk leading up to
is wide, even and flat, allowing easy access. The ticket booth is low, so if
someone approached in a wheelchair they would be able to easily interact with the
cashier, who, in this case, was friendly and helpful. The visit to the MOMA was
spontaneous, so the visitors had not contacted the museum in advance but the
cashier assured them there would not be a problem and that there were plenty of
wheelchairs for patrons. She sold them tickets and gave them simple directions to
retrieve a wheelchair.
Wheelchair lending and retrieval: the MOMA lends wheelchairs for free to its
patrons. Our visitors approached a coat-check desk just inside the entrance, where
the author had only to leave her drivers license and the staff brought out a
wheelchair. The chair itself was new and in good condition. It looked like it was
well-made and maintained.
Traversing the Museum:
o There are large elevators that stop at each floor of the museum and Ina
was able to reach the buttons from her the wheelchair, it seemed to stay
open long enough for her to get in and out on her own as well.

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o The first floor visited had a sound exhibit with a small bridge between two
areas over a long drop. The group walked across it, as this is the manner to
experience the art installation, but the wheelchair got a bit stuck at the end
where there was a very small space to turn around and steep stairs on both
sides leading downward. They were able to turn around and go back
across the bridge and look at the rest of the artwork on that floor without
difficulty.
o Generally, each floor had enough space to move freely and view the art
exhibits, which were often very large, so distance was ideal. Some were
sculptures which were not a problem to view from a wheelchair either, as
they sat on the floor. One exhibit that was a bit difficult was a
photography display. The paths were crowded and most of the photos
were not large, so they were hung at eye-level for someone standing about
5 ft. 8in. There were some that were lower but the pathways themselves
were the tricky part. The author considered in this case a taller person
would also have a bit of trouble viewing the photos. The paths were,
however, wide enough for the wheelchair.
o Some of the floors had ramps but none were terribly narrow or steep and
all of the bathrooms had wheelchair access. The author noted that Braille
signage was placed throughout the MOMA.
Overall Thoughts:
They thought that the museum did a good job accommodating a wheelchair user
and appreciated the helpfulness and politeness of the staff. The MOMA – a major

33
tourist attraction in the Bay Area, is clearly trying to make the museum inviting
and accommodating, not just complying with accessibility laws.
The author also did informal, less detailed observational research while touring in
Europe and at Disneyland in Anaheim, CA. Visits to the British Museum in London, UK
and the high street shops and markets in Helsinki, Finland also proved to be easily
navigated by people in wheelchairs. The British Museum has a map of disabled routes to
aid people with mobility issues, small lifts adjacent to stairs and elevators and disabled
restrooms. Helsinki has smooth, well connected sidewalks and all forms of transportation
there are accessible.
Disneyland also appeared very accessible, there were ramps everywhere and
people in wheelchairs were allowed to board rides ahead of other park visitors. Staff was
very courteous and signage for disabled access was clear.
Secondary Research
The author reviewed online articles, industry websites, blogs and media coverage
on the Disabled Travel Industry, travelers, providers and their interests. The author also
conducted comparative research of similar markets to find out if certain markets are
ahead of the curve. There was better, more comprehensive coverage of disability in
relationship to the travel industry by publications in the U.K. than the U.S.A. Though
Finnish media covering disabled travel was not found, the travel industry in Finland
received coverage for being accessible to travel overall.
• Media Coverage
Though the coverage of this issue in the U.S. is sparse, what little written does an
excellent job of communicating the challenges disabled travelers encounter, compliance

34
or lack of it, solutions that are being implemented and the Department of Transportation’s
activity. The articles found were in national newspapers, USA Today and The New York
Times, regional publications, The St. Petersburg Times and online publication
StarTribune.com. There was also relevant information on a travel newswire and various
publications abroad. Discussion is beginning to increase in the U.S. The articles come in
waves as new information is available, laws are made or amended, lawsuits are filed and
changes occur.
• Websites and Blogs
Sites dedicated to travel or disabled travel had the best coverage of disabled
travel. Some sites like, savvytraveler.publicradio.org, have categorical information and
provide resources for disabled travelers as one of the categories. Websites dedicated to
disability travel such as makoa.org, give listings of resources for specific travel interests.
Most of the specific sites like Egyptforall.net are the contact point for travel agencies that
specialize in tailored tours for the disabled in a particular country or city. More popular
destinations like Paris have more agencies engaged in providing disabled travel
opportunities.
Blog coverage is less consistent but there are publications and journals updated
chronicling the travel experiences of disabled travelers. Gimponthego.com, Rebecca’s
Travels and Todaysdisabledtraveler.com are very well done and professional-looking
sites that are popular and come up in Google searches. Online discussion continues to
increase and the internet definitely has the most up-to-date information and resources.

35
• Books
Travel guides for the disabled are also readily available on a range of subjects.
Even some of the larger, more popular guide books, like Fodors, are coming out with
editions for disabled travelers.
The travel industry is succeeding in providing resources and information for
disabled travelers. Websites are easily found, have comprehensible information and are
easily navigated. The internet has made it possible for travelers to connect online with the
organizations in the destinations of their interests and plan vacations.

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Chapter 5: Situation Analysis
A S.W.O.T.S. analysis of accessibility communication in the travel industry is
necessary to frame the foundation of a strong campaign platform. The analysis will
determine the internal strengths, internal weaknesses, external opportunities, external
threats and their strategic implications surrounding the engagement of the travel industry
with disabled travelers. This examination will shape the direction of a basic
communications campaign.
Strengths
• There is an increase in the number of people living with disabilities or special
needs. There are several reasons for this:
o With scientific and medical advancements more people are able to live full
lives with medical conditions that would previously have been fatal or
rendered them bed-ridden.
o The Baby Boomer generation is aging and longer life spans combined
with the large number of people in this demographic imply a rapid
increase of people developing disabilities or special needs in the near
future.
o Obesity increases yearly and is a contributor to disability.
o Current wars being fought cause disabilities in veterans.
• The DOT has recently started to enforce the ACAA more stringently. Lawsuits
are compounding and it would serve any airline well to avoid fines.

37
• The ABA and ADA are enforced more vigilantly, deadlines for compliance have
passed and companies would do well to comply with laws or face interference or
fines.
• Catering to the disabled would bring in more profit in repeat customers and with
good referrals.
• Inclusion gives a company uniqueness and makes it stand out.
Weaknesses
• The disabled are not a majority in the population, they encompass 15-20% of the
population world-wide, and not all of them travel. (Employers’ Forum on
Disability 2011) They may not provide enough of an increase in profit at this time
to make a difference.
• Turnover in staff is high, over 20% on average, in the hospitality industry and
ranges from 20%-30% on average in airline industry. (Bares 2008; Miles and
Mangold, 2005) High turnover may prove difficult for consistently good
communications and service of the disabled community.
• Even if staff undergo inclusion training they may not see the training as important
and will still discriminate against the disabled and treat them poorly.
Opportunities
• This is a chance to be an industry leader. Transparency is important in business
practice now and catering to the disabled traveler is a chance to shine.
• There is an opportunity develop a strong and growing customer base in the
disabled community.

38
• Companies, particularly airlines, can avoid lawsuits with high fines attached to
them and stay ahead of the curve. Continental, United, Southwest and American
Airlines have already begun to correct their training. (Kennedy, 2010)
Threats
• There is little news coverage of the issue of disability in travel therefore inclusion
efforts may go unnoticed.
• There is a chance that an investment in training staff on inclusion practices could
cost more time and money than it’s worth if significant revenue from disabled
travelers does not rise.
• Disabled travelers might not notice or respond to efforts of inclusion.
Strategic Implications
Though there is a chance efforts of inclusion may go unnoticed, the efforts and
cost of best practices will probably reap beneficial results in the form of positive media
coverage as well as a strong customer base and profit from serving disabled travelers
well. Also, there are other populations which will appreciate and respond to these efforts
such as the companions of disabled travelers and people who make a point to patronize
companies with socially responsible practices.

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Chapter 6: Communication Goals

Having examined the strategic implications of the situation it is clear to see the
different communication goals that must be addressed by the airline and hotel industries.
Goals are essential in the success of any communications program because they outline
the entire purpose and direction. The communication goals for airlines and hotels are as
follows:
• Convince airlines to educate and train staff on accessibility and serving those with
disabilities.
o Though there are laws in place dictating the facilitation of travelers with
mobility issues, day-to-day staff need to be better trained to serve this
public.
o The DOT is enforcing the ACAA more stringently and some well-known
airlines have adopted inclusion training, so the idea is not far fetched.
• Convince airlines and hotels to hire more disabled persons.
o Though there are anti-discriminatory laws it would benefit these industries
to actively seek disabled staff to develop awareness.
o If disabled persons are part of regular staff, employees without disabilities
will naturally be more aware of the capabilities of disabled persons. Able-
bodied staff will also be less inclined to make assumptions when dealing
with disabled customers and more inclined to provide excellent customer
service.
• Convince hotels to audit and document their facilities and educate staff on
accessibility and serving disabled customers.

40
o While there are laws in place supporting accessibility more effort could be
made in conveying what facilities hotels have to offer.
o The disabled community is a growing one and being prepared to facilitate
accommodation would be profitable.
o In addition to being properly trained to serve disabled travelers in a
practical sense, staff in the travel industry must be knowledgeable about
what facilities their company has for disabled travelers.
• Encourage those with disabilities to travel and speak up in order to show the
industry they are a viable group that could mean repeat business.
o Clearly the Department of Transportation is listening. Complaints against
airlines by disabled travelers are leading to record high fines for airlines
and press coverage. The more disabled travelers make their voices heard,
the better airlines and hotels will understand that their community is a
powerful niche.
o Letter-writing has proven effective in one circumstance as well. It is worth
the time to try contacting management staff.
• Develop awareness among the companions of travelers with mobility issues of the
resources they have and encourage them also to demand more access.
o Airlines and hotels need to understand that the community of disabled
travelers extends to their companions. Therefore, companions must also
speak up, lodge complaints and align themselves with the disabled
community visibly.

41
• Convince shareholders of airline and hotel companies that inclusion training is
profitable with facts provided previously.
o The development of additional training and collateral materials will cost
money and it is important that shareholders believe that there will be
worth-while return on investment. Without their consent inclusion efforts
may not be possible.

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Chapter 7: Objectives

As communication goals have been established very specific objectives must be
set in the form of incremental steps toward reaching those goals. When considering
different objectives, the travel, airline and hotel industries must determine what will be
most realistic and attainable. The creation of attainable objectives fosters an atmosphere
where goals can be met or exceeded, which will be appealing to any company. Objectives
for this communication plan are as follows:
• Increase main-stream media coverage in the U.S. of disability issues in travel by
10% within one year from start of inclusion implementations.
• Cement inclusion training and disability awareness of two international hotel
chains in five high-traffic destinations.
• Cement inclusion training and disability awareness two major airlines. Most
importantly Delta, where most complaints are lodged (2,377 in 2009) and highest
fines have been issued ($2 million in February, 2011). Another ideal airline to
pursue the inclusion program is JetBlue, also recently fined $600,000. (Pabst
2011)

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Chapter 8: Key Audiences & Key Messages

Once the goals of the communications program are determined, target audiences
must be identified to ensure that messages are communicated properly. Target audiences
must be clearly defined otherwise the chances for success become limited. Another
consideration is that key messages are tailored to be effective in meeting the needs of
each target audience. The key audiences for the travel industry are as follows:
• Disabled travelers requiring use of a wheelchair. These individuals are the
most directly affected by inclusion efforts. They will notice before other groups
any changes made when booking and using air travel or hotel accommodation.
Travelers who use wheelchairs are also more likely to hear about inclusion efforts
first because they are listening for them.
• Companions of disabled travelers. Many disabled travelers are accompanied by
companions. Though their companions may not be as affected by inclusion
efforts, they are in close proximity and their experience is similar to that the
disabled traveler. Like disabled travelers, they are more aware of inclusion efforts
and are looking to travel on airlines and stay in hotels with service facilities that
suit their disabled companions.
• Hotel staff. The employees of hotels who serve customers on a day-to-day basis
are also directly affected by inclusion efforts. If training is effective, their
customer service practices will change. They will be more conscientious of the
needs of their disabled customers and will be able to serve as experts to speak to
customers who have questions or the media if necessary.

44
• Airline staff. The check-in and in-flight airline staff are directly affected by
inclusion efforts. Similar to hotel staff, if training is effective an immediate
change in customer service will occur. They will be more conscientious and
considerate of the needs of their disabled customers and will be able answer
questions knowledgeably or speak with media.
• Travel and tourism boards. This group of people is also affected by any changes
in the travel industry. They will be able to make better recommendations for
disabled travelers if they know what companies have implemented inclusion
measures.
• Shareholders. These individuals have a stake in the airlines and hotels and need
to be assured that new endeavors are profitable for the companies in which
they’ve invested. Inclusion training will need to appear valuable to them.
Key Messages
Once a clear definition has been set for determining target audiences, the next step
is to identify the key messages that will be communicated to the different audiences.
There may be some overlap between the messages but there will be one key message that
is communicated to all target audiences and several different messages that are
communicated to particular segments of the target audience. Key messages are as
follows:
• Overarching Message: Disabled travelers are a growing, viable and profitable
niche in the travel industry. As customers they deserve the best possible service
that a company has to offer and should not be neglected or discriminated against.

45
• Disabled Travelers: You are not a burden and you deserve the same level of
customer service that an able-bodied traveler receives. Airlines and hotels value
your patronage and are here to facilitate your needs.
• Companions of Disabled Travelers: There are resources for you and your
disabled companion. Airlines and hotels recognize the need to better facilitate the
travel needs of disabled travelers and value your patronage.
• Hotel chains: Providing for disabled travelers is very doable and profitable.
Integrating inclusion practices into training can be seamless and will better enable
staff to serve disabled customers. This level of customer service will win
customer loyalty and increase business from the community of disabled travelers.
• Airlines: Now is the chance to be a groundbreaking organization. The number of
disabled travelers is growing and serving this niche well is part of company
standards. It is in the best interest to comply with disability laws and increase
reputation and profits rather than face fines and lose customers.
• Travel and Tourism boards – Making travel accessible is important and being
up to date on which companies are implementing inclusion policies will enable
excellent service of the disabled traveler community.
• Shareholders: Making your company accessible will enhance the reputation of
the company and increase profits.

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Chapter 9: Strategies

After determining the main communications goals of this program and identifying
key audiences and messages, the next step is determining what broad actions will be
taken to meet the previously stated objectives. The strategies for inclusion of the airline
and hotel industries are as follows:
• Inclusion training of airline staff. The dismissive and neglectful treatment that
disabled travelers encounter with airline staff must be addressed immediately.
Airline staff need to understand what a valued customer niche disabled travelers
are and that they deserve a superior level of customer service. Airline staff also
must understand that they are part of the solution and that it is worth their time
and energy to serve this niche well. The author suggests inclusion training as part
of initial staff training in the same manner that sexual harassment has been
implemented.
• Internal audits and documentation of handicapped facilities in each hotel of
two major chains in five high traffic tourist destination cities. Hotels
belonging to major chains in high traffic cities were chosen because they will
draw the most attention from media and set an example for others to follow.
Inclusion training of hotel staff will follow but the biggest problem disabled
travelers have with hotels is getting accurate information on the facilities
themselves so that is the primary goal.
• Inclusion training of hotel staff. Once the hotels have been audited, hotel
employees must be trained to facilitate the accommodation of disabled travelers.
This entails familiarizing them with audit results and educating them on what

47
some of the most common needs and queries will be. The author suggests
inclusion training as part of initial staff training in the same manner that sexual
harassment has been implemented. Unless hotel staff is trained to use the
information in the audits, the data gathered will be useless.
• Target high profile media travel writers/sections of major newspapers,
magazines and websites. Media attention of the inclusion efforts will encourage
the companies that adapt them to continue and others in the industry to follow
suit. It will also inform disabled travelers and their companions about which
companies will better facilitate their travel needs.
• Enlist Itzhak Perlman as a celebrity spokesperson. Attaching a persona to an
issue can raise awareness among the general population by drawing attention
from the media. As a well-known musician who makes appearances world-wide
and uses a wheelchair, Itzhak Perlman would be an ideal representative to draw
attention to disabled travel. He plays at notable events like Barack Obama’s
inauguration ceremony, in 2009 but also appears in less formal situations like,
February 26, 2011 on Late Night with Jimmy Fallon.( "Itzhak Perlman VIOLIN")

48
Chapter 10: Tactics
While strategies provide an overall umbrella statement for the activities that
should be undertaken, tactics are very specific action steps to be taken in order to
accomplish the goals of the inclusion program. With the goals of the campaign and the
previously stated strategies in mind, the tactics for the hotel industry and airline industry
inclusion program follow:
Airline Staff Training Program

• Hold meetings to inform airline staff of upcoming training sessions and answer
any questions regarding the new emphasis on inclusion.
• Partner with the Society for Accessible Travel and Hospitality (SATH) to develop
and implement training programs
o Program 1 will be the incorporation of inclusion practices in initial hiring
training.
o Program 2 will be continuing education trainings for established airline
staff.
o There will also be role-playing bi annual seminars for these personnel in
the company to maintain standards and keep staff informed.
• Make disability awareness a regular component of staff meetings.
• For management staff, ensure that disability awareness is part of routine employee
evaluations.
• Pay strict attention customer feedback in the area of inclusion and address any
issues that come up as soon as possible.

49
Hotel Audit and Documentation

• Hold staff meetings for hotel employees to inform them of upcoming
communication initiatives, audits and trainings.
• Partner with the Society for Accessible Travel and Hospitality (SATH) to perform
access audits and documentation of hotels where the inclusion program will be
implemented.
• Have a file in computer database or booklet on hand at points of contact (phone,
email, front desk) with specifications of each facility to aid in customer inquiries.
All staff members should be able to convey the number of roll-in showers they
have and how wide door-ways are.
• Once audit has been completed and collateral materials are ready, hold staff
meetings to inform staff of findings and how the materials will be used in when
answering customer inquiries.
• Create a feature on the hotel website with specific information of the amenities
for disabled travelers in the hotel.
• For management staff, ensure that utilizing the new information and materials is
part of routine employee evaluations.
• Partner with tour companies that serve disabled travelers to better facilitate leisure
for disabled travelers.
Hotel Staff Training Program
• Partner with the Society for Accessible Travel and Hospitality (SATH) to design
and implement training programs.

50
o Program 1 will be the incorporation of inclusion practices in initial hiring
training.
o Program 2 will be continuing education trainings for established airline
staff.
o There will also be role-playing bi annual seminars for these personnel in
the company to maintain standards.
• Make disability awareness a regular component of monthly staff meetings.
• For management staff, ensure that disability awareness is part of routine employee
evaluations.
• Pay strict attention to customer feedback in the area of inclusion and address any
issues that come up as soon as possible.
Media Outreach
• Build relationships with Peter Greenberg, Barbara De Lollis and other major
travel writers who have covered disability.
• Pitch stories to AAA publications, AARP publications, Travel channel, Nat Geo
in order to spread awareness of inclusion initiatives.
• Feature accessibility specifications of facilities on company websites and
Facebook pages and brochures.
• Publish links to disability-related travel stories on participating company
websites, Twitter and Facebook pages.
Following is an ideal industry model for U.S. travel trade publications based on
Findings in UK media:

51
INDUSTRY MODEL– TRAVEL TRADE GAZETTE UK & IRELAND
Following is a model of coverage for travel trade publications based on the
attention Travel Trade Gazette UK & Ireland has given disability issues. Disability is not
the primary focus of the publication but is incorporated to serve a viable niche.
o Organization History – Travel Trade Gazette (TTG) UK & Ireland is a
business publication for those working within the travel industry. TTG
provides information, support, job listings, news, etc. for travel agents and the
travel industry at large.
o Industry Overview - Travel Trade Gazette (UK & Ireland edition) is a
weekly newspaper for the travel industry. Travel Trade Gazette is the UK's
top publication for travel agents and the travel and tourism industry.
The paper was first issued in 1953 and can claim to be the oldest weekly
travel trade publication in the UK. Today, it is the lead title in a portfolio that
includes supplements, a standalone quarterly magazine, TTG Luxury, for the
premium travel sector, and website ttgbusiness.com for business travel
readers.
o Competitive Analysis – TTG’s main competitors are: Travel Weekly (the
only print competitor), Travelmole and e-tid.com, ehotelier.com,
eyefortravel.com, and various other online sources. Books on travel might
also be competition like Lonely Planet or Fodors.
o Opportunity – When it comes to reporting on travel for people who have
disabilities, TTG has only one print competitor and is the only publication to
evaluate and report on travel agencies’ capabilities of serving disabled clients.

52
There is little to no coverage on this growing market of travelers so TTG has a
is the predominant source of information for the travel industry on being
accessible.
o Point of View – For a business-savvy travel agent, hotelier or airline this
publication should be first resource when it comes to making a referral or
building a partnership. There is a strong profit margin for serving disabled
clientele and TTG makes it very easy to find out who is doing this well.
o Execution – When it comes to exposing the accessible and non-accessible
agencies, online and brick, in the travel industry TTG gives a straight-forward
and honest report. From the reports given it is clear that the agencies evaluated
have no clue that they will be the subject of an industry report so the reviews
are extremely valuable.
Itzhak Perlman’s Travel Recommendations
• Appear on talk shows like Good Morning America for short performances and
interviews to discuss the airlines and hotels he uses while traveling.
• Give recommendation in AARP publications and on their website.
• Appear in advertising campaigns by hotels and airlines that have implemented
inclusion training.
Other Media Outreach Tactics
• Develop a reality show that follows a person with disability while he/she travels
so the need for better service is felt.

53
• Produce white papers and research to support the claim that disabled travelers are
good for brand equity and that they are a profitable target. Findings will be
published in trade publications like Travel Weekly and the “Money” sections of
business publications newspapers.
• Feature disabled travel bloggers as guest bloggers on popular websites and blogs
like Petergreenberg.com

54
Chapter 11: Evaluation
After having identified our goals, objectives and tactics, the Inclusion Programs
need a standard for which to measure their success. Considering that a primarily internal
public relations program does not have the direct effect on sales that advertising does,
this public relations campaign must clearly define the measurements for success that will
be presented.
• Employees in each program will be evaluated on a quarterly basis by staff
managers and internal communications. Financial staff will track profit increase
or decrease from customers with disabilities quarterly, as well. Public relations
staff will monitor media coverage of the company in regard to their service of
disabled travelers. The following are the standards for evaluation of successful
inclusion:
Bookings
• Has there been in an increase in bookings with participating hotels and airlines
since inclusion policies were implemented?
• If there is an increase, is it from disabled travelers or a different group of people?
Registered Disability-Related Complaints
• Have the number of disability-related complaints in the hotel and airline industry
increased or dropped?
• Compared to the number of disability-related complaints about staff that have had
inclusion training are the numbers higher or lower than staff who have not
undergone inclusion training?

55
Increase in Customer Satisfaction
• Are there more positive comments on customer evaluation questionnaires or
fewer negative comments?
Media Coverage
• Has there been any mention of new inclusion policies in newspapers, magazines
or blogs?
• Is the general tone of media coverage on disabled travel positive, neutral, or negative?
Public Awareness
• Are travelers, disabled and otherwise, aware of the inclusion efforts in
participating hotels and airlines?
• Do travelers have a positive or negative attitude toward the participating hotels
and airlines?
• Are more travelers discussing the participating hotels and airlines?
Employee Acceptance
• Have employees assimilated the inclusion training into their customer service
practices?
• Are employees using the audit information and collateral materials created to
facilitate more informed customer service?
Stock Price of Participating Companies
• Do investors seem confident about the future of the hotels and airlines’ decision to
invest in inclusion efforts?
• How have stock prices been affected since the inclusion programs began?

56
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61
Appendix A

Interview with Christopher Bach of Paris Private Guides
2/12/2011

1. Why have you chosen to cater to wheelchair users?

a. It started by chance really. The first summer after I started my
company, I had a group of two men, both 91 and WWII vets. They
were travelling with their daughters who were friends. One was in
a wheelchair and the other moved very slowly. They were in Paris
for the first time since the Liberation after WWII and we spent a
week exploring the city, Normandy, Versailles etc. It was such a
rewarding experience to help them experience the city that I
decided to focus on this niche. One that turned out to be very
under-served in Paris.

2. How do you communicate with them about their travel needs?

a. Most of the planning process for tours is via email, about 25% by
telephone.

3. What are some of the challenges you face in facilitating wheelchair users?

a. Paris is not a wheelchair friendly city. Most streets are
cobblestones which are terrible with a chair, and ramp accessible
public transport is limited. Some public buildings have ramps and
elevators but surprisingly not all of the museums and popular
monuments are accessible by chair.

Beyond the major monuments, restaurants and hotels are not very
wheelchair friendly. Most restaurant restrooms are on a different
floor than the restaurant and there is rarely an elevator. Hotel
elevators are often too narrow to accommodate a chair. So extra
planning is critical. This is where our services can simplify the
process.

4. Have you seen an increase in wheelchair users on your tours?

a. Certainly, since we have been marketing to them.

5. Do you feel that wheelchair users have to spend more money when travelling?
If so, what are the extra expenses?

a. Yes, of course. I think it’s important to separate Wheelchair users
who cannot walk or stand from seniors or others with reduced

62
mobility who can walk short distances and stand for short periods.
But cannot manage a 2.5 hour museum tour where they are
standing in front of paintings during the entire tour.

Due to lack of public transport options, Wheelchair users are
limited to ramp-equipped taxi or private van services which are
very expensive for the average budget traveler.

Clients without reduced mobility don’t have these limitations on
transportation.

6. What are the challenges of an independent or single wheelchair traveler?

a. Hands down, the cost of assistance and accessible transportation.
Lack of awareness of what is accessible, museums, restaurants and
hotels.

7. Do you think legislation or regulations would help the travel industry better
serve and communicate with wheelchair users? What types of policies do you
think would facilitate this?

a. There seems to be an awareness of the problem in France and there
are steps being made to improve things. Much more needs to be
done on the part of government buildings and public transport.

However, wholesale regulations like the ADA would be
impossible to put into effect in a city where most buildings are
200-400 years old.

8. Other Thoughts:

a. You seemed focused on Wheelchair users which I perceive to be
those who cannot walk or stand. While I have some of these
clients, I’m not sure how large this group is overall. I would be
very curious if your research turns up data.

The vast majority of travelers I meet have reduced mobility and
need extra attention and assistance as I explained in my responses
above. So from a business perspective, I believe this is the real
market. This group travels more often and appears willing and
able to pay a premium for extra services that simplify their
experience.

63
Appendix B

Interview with Stephanie F. Cooper, ACC, MCC Professional Travel Counselor
March 28, 2011

1. Tell me about your consulting with SATH. Why do airlines and other service
providers use their services?

a. Well, they are mandated by law to follow the ACAA and ADA and they
have deadlines so they ask SATH to consult, SATH is an amazing
organization. They are really a driving force behind the changes in the
travel industry. They don’t have to change anything on existing planes or
anything but on new builds they do, so it’s good to know what disabled
people need and get compliance right.

They have groups of us come on to planes and cruise ships. Not just
wheelchair users but people who are sight or hearing impaired as well.
That way the ship or plane is suitable for people with all types of
disabilities.

2. Have you had any difficulty while traveling?

a. For many years I had what is called a “hidden disability” I used a cane so
it wasn’t always evident. Once, with counter staff they denied me early
boarding because they couldn’t see my cane. In the 1990’s they could
question you about your disability. It’s not like that now. They can’t
question you about your disability anymore. It’s gotten a lot better.

I wrote a letter to the president of the airline and got a positive response. I
saw changes immediately the next time I flew. Courts are just expensive.
It’s more effective to write letters and go directly to the organization. We
have to be proactive.

Now I ride a scooter and I have a much easier time getting around. If you
want more personal experience I’ve written several related to disability on
my blog, todaysdisabledtravelers.com

3. What changes have you seen in your years of traveling with a disability?

a. Well, I am also a travel agent and there have been a lot of positive
changes. For example my clients with oxygen are now allowed to bring
their own on board airlines, there are rules of course but before you had to
pay a lot of money for oxygen service.

Also there have been a lot of positive changes on cruise ships. The new
ships have facilities for service dogs, accessible rooms and people can take

64
their own oxygen, they even provide dialysis. They are paying more
attention.

4. What are some of the common misconceptions you find people have about
disabled travelers?

a. People think that people with disabilities are poor, maybe because they are
disability benefits. They may be on a fixed income but the money is there.
I think that misconception is starting to change because of the recession.
Disabled travelers are still able to keep their plans but people who get laid
off or lose money in the stock market are not. I’ve never had a person on
disability benefits cancel a trip but I’ve had people cancel due to sudden
financial changes.

65
Appendix C

Interview with Lila Dasi – avid traveler requiring use of a wheelchair for
plane travel
12/28/10

1. Do you have to set up wheelchair services before you book your travel?

a. You don’t have a customer profile with airlines so each time you travel
you have to alert them to your needs. I indicate when I book a flight
that I need a wheelchair but whether or not one is waiting for me when
I check in is another story. It’s really hit or miss. Also not all airlines
allow you to give indication online that you need a wheelchair, you
have to phone, the extra step is a hassle.

2. What is security like when traveling with a wheelchair?

a. They will let you stay in your chair, your attendant will take your
belongings, send them through x-ray, and the TSA agent will wand
around your body. Many times TSA will ask if I can walk through the
detector, which I find a little offensive. I think its easier for them, they
don’t have to pull me aside and use the wand. Personally, if I’m using
a chair, I’m weak so I rather sit than stand up and fall. They obviously
cannot make you walk, if you are not able to.

3. Tell me about the customer service of staff who deal immediately with
wheelchair services?

a. Most of the people who push you are very nice about it. Once my
blood-sugar got really low and the person pushing me took me to get
some food and didn’t rush me at all, she was really helpful and polite.

I have more trouble at the check-in counters with the airline staff there.
I have encountered staff that are rude, an extreme case of this was
when a woman at ticketing said that I didn’t even look healthy enough
to travel.

Another thing that can be a problem is that I don’t always look ill and
I’m young so they don’t believe that I need a wheelchair and can be
snide. They can’t refuse you a wheelchair but they can take their time
about it, hassle you and make it a lot more difficult than it has to be.

66
4. Have you had any difficulty in-flight?

a. I once had a horrible experience on an international flight. It is not the
job of a flight attendant to assist passengers if they have mobility
issues. I did not ask for help from this person. (I may have looked tired
or weak and that I needed assistance). This attendant was cruel and
blocked me from getting to the bathroom. I had to convince her I
wouldn’t fall or sue them, so she would let me up. It was awful. I don’t
think that was legal.

5. Do wheelchair services differ from airline to airline?

a. Not really, they are all pretty much inconsistent. It is really down to
the individual workers. Whether or not they decide they want to
provide good customer service for you. Some people are really nice
and compassionate others are dismissive and rude.

6. Is there a difference in treatment when you use a walker opposed to a
wheelchair?

a. Definitely. When you’re in a walker, you are at eye-level so it’s harder
for people to ignore you and behave dismissively. They can see that
some of your body works so they are more inclined to treat you like a
regular customer. Unfortunately, there is discrimination not only for
disabled persons but also how severe your disability is, or isn’t, makes
a difference.

7. Have you been stranded or had difficulties making a connecting flight because
of using a wheelchair?

a. Not yet, but it is a concern. When you are at ticketing at LAX, they
corral you in an area for disabled people to wait for a wheelchair. I’ve
heard other travelers talk about being left in their wheelchairs while
the plane is boarding and they have missed their fights.

8. Overall thoughts on things that airlines could do to facilitate wheelchair
travelers.

a. I would say tolerance training so they wouldn’t be so ignorant. For
example, you can’t necessarily see from the outside someone’s illness
or that they need assistance. Employees should be written up when a
complaint is made, this needs to be taken seriously.

Abstract (if available)

Abstract Background: The travel business is a multi-billion dollar industry, with a variety of niches and caterers to provide experiences for any type of travel interest. However, there are services within the industry common to many such as: transportation via plane travel and accommodation. Among the many categories of travelers, those with disabilities comprise a poorly and underserved group whose numbers are increasing. Airlines and hotels are consistently the two categories of service providers that neglect and inadequately serve their disabled customers.

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See it want it buy it: the changing face of the early adopter in high technology and the tech industry's targeted public relations campaigns

Asset Metadata

Creator Rubin, Marcia Ann (author)

Core Title Creating effective communication between travel industry service providers and disabled travelers

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 05/05/2011

Defense Date 04/01/2011

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag airline industry,Disability,hotel industry,internal communications,OAI-PMH Harvest,Travel,wheelchair

Place Name USA (countries)

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Floto, Jennifer D. (committee chair), Kotler, Jonathan (committee member), Roth, Edward (committee member)

Creator Email marciaru@usc.edu,mrubin76@gmail.com

Permanent Link (DOI) https://doi.org/10.25549/usctheses-m3908

Unique identifier UC1311248

Identifier etd-Rubin-4589 (filename),usctheses-m40 (legacy collection record id),usctheses-c127-470045 (legacy record id),usctheses-m3908 (legacy record id)

Legacy Identifier etd-Rubin-4589.pdf

Dmrecord 470045

Document Type Thesis

Rights Rubin, Marcia Ann

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Repository Name Libraries, University of Southern California

Repository Location Los Angeles, California

Repository Email cisadmin@lib.usc.edu