What are the benefits?

Who is affected?

One in five people in the world have some form of permanent disability (sources: UK Government and United States Census Bureau). There are also many disabled people who are undiagnosed, so these statistics could be even greater.

Permanent disabilities can be grouped into four main areas, and many disabilities in these groups affect how people use technology. Here are some examples:

1. Physical impairments – e.g. dexterity issues, arthritis, loss of limb(s)
2. Vision impairments – e.g. blindness, tunnel vision, macular degeneration
3. Cognitive impairments – e.g. dyslexia, ADHD, autistic spectrum
4. Hearing impairments – e.g. deafness, hearing loss

It’s important to note that many people have multiple disabilities, which can be in one or more of these areas. 

Some people may also not identify as having a disability, but still have access needs. As we age, permanent disabilities become more and more common, with many people having disabilities they’re not even aware of. 

Plus, we can all experience temporary or situational disabilities every day, so more accessible products help absolutely everyone. 

Our business case

Creating accessible products isn't just the right thing to do – there are so many reasons why being inclusive is good for business. 

Commercial reasons

• Grow your audience – one in five people in the world have a permanent disability resulting in digital accessibility needs for many of them. With an accessible product, many more people will be able to use you.
• Increase revenue – the more users who can complete an online journey, the higher your conversion rates
• It’s great for SEO – an accessible site has good site structure, page structure, alternative text for images and general readability – all elements of good SEO
• Build brand equity – strong CSR efforts highlight that your brand is one that cares
• Breeds loyalty – disabled travellers will trust you and prefer your booking experience
• More robust code – when building accessible products, you’re building them right

Legal reasons

• EU Accessibility Act – coming into force June 2025, we all need to be ready (see EU Accessibility Act section for more information)
• UK Equality Act 2010 – requires service providers to enable access for disabled people
• Air Carrier Access Act 1986 – USA law designed to prohibit discrimination by air carriers
• Many other laws around the world enforcing inclusion to digital services

Moral reasons

• It’s the right thing to do 
• It ensures nobody is excluded
• Provides an equitable experience for all 

As Phil Spencer, Head of Xbox, quite rightly said:

“The results of inclusive design for accessibility always leads to a better product for everyone.” 

For more information, visit our Partner Accessibility Hub