More families willing to pay extra for accessible travel options

Families increasingly accept higher travel costs to ensure their trips accommodate accessibility needs, even as the travel sector faces challenges in meeting this demand. Research from Fora indicates that 78% of families planning multigenerational travel would spend more to guarantee their arrangements suit everyone involved. The findings come from surveys of 1,359 travel advisors and 2,592 U.S. consumers, revealing that 55% of families with accessibility requirements—whether related to mobility, dietary restrictions, or sensory preferences—prioritize these considerations in their travel plans.

This willingness to pay extra far surpasses broader trends in multigenerational travel, where only 42% of consumers would increase their per-person spending. Travel advisors are already adapting, with 67% having booked trips for clients with accessibility needs in the past year, and 48% reporting a rise in demand over the same period. These bookings are not limited to budget travel; 44% of advisors noted that their largest accessible booking exceeded $10,000, while 78% observed that such trips match or exceed their average client expenditure. Over half (52%) have arranged cruises for clients with accessibility needs, and 48% have secured luxury hotel stays for them.

Client loyalty appears stronger in this segment as well. Fifty-five percent of advisors reported that clients with accessibility needs return more frequently than average, and 90% of consumers who worked with an advisor on such a trip said they would use that advisor again, compared to 68% for other travel types. The need for accessible travel extends beyond older adults; while 64% of families cited an aging relative, 36% included adults aged 18 to 64, and 23% involved children or teenagers. One in five families reported accessibility needs spanning multiple generations.

The primary obstacle is not cost but the lack of reliable information. Eighty-six percent of consumers said confirming accessibility details before booking is essential, yet 90% of advisors stated that online listings are often incomplete, outdated, or contradictory. Excursions and activities (47%) pose the greatest difficulty in researching, followed by hotel room and bathroom specifics (44%) and on-property access (41%). Even when advisors verify details in advance, 31% of clients arrive to find promised features missing or unusable.

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This disconnect highlights a growing gap between demand and supply. Advisors handling more than 10% of their business in accessible travel are three times more likely to struggle finding suitable options than those with smaller shares, 73% versus 43%. The issue stems from inconsistent infrastructure and unclear information from suppliers, rather than a lack of expertise.

Despite these challenges, progress has been made. Nearly half (47%) of advisors say the industry has improved its accessibility efforts in the past two years, with hotels (40%) leading the way, followed by cruise lines (25%). Among cruise brands, Royal Caribbean was most frequently mentioned (26%), with Celebrity Cruises (21%) and Norwegian Cruise Line (14%) also noted. On the hotel side, Disney dominated (40%), ahead of Hilton (14%) and Marriott (12%). Sandals and Beaches Resorts received particular recognition for their autism- and sensory-related accommodations.

Industry Progress and Consumer Survey Methodology

The findings are based on two surveys conducted by Fora in collaboration with YouGov. The consumer survey ran online from July 24 to 28, while the advisor survey took place from August 5 to 17. These surveys provide insight into current trends and challenges in accessible travel planning.