UK outdoor accommodation industry failing disabled community: losing out on share of £15 billion tourism spend

New statistics reveal that suppliers across the UK's outdoor accommodation sector are missing out on billions of pounds because they're failing to address accessibility issues and misconceptions around outdoor travel.

In a survey commissioned by Pitchup.com, the UK's leading outdoor accommodation booking platform, in collaboration with disability-led inclusive marketing agency Purple Goat, nearly half (44%) of respondents who partake in outdoor holidays say they encounter accessibility issues, while a further 50% of disabled people opt out of outdoor holidays altogether, believing them to be inaccessible by nature.

The UK is home to one of the highest proportions of people with accessibility needs relative to population size (24% of the total population), and the Purple Pound contributes significantly to UK tourism (spend totalled £14.6 billion in 2018). These statistics highlight a huge loss and an urgent need for industry-wide improvements.

Enhancing accessibility is not only a commercial opportunity but also the right thing to do, says Dan Yates, Founder and Managing Director of Pitchup.com. "The industry must ensure adventure and outdoor experiences are accessible and available to everyone," says Yates. "Many people feel that this kind of holiday is not an option for them. We are failing the disabled community by not providing the equal opportunity to reap the many benefits of outdoor holidays, from affordability in a cost-of-living crisis to the health benefits of connecting with nature."

The survey findings highlight barriers at two specific stages for accessible travellers.

Firstly, in the holiday planning and booking phase, which takes place predominantly online, less than a quarter of physically and mobility-disabled respondents found it easy to access detailed accessibility information about accommodations, suggesting improved informational resources are needed.

Once away from home, more practical concerns like the availability of ramps, level access, clear signage and sensory support then come into play. 83% of respondents say that accessibility issues are a significant factor in their thought process when deciding against an outdoor holiday. This percentage is even higher when broken down by disability type: visible differences (94%), behavioural and emotional (92%) and manual dexterity (90%).

Despite these challenges, there's a silver lining for the industry. While there's a majority feeling that accessibility improvements are needed (83%), it does not compromise the significant satisfaction rates of those who do partake in outdoor travel (75%).

The survey also reveals that there is certainly a desire from the disabled community to enjoy the great outdoors. 44% of those who do not currently go on outdoor holidays are tempted by the appeal of connecting to nature (51%), the tranquillity and escape outdoor holidays provide (48%) and affordability (47%), indicating the potential to tap into over £15 billion in tourism spend if providers can change perceptions.

"The opportunity is clear," says Yates. "It's time to empower disabled travellers with comprehensive information and the freedom to book accommodations tailored to their individual needs. This is why we've enhanced the Pitchup.com platform to make outdoor holidays more accessible for people with disabilities.

"We've added new accessibility filters to the manager portal, enabling site managers to update their listings with detailed accessibility information. This includes overall site features like well-lit paths, accessible parking and wheelchair-accessible bathrooms, and unit-specific features for fixed accommodations, like step-free access. Site managers can also upload photos to provide visual confirmation of these features."

As well as encouraging sites to make the updates - to help attract new customers and ensure outdoor holidays are accessible to all - Pitchup.com is supporting the change through various business accessibility resources, including a guide for site managers to help make their sites more accessible, featuring case studies and top tips from those that are already leading the way. And for guests, they're developing guides to the best accessible days out and things to do in top locations, such as the new Pitchup guide to the Accessible Lake District.

Dom Hyams, Global Client Director at Purple Goat, adds: "We're absolutely thrilled to be working with Pitchup to revolutionise how the community is able to engage with outdoor accommodation. By authentically underpinning our activity with deep insights, we have the opportunity to craft solutions moving forward that truly benefit those looking to travel the world and experience the incredible variety of options when it comes to outdoor accommodation. We're excited to see what we can do together, and how that can help create greater independence for so many into the future"

Pitchup.com media contacts
Luminous PR (agency of record)
pitchup@luminouspr.com
Laura Marfell-Williams - 07769 572 318

Postal address:
Zeeta House, 200 Upper Richmond Road, Putney, London, United Kingdom, SW15 2SH

Founded in 2009 by former lastminute.com man, Dan Yates, multi-award-winning Pitchup.com lists 5,648 outdoor accommodation locations in 67 countries in Europe, the Americas, Africa, Asia, Australia and New Zealand, including an average of 3,649 live UK sites, providing 38 million annual visitors with a simple platform where they can search for and book a holiday with ease. Since its creation, the platform has handled £400 million worth of bookings and booked over 37 million bed nights, with five million nights taken in the last year alone.

Pitchup.com enables users to search for all types of parks and sites from more than 100 chains right through to one-off campsites and unique outdoor accommodation options, which may have previously lacked a web presence.

Awards include 2021 Winner, Trade Heroes - Pandemic Heroes Awards (National Farm Attractions Network), 2020, 2019 and 2018 inclusions in the FT1000 (Financial Times' 1000 fastest growing companies in Europe), Deloitte UK Technology Fast 50 2016, 'Best Place to Stay - Budget' at The Independent Travel Awards 2015 ("a website that's doing wonders connecting us with the countryside in Britain and beyond"), Best Travel / Leisure / Sports / Mobile Strategy / Campaign at the Marketing on Mobile Awards 2014, and Best UK Travel Website of the Year at the British Travel Press Awards 2011. In 2024, Pitchup was awarded a Feefo Platinum Trusted Service Award for the fifth year in a row.

www.pitchup.com

This release was published on openPR.