Hosting a Press Trip? Make it Inclusive - Here’s How

We recently spoke with a number of experts in the accessibility and inclusivity space who have shared their insights and key focuses when it comes to accessible travel, as well as their personal experiences whilst exploring the globe.

Ryan Smith is Founder and Chief Access Officer at the The Access Agency. A qualified Access Consultant (Dip. ACA793), Ryan has a degree in Design and is a widely travelled wheelchair user. He says welcoming the disabled traveller has benefits beyond – but including – the financial. 

Ryan says: “The cliched travel imagery of the past is being challenged, upended. Travellers want more authentic representation, and they want unique experiences and real connection. A press trip that includes a person with a disability has benefits beyond what you might expect. For instance, we know that hotels with inclusion at the centre of their values retain more staff and become employers of choice. We know that customers choose more universally inclusive experiences – even if they are more expensive. And travellers with access needs stay longer and spend more. Research from Tourism Australia indicates 25% of inbound international visitors have access needs. 25 per cent.”

Accessibility means that everyone – regardless of their ability – has equal access to the experiences that make travel so profound and beautiful. It isn’t just about physical accessibility, either. To really enable travel for all, access to information and travel’s surrounding services needs to be improved, too.

Sophie Morgan is a TV presenter, producer, travel writer, and disability advocate dedicated to breaking barriers in accessibility and representation. She has fronted award-winning programs for NBC, Channel 4, and the BBC, covering everything from travel and disability rights to major global events like the Paralympics. She recently co-founded Making Space Media with Reese Witherspoon’s 'Hello Sunshine', together they co-produced the critically acclaimed documentary 'Fight to Fly' (Channel 4), exposing the aviation industry’s failures toward disabled travellers. The documentary launched her global campaign, Rights on Flights, which fights for accessible and equitable air travel. Sophie, a renowned travel writer who recently won ‘Specialist Travel Writer of the Year (Topic)’ at the 2025 TravMedia Awards, contributes to leading travel publications including Adventure.com, The Telegraph, The Times and Wanderlust. She writes a monthly accessible travel column for Conde Nast Traveller, Beyond Barriers and her bestselling memoir, Driving Forwards, chronicles her journey of resilience and advocacy following her spinal injury.

In a recent TedX talk Sophie spoke of her anger and frustration at the airline industry: 

“Flying feels exciting. Flying feels like freedom. But for me and for people like me, flying is an entirely different experience. Disabled passengers are often left stranded and abandoned on planes. 

We’re treated like second class citizens and often denied boarding. And too often we have our wheelchairs broken. This is the shocking, shameful and somewhat secret reality of flying with a disability. We need to fix the world around us, so that I and people like me, can participate fully in society, and we can live in a more equitable world, a more inclusive world.”

By highlighting both challenges and triumphs, Sophie’s work serves as a guide and motivator for inclusive travel experiences. She will soon be sharing training resources for the travel industry.

Arturo Gaona, Co-founder of accessible travel brand Wheel the World, spoke to us off the back of his article on becoming a more accessible destination.

Arturo says,

“Why should your destination become accessible? It's simple really, it's all about inclusivity. Disabilities are part of being human. We're all going to suffer a disability at some point in our lives, even if it is just the simple process of getting older. By providing accessible services, you're going to be more inclusive.”

“For many travellers with disabilities, there's often a feeling of being left out when they go travelling. Needs aren't met, and basic things are not catered for, making the overall experience just a little bit worse. And the chances they will return or recommend travel to your location as a result? Quite low.”

“By being inclusive with the services provided, everyone feels welcome. And by making people feel welcome, wanted, and included, you're going to encourage them to come back time and time again. Not only that, but they're going to recommend you to others within the community as well.”

But isn’t travel already accessible, you might wonder? Surely things have moved along?

You’d have thought so. But truth be told, there have only really been a series of small gains. 

In some cases, it feels like we’re going backwards – despite all the incredible technology at our disposal. To find out more, we caught up with Edinburgh-based travel photographer, Nathan Rollinson. Nathan is Deaf, and he explained the challenges he faces as a Deaf person when he travels.

Nathan says, 

“Travelling is meant to be an exciting and enriching experience, but for Deaf travellers, it often comes with a set of challenges that hearing people rarely consider. From checking into hotels to catching flights, access issues can turn what should be a smooth journey into a comedy of errors (minus the laughter). 

Nathan says: After a long day of travel, all you want to do is check into your hotel, relax, and unwind. Simple, right? Not always. Many hotel staff have little to no Deaf awareness. They speak quickly, assume you can lipread like a pro, or worse, talk to your hearing companion as if you don’t exist.”

Room phones? No thanks!

“Then, there's the issue of communication. Instead of offering a text or WhatsApp service, they insist on calling your room phone, which then rings endlessly like a horror movie jump scare. A simple text service would solve so many of these issues – but unfortunately, that’s too futuristic for some hotels.”

The great reception trek

“Need extra towels or room service? The only way to contact reception is by physically going downstairs because (surprise, surprise) there’s no text service. Forget luxury; we’re basically playing a real-life version of The Amazing Race – but with zero prize money.”

Spa treatments in the dark – literally

“Ah, the spa. A place to relax? If only! Imagine booking a massage, only to be led into a pitch-dark room where the therapist whispers instructions you can’t hear. If they need to communicate, they either start speaking into the void or leave the room to turn the lights on.

So relaxing!”

No subtitles? No thanks!

“After a long day exploring, all you want to do is chill in bed and watch TV. But what do you find? No subtitles. You flick through every channel, hoping for at least one accessible option, but end up having to resort to your own downloaded content on your phone.

In 2025, how is this still an issue?”

Fire alarm roulette

“One of the scariest things about staying in a hotel as a Deaf traveller is the fire alarm situation. Most hotels do not have flashing alarms in their rooms, meaning if there’s an emergency in the middle of the night, you won’t know. 

The solution? Staff entering your room to wake you up. Helpful? Yes. Slightly terrifying? Also yes. But ultimately, it’s better to be safe than sorry.”

Airports: where Deaf travellers become detectives

“Flying as a Deaf traveller comes with its own set of challenges. Airport announcements are often made exclusively over loudspeakers, leaving us completely in the dark. If a flight gets delayed, the gate changes, or there’s an urgent announcement, we won’t know unless we happen to check the screens at the right time.

Some airlines are improving by offering text notifications, but they’re far from perfect. I’ve missed flights because of last-minute gate changes I couldn’t hear, only to find out when it was too late. The stress of constantly having to check the screens, worrying about missing something important, takes the joy out of travel. The same goes for the trains, too.”          

The group tour experience: standing there, smiling – and guessing

“Ah, group tours… the perfect way to feel like an extra in a movie where everyone else has the script. The tour guide chats away, throwing in jokes that make the group burst into laughter while I stand there – smiling politely and pretending I’m in on it. 

Occasionally, there’s some dramatic hand-waving toward a historic landmark, but beyond that? No clue. The struggle is real! 

A simple transcript, live captions, or even a quick summary at each stop where I can lipread would make a world of difference. But for now, I’ll just keep nodding along and hope I’m not agreeing to something ridiculous, like volunteering to demonstrate medieval torture devices…”

Of course, Nathan is referring only to the challenges faced by a traveller who is Deaf. What about the challenges faced by people who are Blind, or use a wheelchair, or have a hidden disability?

Sophie, Ryan, Arturo and Nathan's expertise and experience highlights the ongoing work that needs to be done in the travel space. By making travel more accessible, we promote inclusion and open the world to more people. So, what can brands do to make travel more accessible?

The Equality Act defines a disabled person as “someone with a physical or mental impairment that substantially impacts their ability to do everyday activities”. 

This includes a lot of people, and a lot of disabilities –  which can at times, go undetected. So, what can travel brands do to help? And can we be expected to help everyone?

It might feel like there are countless things to consider, but even if you can’t do it all, it’s important to make a start. Here’s how:

• Improve accessibility – literally

  We need to think beyond step-free access like ramps and lifts – they should be a given. Rooms matter, too; don’t have just one room that’s wheelchair-friendly in a hotel that has thirty rooms, and consider the height of beds for those with reduced or limited mobility.

• Provide clear, honest, and helpful information

  Detailed accessibility guides for hotels, destinations and experiences are a good idea. Be transparent about potential barriers – and avoid vague terms like “partially accessible”. Instead, provide specifics – include photos and videos showing accessibility features, to help guests plan ahead.

• Train staff in accessibility awareness

  Educate employees on disability etiquette, inclusive language, and how to assist travellers with different needs. Partner with accessibility experts or organisations to provide ongoing training. Ensure customer service teams can handle accessibility-related inquiries effectively.

• Consider hidden disabilities and neurodiversity

  Are there any quiet spaces in your hotel for those with sensory requirements? These are havens for neurodivergent and anxious people. Provide detailed schedules and visual guides for travellers with autism, and allow flexibility in booking policies to accommodate unexpected accessibility needs.

• Make digital and booking platforms accessible

  This is a big one that often gets overlooked. Operators should provide alternative formats for content – such as audio descriptions for Blind people, or large-print guides. Your website and booking system should be accessibility tested, for compliance with screen readers, and guests should be able to find specific accessibility requirements during the booking process.

• Offer more inclusive experiences

  Design tours and excursions that accommodate a range of abilities – including adapted adventure activities. Work with, or train guides, to use inclusive communication techniques, like basic sign language. Create family-friendly and multi-generational travel experiences for visitors with different mobility levels, parents with young children, and diverse age groups.

• Work with accessibility advocates and travellers

  Really want to make a difference? Then you need to get into the details. The best way to learn is from the experiences of others – so consult disabled travellers and accessibility experts when designing services. Businesses can partner with travel influencers and journalists with disabilities, to share authentic experiences. Show diversity in your marketing material to tell the world that you care, and that everyone’s welcome.

• Commit to long-term change

  Prioritise accessibility rather than treating it as an afterthought. You can’t be all things to all people – but you can have a helpful and inclusive mindset that welcomes all. So, set some measurable goals for improving inclusivity, and track your progress over time. Enlisting a staff member as an access champion in the workplace is a great step and advocating for better accessibility standards in the travel industry as a whole is key.

As an agency, Lemongrass strives to be better – and do better. It’s part of our ethos to do work that contributes to the greater good, so our minds are always open to learning. We’re not claiming to be perfect, or that we know all there is to know about accessible travel – but we believe it’s better to be talking about it than not talking about it at all.

According to the National Council for the Training of Journalists (NCTJ), approximately 22% of journalists in the UK report having a disability or work-limiting health condition. 

That’s almost a quarter of the UK’s media.

Hosting inclusive and accessible press trips is more important than ever. We must acknowledge those who are under-represented. 

It goes without saying that a hotel or travel brand should be accessible. If you’re nodding along with our eight-point list above, noticing that you’re on the right path with at least some of it – then organising an accessible press trip probably won’t be too much of a challenge. 

If you find that you’re having to go the extra mile to host an accessible press trip, then the chances are that you need to make some big changes anyway.

If you’re not accessible to a disabled journalist, you’re not accessible to a disabled guest.

If your PR agency presents you with an opportunity to host a press trip or experience for a journalist who is disabled, they’ll start gathering the journalist’s specific accessibility requirements. 

But ultimately, it’s the hotel or travel brand’s responsibility. Make it clear to your PR agency what’s needed in order to make the journalist’s experience as seamless as possible. 

Understanding the nuances of accessibility

Firstly, as a travel brand, we may not have control over airlines or how travellers reach a destination, but it’s important to acknowledge, as we reference earlier, that for many disabled people, the flight itself is often the first – and most significant – barrier to travel. From damaged or lost mobility aids to inaccessible onboard facilities and complex assistance procedures, air travel can be a deeply stressful and exclusionary experience. Sophie Morgan’s powerful documentary Fight to Fly sheds light on just how dehumanising these challenges can be. While we can’t change the airline industry, we can recognise these realities and ensure that every element of our trips – once travellers arrive – is inclusive, respectful, and fully accessible.

Accessibility standards vary widely across countries and are often inconsistently applied, so avoid relying on generic labels or assumptions when putting together itineraries. Instead, provide detailed, transparent information about facilities, terrain, and support available. Crucially, understand that accessibility is personal – what works for one individual may not work for another. Don’t make assumptions about what a disabled journalist can or cannot do; ask them directly, listen carefully, and tailor your approach accordingly.

Prioritising pace, rest, and personal preferences

When creating an itinerary for a journalist with a disability, it’s essential to prioritise flexibility over a packed schedule. Avoid cramming in as many activities as possible – instead, allow for realistic pacing that accounts for rest, medical routines, and the fact that some daily tasks may simply take longer. Consider adjusting start times and building in buffer periods throughout the day. Most importantly, never assume someone’s needs based on previous experiences, even if you’ve hosted other disabled travellers before. Inclusivity and accessibility is not one-size-fits-all, so always ask directly about individual requirements and preferences to ensure the experience is truly inclusive and supportive.

Inclusion starts with clarity and communication

Travel can often feel daunting for disabled people and the growing number of individuals with access needs, which is why clear, detailed information is key to creating a sense of reassurance and trust. Knowing exactly where they’re going – and how accessible each stage of the itinerary will be – can make a huge difference. Small but meaningful details, like confirming that a restaurant offers braille menus or that staff are trained in sign language, help travellers feel considered and included. The more information you can provide, the better. Go beyond basic descriptions: include photos and videos wherever possible, especially of entrances, paths, and toilet facilities, so journalists can assess accessibility for themselves. This proactive transparency not only empowers travellers to make informed decisions, but also demonstrates your commitment to inclusion. Maintaining this open communication is important. It could be worth appointing a dedicated contact to address any concerns before, during, and after the trip. That way, the journalist will feel recognised and truly acknowledged.

Reassurance through detail: building trust with information

Take note from Nathan’s experiences, too – like calling a Deaf journalist instead of texting, or mailing printed materials to a Blind guest. These details matter, and they highlight why standard procedures often need rethinking when hosting disabled journalists. If you're planning a group press trip, aim to keep the itinerary inclusive by ensuring that, wherever possible, all participants can take part in the same activities. Segregating experiences can feel isolating – true inclusion means shared experiences.

Beyond the trip itself, make sure your communications and marketing are accessible too. Caption all videos, provide alt text or visual descriptions on social media posts, and use accessible formatting for any written materials. Accessibility shouldn't be an afterthought – it should be embedded in every stage of planning, communication, and delivery. What’s next for accessibility?

In summary 

The future of accessible travel starts with brands prioritising accessibility from the off, rather than as an afterthought.

Don’t forget that we’re living in the future, here! We have AI-powered translation tools, video previews, and superpowered personal devices that can enhance trip planning and on-the-ground experiences for all. Use these tools to make improvements.

Because, as time goes on, hotel and travel brands will need to meet higher accessibility standards – driven by consumer demand, an ageing population, and industry regulation. Sooner or later, you’ll have to adapt.

Accessibility is a core element of responsible tourism, and creating accessible press trips and visitor experiences is what we should all be aiming for. See this as an opportunity to make a difference – and as you lead by example and raise your own standards, you’ll pull the rest of the travel industry up with you.

This blog post wouldn’t have been possible without the support and generous insights shared by Sophie, Nathan, Arturo and Ryan. 

A special thanks to Sophie as well for kindly sharing her image featured at the top of this blog (image credit: Sophie Morgan).