Content, Structure, Search: A Practical Guide to Presenting Neuroinclusive Travel Experiences

As a new year begins, it’s great to see more and more conversations about accessibility happening across the travel industry. The reality is, however, that one demographic of travellers often still find themselves overlooked in these discussions: the neurodivergent community.

As an autistic woman myself, I’m well-acquainted with the short-lived relief in discovering a business has a dedicated accessibility page, only to find that it provides information on physical accessibility and nothing more. Estimates suggest that up to 20% of the global population is neurodivergent - not an insignificant number, by any means! 

In this guide, I’ll be sharing how to create genuinely helpful content for neurodivergent travellers and ensure that it’s discoverable. The way information is presented has a direct impact on whether someone like me feels welcome and able to take part in an experience. This guide will walk you through everything you need to make that happen. 

The term ‘neurodiversity’ refers to the concept that all humans vary with regards to our neurocognitive ability, with the term ‘neurodivergent’ covering a wide range of lived experiences and support needs. 

It’s important to appreciate there’s no one-size-fits-all approach to accommodating neurodivergent travellers. Some of us are sensory-seeking, going out of our way to find novelty and stimulation, whilst others (like me) are sensory-avoiding, finding crowded spaces, unexpected noises and harsh lighting overwhelming. Many of us find a lack of clear information or processes amplifies anxiety, with social situations also proving difficult when ‘unwritten rules’ or cultural norms aren’t explained in advance. 

Key challenges for neurodivergent travellers often include:

• Sensory overload (noise, lights, crowds, smells)
• Unpredictable or unclear routines
• Dense or ambiguous information
• Social anxiety or uncertainty about expectations

Understanding these challenges gives you direct insight into what we search for online when planning a trip or experience. Think phrases such as “crowd levels at [attraction]” or “how to check in at [destination] airport”. We’re looking for targeted, relevant information to help us decide if what you offer can meet our needs. 

We neurodivergent travellers care about the details. For example, rather than describing a venue as ‘vibrant’ or ‘atmospheric’, it’s far more useful to mention that there’s live music in the evenings, with seating available in a quieter room away from the bar if preferred. This level of detail not only provides us with reassurance, but also matches the long-tail search queries we might use. 

Equally important is being specific about timings and what to expect at each stage of a journey or experience, as this reduces anxiety and allows for informed decision-making. Including photos or simple maps where relevant can further help to visualise each stage, supporting us to feel less overwhelmed. 

Flexibility is another priority for us, as we benefit from having choices and backup plans. Highlighting things like quiet hours, flexible booking policies or skip-the-line options gives us confidence that our needs will be respected if circumstances change. 

When writing content, aim to:

• Describe sensory environments honestly (noise, lighting, crowds, textures)
• Be precise about timings, routines and what to expect
• Highlight flexible options and quiet spaces
• Use clear, direct language, avoiding metaphors and ambiguity
• Front-load essential information, so readers find answers quickly

Presenting information clearly is essential, both for your audience and for search engines. Long, dense paragraphs can be difficult to process, contributing to cognitive overload. Breaking up content into short, focused paragraphs and using clear, descriptive headings makes information easier to find for all readers, not just those who are neurodivergent like me.

Think about your visuals, too, including visual hierarchy. Use headings to introduce each section and highlight any warnings or important changes, like renovation work or alterations to opening times. Keep your digital colour scheme calm, avoiding flashing animations or design elements that might cause overwhelm. For imagery, provide concise alt text that genuinely describes what’s shown, to benefit both the reader and SEO.

Effective content structure includes:

• Shorter paragraphs and sentences
• Headings that match search intent (e.g. “Step-by-Step Check-In Process”)
• Bullet points to summarise key features, timings or options
• Visual cues - photos, maps or icons - when they add clarity

Think carefully about where to host your accessibility information. For a small venue, it may be appropriate to have a dedicated accessibility page covering the whole site. For a tour operator, however, this kind of page should also be supplemented by an accessibility section or FAQ on each individual tour/experience page. 

Great content can’t help anyone if it isn’t discoverable! Start with keyword research based on search intent, from broad terms like “autism friendly holidays” to more specific queries such as “when is the quietest time to visit [attraction]” or “where is the sensory room in [venue/airport]”. Tools such as SEMrush, Google Keyword Planner and Ahrefs can help you find both the search volume and the language real travellers are using. 

Keep in mind that certain content formats perform especially well; step-by-step guides and checklists are practical and often earn links from other sites. Short, captioned videos showing sensory features, entrance routes or quiet spaces are valuable for both accessibility and SEO, especially when accompanied by full transcripts.

For local SEO, update your Google Business Profile to reflect any relevant accessibility features and encourage happy guests who have access needs to mention specifics in their reviews. When we're researching, these comments can directly influence our trust - and your search rankings, too. 

Your authority and credibility are built through transparency and connections with trusted voices. Link to reputable sources such as neurodiversity charities and organisations, as well as neurodivergent advocates in the travel industry. Where possible and appropriate, make sure to include testimonials or lived experiences from neurodivergent guests for social proof. 

Core SEO actions to take include:

• Using relevant keywords naturally within content
• Optimising title tags and meta descriptions to reflect search intent
• Linking internally between related guides and experience pages

Getting started with neuroinclusive content doesn’t have to be overwhelming. Choose just one destination, attraction or experience to focus on - treat it as a pilot project and scale from there. 

The most important thing I’d like you to take away from this section is to co-create your accessibility content with someone who has lived experience. Whether that be asking for feedback from neurodivergent travellers or bringing a neurodivergent consultant in to train your team, it’s essential that any audit and improvement of your content is made in collaboration with someone who has actually experienced some of the challenges you’re seeking to address. As we say in the disabled community: “nothing about us, without us”.

Once you have your completed pilot project or your first few implementations under your belt, it’s time to track how the content is performing by looking at search terms, time on page and bounce rates. Make adjustments based on this data, and consider publicly documenting your ongoing commitment to neuroinclusion as you go. This transparency is noticed in brand searches and helps build lasting trust with your audience.

Creating neuroinclusive travel content isn't just good practice - it's good business. When you provide the detailed, honest information we need to make informed decisions, you're not only opening your doors to neurodivergent travellers like me, but you're also improving the experience for everyone.

The travel industry is changing and businesses that prioritise genuine accessibility will be the ones that thrive. By understanding what we search for, presenting information in ways that work for our needs and making that content discoverable, you're building trust with a significant and often underserved audience.

Remember: start small, involve neurodivergent voices from the beginning and build from there. Every step towards neuroinclusion makes travel more accessible and welcoming for all of us.

Accessibility isn’t optional, it’s essential. We believe websites should be usable by everyone, regardless of ability, device, or context. Accessibility is about removing barriers, improving clarity, and creating experiences that work in the real world for real people.

And there’s another truth worth stating: accessible web best practice is also Google best practice. When you build with accessibility in mind (clear structure, readable content, meaningful interactions) you don’t just support those who require it, you improve usability for everyone. That gives your brand the best possible chance to rank, be discovered, and be visible.

Put simply: when a website works better for people, it works better overall. You can find further information through The Web Content Accessibility Guidelines, here.