By Scott Rains, Senior Advisor, [with]tv and editor of the Rolling Rains Report
The market is out there. They are traveling. They are spending. And they have much, much more disposable income as they wait for the right products.
There are four fundamental points to consider when developing travel products for maximum appeal.
This article examines the first.
· Visualize your market using the United Nations' definition of disability.
· Evaluate your product against the Seven Principles of Universal Design.
· Perfect your product locally.
· Vary your product with modularity.
Start with in-depth knowledge of your market. Much of your homework on this market niche has been done for you.
Simon Darcy, Bruce Cameron, Eric Lipp, Canada's Keroul organization and the UN have produced some fundamental research that all travel writers, travel professionals, and hospitality managers ought to be familiar with. (See below.)
But you can misread the data if you start out with an anemic definition of the breadth of the market of travelers-with-disabilities.
Misunderstanding who you are serving, you can make unnecessary investments, overlook opportunities for low or no-cost solutions, fail to create collaborations, or not capitalize on what is called the "Curb-Cut Effect" - the unintended positive consequences of good design for temporarily able-bodied persons (all non-disabled persons are only temporarily able bodied.)
First published at Suite101.com in ”Defining the Market of Travelers With Disabilities”
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