The untapped potential of high-needs accessible rooms

Picture this: nearly half of your guests require a specific type of room, yet only 15 percent of available rooms meet their needs. This is the reality we face at Accessible Accommodation, and it highlights a significant opportunity for the hospitality industry to address a growing, underserved market.

The demand for accessible rooms is increasing rapidly, particularly for guests with higher physical needs.

To address this, Accessible Accommodation has developed a comprehensive four-tier rating system to assess the level of accessibility provided by properties:

Tier 1

Assisted walking: Suitable for guests using a walking frame or cane, requiring basic amenities.

Tier 2

Independent wheelchair: For wheelchair users who can transfer themselves to the bed, shower, and toilet.

Tier 3

Assisted wheelchair: Tailored for guests with high needs who require specialised equipment.

Tier 4

Sensory assisted: Designed to accommodate guests with sensory needs.

Interestingly, 45 percent of our website visitors search for Tier 3 accommodations, yet only 15 percent of properties offer this level of accessibility. This significant gap presents an enormous opportunity for accommodation operators to capture this underserved market.

Challenges in accessibility for high-needs guests

Tier 3 accommodations are mostly found in regional holiday homes, which presents challenges for guests who prefer city locations or large regional towns, where demand is higher. Furthermore, proposed legislation, such as the Victorian Government’s looming 7.5 percent bed tax and potential 90-day cap on short-stay bookings, will create additional barriers. With other states closely monitoring these developments, some areas like Byron Shire have introduced a 60-day cap, leading to a sell-off of shortstay properties and further reducing the available inventory for guests with access needs.

Accessible Accommodation is actively lobbying for an exemption from the short-stay tax for accessible properties, which provide essential respite and support for travellers with disabilities. These short-stay accommodations are critical for travellers with access needs to be able to enjoy a holiday. However, they are scarce in major cities, except for Adelaide.

How operators can close the accessibility gap

The key to capturing this growing market is investing in accessibility. For operators who already offer some accessible features, upgrading to Tier 3 standards can require an investment of $9000 to $13,000. This cost typically pays for itself quickly as you begin to attract more guests who are looking for accommodations that meet their high-needs requirements.

To achieve Tier 3 status, properties require the following minimum equipment:

• An adjustable electric bed.

• A lifting hoist.

• A commode.

By incorporating this equipment, operators can reduce the costs guests might otherwise face. For instance, hiring equipment for a hotel stay can exceed $1200, making accommodations that are fully equipped with accessible features a more attractive and cost-effective option.

Leading by example: Quest Apartments

Many hotels are now recognising the value of catering to the booming accessible travel market. Quest Apartments, for example, has become a leader in this space by being the first multinational hotel chain to offer Tier 3 rooms, demonstrating its commitment to an exceptional guest experience.

Kris Marinakis, franchisee at Quest Burwood East, shared his experience:

“Recognising the high demand for accessible rooms, especially given our proximity to major hospitals, we acknowledged that while we had ‘accessible rooms,’ they weren’t fully tailored to meet the nuanced needs of our guests. This realisation sparked our determination to not just meet but exceed the expectations of accessibility, aiming for excellence in every facet of our operation.”

With guidance from Accessible Accommodation, Kris transformed his property from Tier 2 to Tier 3. He reflected on the process: “We embarked on a series of enhancements, starting with seemingly minor yet impactful adjustments in item placement and furniture arrangement. Gradually, we advanced to more significant upgrades, including the integration of an electric bed, a hoist, and accessible appliances, each step carefully calibrated to enhance our property's accessibility.”

While not all people living with disabilities use wheelchairs, they often face the greatest challenges when travelling. It’s important to note that not every accessible room needs to be upgraded to Tier 3, which caters specifically to those with high physical needs. When assessing properties for conversion, we evaluate over 80 key factors, using data analytics and tracking unmet needs to guide our recommendations. Our extensive booking data, with annual figures reaching seven digits, allows us to provide insights that are both practical and aligned with market demand.

Future-proofing your property

Although the equipment needed for accessible rooms may seem clinical or unfamiliar, these features can be seamlessly adjusted or stored when not in use, offering flexibility. This approach not only futureproofs accommodations but also ensures that properties remain welcoming to all guests, regardless of their needs.

Wherever your property is on the journey toward greater inclusivity, the economic benefits are undeniable. Not only does it make business sense, but it’s simply the right thing to do, resulting in a joyful travel experience.

By Kerry Williams, Founder, Accessible Accommodation