Social & accessible tourism: Do they make business sense? Dr Lynn Minnaert University of Surrey...

Social & accessible tourism:Do they make business sense?

Dr Lynn MinnaertUniversity of Surrey

l.minnaert@surrey.ac.uk

The potential

• 80 million Europeans with disabilities - over 15% of the whole population

• Persons with reduced mobility: up to 40% of population

• By 2020 around 25% of the population will be over 65

• Loyal market – more likely to be repeat visitors• In many areas demand for accessible

accommodation outstrips supply

What do we mean?

Perspectives

Prod

uct

Tourists

Accessible Tourism and non-AT users

Accessible Tourism Users only

Few speci

al provisions

Including Targeting

Fully adapt

ed produ

ct

Adapting Repositioning

More than one way!

Enterprise types

Type 1• Social problems as

business opportunities• Usually aimed at easier-

to-serve client groups• Profit-driven

Type 2• Social objectives oriented

towards a particular target group

• Close collaborations with charity

• May work to break-even rates (in off-season)

• Mission-driven

The Hytte

The Grove

Conclusion

Social tourismProfit-driven Mission-driven

Mutual influence