Barrier-free is bad for the image: Misunderstanding #5

“Barrier-free” – that does not fit our image!

It is a widespread prejudice that barrier-free offers and, consequently, customers with a disability do not fit into a cool, trendy, chic or sporty image:

The hotel could become a rehabilitation centre, the product could only appeal to the elderly or be considered an aid for disabled people.
In short: uncool and old-fashioned! And that will certainly drive away all other customers.
So just no offers that are barrier-free, then customers with disabilities can’t come at all – and damage the image.

Who really influences the image?

Every brand and every company determines and creates its own image and chooses its target groups. If offers are barrier-free, then only these target groups will grow by people with disabilities – otherwise nothing will change.

A sporty image attracts the young, muscle-bound hand cyclist and wheelchair user. The gourmet restaurant attracts the blind judge in middle age. The deaf teenager is wild about the latest action movies. The visually impaired senior swears by Siri, Alexa and audio books.

Because: people with disabilities choose products and service like anyone else – according to taste, preferences and wallet. If they are accessible to them.

Barrier-free paragliding

Why should a paraglider damage the sporty image of a holiday resort just because he is using a wheelchair?

 

Lack of accessibility as a revenue killer

If only one of 150 participants uses a wheelchair, the venue must be accessible, i.e. barrier-free. If you can’t offer it, someone else will. And your great location, the super service and the good price are completely irrelevant in this case.

A household appliance with tiny buttons, even smaller lettering and poor contrast cannot be used by old people. So they just don’t buy a new radio, TV or microwave.

Barrier-free leisure facilities create additional revenue potentials for destinations:
From hosting international Sports Events, conferences and congresses to family gatherings and individual travellers.
And guests with a handicap are ideal customers: They tend to stay longer, like to come back and usually travel outside the high season.

The image of the Sport and Wellness Hotel Bichlhof in Kitzbühel has not suffered from its barrier-free design – quite the contrary!

Hotel Bichlhof barrierefrei

The ramp in the pool area of the Bichlhof is gladly used by all guests

Conclusion: Accessible offers increase sales!

 

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Barrier-free is bad for the image: Misunderstanding #5

Barrier-free is bad for the image: Misunderstanding #5

Barrier-free offers do not change the image! But rather increase the existing target groups.

read more

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