Advice Line: Lessons with Kristy Durso Part Four

Lesson 4: Accessibility Sells

What’s an example of a destination that saw a clear return on investing in accessibility?

Absolutely. One of my favorite examples is Beaches Turks & Caicos, a resort that truly listened, made a change and saw immediate results.

They addressed something many destinations overlook: guaranteed accessible room bookings. In the Caribbean, it’s especially difficult to reserve an accessible room with certainty. Unlike categories like ocean-view or suites, accessibility often isn’t treated as a priority. 

But Beaches made it one.

After hearing me speak about this gap, they created a new booking category for accessible rooms in 2021. That small change, simply naming the category and guaranteeing it, was transformational. The result? It became so popular that it was harder to book than their top-tier suites.

They eventually had to double the number of accessible rooms on the property to meet demand.

Now, they’re building a new wing, and while I don’t know the exact number of accessible rooms it will include, I do know they’re adding more. That’s what happens when you truly meet a need. You see a return, not just in guest satisfaction, but in occupancy and loyalty.

They didn’t stop at basic accessibility either. At one of their Sandals properties, which caters to adults, they began offering accessible suites with luxury-level services. Those rooms are constantly booked. And that proves an important point: people with disabilities span every demographic. Some are wealthy, some are not. Some are parents, newlyweds, solo travelers. We all want options.

Too often, hotels treat accessibility as an afterthought. ADA rooms are usually the lowest tier, with sterile decor and bathrooms that feel more medical than welcoming. Even in countries like the U.S., where laws require accessible rooms across categories, enforcement is uneven. Many accessible rooms still only offer one bed, forcing families to book multiple rooms or settle for poor accommodations.

My solution? Make every bathroom accessible. Install grab bars. Widen doorways. 

These changes aren’t expensive, and they help everyone. The athlete recovering from a workout. The couple celebrating with champagne. The parent bathing a child. If you design for inclusion, those features enhance the experience instead of standing out.

So yes, Beaches Turks & Caicos is a great case study. They didn’t need a massive budget. They simply restructured their booking engine, identified a real need and saw results. That’s the takeaway. Accessibility isn’t just the right thing to do. It’s smart, scalable business.

Check back next month for Part Four! Noble Studios conducted a thorough interview with Kristy Durso going over the many facets of creating a destination that is truly for everyone. This series is pulled directly from the interview. Check out the archives for the rest of the series. Click here for the full interview.