Lesson 5: Show, Don’t Tell – Representation that Resonates
Instead of asking, ‘Is this accessible?’ try asking, ‘How can I help you do what you came here to do?’
How can destinations use marketing content to build trust with travelers who have disabilities?
Marketing plays a huge role in accessibility. And I don’t just mean making sure your website is technically usable. It’s about trust.
When I land on a destination’s site, and I don’t see visual descriptions on images, or the videos don’t have captions, or the accessibility page is hidden in the footer, it tells me everything I need to know. It says, “We haven’t thought this through.” That’s why accessible web design and inclusive web development matter so much—not just for compliance, but to signal that everyone is welcome, and someone has actually thought this through.
So here’s where I’d start:
- Every photo should include a visual description and alternative text.
- Every video should have closed captions, not just for people who are deaf or hard of hearing, but for everyone. (Seriously, so many people watch videos with captions now. Even my kids do.)
- Accessibility info should be easy to find. Don’t bury it. Make it visible and proud.
- Representation matters. Don’t just include people with disabilities—feature them authentically.
Market research already shows people are more likely to buy a product when they see someone like themselves using it. So representation isn’t just a “nice to have.” It drives engagement.
But here’s the key: don’t make the disability the center of the story.
My favorite marketing videos are the ones where I’m just having fun. Rolling through a destination, interacting, enjoying myself. Maybe you see my wheelchair, maybe you don’t. Maybe someone’s using ASL or a white cane. The point is that accessibility is part of the experience—it’s not the headline.
When you do that, you speak to everyone. You make the story feel human, not performative.
I’ve made plenty of promotional videos that were more like infomercials: “Come here, we’re accessible!” They’re fine. But they don’t move people the way authentic stories do.
One of my favorite videos didn’t even mention my wheelchair. I just said: “If you can’t walk, you roll. If you can’t see, you listen. If you can’t hear, you observe.”
That speaks to everyone. It’s not about disability, it’s about living fully. And that’s what travel should be. Bringing people together.
When destinations lean into inclusive storytelling, they don’t just reach people with disabilities. They reach families, friends, caregivers and anyone who values empathy and openness.
It’s good storytelling. It’s good marketing. And it’s how we close the gap between invitation and inclusion.
Check back next month for Part Six! 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.
Featured public speaker, accessibilities advocate, entrepreneur, Army veteran, and military wife Kristy Durso is Travelability’s Ambassedor and owns and operates Incredible Memories Travel, a full-service travel agency that assists everyone, including those with accessibility needs. She has three children, one who has autoimmune issues and food allergies, another on the spectrum, and another with cognitive and intellectual disabilities.
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