There’s a common anxiety around lawsuits that keeps many DMO partners, especially hotels, quiet, and sometimes even uninvolved, in accessibility efforts. If something is labeled ADA and it turns out it’s not quite, that’s big trouble. And if a room is listed as accessible because it works for most, but a guest shows up and finds it missing what they need—that can stir up more drama than if the info had been left out entirely.

So how do you help partners move past those fears and start sharing accessibility details? Both Toni Bastian of Visit Richmond and Tami Reist of Visit North Alabama have shown that it’s possible – even with hotels.

Bastian shared that “Richmond Region Tourism’s backing of the VisitAble Disability Etiquette and Inclusion Certification makes the training free to complete. That simple step opens doors for conversations about barrier-free access and more guest-friendly hotel spaces. To date, more than 2,500 frontline employees have completed the training.”

Reist took a deeper dive and developed five strategies that have helped North Alabama bring partners on board:

How North Alabama Engages Hotels

Engaging hotels has not been easy, but persistence and trust-building have made the difference.

• Step One: Education – We started with an email to all hotel partners explaining our partnership with Wheel The World and why it matters.
• Step Two: Personal Outreach – We followed up with phone calls and personal conversations, reinforcing that this is a gift at no cost to them, fully funded by the Alabama Mountain Lakes Tourist Association.
• Step Three: Building Trust – Some hotel managers feared they might be “turned in” or judged. We clarified that we are here to help them, not hurt them. We used terms like “accessible friendly” rather than legal jargon that can trigger hesitation.
• Step Four: Proof Through Assessments – Once initial assessments were completed by Wheel the World, we shared real results. Hotels could see that accessibility reviews actually helped them stand out and gave them a cost on how to fix the problems. For those participating they will go on the Wheel the World website and people can book on-line.  Wheel the World uses Expedia as their booking platform.
• Step Five: Momentum – As a membership-based organization, we leveraged trust and relationships to grow participation. Once a few joined, others followed. We capped at 125 assessments across hotels and attractions, and demand was so strong that we signed another contract with Wheel The World.

Key Takeaways from Reist

Language Matters – Saying “accessible friendly” instead of “inclusive” or “ADA-compliant” makes hoteliers more comfortable.

• “Accessible” Is Not A Checklist – Bed heights, space dimensions, and real-world usability are not always addressed by ADA standards. A wheelchair is like a car — they come in all sizes. Without exact measurements, travelers may arrive and find the room doesn’t work for them.
• Franchise-Level Conversations Are Needed – Marriott, Hilton, and other large brands need to be part of the conversation. Adjustable bed heights and expanded accessibility standards could make a profound difference.
• Stories Change Minds – A general manager with a daughter born with one limb understood immediately why this mattered. Personal connections help overcome 

The Ticket

Hotels will get on board when accessibility feels less like a legal trap and more like an invitation. Support, trust, and proof of value open the doors—compliance alone never will. As Toni Bastian and Tami Reist have shown, when training is made approachable (and free) and when conversations are framed around support without judgement, hotels are not only willing but eager to join in. 

Make it safe, make it simple, and make it worth their while. That’s how accessibility moves from fear to action. 

According to Reist, “This work is about more than compliance — it’s about dignity, independence, and ensuring every traveler can fully experience North Alabama. We are proving that accessibility is good for business, good for communities, and good for the future of tourism.”