Advice Line: Lessons with Kristy Durso Part Seven

Lesson 7: Measure What Matters 

How can destinations effectively measure the impact of their accessibility efforts? Why does it matter?

Measurement is the next frontier for accessibility. For a long time, we simply haven’t been tracking it. And if we’re asking destinations to invest in accessibility, then we absolutely need to help them understand the return on that investment, both socially and financially.

I’ve started asking DMOs: If you’re spending money to improve accessibility, wouldn’t you want to know what kind of change it’s making in your destination? Until recently, most hadn’t even thought to ask that question. But that’s changing. There’s a growing awareness that you can’t improve what you don’t measure.

So what can you measure? Start with the basics: increased visitation from people with disabilities and their families. Look at whether those visitors are staying longer now that they know they’ll be supported. Track repeat visits—because when we find a destination that truly gets it, we come back and we bring others. Word-of-mouth is powerful in the disability community, especially in online travel groups. And don’t forget usage data:

• How often are sensory rooms or adaptive equipment being used?
• Are visitors using visual wayfinding tools or assistive services?
• Are people engaging with accessibility-focused web content?

You can also look at behavior online. Are visitors clicking into your accessibility pages? Are they spending time with content that features inclusive imagery or shows accessibility in action? These signals tell you what’s resonating—and what might still be missing.

But it’s not just about numbers. It’s about the stories behind them. I’ve seen guests in tears after attending a festival where they finally felt included. I’ve heard from families who were able to spend an entire day at an attraction, for the first time, because a sensory room gave them the space they needed. That’s impact. That’s what success looks like.

And here’s the thing: the data will follow the effort. When you invest in accessibility, when you prepare for guests instead of just meeting the legal minimum, your destination becomes more welcoming for everyone. 

That builds loyalty. It drives revenue. And it creates a culture people want to be part of.

So yes, we absolutely need to measure it. When you can point to results like bookings, web traffic or transformed experiences, you give stakeholders and investors a reason to keep going. That’s how real, lasting change happens.

Check back next month for the final part! 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 thearchives for the rest of the series.Click here for the full interview.