TravelAbility Insider

The Intersection of Travel and Disability

Accessibility

Wheel the World’s First “Accessibility Verified” State: Oregon

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Oregon just made history. Thanks to a partnership between Travel Oregon and Wheel the World, the state has become the first in the nation to achieve “Accessibility Verified” status, a milestone that puts inclusion front and center in the tourism landscape.

This wasn’t a token effort. Over the past year, Wheel the World has conducted on-the-ground accessibility assessments at more than 750 hotels, restaurants, attractions, and welcome centers across 43 Oregon communities. These evaluations go beyond ADA checkboxes or self-reported claims. Each site was measured and verified for mobility, visual, hearing, and cognitive accessibility, giving travelers with disabilities reliable information to plan trips with money-back guarantee level confidence.

The result: Oregon is now the first state where travelers can map out entire itineraries online through Wheel the World and Travel Oregon, with accessibility information built into every step – from outdoor adventures to culinary stops and cultural landmarks.

Kevin Wright, VP of Brand Stewardship at Travel Oregon, called the designation “a reflection of Oregon’s deep and ongoing commitment to welcoming all travelers.”

Wheel the World’s CEO & Co-founder Alvaro Silberstein underscored the ripple effect: “By becoming the first state to achieve Accessibility Verified status, Oregon is setting a precedent and proving how powerful this cycle can be for travelers and for the communities that welcome them.”

For Wheel the World, this win with Travel Oregon is more than just a badge. It’s proof that accessibility can be scaled statewide, benefiting both travelers and local businesses. For Oregon, it’s a brand differentiator—positioning the state as a leader in inclusive tourism.

Businesses across Oregon are invited to join the program, further expanding the network of verified sites. Meanwhile, travelers can now browse and book Oregon’s accessible experiences directly on traveloregon.com and wheeltheworld.com, complete with detailed listings, AI-powered accessibility profiles, and 24-hour support.

Bottom line: Oregon just set the bar. The question now is: which state will be next?

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Overcoming Fears and Engaging Hotels in Accessibility 

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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.”

A group of eight people stands together in matching black t-shirts with "ACCESSIBLE" text, posing in front of Alabama Mountain Lakes tourism banners. The image features a quote from Tami Reist emphasizing North Alabama's commitment to creating a welcoming destination where accessibility serves as a foundation rather than an afterthought.

Advice Line: Lessons with Kristy Durso Part Five

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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. 

Kristy Durso is sitting in her wheelchair on the beach, smiling over her shoulder with the beautiful turquoise ocean in the background.

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. 

Practical Hacks From the Accessibility Playbook: Auditory Disabilities

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Seven years in the making, the Travelability Accessibility Playbook, created in partnership with Destinations International, is an end-to-end toolkit to equip destination organizations on their accessibility journey, enabling them to better welcome and accommodate people with disabilities within their destination. 

Deafness and being hard of hearing are both conditions that affect a person’s ability to hear.

Deafness: 

Deafness refers to a profound hearing loss that may render a person unable to hear sounds at all or only able to perceive very loud noises. Individuals who are deaf typically rely on alternative forms of communication, such as sign language, lip-reading, or written communication to interact with others and navigate the world around them.

Hard of Hearing: 

Being hard of hearing (HoH) refers to having a partial hearing loss, where a person may have difficulty hearing certain sounds or frequencies but can still perceive sound to some extent.  Individuals who are hard of hearing may rely on hearing aids, assistive listening devices, or other accommodations to improve their ability to hear speech and other sounds. Hard of hearing individuals often use spoken language as their primary mode of communication.

A WARM WELCOME

• Get Their Attention: Before speaking make sure you have their attention. Do this by waving your hand, tapping them gently on the shoulder, or making eye contact.

• Communicate Clearly: Speak clearly and at a moderate pace but avoid shouting and covering your mouth as it can distort lip movement. Use natural facial expressions and gestures to enhance communication and avoid exaggeration.

• Respect Their Communication Preferences: Respect the individual’s preferred communication method, whether it’s sign language, lip-reading, written communication, or a combination of methods. If you’re unsure, ask them how they prefer to communicate. Do not assume the individual reads lips.

• Provide Accommodations: Provide accommodations such as written materials, visual aids, or assistive listening devices to facilitate communication and ensure inclusivity.

• Address the Person Directly: Don’t speak to interpreters, companions, or caregivers instead of directly addressing the deaf or HoH individual.

Planning Accessible FAM Trips: Expert Tips from the 2024 TravelAbility Summit

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Last year’s TravelAbility Summit brought together disability influencers, destinations, and travel professionals in hands-on sessions, panels, and networking opportunities. One highlight was the FAM trip presentation, designed to help destinations and creators get the most out of these collaborative experiences. It offered practical guidance on planning your first FAM trip and making the most of influencer collaborations.

Building on that momentum, the 2025 TravelAbility Summit will bring even more opportunities to connect and learn. Taking place October 13–15 at Sunriver Resort in Central Oregon, this year’s Summit features:

  • Panel discussions with industry leaders and influencers sharing best practices
  • Speed-dating sessions connecting destinations directly with creators
  • Hands-on training for growing influencers on how to work effectively with destinations

Watch the video and summary below from last year’s FAM Trip Presentation to help you to prepare for your first FAM trip, before booking your next influencer.

Summary

  • 📣 Reframing the Session Title – Introduction and highlighting that all fam trips—especially accessible ones—can be both tricky and rewarding to plan.
    ➤ Session Introduction
  • 🧳 Campaign with North Alabama – Highlights a 2025 yearlong campaign involving 10 creators to promote accessible experiences in North Alabama.
    ➤ North Alabama Campaign Overview
  • ✅ Basic Fam Trip Planning – Reviews essential planning steps: define objectives, carefully select creators, manage logistics, set content expectations, and measure ROI.
    ➤ Fam Planning Essentials
  • 💬 Matchmaker: Creators and Content – Urges planners to choose creators who align with their mission rather than just follower count, valuing niche engagement.
    ➤ Creator Alignment Strategy
  • 🛎️ Ensure True Accessibility – Check properties and activities for actual, not assumed, accessibility—including sensory needs—before the trip.
    ➤ Checking for True Accessibility
  • 🧠 Plan with Sensory Awareness – Discusses the importance of pacing and sensory-friendly planning to avoid overwhelming creators.
    ➤ Pacing & Sensory Inclusion
  • 🧍‍♂️ Train Partners on Etiquette – Educate hospitality partners on disability etiquette and guest preferences, down to details like greetings and interaction style.
    ➤ Partner Training on Inclusion
  • 🤝 Appoint On-Site Support – Assign a trained liaison to support creators during the visit, respecting personal boundaries and logistical needs.
    ➤ On-Site Support Role
  • ⌛ Create Space to Create – Schedule downtime for influencers to recharge and produce quality content, avoiding overstuffed itineraries.
    ➤ Build in Creation Time
  • 🏛️ Communicate Access Details Honestly – Inform creators of what is and isn’t accessible so they can decide how to engage with each experience.
    ➤ Transparent Access Communication
  • 🎁 Intentional Surprises & Emotional Hooks – Share examples of emotionally resonant experiences that built loyalty and lasting relationships with creators.
    ➤ Meaningful Surprise Stories
  • 📈 Share Results Widely – Encourage destinations to share content performance and creator praise to build future support and advocacy.
    ➤ Sharing & Advocacy

Insights Based on Numbers

  • 📊 ROI measurement and content repurposing are often neglected, undercutting the long-term value of influencer investments.
  • 🤝 Emotional experiences during trips drive ongoing creator advocacy—highlighting the power of authentic connection over logistics.