TravelAbility Insider

The Intersection of Travel and Disability

Expert Q&A

Advice Line: Lessons with Kristy Durso Part Two

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Kristy Durso freefalls through the sky, strapped to a skydiving instructor, smiling with pure joy as they soar high above the landscape. Her wide grin and outstretched arms capture the thrill of the moment and her fearless spirit.

What helps skeptical tourism businesses understand the value of investing in accessibility?

I like to share stories that challenge assumptions. Like the list of things I’ve done as a wheelchair user that most in the room haven’t. Or my son, who has intellectual disabilities, but has read Julius Caesar, Lord of the Rings and The Count of Monte Cristo. Most adults haven’t read all three. Or my daughter, who has 30 food allergies and is still one of the most adventurous eaters I know.

These moments open people’s eyes. They show that people with disabilities aren’t defined by limitations. They are travelers, adventurers and consumers—just like everyone else.

Here’s what really seals the deal.

Accessibility is just smart customer service.

Tourism is a customer service industry. Accessibility is about meeting your guest’s needs, just like you would for dietary preferences or language barriers. So why not for mobility, sensory, or cognitive needs?

The good news is that once a business starts doing this, and truly commits to it, they usually don’t want to stop. I’ve seen destinations begin with small steps, like Traverse City adding a sensory room, and quickly become champions for accessibility. They see the results. They hear the gratitude. They feel the difference it makes.

To any business that’s hesitant, I say this: “Start with the human connection. Show the economic value.”

Then let them experience the joy of being a place where everyone belongs.

Check back next month for Part Three! 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 last month’s issue for Lesson #1. 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. 

Advice Line: Lessons with Kristy Durso Part One

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Accessibility isn’t about ‘them.’ It’s about all of us.”

When you meet with a city council or tourism board, what single statistic or story most effectively demonstrates the importance of investing in accessibility?

There are a few ways I like to answer this question, but the most impactful is leading with the numbers—because numbers don’t lie and they tell a powerful story.

I’ll often ask travel professionals, “How much do you think people with disabilities spend on accessible travel?” The guesses are usually way off. Some say $10 million, maybe $10 billion if they’re thinking big.

But the truth? Between 2019 and 2020, people with disabilities spent $58.7 billion on accessible travel in the U.S. alone.

And that’s just a fraction of the potential. Many travelers with disabilities still hesitate to travel because they’re afraid their needs won’t be met. Imagine how much higher that figure could be if more destinations were truly inclusive.

It’s also important to realize this isn’t a small group. According to the CDC, 27% of American adults have a diagnosed disability. That’s more than one in four people. This is a major market segment, not a niche.

I also love sharing a moment from my keynotes. I’ll ask the audience, “Who here has a disability or a family member with a disability?” Usually about a third of the room stands. Then I break down what a disability actually includes—vision impairments like wearing glasses, neurodivergence, temporary conditions—and by the end, nearly the entire room is on their feet. It’s a powerful visual. Accessibility isn’t about “them”—it’s about all of us.

Another stat I share: families with a disability spend 30% more when they travel. Sometimes that’s due to extra equipment, but often it’s because better service means their needs are met. If an average family spends $3,000 on a trip, a family with accessibility needs might spend $4,000. Multiply that by how often we travel in larger groups, return to places that treat us well and tell our communities—it adds up fast.

Take Disney World. Ask any U.S.-based accessible travel group where to go, and the first answer is always Disney. Not because of specialized programs, they’ve actually phased some of those out, but because their customer service is consistently excellent. They meet guests’ needs first. That reputation alone has made them a leader in accessible travel, supporting everything from food allergies to wheelchairs to neurodivergencies.

So when I speak with tourism boards or councils, I focus on both sides: the emotional connection and the financial return. Accessibility is the right thing to do—but it’s also smart business. You’re not just meeting needs. You’re building loyalty, encouraging repeat visits, driving higher spend and fueling powerful word of mouth. And in tourism, where everything centers on customer service, that’s everything.

Check back next month for Part Two! 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. 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. 

Every Journey Matters: Leisure Group Travel Spotlights Disability Travel

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This month, Leisure Group Travel reached out to several tourism leaders who are working to make the world more accessible for disabled travelers. They offer valuable advice to destinations on how to be more inclusive and share their thoughts on what the future holds for accessible travel. LGT also interviewed Jake Steinman, the founder of TravelAbility. The issue covers barrier free destinations and highlights the people who are paving the way for an accessible future.

Read the full issue here

How do Hotel Owners and Senior Leaders Really Feel about Accessibility?

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Each year, the TravelAbility Summit brings together travel professionals, entrepreneurs, and disability advocates to explore emerging trends, challenges, and solutions in making travel more accessible for all. Last year’s summit included a panel of hotel leaders who discussed their experiences and perspectives on accessibility in hotels, emphasizing its importance and the industry’s challenges in implementing inclusive practices. 

Check out the panel’s key takeaways below and click the YouTube link to rewatch the session. Looking to learn more? Don’t miss the 2025 TravelAbility Summit, happening at the beautiful Sunriver Resort in Central Oregon, October 13-15, 2025. This is a unique opportunity to engage with key players from the hospitality industry, travel sector, and disability space—all focused on making travel more accessible for everyone.

Learn more and register today at travelability.net.

  • 💰 Business Impact & Litigation Concerns – Many hotel owners cite fear of litigation as a major barrier to improving accessibility, with examples of lawsuits impacting the industry financially and influencing decision-making.
  • 🌏 Global Accessibility Perspectives – Insights on accessibility from different regions, including Taiwan and Europe, highlight varying degrees of inclusivity, with some newer hotels being more accessible than older establishments.
  • 👥 Personal Experiences with Accessibility – Several panelists share personal stories about their connections to individuals with disabilities, reinforcing the importance of improving accessibility in hotels.
  • 📊 The Growing Market for Accessible Travel – Data shows that the demand for accessible travel is increasing, with baby boomers aging and requiring more accommodations, creating a business case for prioritizing accessibility.
  • 🔧 Affordable Solutions for Accessibility – Simple and cost-effective modifications, such as adding shower chairs and adjusting door mechanisms, can significantly improve the guest experience for individuals with disabilities.
  • 🎓 Staff Training & Hospitality Mindset – Proper training for hotel staff on accessibility issues is crucial in ensuring a welcoming environment, with examples of how small gestures and proactive communication can enhance guest experiences.

🔢 Insights Based on Numbers

  • 26% of the population has a disability, but the figure drops to 15% when excluding minor impairments.
  • In 2019, 12.7 million travelers with disabilities took 81 million trips, spending $58.7 billion.
  • Baby boomers are aging, with 40% identifying as having a disability by age 65, increasing demand for accessible accommodations.
  • Insurance costs have risen by 256% since 2019, adding financial pressure on hotel operations.

Watch the full video here.

Accessibility Champion: Kevin Wright, VP Global Marketing, Travel Oregon

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An inclusive soccer stadium showed Kevin the difference he could make through Travel Oregon.

Note: This interview is part of an ongoing series featuring interviews with 24 Champions of Accessibility for 2024 selected and celebrated by TravelAbility.

Q: When did you begin focusing on accessibility in your destination and what was the impetus for wanting to make your destination more accessible? 

A: A few summers ago, I brought my family and some out of town guests to a Portland Timbers game. We forgot headphones for one of the younger children in our group who has sensory issues. After back-to-back goals, this youngster became overwhelmed, so we decided to leave the stadium. On the way out of the stadium we stopped by guest services. Much to our delight, the staff was trained to support visitors with sensory issues and were quick to hand us a sensory kit that allowed us to stay and enjoy the rest of the game – which included food, beverages, and trips to the Timbers store for merchandise. 

Travel Oregon’s vision is to be a welcoming destination for all. Experiencing travel with family members that have mobility and cognitive issues gave me insight into what destinations can do to improve accessibility in ways that have major impacts for visitors. Supporting and enabling accessibility and inclusivity presents an incredible moral and economic opportunity for the tourism industry.     

Supporting and enabling accessibility and inclusivity presents an incredible moral and economic opportunity for the tourism industry.     

Kevin Wright

Q: What are your main responsibilities and tasks in your organization? 

A: As the Vice President of Brand Stewardship, my responsibilities include building market

awareness for Oregon through the management of Oregon’s brand and ensuring Travel Oregon’s work reflects the honest, abundant, and imaginative spirit that makes Oregon unique. I have the privilege to work with some of the brightest minds in the tourism industry.  

Q: Aside from budget, what are the most difficult obstacles or barriers that you face regarding the advancement of accessibility in your destination? 

A: The paradox of opportunity. There are so many opportunities for destinations to enhance

accessibility for the traveler that it can be hard to determine where to start or how best to deploy limited resources for the greatest impact. It’s a constant balance between the desire to be nimble and jump on opportunities with the need to have a strategic approach that can be scaled statewide for broader impact.   

Q: What initiatives have you undertaken to improve accessibility in your destination, and which are you most proud of? 

A: While it never feels like enough, it does feel good to take a step back and look at

what we have accomplished. Travel Oregon recently added sensory kits to our State Welcome Centers, which includes staff training, and we are also currently installing hearing loops. Travel Oregon recently awarded $3.6 million to 56 recipients through the agency’s Competitive Grants Program to fund projects across the state that will improve accessibility and inclusivity for underserved and under-resourced communities, such as people with disabilities, BIPOC, Oregon’s nine federally recognized tribes and LBGTQIA+. So much of this work is happening at the local level, which fuels our content team with new accessibility stories to share with visitors. We continue to improve the information we share on our accessibility hub on TravelOregon.com. Hosting influencers with disabilities has also been a powerful tool to tell authentic stories. The feedback we receive from their visits is invaluable.  

Two colleagues I like to follow and collaborate with in the Destination Management Organization (DMO) space are Alison Brooks from Visit Mesa and Kathleen Harvey from Destination British Columbia.

Kevin Wright

Q: Who do you follow? Name an organization/company/individual you look to for ideas or inspiration.

A: I feel fortunate to be on the TravelAbility Board. I am continually learning and bringing

ideas back to our teams from the collective expertise and generosity of these passionate individuals. Two colleagues I like to follow and collaborate with in the Destination Management Organization (DMO) space are Alison Brooks from Visit Mesa and Kathleen Harvey from Destination British Columbia. Kathleen was instrumental in the development of the Travelability Playbook and Alison is doing so much for Visit Mesa on so many fronts. It is inspiring to try and keep up. 

Q: What are your plans around accessibility in 2024? 

A: I am excited about how accessibility shows up in Travel Oregon’s 2023-2025 strategic plan. In 2024, I see our organization doubling down on the work we have started, continuing to test and try opportunities that arise and seeing the fruits of the $3.6 million we invested through our grants program as we continue down the path of making Oregon a welcoming destination to all.