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The Intersection of Travel and Disability

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How Choose Lansing Chose Its New Name and Its Focus on Accessibility: Q & A with Julie Pingston, President and CEO of the DMO

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The DMO's new logo: Choose Lansing with Choose in bright orange and Lansing in big blue letters. The tagline below reads Plan on Something Greater

Julie Pingston is not one to coast or think small. She and her team at Choose Lansing just unveiled a new name, a new logo, and new taglines based on nearly a year of research and design. And the unveiling was no soft rollout. How about halftime of a Michigan State football game? But Julie is on to the next huge project. In a few weeks, the DMO will host their inaugural accessible travel summit. TravelAbility Insider Editor Dan Tobin was fortunate to catch a few minutes with Julie to talk about how to capture the highlights of a diverse region, the passion that drives her commitment to accessibility, and what she has learned from a year in the Destination A11y Club.

DT: I really love your new logos and I thought it was great that you explain the thinking behind the changes on your website. Why did you decide to do that?

JP: We worked almost a year on the rebranding and we had gone through such an extensive process and we had come to an outcome that we were so proud of. We wanted to explain everything that went on behind it so that people could understand some of the choices we made. Our name is now Choose Lansing instead of Greater Lansing Convention and Visitors Bureau, which is a lot shorter for one thing. Our research told us that when people are planning things for our region they value how we partner with them and help them make choices. So that ties into the word “choose.” And we are a regional organization so the tagline “Plan on something greater” represents the idea of the entire region. And we used a pinpoint icon with the star inside to show we’re a capital city. Then the different colors showcase that we have a lot of diversity and different options here. So it was all very purposeful. 

The day after we launched the new name and logo, we showed it in our Spartan football stadium during the first home game and 75,000 people got to take a look at it. And the crowd liked it so that was very exciting.  

DT: I’m hearing a couple of layers of meaning in the logo design. One is the idea of diversity. It also seems to speak to your flexibility and your customization, that you provide choice

JP: That’s exactly what we’re trying to convey.

DT: What were the key ideas that came out of the research?

JP: You know, we are a destination with a big 10 university and a state capital and a lot of other resources. How do we best portray all of that? That’s how we came up with the central idea of choosing.  If you come here we’ve got lots of things to choose from; we’ve got lots of opportunities. We have trails and outdoor recreation and we also have urban destinations. The main point to our clients is that we are going to be engaged with you at all levels and really give that positive experience.

DT: How did you get started with the accessibility assessments and your focus on autism? 

JP: We started with our work with accessibility related to neurodiverse opportunities. A number of our attractions and other locations were looking to add programming so we proactively brought people together within the community to find tools create programming for those traveling on the autism spectrum or with other neurodiversities. Our job as the destination marketing organization is to let people know that we have all these opportunities here. We have a couple of programs that were drawing people from throughout the state. But we wanted to  find more things for those families to do so they are not always going to the same place every time they come here. And our attractions really did step up and every single one of them basically created something that was pointed toward more neurodiversity. 

We then just put out the word out in the marketplace  that we had all of these opportunities. We also had the opportunity to add training to our front line staff so we partnered with the Michigan Autism Association and residential options and they trained more than 1000 people so far on how to help guests with accommodations and understanding all the different needs that travelers might have. That really gravitated throughout the community because suddenly we were not being asked to train exclusively our hospitality businesses but we were being asked to train all kinds of businesses. That was six years ago and then we were intent on making our destination accessible in all ways and for all needs. The pandemic slowed us down a little bit but we were always very intent on moving forward to provide opportunities and information about all the accessibility points in our community. 

On October 26 we are doing our inaugural tourism accessibility summit for all of our hospitality partners and anybody who really wants to learn how to heighten the guest experience by providing information and just doing more being more aware.

DT: How are you measuring the results of all these great initiatives? Are you looking at the bottom line or are you looking more at customer service and satisfaction?

JP: Both definitely. We have seen more people travel here looking for these resources that we have put into place. Some of our attractions do track where their visitors come from that participate in the programming and we have seen an increase in the number of visitors from further away and in and staying over. I always think of something Jake Steinman says:  At some point we’re all going to be in need, having mobility issues and needing all the accommodations we can find. So I just think of this work on accessibility as planning for the future.

DT: Choose Lansing was invited to join TravelAbility’s Destination A11y Club last year. What are you taking away from that group so far?

JP: So much. It’s been very beneficial to us as a destination to be able to have the resources of the other members so that we can ask questions or share an idea. TravelAbility has also created a wonderful playbook for DMOs that we’ve been able to use locally with our partners. You know, you don’t know what you don’t know and then you start going through this playbook and all of a sudden they’re discovering things that they never thought about, It gives information in a very easy to digest format. Everyone can take that information and then make change within their venue or their property or their attraction. We use the playbook as a guideline to steer people and that’s how we got to the tourism summit where we can pull all that together as a destination and showcase for everybody. 

DT: It sounds like you’re playing a key leadership role in this work of raising awareness. But you’re also playing a convener role of shining a light on what venues and attractions are doing and bringing them together. 

JP:  That’s absolutely accurate. Our goal is to just bring all the things that are happening together so that we all can share and create that destination wide experience for all that come here. It’s not like you can only go to this hotel or this attraction to find that experience. You can go anywhere in the region. 

DT: Is there any particular moment you can  point to that crystallizes why you do this work? 

JP: Our theater does sensory-inclusive performances. The first one I went to I met several families and every single one of them said that they had never had the opportunity to go out together as a family before. I have a good friend who has a son with autism and she has taught me that when her son was young she could never go to a theater or a museum or any kind of art gallery. And now you know those opportunities are available because of the work that we’ve done for those on the autism spectrum. And when I see these families at the theater and the children are all dressed up everyone looks so excited . . .  it’s a beautiful experience and that’s how I know that we are on the right path. I tear up. 

Our Takeaway: Julie Pingston is a standout in our field–a great leader, bridge-builder, and advocate.


INNOVATEAble Recap: Watch the Presentations of the Top Three Products from the Emerging Markets Summit

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Logo: TravelAbility Presents INNOVATEAble

One of the most talked about segments at the Emerging Markets Summit in Savannah last month was InnovateABLE, a Shark-Tank-like competition of accessible products. Here are the presentations of the judges’ top three finishers:

Tied for First: Translate Live’s Instant translator speaks, reads, and writes more than 100 languages, including American Sign Language and Braille: Watch presentation

Tied for First: Color blindness is now covered by the ADA. Enchroma glasses and screen viewers allow color blind people to see true colors: Watch presentation

Third Place: GRIT Freedom Chair: Designed by MIT engineers, the GRIT Freedom Chair is a mix between a manual wheelchair and a mountain bike. Watch presentation

Australia’s Destination Gold Coast Launches Accessible Travel Trade Show, Conference, and Visitor’s Guide

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A man and a woman smiling while working at an exhibit booth promoting Australia's Gold Coast at the recent Summit.

The event welcomed over 120 agents, with some 20 Destination Gold Coast members— including Gold Coast-based accommodation providers, attractions and tour operators—providing an update on new developments and attractions while highlighting accessible tourism. (The article includes a download link to a 150-page guide to accessible travel options throughout the Gold Coast.) Read more. 

Our Takeaway: Nice to see our Summit concept taking hold Down Under!  Change to:  Australia had long been a leader in the accessible travel space and with the launch of this accessibility conference,  Destinations Gold Coasts is taking the lead in educating stakeholders about accessibility in their detonation.and proving them with the tools to serve travelers with disabilities. Special Bonus: There is a free download of their  Accessibility Guide for The Gold Coast which provides an easy to use summary of accommodations, attractions and public parks.

Exploring Sustainable Travel: Insights from Andrew Leary, Director of Sustainable Tourism and Partnerships, Leave No Trace

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Andrew Leary headshot
Andrew Leary

By Jennifer Allen

In a recent interview, Andrew Leary, the Director of Sustainable Tourism and Partnerships, shared valuable insights about the intersection of sustainable travel and the post-pandemic travel landscape. The COVID-19 pandemic brought a fresh perspective to sustainable travel, transforming how we view outdoor spaces, communities, and the travel experience itself. Leary’s views shed light on the evolution of sustainability efforts within the United States and beyond.

During the pandemic, people worldwide embraced the outdoors like never before. Leary acknowledged the widespread increase in outdoor activities, highlighting how individuals from diverse backgrounds found solace and connection in natural settings. This surge in outdoor engagement underscored the importance of responsible recreation and stewardship. Leary noted that while positive impacts were evident, negative effects also took place due to the influx of visitors.

He emphasized the growing trend of destination communities and travel professionals taking on active roles in promoting sustainability and stewardship. This involvement aligns with the broader shift towards a more holistic understanding of sustainability, moving beyond the focus solely on outdoor spaces. Fraser explained that sustainability now encompasses considerations for communities, destinations, and various facets of travel.

Leary encouraged everyone, regardless of their level of involvement, to contribute to sustainability efforts. He emphasized that any effort, no matter how small, contributes positively to the cause. The past five years have witnessed a notable change in the sustainability landscape in the United States. The lens through which sustainability is viewed has expanded to encompass not only outdoor spaces but also the well-being of communities and destinations. Similar to making progress in disability inclusion, the key is to start talking about it, and never stop.

Diverse terms such as ecotourism and regenerative tourism have emerged, signifying different dimensions of sustainable travel. Leary introduced the concept of regenerative tourism, which places the community at the center of its focus. This approach prioritizes the well-being and development of local communities, creating a more inclusive and meaningful travel experience. This shift towards community-centered sustainability is shaping the trajectory of global sustainable tourism, including within the United States.

Leary also shed light on the role of various entities in fostering sustainability on a larger scale. He highlighted the importance of federal agencies, local governments, and organizations like the U.S. Chamber of Commerce and Travel and Tourism Advisory Board. These entities collaborate to promote sustainable practices across the travel industry, envisioning a future where sustainability is not only a consideration but also a core principle.

As the interview with Andrew Leary demonstrates, the pandemic acted as a catalyst for reimagining sustainable travel. It heightened awareness of the interconnectedness between outdoor spaces, communities, and the travel experience. Leary’s insights underscore the importance of a collective effort in embracing sustainability, regardless of one’s level of involvement. With the evolution towards community-centered sustainability and the collaboration of various stakeholders, the travel industry is moving towards a more inclusive, responsible, and regenerative future.

The interview with Andrew Leary provided valuable perspectives on the evolving landscape of sustainable travel. His insights emphasized the significance of responsible recreation, community involvement, and the broader understanding of sustainability. As travel professionals, communities, and destinations unite in their commitment to sustainability, the vision of a barrier-free world where all individuals can partake in meaningful travel experiences becomes more achievable than ever before.

The Problem: Ever increasing need for sustainable travel

The solution:

  • Destination communities and travel professionals are actively promoting sustainability beyond outdoor spaces.
  • Every effort, no matter how small, contributes positively to sustainability, akin to progress in disability inclusion.
  • Regenerative tourism focuses on community well-being, creating an inclusive travel experience.
  • Collaboration between entities like federal agencies and local governments promotes sustainable practices in the travel industry.
  • The pandemic highlighted the interconnectedness of outdoor spaces, communities, and travel experiences.
  • Community-centered sustainability and stakeholder collaboration drive the industry towards inclusivity, responsibility, and regeneration.
  • Andrew Leary’s insights stress responsible recreation, community involvement, and a comprehensive sustainability understanding.
  • Commitment from travel professionals, communities, and destinations brings a barrier-free travel vision closer to reality.

How the Disability Community Found Accessible Journeys 

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Photo of the Summer Issue of Accessible Journeys Magazine with a picture of a woman dresses in an off white jumper over a dark shirt

Readership stats: Spring 2022: 780 readers  Fifth Issue: Spring 2023: 1.7 million readers   Average: 370,000

By Jennifer Allen

In the world of travel, embracing inclusivity and accessibility has become paramount. One trailblazer leading the charge is Debbie Austin, the visionary behind the remarkable digital magazine “Accessible Journeys“, published in partnership with TravelAbility.  From modest beginnings to exponential growth, Debbie brought her audience from 780 readers to 1.7 million in less than a year’s time, and transformed her magazine into a beacon of awareness and advocacy, connecting with the disability community and inspiring change within the travel industry. Debbie shared her experiences at the 2023 Travelability Summit, giving practical advice that can be applied in other areas of the travel industry. Debbie breaks it down into four replicable steps:

1. Work with Disability Voices: Amplifying Stories, Connecting Communities

“The trajectory changed when we bought in guest editors, probably because they were sharing from their own travel perspective. It’s not merely an interview we’re having with them, where we have one article. They’re able to look within their own network of resources, and get other people to share their own experiences based on whatever the theme of that magazine is at that point in time. So that is when things started to change. We had Kay, the Awkward Traveler as the first guest editor. She has an invisible disability. Then, the second was Jenn from Wonders Within Reach, who speaks about family travel. Stuff like that has appealed to more people, and we hope that it continues to appeal to people. So with Wonders Within Reach’s issue, we had over 380,000 readers, then we moved on to the spring issue with Cory Lee, where we had 1.7 million readers.” 

These authentic voices resonate deeply, creating a sense of community and fostering genuine connections, extended from the communities they’ve already built.

2. Host Giveaways: Fostering Engagement and Excitement

Through partnerships with travel companies and hotels, the magazine experienced a surge in readership. 

“We did a giveaway with the accessibleGO travel club which has over 90,000 members. And so we saw numbers increase as a result. The second one was with the Schoolhouse Hotel and also accessibleGO.”

This was another great way for expanding reach and getting the magazine in front of new eyes.

3. Utilize Instagram: Harnessing the Power of Visual Storytelling

In the digital age, social media platforms have emerged as gateways to global audiences. Debbie’s revelation regarding the role of Instagram in her magazine’s growth is striking. “That will be social media 100%,” she asserts. “It was mind-boggling when we realized the amount of readers that we attracted.” Leveraging Instagram’s visual appeal, “Accessible Journeys” draws readers in with captivating imagery and shares stories that resonate deeply. The link in the bio leads readers to relevant articles, creating a seamless transition from eye-catching posts to engaging content. The Instagram page for “Accessible Journeys” was only started in February of this year, but exponential growth can be directly linked to the platform by viewing how many people have accessed the magazine through the link in bio.

4. Use Imagery to Attract Attention: Capturing Hearts Through Curiosity

As much as we say not to judge a book by the cover, it’s clear that readership is still linked to the image on the cover of the magazine. 

“What’s on the cover is the draw. Because with Cory, we were talking about adaptive activities. So we had a lot of curious people wondering, ‘okay, adaptive activities, somebody with a disability. How does that work?’ I think that generated a lot of interest. We have several hundreds of thousands of readers, and we linked that to what’s on the cover.”

Using an image that sparks curiosity will hook the reader.

Conclusion

Debbie’s journey with “Accessible Journeys” underscores the impact of intentional inclusivity on the travel industry. Her strategic approach—leveraging giveaways, collaborating with influencers, utilizing Instagram, and prioritizing captivating imagery—has propelled the magazine from its humble origins to a transformative force for change. 

Debbie admits that she doesn’t care why people read it, as long as they do. “I just want them to read it because it’s raising awareness of disabilities and that’s what is really important to us. Because the more you know, the more you can change your perspective of people with disabilities overall, and that means that we will get closer to a barrier free world, which is what we are all about. You want to make sure that people know, so they can change their mindset, their opinions, and their behaviors, because we really do believe that knowledge is key. We’re all about telling stories and raising disability awareness.” Through these stories, she aspires to motivate individuals to embark on their own journeys, regardless of limitations. “If there’s somebody else doing it, chances are you can do it too,” she emphasizes. As “Accessible Journeys” continues to pave the way for a barrier-free world, the travel industry learns the power of sharing, connecting, and advocating for transformation.

Problem: Reaching the disability community through marketing

Solution: Insights from “Accessible Journeys” success:

  • Amplify Authentic Voices:
    • Guest editors with personal experiences foster engagement.
    • Community connections grow through shared stories.
  • Engage Through Giveaways:
    • Partnerships with travel entities expand reach.
    • Giveaways introduce the magazine to new audiences.
  • Leverage Instagram:
    • Visual storytelling on Instagram attracts readers.
    • Bio link guides seamlessly to magazine content.
  • Curiosity-Driven Imagery:
    • Intriguing cover images pique interest.
    • Images that raise questions hook readers.

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