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Josh Loebner Shares How Accessibility Marketing Has Gone Mainstream

August 2, 2025 by lkarl

Accessibility isn’t a niche – it’s the new standard. At last year’s TravelAbility Summit, Josh Loebner gave a talk on how what was once seen as a compliance checkbox is now a creative frontier. From fast food to fine dining, Super Bowl ads to global travel, accessibility is shaping the way the world connects. 

Clients like Coca-Cola and Ford are proving that inclusive design is central to modern branding. This session dives into why accessibility matters to everyone—and how it’s becoming the gold standard across industries.

Watch the video and dive into the summary below! For more insights like this, join us in Central Oregon for the 2025 TravelAbility Summit from October 13th to October 15th at the Sunriver Resort. Attendees will have the opportunity to learn from industry leaders, meet accessible travel influencers, and stay up to date on new innovations in assistive technology for the travel industry.

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Summary

  • 🎙️ Introduction and Personal Background
    Josh Loebner shares his 20-year journey in advertising, his PhD focus on disability inclusion, and his leadership at VML as the Global Head of Inclusive Design.
    Watch here
  • 🏆 Creative Accessibility in Advertising
    Accessibility is shifting from compliance to creativity. VML’s initiatives, like winning the Grand Prix Lion, illustrate how design can be both imaginative and inclusive.
    Watch here
  • 🌍 VML’s Global Reach and Clients
    VML is a vast global agency with 30,000 employees and notable clients such as Ford, Coca-Cola, and Unilever, all integrating accessibility into diverse brand strategies.
    Watch here
  • 📈 Accessibility Goes Mainstream
    Search trends and public interest in accessibility are on the rise. It’s now seen as relevant to everyone, not just those with disabilities.
    Watch here
  • 🧏 Captioning for All
    Captioning is widely used, even by those without hearing loss, enriching media experiences through creative and nuanced text.
    Watch here
  • 🍔 Accessible Advertising Examples
    Wendy’s global campaigns are cited as inclusive. Accessibility is considered at all touchpoints, including fast food and fine dining experiences.
    Watch here
  • 🚗 Accessibility in Travel and Public Spaces
    The video explores how accessibility is integrated across travel experiences—from airports to local venues—highlighting thoughtful design.
    Watch here
  • 🏪 Retail Accessibility
    Retail giants like Walmart and Target now have accessibility centers and leads, showing industry-wide commitment to inclusion.
    Watch here
  • 📱 Innovative Scenic Audio App
    A powerful example involving a Scenic audio app for blind users uses AI and generative tools to create immersive travel experiences.
    Watch here
  • 🔮 Future of AI and Accessibility
    VML aims to make all ads accessible by 2025 using AI for audio descriptions and captions—blending tech and inclusion.
    Watch here

Insights Based on Numbers

  • 🌐 30,000 Employees at VML: Emphasizes the scale and global capability of the agency.
  • 📊 Rising Google Trends: The year-over-year growth in accessibility-related searches shows societal shifts.

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Filed Under: Accessibility, Emerging Markets Summit 2024, Technology, Tourism, TravelAbility Summit

INNOVATEAble Pitchfest 2025 Results: The Envelope Please…

July 30, 2025 by lkarl

The virtual competition took place last Friday, July 25th, and highlighted impressive pitches from:

  • ADAPTS: A lightweight transfer sling for safer mobility in tight or inaccessible spaces.
  • BoardSafe Docks: Adaptive kayak launches and floating docks that expand waterfront access.
  • Koda: AI-powered live captioning that works on any device, no app required.
  • Lotus: A smart ring that controls devices with a simple point—no Wi-Fi or rewiring needed.
  • RightHear: Audible wayfinding for blind and low vision travelers navigating indoor and outdoor spaces.
  • ScanMeHome: A QR-code ID system that helps quickly reunite loved ones who may wander.
  • Touch2See: 3D Tablets that let blind sports fans follow the action in real time.

The judges praised the caliber of entries and noted just how tough the competition was this year. With so many standout innovations, choosing winners wasn’t easy. In the end, real-time announcements revealed the final rankings:

1st Place (tie): BoardSafe Docks and Lotus
2nd Place:
ScanMeHome
3rd Place:
Koda

People’s Choice Award: Scan Me Home

Special thanks to our judges: Nick Nerbonne of Travel Michigan, Chris Maher of Samaritan Partners, Autumn Saxton-Ross from the National Recreation and Park Association, and Kristine McConnell of Travel Oregon.

Stay tuned for videos and special features highlighting each innovation!

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Filed Under: Blind and Low Vision Travel, Disability Advocates, Disability Awareness, Hearing, Mobility, Neurodiversity, Parks and Public spaces, Technology, TravelAbility Events, Vision

Meet the 2025 INNOVATEAble Finalists: 9 Breakthrough Travel Accessibility Solutions Pitching at ADA 35

July 4, 2025 by lkarl

The world’s only pitch event showcasing innovations, technologies and amenities that make travel easier for people with disabilities.

Dive into 7th Annual InnovateAble 2025, The Shark Tank for Accessible Travel Innovations technologies and amenities to Celebrate ADA 35

Get ready for an inspiring virtual showcase like no other! On July 25, 2024, we’re celebrating the 35th anniversary of the Americans with Disabilities Act (ADA) with a groundbreaking event that’s all about empowering travel for those with disabilities.

I’m thrilled to announce InnovateAble, a unique pitch fest that’s reminiscent of Shark Tank, but with a twist. It’s dedicated to showcasing assistive technology, services and innovations that promise to revolutionize travel for people with disabilities and seniors.”

Jake Steinman, Founder of TravelAbility.

Event Details:

  • Date: July 25, 2025
  • Time: 10:00 AM to 11:30 PM Pacific Time on Zoom
  • Format: Quick-fire 3-minute pitches with a 7-minute Q&A
  • Location: Zoom – Open to registered attendees of the 2025 TravelAbility Summit.
Register Today
Learn More

This event is not just a competition: it’s a beacon of innovation, organized by the forward-thinkers at TravelAbility. The TravelAbility team spent hours researching over 45 companies/products and after an exhaustive process selected 9 finalists to present to our panel of judges. We’re proud to share that past participants have raised a staggering $563.4 million in funding, proving that these innovations are not just visionary but also viable.

2025 Line-Up Includes:

Mobility

Rio Mobility designs lightweight manual and power attachments that can effortlessly convert most standard wheelchairs into power wheelchairs capable opening off-road as well as on-road experiences.

ADAPTS is a portable transfer sling designed for safe, manual wheelchair transfers in inaccessible places such as airplanes, hotels, or stairwells.

BoardSafe Docks is the leading designer and manufacturer of premium aluminum floating docks and adaptive launch systems.

Effortless Lifts, an innovative boat mobility system specifically designed to facilitate access to water-based activities for individuals with mobility impairments.

Deafness/Hard of Hearing

Koda is a powerful, device-agnostic live captioning platform that uses AI and data to boost accessibility, engagement, and retention at events—no downloads required.

Blind and Low Vision

Tourch2See provides tablets allowing blind and visually impaired community to attend live sporting game.

RightHear is an audible wayfinding system that helps enhance accessibility, by enabling visitors to navigate indoor and outdoor spaces more independently.

Neurodiversity

Scan Me Home is a simple ID system using QR codes—on an app or iron-on patch—to help quickly reunite lost loved ones who may have eloped with their families.

Lotus is a wearable ring that lets people with limited mobility control home devices by simply pointing—no apps, rewiring, or Wi-Fi required, and it’s travel-friendly too.

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Filed Under: Accessibility, Adaptive Sports, Blind and Low Vision Travel, Disability Advocates, Disability Awareness, Family Travel, Mobility, Neurodiversity, Technology, TravelAbility Summit, Vision

Wanderlust and AdvenChair Scale Mountains Together 

June 6, 2025 by lkarl

A collaboration between two outdoor industry pioneers that launched in 2024 yielded a prestigious award last week, even as they were building on the foundation of their teamwork this year.  

Thanks to a grant from Visit Central Oregon’s Future Fund, AdvenChair, an innovative leader in all-terrain wheelchairs, and Wanderlust Tours, Central Oregon’s trailblazer in naturalist-guided adventures, combined to offer a successful series of “AdvenTours” last year.

AdvenTours gave people of all ages with mobility challenges the chance to experience some of Oregon’s most inspiring natural places matching AdvenChair’s unmatched durability, safety, and comfort with Wanderlust’s unique style of education, interpretation, and environmental appreciation. 

At the 2025 Oregon Governor’s Conference on Tourism held at the Portland Convention Center last week, AdvenChair and Wanderlust Tours were honored with the Partnership Award, which recognizes that leveraging traditional and non-traditional partnerships enables organizations and businesses to maximize their budgets, employee capacity, and skill sets to create an increase in efficiencies and a higher-level of aligned outcome. 

According to an announcement from the Oregon Tourism Commission (dba Travel Oregon):

“Wanderlust Tours and AdvenChair won the Oregon Partnership Award for their innovative collaboration to enhance accessibility to Central Oregon’s outdoor experiences for individuals with mobility challenges. By combining Wanderlust Tours’ expertise in guided outdoor adventures with AdvenChair’s all-terrain adaptive wheelchairs, the partnership has created inclusive, immersive tours that allow individuals with mobility issues to explore iconic locations such as Smith Rock State Park and Lava Lands National Monument. This initiative, supported by tourism grants, not only promotes Central Oregon as an accessible, inclusive destination and improves visitor experiences, but also fosters community engagement and exemplifies how creative collaborations can drive positive change.”

Courtney Braun, Owner of Wanderlust Tours, was naturally excited and honored to receive the Partnership Award.

“What started as a great partnership idea from Geoff Babb [AdvenChair’s Chairman] has blossomed into something big and meaningful,” said Braun. “We’re proud to be seen by the tourism community for making the outdoors accessible in Central Oregon. It means that there is great support and momentum for ensuring that all those who desire to adventure are able to do so, regardless of their age or ability.”

AdvenTours begin where the pavement ends.

For Lincoln Foreman, a geologist and stroke survivor, and frequent AdvenTour participant, the appeal of the AdvenChair/Wanderlust partnership is threefold. Not only does the AdvenChair enable him to access the trails of places like Smith Rock State Park where he can actually touch the volcanic tuff, it allows him to enjoy the experience with his wife Cathy and interact with other individuals who share his love for natural sciences, as well as to learn about local history, geology and culture from Wanderlust’s engaging guides. 

“Being able to access nature beyond the pavement – actually way past the pavement – together is something we’ve never been able to do since Lincoln’s stroke 15 years ago,” said Cathy Foreman. “So having these opportunities is really important to both of us.”

Get close to nature, as well as friends and family.

In addition to the pre-arranged AdvenTours, AdvenChair is also available to Wanderlust for special custom tours with advanced reservations. Last year, AdvenTour guests ranged from a six-year-old girl with Down’s Syndrome visiting Crater Lake National Park for the first time to a grandfather who got to explore Smith Rock State Park with more than three dozen family members.

AdvenChair’s Geoff Babb was equally delighted with the growing relationship with Wanderlust Tours and for the recognition they’ve received.

“I’ve witnessed the smiles from so many people who wouldn’t be out in the wilderness without the AdvenChair,” said Babb. “Whether it’s a family with a child who is disabled or a grandparent who can be with their grandkids on their favorite trail as they pass the love of the outdoors on to future generations, it’s very heartwarming to see. We are just so grateful to collaborate with a group like Wanderlust Tours who love the outdoors as much as we do and know how to share it.”

About AdvenChair:

AdvenChair is an all-terrain wheelchair designed for people with mobility challenges who want to venture off the beaten path and experience the grandeur of the wilderness. It is the brainchild of Geoff Babb, a fire ecologist and avid outdoorsman from Bend, Oregon, who loved to ski, mountain bike and backpack with his wife and twin boys until a near-fatal brain stem stroke on November 10, 2005 forced him to use a wheelchair.  

While the stroke forever changed his ability to move, Babb soon discovered that the biggest obstacle to experiencing a simple outing on local trails with his family again was not so much his body, but the frailties of common wheelchairs. Rather than lobbying for wheelchair-accessible wilderness trails, Babb chose to develop a wheelchair capable of adapting to the trails, and the AdvenChair was born.

On November 10, 2017, exactly 12 years to the day after his stroke, Babb survived a second brain stem stroke, which was a major setback. Yet it made him more determined than ever to share his all-terrain chair with other people dealing with permanent or temporary limited mobility. While developing the first AdvenChair, Babb also launched The Onward Project, LLC, to inspire, encourage and enable outdoor adventures for people of all abilities.

To learn more about AdvenChair and follow its journeys on social media, visit advenchair.com.

About Wanderlust Tours:

Since 1993, Wanderlust Tours has welcomed guests to vibrantly share the natural and cultural history of Oregon in order to instill appreciation and protection of the environment. We hold great respect for the natural surroundings of our beautiful central Oregon landscape and hope to introduce people to these delicate ecosystems while maintaining a low impact on the environment. Wanderlust Tours is made up of people who are passionate about the intricacies of nature. We thrive on sharing our knowledge and passion for the natural world with those who join our tours!

We are so excited to be partnering with AdvenChair and to help those with mobility challenges get into the outdoors and explore beautiful areas that initially may not seem accessible. With the AdvenChair off-road wheelchair, we can empower every member of our community in their quest for adventure!

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Filed Under: Accessibility, Accessibility Awards, Autism, Family Travel, Mobility, Neurodiversity, Parks and Public spaces, Technology, Transportation

TravelAbility – Now Streaming!

June 6, 2025 by lkarl

DMOs and disability travel content creators now have a powerful new way to share their accessibility stories—on television. TravelAbility has teamed up with Gray Digital Media to launch The TravelAbility Channel, a first-of-its-kind streaming channel dedicated to accessible travel content, available for free on the hyperlocal OTT platform, Zeam.

This new channel will give destinations the chance to showcase the accessibility content they’re already creating—everything from inclusive attraction highlights to adaptive outdoor adventures. By leveraging Gray’s distribution network of 180 TV stations and Zeam’s rapidly growing platform, tourism boards can now amplify their efforts to a national audience that includes travelers with disabilities, their families, and caregivers.

“The beauty of this new channel is that it gives destinations a free, ready-made platform to showcase inclusion—content they may already have sitting on a hard drive or YouTube channel. Now, they can bring it to life in living rooms across the country.”

Jake Steinman, founder of TravelAbility

Check out the announcement on EINPresswire for full details!

For destinations looking to reach more travelers through storytelling—and for creators ready to bring accessible travel to the mainstream—this new channel may be the biggest opportunity yet.

To learn more or inquire about featuring your content, contact Amy Jukes at amy@amvarra.com.

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Filed Under: Accessibility, Disability Awareness, Technology, Travel

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