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.
Travel Industry People
Observations from Abilities Expo Los Angeles and Destination International’s CEO Summit
From Jake Steinman
Last week, I attended the CEO Summit in Savannah, where I had the opportunity to engage with over 25 CEOs from various destinations. The event offered a valuable pulse check on the industry, revealing a mix of uncertainty, strategic shifts, and a growing focus on accessibility. Here are some key observations and insights.
Navigating Uncertainty: The Mood Among Industry Leaders
A prevailing sentiment was that “kindness has gone out of style”
The general atmosphere among attendees was one of confusion and uncertainty. Vendors voiced concerns that large-scale projects might be put on hold or canceled altogether, reflecting a cautious approach to future investments. A prevailing sentiment was that “kindness has gone out of style,” a troubling notion in an industry where hospitality and empathy are core values.
Adding to the uncertainty, the CEO of Panama City Beach shared a revealing anecdote. Florida Governor Ron DeSantis, whom he previously worked for, informed him that his destination marketing organization (DMO) would be the first to undergo an audit under the newly introduced mini-DOGE initiative. This heightened sense of scrutiny is contributing to industry-wide apprehension.
The Evolution of DEI: Going Undercover
Diversity initiatives are facing new challenges in the current political climate. At a breakfast discussion on the future of “Tourism Diversity Matters,” it became clear that organizations are adapting to maintain these efforts, sometimes discreetly. Several attendees noted that their DEI staff had been reassigned to other departments while continuing their work under a different guise—essentially going undercover.
A proposal was made to rename “Tourism Diversity Matters” to simply “Tourism Matters.” The suggested rebranding aimed to ensure the initiative’s longevity while advancing its mission in a more politically palatable manner. Several Black audience members supported this shift as a strategic move to preserve and expand the program’s impact.
Accessibility Gains Momentum at Conferences
Accessibility was a standout topic at the DI’s CEO Summit, gaining traction as a non-partisan, forward-thinking initiative. Wheel the World delivered a compelling presentation that resonated with many CEOs, reinforcing that accessibility is not just an ethical responsibility but a strategic imperative for future-proofing destinations. One particularly insightful takeaway came from Alvaro Silberstein, founder of Wheel the World, was that he chose UC Berkeley for his MBA over other options largely due to the city’s strong history of accessibility. (Similarly, Sophie Morgan—wheelchair user, BBC news anchor, and Conde Nast Traveler’s accessibility editor—moderated a panel I participated in at Visit California’s Marketing Outlook Forum in LA. After a month-long coast-to-coast tour of America, she decided to relocate to the U.S., finding accessibility here, while imperfect, it was consistently superior to anything she had experienced in the UK.)
Meanwhile, Don Welsh, CEO Destinations International, underscored DI’s commitment to accessibility in his closing remarks, highlighting strengthened partnerships with TravelAbility and Wheel the World. The momentum in this space is clear, with destinations increasingly recognizing the economic and reputational benefits of inclusive travel. Also, at the Oregon Governor’s conference on Tourism held last month in Portland, three out of the 10 sessions focused on accessibility.
Risk Mitigation and Training: A New Approach
Conversations at the Abilities Expo further reinforced the need for improved accessibility training. In discussions with two ADA plaintiff attorneys, I proposed adding a scenario-based section to the newsletter and conference, tentatively titled “Would You Sue Over This?” or, as another community member suggested, “To Sue or Not to Sue.”
One attorney noted that in 95% of cases, lawsuits could have been avoided if businesses had simply treated their customers with dignity and respect. Incorporating accessibility training into regional Master Class workshops could serve as both a compliance measure and a safeguard against litigation, making it a win-win for the industry.
Looking Ahead: ADA35 as a Unifying Initiative
As we approach 2025, which marks the 35th anniversary of the ADA, we have a unique opportunity to elevate accessibility initiatives on a larger scale. My plan is to roll up several key efforts—the Playbook, the InnovateAble Showcase, research collaborations with Longwoods and USAE News, Regional Masterclass Workshops, and the 7th Annual TravelAbility Summit—into a year-long ADA35 celebration.
If industry leaders see themselves as contributors to a long-term foundation rather than just attendees of isolated events, the momentum behind accessibility will continue to grow.
Accessibility remains a strong, future-focused initiative that destinations are willing to champion.
The CEO Summit made one thing clear: while uncertainty looms over various aspects of the industry, accessibility remains a strong, future-focused initiative that destinations are willing to champion. With ADA35 on the horizon, we have a compelling narrative to drive meaningful progress forward.
North Alabama’s Accessibility Champion: Tami Reist
By Jennifer Allen
I completed this interview with Tami via email before heading to North Alabama to be a part of a launch project showcasing accessibility across North Alabama. I couldn’t help but think about the truth behind her words as we were exposed to her initiatives in real life. Tami puts a lot of emphasis on the power of working together, and we were able to witness that power everywhere we went. Her passion has clearly spread to her team and to the North Alabama partners. From the breakfast lady at the hotel, to the camera crew, to the partner destination marketing teams – everyone was excited about the progress North Alabama is making. Reist is making waves, and those working with her are excited to do what they can to be a part of it.
A Personal Journey to Advocacy
Reist’s passion for accessibility started at home. “My father’s experience navigating life after losing both legs to diabetes gave me a firsthand insight into the challenges faced by those with mobility limitations,” she shares. “Although he passed away shortly after the amputations, I felt it was my duty to start the process.”
Her commitment only deepened as she saw the growing need for accessible travel options. “My mother has early dementia, and along with other baby boomers, we’re seeing more people who want to travel but face barriers. That was part of my motivation for getting involved in making North Alabama a friendly, accessible region.”
Breaking Barriers and Building Connections
Transforming accessibility across 16 counties hasn’t been without challenges, but Reist has taken a community-driven approach. “We are currently working with over 150 of our tourism partners that are also interested in this mission,” she says.
One of the major strides in this effort has been a partnership with Wheel the World to collect accurate accessibility measurements for hotels and attractions. “We’re also getting Huntsville International Airport onboard and building out a website to share places where travelers can find accessible transportation and other services.”
Another initiative that stands out is the ALL-A-BAMA program, which provides sensory training for tourism partners. “We’re training them on sensory initiatives and equipping them with ALL-A-BAMA backpacks filled with weighted blankets, headsets, and other items to help travelers.”
Reist has also brought storytelling into the mix. “We’ve hired Leslie Walker, a Creative Tourism Consultant, who has gathered ten influencers from all facets of accessibility to come to our area. We’re filming and creating itineraries that will go on our website to showcase things to do for our accessible travelers.”
Inspired by Those Who Came Before
Reist finds inspiration in the words of Helen Keller: “Alone we can do so little, together we can do so much.”
North Alabama holds a special connection to Keller, who was born in Tuscumbia. “For the past fifteen years, the Ivy Green Museum has hosted Camp Courage. Alabama Mountain Lakes has been a sponsor of the final dinner for the camp,” Reist explains.
“When you see these children, what they are unable to see, and yet the impact the camp is making on their lives—it’s absolutely amazing. We use students from UNA to be the Annie Sullivans to the participants. Seeing the tears of joy from these future special education teachers and the impact they’ve had in just one week is incredibly moving.”
To support these efforts, Reist’s team has established a $1,500 scholarship for educators who go the extra mile in working with students at Camp Courage.
Looking Ahead: 2025 and Beyond
Reist and her team are already making plans for the future. “We have developed an accessibility training program for our tourism partners to help them understand travelers’ needs and how to create a more accessible experience.”
Excitingly, Reist’s work will be featured in an upcoming documentary as part of the ‘Travels with Darley’ series on PBS. “She’s doing a documentary on our North Alabama journey to building out this Friendly Accessible plan. It will air in January 2026 as part of her semi-quincentennial series.”
Looking five years ahead, Reist envisions even bigger changes. “I want to see more emphasis put on building designs that encompass ALL accessible travelers. I’d love to see attractions that are fully accessible and a hotel that is 100% accessible.”
She also hopes more people will join the movement. “I want to see more organizations get involved with TravelAbility.”
Advice for Creating Lasting Change
For those looking to make progress in accessibility, Reist has clear advice: “Look to those currently working in this area. Get involved with TravelAbility. Make sure to bring your accessible community partners to the table.”
She emphasizes the importance of listening. “Allow those who have accessibility needs to share their travel obstacles with you. Reach out to your state and those already working on accessible issues. Create a board to help guide you and remember the overall outcome.”
And above all, she reminds us to embrace the power of collaboration. “Always remember, ‘Alone we can do so little, together we can do so much.’”
How do Hotel Owners and Senior Leaders Really Feel about Accessibility?
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.
TravelAbility Taps Former BrandUSA CMO, Staci Mellman as Strategic Advisor to Advisory Board
TravelAbility, a leading organization dedicated to enhancing travel experiences for individuals with disabilities, is proud to announce the appointment of Staci Mellman as a strategic advisor and Advisory Board member focusing on expanding the organization’s reach across the USA and enhancing its brand visibility among destination marketing organizations (DMOs) and travel professionals.
With an impressive career spanning nearly two decades, Staci previously served as Chief Marketing Officer at both Brand USA and VISIT FLORIDA, where she led groundbreaking initiatives to make travel marketing more inclusive, authentic, and accessible. She spearheaded efforts to expand accessibility across Florida, creating inclusive content series and advertising campaigns—one of which was recognized by AdWeek as a Top 10 Accessible Brand Campaign of 2020.
Key Areas of Staci Mellman’s Focus:
- Raising Awareness: Increasing TravelAbility’s recognition among DMOs, travel brands, and industry leaders.
- Industry Education: Providing resources and best practices to help destinations attract and serve travelers of all abilities.
- Advancing Inclusive Marketing: Helping travel brands communicate accessibility efforts in an authentic, engaging, and impactful way.
“I have always believed that travel is a fundamental experience that should be accessible to everyone, regardless of ability,” said Mellman. “By working with TravelAbility, I hope to help travel brands and destinations create more inclusive experiences that connect with and serve travelers of all abilities. Travel is not just about seeing new places—it’s about feeling welcome, represented, and empowered to explore the world.”
Strengthening the Future of Accessible Travel
TravelAbility remains dedicated to bridging the gap between the travel industry and the disability community. With the appointment of Staci Mellman, the organization is poised to make even greater strides in creating a more inclusive, accessible future for travelers everywhere.
“Staci is genuinely one of the most inspiring and creative individuals I’ve had the pleasure of working with over the past six years. Her passion for data was matched only by her commitment to positive activism. As the leader of Visit Florida, she spearheaded numerous campaigns that highlight the diverse experiences of individuals with disabilities and her goal was clear: she wanted to make Florida the most accessible state in the country. We’re honored to have her as part of our advisory board.”
Jake Steinman, Founder, TravelAbilityFor more information on TravelAbility’s initiatives, visit https://travelability.net/
You must be logged in to post a comment.