By Kristy Durso 

In business, we measure everything. Conversion rates. Guest satisfaction. Revenue per square foot. Occupancy levels. Marketing ROI.

Yet when it comes to accessibility, many organizations still treat it as a one-time expense—something to be “checked off” the list—rather than an ongoing initiative worth tracking and optimizing.

But here’s the question: How can a business or destination truly understand the impact of accessibility if they aren’t charting it?

We track everything else. Why not this?

Accessibility Looks Expensive on the Surface

Installing ramps, adding accessible bathrooms, offering staff training—these all come with line-item costs. And too often, leadership stops the conversation there.

But expenses are only one side of the equation. What about the impact?

1. How many new guests or clients are we reaching because our spaces are inclusive?
2. How much longer do visitors stay—and how much more do they spend—when they feel welcome?
3. How much brand equity and goodwill do we gain by being seen as leaders in accessibility?
4. How much risk and liability do we avoid by doing this work proactively rather than reactively?

These are measurable outcomes. And they belong on the same dashboards as revenue growth and customer satisfaction.

Charting Accessibility as ROI, Not Just Compliance

 Benchmarks can look different depending on the business or destination:

1. Hospitality: Track bookings tied to accessibility features (rooms, event spaces, dining accommodations).
2. Destinations: Measure visitor diversity, length of stay, and spending among travelers with disabilities and their families.
3. Events & Venues: Monitor attendance, repeat bookings, and sponsorship interest connected to accessible practices.
4. Workplaces: Record recruitment, retention, and employee satisfaction for disabled and neurodivergent team members.

When you start tracking these numbers, you begin to see accessibility not as a cost center—but as an opportunity.

The Real Bottom Line

Accessibility without measurement risks becoming a symbolic gesture. But when we chart benchmarks, set measurable goals, and analyze outcomes, we shift accessibility into the realm of strategy.

And that’s where it belongs.

Because accessibility isn’t charity—it’s business intelligence. It’s culture-shaping. And it’s the clearest way to build a future where everyone has a seat at the table.

1. Integrate Accessibility Into Existing Dashboards

Don’t reinvent the wheel. If you already have KPIs for revenue, guest satisfaction, or occupancy, add accessibility KPIs to the same reporting tools. Examples:

• Add “Accessible bookings” as a category in your PMS or CRM.
• Include “Accessibility satisfaction” as a filter in guest surveys.
• Track accessibility-related service requests the same way you track loyalty program use. 

2. Tag Accessibility in Customer Data

Simple changes in booking or intake processes make data measurable:

• Checkbox for accessibility accommodations requested.
• Optional self-identification fields (“Do you or anyone in your party use accessible features?”).
• Notes in CRM tied to service delivery (e.g., “ASL interpreter requested” → linked to event satisfaction).

This creates datasets that can be tracked longitudinally.

3. Assign a Dollar Value to Accessibility

Costs are easy to measure. What’s harder—but more persuasive—is quantifying the return:

Calculate incremental revenue tied to accessible bookings.

• Track repeat business from guests with accessibility needs.
• Measure group impact: one accessible traveler often brings 3–6 companions.

 When you map these against the initial investment, you shift the conversation from cost to ROI.

4. Pilot, Track, Expand

Start small:

• Pick one initiative (e.g., training staff on neurodivergent travelers).
• Track satisfaction and revenue data before and after training.
• Use that case study to justify scaling initiatives.

This incremental approach makes accessibility progress visible and manageable.

 5. Annual Accessibility Impact Report

 Destinations and businesses should publish the same way they do for sustainability or DEI: 

• Accessibility investments (costs)
• Measurable outcomes (usage, revenue, satisfaction)
• Year-over-year improvement

This transparency builds trust and positions you as a leader.

Why It Works

Through building accessibility into existing systems and applying the same rigor we apply to finance, marketing, and HR, we move the conversation from “it’s too expensive” to “we can’t afford not to.”