TravelAbility Insider

The Intersection of Travel and Disability

TravelAbility Summit

From TravelAbility Summit 7.0: The Future of Accessible Destination Marketing

by Leave a Comment

One off accessibility campaigns aren’t cutting it. So what do destinations need to do to create welcome, get the word out, and boost ROI? In this session from last year’s TravelAbility Summit, Jennifer Casey, Director of Strategic Partnerships for Gray Destination Marketing outlines how destination marketers can move beyond one-off accessibility spotlights to fully integrating accessibility across their entire media and measurement ecosystem. 

The focus shifts from awareness via creators to discoverability, structured data, and mid-funnel orchestration—so accessible stories are machine-readable, findable, and attributable to visitation and spend. 

Key Insights 

● Integration beats isolation: Accessibility performs best when it’s woven into core storytelling (TV, streaming, YouTube, blogs, paid social) rather than siloed as special content. 

● Make it discoverable: AI, voice, and search can’t rank what they can’t read—destinations need structured accessibility data, proper tagging, and on-site filters (e.g., “roll-in shower,” “service dog welcome”). 

● Mid-funnel matters: Repurpose influencer content into mid-funnel formats (CTV, programmatic video, social ads) to nurture from inspiration to planning. 

● Measure what matters: Use location-based visitation and spending data to connect inclusive storytelling to real-world outcomes (visits, distance traveled, trip spend).

● Contextual inclusion works: Featuring accessible experiences alongside food, music, and culture normalizes inclusion and improves campaign performance (example: Visit Florida approach). 

● Always-on exposure loop: Travelers loop through exploration/evaluation; staying present with layered media keeps accessibility top-of-mind until purchase. 

Integration beats isolation: Accessibility performs best when it’s woven into core storytelling (TV, streaming, YouTube, blogs, paid social) rather than siloed as special content.

Actionable Takeaways 

● Audit SEO & IA: Ensure accessibility pages and listings use machine-readable fields and schema; add on-site filters for specific features (not just “accessible”). 

● Build a content supply chain: Systematically repurpose creator assets into reels, :15/:30 CTV spots, pre-roll, stories, blog posts, and email. 

● Tag everything: Standardize metadata/UTM conventions for accessibility content to enable mid-funnel and ROI analysis. 

● Adopt programmatic layering: Pair contextual and audience targeting to surround likely travelers through the full journey. 

● Report impact: Incorporate visitation and spend lift into dashboards to prove inclusive marketing’s economic value. 

● Positioning shift: Treat accessibility as a through-line in brand storytelling—not a campaign add-on.

Notable Quotes 

● “Google and AI travel tools can’t rank what they can’t read.” 

● “Don’t make accessibility an add-on; make it a through line.” 

● “The destinations that win are the ones that make every traveler feel welcomed before they arrive.”

Earn Your Accessibility Leader Certification at TravelAbility Summit Tampa

by Leave a Comment

Last year, we introduced the Cultivating Accessibility Leaders Masterclass at the TravelAbility Summit for the first time. Led by VisitAble and Canucks Autism Network, the two-hour session focused on four of the most common disabilities, with attendees leaving with an Accessible Leader Masterclass certificate.

“In just 2½ days, you’ll walk away with everything we’ve learned about accessible travel over the past eight years.”

– Jake Steinman, TravelAbility Founder and CEO

This year, we’re expanding the Accessible Leader certificate to officially recognize what we see every year: people who come to the Summit go back to their communities and begin leading accessibility initiatives within their own organizations. Now, every Summit attendee will receive a certificate at the end of the Summit recognizing their readiness to build accessibility into the work their organization is already doing. 

USAE News recently featured the expansion of the Accessible Leader certificate and what it means for this year’s Summit.

↪Read the full release here

“In just 2½ days, you’ll walk away with everything we’ve learned about accessible travel over the past eight years.” – Jake Steinman, TravelAbility Founder and CEO

TravelAbility Tampa 2026 Summit graphic featuring friends, one a wheelchair user, gathered around a waterfront table, with event dates November 9 to 11 in Tampa, Florida.

Join us November 9–11 in Tampa for the 2026 TravelAbility Summit and leave with the tools, knowledge, and connections to lead accessibility within your organization. 

 ↪Register for the summit 

New at the TravelAbility Summit: The Grant Lab

by

TravelAbility Tampa 2026 event graphic, "The Power of Accessible Travel," 8th Annual TravelAbility Summit, November 9–11, 2026, Hilton Tampa Downtown, over an aerial photo of the Tampa skyline at sunset with the Hillsborough River and bridges in the foreground.

Finding funding for accessibility work can be one of the biggest hurdles to turning a good idea into a real project. That’s why we’re bringing The Grant Lab to the 2026 TravelAbility Summit in Tampa.

As we’ve been building this year’s program, we’ve been looking for ways to give attendees practical tools, new connections, and ideas they can actually put to work.

The Grant Lab is designed to do exactly that.

This full-day breakout session will bring together grant funders, experienced grant writers, economic development officials, AI experts, and past grant recipients to help attendees navigate the funding process, from finding the right opportunities to writing stronger applications and managing funds once they’re awarded.

“Between 10-25% of grant funding is left unclaimed every single year simply because destinations don’t know where to look or how to apply. The Grant Lab gives destination leaders a real, actionable roadmap — from finding the right grants to writing winning applications to managing funds once they’re awarded.”

Jake Steinman, Founder, TravelAbility.

A Full Day of Expert-Led Learning

The Grant Lab’s “Grant Seeking 101” curriculum brings together nationally recognized funders, writers, economic development officials, and past grant recipients for a day of practical, hands-on learning, including:

  • Meet the Grant Whisperer: Bevon Joseph, Founder and CEO of Grantlogic AI, opens the day with insights from 12 years as a grant funder and applicant, exploring how AI-driven platforms are transforming grant discovery and matching DMOs with the right funding, writers, and consultants.
  • Meet the Grant-Writing Maven: Fundamentals for Tourism & Higher Education: National grant consultant Cheryl Dettrick, who has secured funding for UCF Rosen College of Hospitality Management and major tourism initiatives, shares proven strategies for crafting winning proposals.
  • Meet the Grant Winners: A panel of past grant winners walks attendees through the full journey of securing, managing, and maximizing funding for accessible tourism projects.
  • Meet the Grant Gate Keepers: A Fireside Chat with Local Economic Development Leaders: Regional officials discuss the viability of accessibility grants for local destinations and the untapped funding opportunities many communities are missing.
  • AI in Action: A look at how artificial intelligence tools are streamlining grant search, administration, and reporting.
  • Rotating Roundtables with Experts: Intimate, small-group sessions give attendees direct access to grant experts and experienced recipients before lunch.

Who Should Attend?

The Grant Lab is designed for destination marketing organizations, convention and visitors bureaus, economic development officials, tourism businesses, and any organization seeking to fund accessibility assessments, accessibility upgrades, or inclusive marketing initiatives.

Whether you’re just beginning to explore accessibility as a competitive edge or looking to take an existing strategy further, the goal is the same: help you find the funding and know-how to move your ideas forward.

Why Funding Accessibility Matters

Accessibility is not a niche concern. It is a rapidly growing economic imperative.

By 2030, 284 million Americans will be impacted by a disability. Destinations that invest in accessibility open their doors to a broader, more loyal visitor base while strengthening their communities for residents with disabilities and aging populations alike.

The Grant Lab equips attendees with the tools to turn that opportunity into funded, actionable projects, ensuring destinations of every size — from major metros to small regional communities — can compete for available funding.

And The Grant Lab is just one part of what we’re bringing to the 2026 TravelAbility Summit, November 9–11 at the Hilton Tampa Downtown.

We’ll be bringing together destination leaders, travel companies, accessibility professionals, creators, and advocates for three days of connection, fresh ideas, and practical strategies for making travel more accessible.

Ready to join us in Tampa?

Register for the 2026 TravelAbility Summit

From TravelAbility Summit 7.0: Preparing for the Silver Tsunami of Aging Travelers

by

The 2025 TravelAbility Summit dove right into the heart of the issue of Vision 2030: future proofing destinations by preparing for the aging traveler. A team of AARP experts, including Patty David, Lona Choi-Allum, Cassandra Burton, Elaine Friesen-Strang, Helena Kesch, and Laura Skufca presented research and insights for moving forward.

“We are aging quickly. This isn’t a trend that will change—it’s our future.”

Elaine Friesen-Strang
TravelAbility Tampa 2026 Summit graphic featuring friends, one a wheelchair user, gathered around a waterfront table, with event dates November 9 to 11 in Tampa, Florida.

The conversation will dive deeper this fall

Join us November 9–11, 2026, in Tampa, Florida, for the 2026 TravelAbility Summit. It’s where destinations, venues, and travel brands come together to advance accessibility in a practical, business-smart way. Over two days of case studies, workshops, and peer learning, industry leaders share proven strategies that improve the travel experience for people with disabilities—and, by extension, for families, multigenerational groups, and travelers with temporary or situational limitations. Meet the advisors, suppliers, and destination teams leading the way, and leave with a roadmap you can put to work immediately.

Register Today

Three women smile at an AARP-branded conference table displaying travel giveaways, a globe, and welcome signage for the "Wanderlust Adventure" activity at the TravelAbility Summit.

Session Overview

This AARP-led session explored how destinations and organizations can better serve aging travelers and adults with disabilities. Using data from AARP’s 2025 Travel Trends Study, the discussion blended research insights with lived experiences, highlighting that as travelers age, they remain active, adventurous, and eager to explore—yet continue to face barriers in access, information, and design.

Key Insights

  • Older adults are traveling more: 70% of adults 50+ expect to travel in 2025; international travel interest is up to 45%.
  • Top barriers: Cost, health concerns, and accessibility limitations remain primary challenges.
  • Health benefits: 95% say travel improves mental health; 85% cite physical health benefits.
  • Accessibility needs: 1 in 6 travelers 50+ require accommodations; mobility is the most common.
  • Design evolution: Oregon State Parks integrates universal design—including single-user restrooms, adult changing tables, and accessible cabins—to welcome all visitors.
  • Hidden disabilities: Many older travelers experience access needs but do not identify as having a disability.
    Information gaps: Accurate, human-centered communication remains key—technology can assist but should not replace personal service.

Actionable Takeaways

  • Invest in universal design: Build restrooms, trails, and facilities for users of all ages and abilities.
  • Prioritize clear communication: Offer accessible, human-assisted check-in and print options alongside digital tools.
  • Train frontline staff: Focus on empathy, patience, and awareness of visible and invisible disabilities.
  • Promote partnerships: DMOs, parks, and community organizations should collaborate to expand access and outreach.
  • Plan for aging demographics: By 2030, older travelers will outnumber younger ones in many states—plan experiences with them in mind.

Notable Quotes

  • “We are aging quickly. This isn’t a trend that will change—it’s our future.” — Elaine Friesen-Strang
  • “Accessibility isn’t one-size-fits-all. Universal design means meeting people where they are.” — Helena Kesch
  • “Even though cost and health are barriers, older adults will keep traveling—to airports, destinations, and beyond.” — Lorna Choi-Allum
  • “Don’t rush to over-tech things. The human connection is what we need.” — Elaine Friesen-Stran

How a Safari Clarified the TravelAbility Vision

by

By Jake Steinman

Jake Steinman and his safari group smiling for a selfie at sunset, with a golden sky and dry savanna landscape behind them.

Stepping into the African savannah for a recent safari to celebrate my birthday, I expected breathtaking landscapes and incredible wildlife. What I didn’t anticipate was returning with profound clarity regarding our mission and the future of accessible travel.

Observing the natural world offers powerful lessons in survival, growth, and connection. Here are the core insights from the wild that are directly shaping our path forward.

The Power of the Pack

During the trip, I observed over 20 different species in their natural habitats. Despite their vast differences, one common thread was this: they all operated within clustered, tight-knit groups. Whether it was a herd banding together to protect their vulnerable young from predators, or a Pride operating as a synchronized team in pursuit of prey, community was their ultimate mechanism for success.

In the wild, isolation is a vulnerability. Progress relies entirely on the strength, coordination and collaboration of the collective.

Cultivating an Accessibility Ecosystem

A Cape buffalo standing partially hidden in dense green bushes, its large curved horns visible above a dirt clearing.

This natural dynamic perfectly reflects the fundamental purpose of TravelAbility. We are actively building and expanding a robust accessibility ecosystem around destination organizations.

The epiphany that I had was that our purpose is to build a community of DMO “A11Ys”—accessibility advocates and leaders who are committed to scaling accessible travel. 

Just as a herd works together to navigate survival, our network functions to overcome industry barriers and advance accessibility with a ripple effect of A11Ys that begins with the destination and scales through hotels, attractions, restaurants and tour companies. 

My definition of an “A11Y” has broadened. It now includes anyone who attends an accessibility breakout session at a conference, responds to a survey, signs up for a webinar, or—most effectively—adds an accessibility page to their website. In other words, an A11Y is anyone who has shown an interest in learning more.

TravelAbility Tampa: Our Watering Hole

TravelAbility Tampa 2026 Summit graphic featuring friends, one a wheelchair user, gathered around a waterfront table, with event dates November 9 to 11 in Tampa, Florida.

Every functioning ecosystem requires a central gathering place—a “watering hole” where different groups converge to share resources, expand networks and learn from not only experts but also from each other.

For our community, the upcoming TravelAbility Summit Tampa is that essential watering hole—a place where like-minded A11Ys gather to connect, learn, and plan. There, we can provide the tools, education, and network they need to expand accessibility across their industry partners’ networks.

Reducing Friction: Integrating Accessibility into Existing Workflow

In the wild, survival strategies aren’t optional—they are seamlessly woven into the pack’s daily rhythm. Animals don’t overthink collaboration; it’s instinctive.

A herd of zebras grazing on dry grassland at sunset, with a tree line and pastel sky in the background.

Similarly, to truly advance accessibility, Travelability must eliminate friction by integrating accessible practices into existing departmental workflows. We’ve been exploring how accessibility fits not only into marketing and PR, but also as a competitive edge for convention sales and destination development. By simply highlighting accessible features in existing attractions and museums, destinations can tap into new markets without needing new construction. When an ally integrates accessibility into someone’s current workflow, securing leadership buy-in becomes much easier.

Two lions resting on the grass at night, illuminated by a spotlight or vehicle light.

Overcoming FOMU

While our Summit brings us together like a watering hole, the real work happens when the herd disperses and continues the journey. That’s where Travelability Tampa attendees come in.

One of the biggest barriers to progress is what accessibility advocate Brittany DeJean calls FOMU: Fear of Messing Up. People often hesitate to act out of fear of making a mistake or offending someone, making inaction feel like the safer choice. However, doing nothing doesn’t just stall progress—it steals the opportunity to learn.

The Travelability Summit creates an ongoing, reverberating community. Attendees become allies who, in turn, recruit others across hotels, attractions, and suppliers. Because every destination operates on different budgets and capacities, this network helps members scale their efforts in practical, sustainable ways. 

Click here to learn more about Travelability Tampa.

As we look toward 2030—when over 30 million baby boomers will live with a disability, impacting tens of millions of family members—one thing is clear: lasting progress in accessible travel is not just possible, it is inevitable.

SUBSCRIBE TODAY!

Your name and email will never be sold to third parties.

SUBSCRIBE TODAY!

Your name and email will never be sold to 3rd parties.