Hospitality is all about providing warm, friendly treatment to everyone – this extends to websites offering hospitality services as they must adhere to Web Content Accessibility Guidelines (WCAG). In order to be considered fully accessible.
Prioritizing website accessibility demonstrates a commitment to inclusiveness that may extend into physical venues as well. This is essential since customers often begin their journey towards your business online.
1. Increased conversions
As with physical venues, first impressions are formed long before guests ever set foot inside your physical premises. The same holds true for digital experiences: online users will form their initial perceptions of your brand based on its usability online platforms such as websites. Therefore, accessibility goes beyond meeting compliance regulations; it serves as an effective strategy to expand new markets while crafting digital experiences that are truly inclusive.
Accessibility on hotel websites goes beyond complying with Web Content Accessibility Guidelines (WCAG). Accessible websites offer seamless, user-friendly experiences that appeal to modern consumers looking for differentiation in their buying processes and tend to rank higher in search engine results pages, driving organic traffic and increasing conversions.
Hospitality businesses have an obligation to make their products and services available to as wide a range of consumers as possible, including those living with disabilities who can become an invaluable part of your customer base if inclusive and accessible digital offerings are prioritized. Accessibility legislation like the Americans with Disabilities Act (ADA) mandate equal access for those living with disabilities to goods and services.
Hospitality companies that take steps to prioritize digital accessibility not only attract new audiences, but they also build trust among their potential customers. A website with intuitive navigation that is accessible can demonstrate your company’s dedication to socially responsible practices reflected by physical venues – increasing loyalty and brand advocacy among both existing customers as well as potential new ones.
Given that more than 1 billion people worldwide live with disability, it’s your duty to make your online experience as welcoming as your physical location. Failing to do so risks not only alienating customers who should use your goods and services but also legal action and reputational damage – this is why the top hospitality brands make a conscious effort to prioritize digital accessibility.
2. Increased revenue
As the hospitality industry evolves to include even more people, businesses in this niche must prioritize digital accessibility for maximum impact and to reach untapped markets that were previously unreachable – this allows them to tap into an additional customer base that can boost revenue and adds significant value. Prioritizing accessibility enables hospitality businesses to tap into an untapped target audience that was previously unreachable and boosts bottom lines significantly.
Hospitality companies that make their websites and digital platforms accessible can attract a broader audience while increasing customer satisfaction, retention and loyalty. Their commitment to digital accessibility shows their dedication to inclusivity and equal service access; as a result, these brands can build trust with customers resulting in increased business and brand recognition.
Hospitality companies that prioritize digital accessibility also demonstrate an emphasis on inclusivity that may translate to their physical venues; this may help them secure business from individuals with disabilities who tend to favor establishments with similar commitments to equal access and inclusion.
Even with all its advantages, many hospitality companies still overlook digital accessibility despite its numerous benefits, leading them into costly lawsuits related to website accessibility. But you can avoid these costly pitfalls by adopting an accessible approach for their website and creating an inclusive environment for users.
Implementing simple design and content enhancements such as including alternative text descriptions for images and labeling hyperlinks clearly to make it easier for screen readers to interpret your website content is key in providing accessibility. These features will enhance the user experience, decrease frustration and dissatisfaction, and encourage visitors to spend more time on your site, ultimately leading to higher conversions and overall business benefits. By prioritizing accessibility and implementing these enhancements, you can ensure your site complies with applicable laws and regulations regarding equal access to goods and services – reducing legal risk, penalties and reputational damage as a result. AccessiBle helps clients reimagine how they can best serve their audiences by equipping them with tools and insights necessary to create an inclusive digital space. Contact us now to discover more about how our digital accessibility services could benefit your hospitality business!
3. Increased customer satisfaction
Hospitality is all about customer service, and that starts long before customers step foot inside your establishment. In today’s digital era, this begins with your business website; hotels and other hospitality businesses often face lawsuits related to inaccessibility of their websites which violates the Americans with Disabilities Act (ADA).
Accessible websites allow visitors to research and book services without being prevented by barriers that might otherwise block them. In the hospitality industry, inaccessible websites may result in lost customers and revenue opportunities.
Customer experiences that begin on a hotel or restaurant’s website can also serve as an indicator of its accessibility in its physical locations. Prioritizing digital accessibility shows an awareness and dedication to inclusivity that may carry over into its physical venues.
Digitally accessible websites open up the hospitality market to millions of new potential customers who would otherwise remain excluded. People with disabilities, their friends, family members, and caregivers represent a considerable market segment; making websites and apps more discoverable, usable, and engaging allows businesses to tap into this untapped pool of consumers.
People with disabilities require high-touch service when booking accommodations and excursions – whether for an upcoming vacation, day trip or day-to-day outing. Offering exceptional online customer service can help establish trust among potential clients and drive conversions. Reach out to a professional ADA consultant immediately if you would like more information on the importance of ADA compliance for hospitality businesses and how an accessible website could assist them. An expert review will ensure your website meets current accessibility standards and offers a positive customer experience for all. This includes people living with permanent disabilities as well as temporary cognitive or sensory impairments. Furthermore, clear fonts and contrast visuals can make navigation of your site easier for those with vision loss, hearing impairment or motor skill limitations.
4. Increased brand awareness
Hospitality businesses strive to create warm and welcoming spaces in which to welcome customers; similarly, their website should reflect this friendly service. Hospitality and travel companies that fail to make their website accessible for people with disabilities risk customer dissatisfaction and lawsuits from customers with accessibility needs – indeed hotels that have been sued over accessibility violations have had to pay out large settlements in court cases against them.
Making your website accessible can help protect against these lawsuits and improve your bottom line in the long-run. Implementing basic accessibility features like well-contrasting colors and large fonts can reach more potential customers; many people with disabilities utilize screen readers or other assistive technologies to navigate the web, so ensuring your hotel, restaurant, or travel company website is keyboard compatible is imperative for reaching this population.
An accessible website can also enhance brand recognition by showing that you value inclusivity. A business that prioritizes accessibility in its digital presence may likely uphold these values in its physical locations as well, building trust among potential customers and keeping them coming back for more.
Adopting WCAG standards demonstrates to search engines that your site is optimized for user experience and more easily indexable by their algorithms, leading to higher search engine rankings and wider exposure for your content. This can result in increased SEO rankings and greater reach; helping you reach newer audiences and build larger audiences for it.
Though WCAG compliance may seem like just another technical detail or legal necessity, hospitality brands should view website accessibility as a statement about their commitment to inclusion and offering personalized customer service. Modern customers expect an exceptional online experience and this can start by creating one with accessibility features integrated into its hospitality website. Through these accessible portals, your hospitality company could become one of the most welcoming and user-friendly portals online. An investment worth making! For more information on how a web accessibility audit can benefit your site, reach out to AccessiBle today. Our experts are ready to work with you in creating an experience that meets user needs while aligning with branding goals.