Towards a Society Where Everyone Can Enjoy Travel with Universal Tourism! Specific Measures Required for Hotels

Travel is an invaluable experience for many, but for those with physical disabilities or the elderly, the lack of adequate accessibility often forces them to give up on traveling.

However, by promoting universal tourism, we can create a society where everyone can enjoy traveling without hesitation. This article delves into the importance of universal tourism and the specific measures hotel operators should take.

1. Why is the importance of universal tourism increasing?

In Japan, including the impact of inbound tourism, the promotion of universal tourism is becoming increasingly important and is an urgent issue. Furthermore, efforts towards universal tourism can lead to differentiation from competitors and increased customer satisfaction.

1-1. Increasing Population of People with Physical Disabilities

The number of people with physical disabilities is on the rise, and the demand for barrier-free environments is increasing annually. In 1970, there were approximately 1.4 million people with physical disabilities, which grew to about 4.28 million in 2016. This data clearly shows the growing demand for barrier-free environments.

Reference: Cabinet Office: Status of Persons with Disabilities

1-2. Large Market Size

When people with physical disabilities visit a store, in 90% of cases, they are accompanied by at least one other person. This means that attracting one person with a disability can lead to two visitors, reaching an audience of 8.72 million. Moreover, the repeat rate for people with physical disabilities is 2.8 times higher than that of non-disabled individuals, potentially leading to approximately six times more new customers compared to non-disabled individuals.

Additionally, the market for seniors with physical disabilities is promising, with the overall market size for the elderly reaching about 1.78 trillion yen, and the market effect estimated at approximately 520 billion yen.

1-3. Growing Interest in Universal Tourism and Barrier-Free Environments

The number of searches for "barrier-free" has increased dramatically, rising from below 100 five years ago to now ranking between 30th and 40th. Facilities that have undergone barrier-free renovations have seen their customer base and sales grow tenfold within a year.

1-4. Overseas Evaluation and Challenges

About 70% of people with disabilities living overseas express concerns about accessing Japan's historical sites, perceiving Japan's barrier-free efforts as insufficient. On the other hand, visitors to Japan have provided positive feedback on the cleanliness of toilets and the kindness of Japanese people, but have also pointed out specific areas for improvement, such as the lack of accessible rooms in accommodations and poor footing at tourist sites.

Many attribute the advancement of accessible tourism in countries like the United States to legal frameworks, highlighting the need for improved and more comprehensive regulations in Japan.

Reference: "Recognition Survey of Accessible Tourism in Japan by Overseas Residents with Disabilities" | JTB Research Institute

1-5. Information Gap and Challenges in Web Accessibility for People with Disabilities

About one in two people with disabilities or their families report being unable to find the information they need. Keywords like "disability information" appear in Google's search suggestions, highlighting the issue of information accessibility. The inability to find necessary information often leads to giving up on going out or doing desired activities.

Reference: Internet Survey on "Information Gap" | Ayumi Association

2. Mandatory "Reasonable Accommodation" for People with Disabilities from April 1, 2024

From April 1, 2024, the Act on the Elimination of Discrimination against Persons with Disabilities has been revised, mandating "reasonable accommodation" by businesses. This means that in the era of compliance, companies, stores, and facilities need to address disability and barrier-free measures across their entire organization.

Risks associated with lack of barrier-free measures include lawsuits, public backlash, reputational damage, and loss of personnel. There have been cases where internet cafes were ordered to pay damages for refusing entry due to mental disabilities, and sports gym companies were ordered to pay for refusing entry to wheelchair users. These incidents spread through the media, leading to negative reviews and potentially significant economic and social damage.

For more details, please refer to the following article.

Reference:

3. Positive Impacts of Universal Tourism

Barrier-free measures are not just obligations but bring significant benefits to businesses.

3-1. Expanding Customer Base and Increasing Repeat Rate

Stores with barrier-free measures can differentiate themselves from those without. In fact, 90.2% of people said they would like to visit a store if they knew it had barrier-free measures in place, and 95.7% of those who used such a store said they would like to visit again.

Reference: Internet Survey on Store Use by People with Physical Disabilities | Ayumi Association

3-2. Spread of Positive Word-of-Mouth

Barrier-free measures and friendly service are actively shared by visitors on social media. Consumers' criteria for visiting stores are changing, with about 80% referring to reputation, reviews, and recommendations. This leads to acquiring new customer bases and enhancing corporate image.

3-3. Increase in Ethical Consumption

Recently, consumption activities that consider social issues (ethical consumption) are on the rise. Consumption that considers welfare is expected to increase, particularly among Generation Z, who have a high desire to contribute to society and tend to choose products and stores that contribute to sustainability and SDGs. Efforts towards universal tourism contribute to corporate branding and differentiation, making it easier to gain support from these groups.

Reference: 6th Consumer Life Awareness Survey | Consumer Affairs Agency

4. Overview and Benefits of the "Heart Barrier-Free Certification System"