The COVID-19 pandemic saw many consumers abandon air travel due to increased regulation, and the fear of contracting the virus. These travelers instead opted for trips to destinations closer to home. But thankfully for the travel and hospitality industry, this trend is slowly reversing.
According to the Nielsen Consumer & Media View (CMV), 76% of Australians plan on traveling domestically in 2024, with 52% planning an overseas trip, so clearly the travel bug is starting to bite again.
However, for many disabled persons travel remains an uncomfortable and frustrating experience, with problems of accessibility high on the list of frustrations. However, Michelle Nohotima, CEO of Always Able Disability Service and Always Able Travel, based in Laurieton, NSW has made it her mission to provide disabled travelers or those with special needs with travel and destination options that are comfortable, relaxing and above all, enjoyable.
Nohotima is committed to change, and she believes that the travel and hospitality industry stands to gain as much, if not more from focusing on disabled travelers than the tourists themselves.
New Opportunities
According to the World Health Organization, approximately 15% of the world’s population is living with a disability, and for many years this has prevented them from enjoying the travel experience. The travel industry was simply not focused on the market. The result was a lack of accessible options, especially frustrating for individuals in wheelchairs.
“I don’t think anyone is going to argue that because you’re in a wheelchair you don’t deserve to take some time off and maybe explore and enjoy the road less traveled. But the problem is that the road less traveled is by definition less frequented by tourists, and that means limited accessibility options, something that we at Always Able Travel are working hard to change, and we believe that it’s a change that benefits all stakeholders.”
Disabled travel has come a long way in recent years and equal access and dignified travel continues to receive attention in Australia. Much of the protection afforded to Australians with disabilities is under the regulations of the Disability Discrimination Act 1992. However, it’s clear that more can be done to strengthen the Act to protect the rights of disabled travelers, given the fact that over 4 million people in Australia experience disability (1 in 5 Australians).
With the regulations in place, many destinations remain a dream for those with disabilities.
According to Nohotima, “Universal accessibility for all individuals is still a work in progress. For instance, wheelchair access to hotels, boarding houses and B&Bs is improving, but the accessibility usually stops the moment you get through the door at reception. Many accommodation venues have still not taken steps to ensure that rooms are available that feature wheelchair-friendly bathrooms. When you leave your accommodation to visit local attractions, things can become even more challenging.”
Research by travel marketing company MMGY Global indicates that those with mobility disabilities spend $58.2 billion on travel every year. It’s in the best interests of the industry to take extra steps to ensure that they benefit from the travel aspirations of those with disabilities.
“Always Able Travel is more than a travel agency. We go the extra mile to do the research into accommodation options at destinations and personally make sure that the experience is as fulfilling as possible for the traveler.
“We aim to provide a unique, world-class experience. Our clients range from mature travelers and high-net-worth individuals who demand a top-tier, 6-star experience to clients who simply want to explore the world around them. Our goal is to ensure that everyone can satisfy their wanderlust.”
Leveling the Playing Field
Nohotima and Always Able Travel are focused on providing those with disabilities with choices that were traditionally only offered to able-bodied travelers.
“People should have the opportunity to take some time off and explore, irrespective of their physical abilities or age. We didn’t think that the simple addition of a portable ramp was going to solve the challenges faced by these travelers.
“We’ve done the research and developed travel packages and options that give the traveler a choice. Whether you want a package that focuses on sightseeing, sampling the local cuisine, or enjoying unforgettable experiences like seeing the underground glowworms in Waitomo Caves, we can make it happen. We also have personalized itineraries that can provide support to those who have special needs.”
Gap Analysis
Michelle Nohotima has made the leap into entrepreneurship in the same way that many do, by seeing a gap in the market and having the vision it takes to make filling that gap a reality.
She saved furiously and abandoned her day job to branch out into assistant travel, leveraging a passion for that road less traveled, and wanting to share the wonders of travel with others who have limited mobility or are facing physical challenges or age-related infirmity. The journey has included assisting to establish a dementia wing at a local nursing home, working at a Subway franchise and a bakery in the wee hours of night.
“I’m a people person, and I believe that travel should be a pleasure, no matter who you are or the challenges you face. Always Able Travel has been one of the most rewarding experiences I’ve ever enjoyed, and that includes the sight of the Eiffel Tower at sunset,” she concludes with a smile.
To learn more about Michelle Nohotima and her passion for democratizing travel visit her LinkedIn profile, or visit the Always Able Travel website to experience how this focused entrepreneur is changing the travel plans of disabled persons across the globe.
