By Richmal Maybank, Autism Employment Lead, Autism Action.
When we talk about accessibility in hospitality, the focus is often on physical adjustments; step-free access, ramps, and accessible toilets. Whilst these are essential, true inclusivity goes beyond physical space.
Many barriers remain hidden; in fact, over 10 million people in the UK live with a hidden disability, which accounts for 80% of disabled individuals. These barriers ripple to their families and can also affect many other groups. In addition to impacting neurodivergent people and those with learning disabilities or sensory and cognitive differences, they can affect people from various age groups, including tourists who may not be familiar with the local language or customs. Adopting a universal design approach ensures that hospitality environments are inclusive for everyone, reducing uncertainty, enhancing clarity, and creating truly welcoming spaces.
The Impact of Unclear Signage
Recently, I visited a restaurant where the toilets were located in the basement. The signage for the men’s and women’s toilets featured only gender symbols (a cross and an arrow), with no accompanying words. At that moment, I completely forgot which symbol represented which and felt uncomfortable as well as embarrassed, standing there trying to figure it out. I instinctively reached for my phone to check online, but being underground, I had no signal.
For me, this was an inconvenience, but for many people, this moment of uncertainty and confusion could lead to significant anxiety. A man might accidentally walk into the women’s toilets or vice versa. Someone with a learning disability or limited reading ability might feel overwhelmed and disempowered or even humiliated. A tourist unfamiliar with local customs could find themselves in a similar predicament, unsure which facility to use, while an older child may not go to the toilet at all and feel too embarrassed to tell anyone. For some, an experience like this could be the difference between returning to a venue or avoiding going out altogether.
The Business Case for Clear and Inclusive Signage
Unclear signage isn’t just a minor inconvenience; it can create real barriers to access and make people feel that they don’t belong. Research shows that 75% of disabled customers and their families walk away from businesses due to poor accessibility, a phenomenon known as the Walk-Away Pound, and this could be due to something as simple as signage. The Purple Pound, the spending power of disabled consumers, is worth £274 billion per year in the UK. In fact, there are 14.6 million disabled people in England alone, and many feel that the hospitality and leisure industry is failing to prioritise accessibility. This has a significant financial impact, with businesses losing an estimated £2 billion a month by not meeting the needs of disabled consumers.
Balancing Branding with Accessibility
Many venues opt for quirky or artistic toilet signage as part of their branding. Whilst creativity is incredibly valuable, businesses must weigh aesthetic appeal against accessibility. If signage causes confusion, it isn’t achieving its purpose. A universal design approach suggests that signage should be:
- Clear and easily recognisable, using words alongside symbols.
- Consistent with standard expectations, avoiding ambiguity.
- Tested with diverse groups, ensuring it works for all customers.
Small Changes, Big Impact
A truly inclusive hospitality experience is not just about compliance or tick box exercises; it’s about promoting a sense of belonging, dignity, and participation for all.
When people feel confident navigating a space, they can fully engage in the life-enriching experiences hospitality offers, whether that’s sharing a meal with friends, travelling to new places, or enjoying cultural events. This is what life is all about and why many love this incredible industry.
For those who think and experience the world differently, clear and thoughtful signage can be the difference between feeling excluded or truly welcomed. By embracing universal design, businesses can break down barriers, making their spaces accessible and enriching for everyone, regardless of their background, ability, or way of perceiving the world.
What small changes could your venue make today to make a difference?
If you’d like to talk more about making your business neuro-inclusive you can contact Richmal Maybank – LinkedIn Profile
