Ignoring disabled customers could cost UK hospitality industry billions

That's according to a report from the Department for Business, Innovation and Skills (BIS) and Office for Disability Issues, which also found: • Disabled consumers are a sizeable but poorly addressed segment of the consumer market worth £80 billion per year • For an average business, disabled customers may account for up to 20 percent of the customer base • 66% of consumers choose businesses where they have received good service • 58% of disabled consumers state that how a business treats them affects the buying decisions of their family and friends • 83% of disabled consumers have had to take their custom elsewhere, to a more accessible competitor It also suggested that businesses with a better focus on disabled customers have seen a rapidly expanding customer base, increases in sales and profitability, have gained a substantial 'foothold' in their market and obtained a distinct advantage to their competitors. The findings indicated that many small and medium-sized businesses (SMEs) are failing to recognise the potential of the disabled market due to little understanding of the diverse customer base, the fear of 'getting it wrong' and a lack of material available, specifically aimed at SMEs, which focuses on disabled people as customers. Many businesses also have a narrow definition of what 'accessibility' entails, with many believing it relates primarily to alterations to the physical environment, such as having doorways widened and lifts installed, rather than wider issues such as customer service. While this is important, for over 37% of disabled consumers, good 'disability aware' service is the primary reason for choosing a business. People 1st's chief executive, Brian Wisdom, said: "As this report shows, disabled customers are big business for the UK hospitality and tourism industry - the reality is that businesses of all sizes can no longer afford to ignore this market. "With an ageing population, the number of disabled customers in the UK will only continue to grow, and the upcoming Paralympic Games in 2012 should serve as a wake-up call for many. "Businesses need to realise that welcoming disabled customers is not just limited to physical accessibility – training staff to be sensitive to their needs and to provide appropriate customer service is just as important. By giving your disabled customers a fantastic service experience you will not only win their business, but also that of their family members and friends. "Those businesses that go the extra mile will be the ones that stand to benefit from this lucrative market."