Inclusive Tourism Notes

Accessible Tourism in Manitoba HORGAN-JONES & RINGAERT

Accessible Tourism in Manitoba

Moira Horgan-Jones
Laurie Ringaert
M. Jones Consulting and Associates

Abstract: Résumé:
The Province of Manitoba, Department of Cul- Le département de la Culture, du Patrimoine et
ture, Heritage and Tourism commissioned M du Tourisme de la province du Manitoba a
Jones Consulting and Associates to complete demandé à M. Jones Consulting et Associés
this study to assess the readiness of Manitoba d’entreprende cette étude afin de déterminer
to welcome visitors who are seniors and l’état de préparation du Manitoba d’accueillir
persons with disabilities. des visiteurs âgés et handicapés.

moira@mjonesconsulting.mb.ca
The study has three main goals: Although the report provides an encouraging
1. To understand the needs of seniors and picture of the desire of the industry to respond
persons with disabilities as visitors to to the needs of seniors and persons with
Manitoba. disabilities, it also indicates that the industry
2. To assess the readiness of Manitoba to has a long way to go in meeting the needs of
respond to the identified needs. this largely untapped market. The analysis fur-
3. To make recommendation to the Province ther indicates that much activity has occurred
of Manitoba for future action. in the past five years however, this investment
This report provides an analysis of existing has not reaped the benefits of the potential
research in accommodating persons with dis- market due mainly to a lack of knowledge and
abilities and seniors, including information re- commu-nication with this sector.
garding the market potential; identified
barriers; changes that are occurring within the What We Learned About
travel industry; and initiatives undertaken by Accessible Tourism
other countries. Our readiness to become an A comprehensive review of literature and
acces-sible tourism destination is outlined websites was undertaken to determine the
including; the satisfaction of persons with extent of existing research, successes in other
disabilities of existing services; the industry’s parts of Canada and other countries, issues
awareness of the market and legislation; the raised and to create a database of information
accessibility of existing facilities; the for future reference.
province’s training and marketing readiness.
Recommendations for fu-ture action provides a This literature review has demonstrated that
guideline for growth. although there is evidence of a large market po-
tential, the tourism industry has not addressed
the market of seniors and persons with disabi-
Address all correspondence to Moira Horgan-Jones, M.
Jones Consulting and Associates, 748 Broadway, lities. Various authors and jurisdictions have
Winnipeg, MB R3G 0X3 begun to recognize these barriers and have
established initiatives both in the private and
81 Travel and Tourism Research Association
Niagara Falls, Canada, October 14-16, 2001


government sectors. There appears to be a clear beliefs, there is considerable spending
direction toward government and the industry power within both the seniors and persons
working together to take an active role in mov- with disabilities market;
ing forward on the accessible tourism industry. In Canada the average income of people
The review also suggests that there is the need aged 65 and over in 1994 was 16% higher
for further research in this area not only to than in 1981 in contrast there was almost on
study the market potential but also to under- change in the average income of people
stand travel patterns, travelers’ needs, barriers under 65;
to travel, and the supply sector. Research that Seniors have higher levels of discretionary
does exist points to common barriers that are income and spend a greater percentage of
faced universally and these need to be ad- this income on travel than any other market
dressed. Thus, the need for a study was evident segment;
for the Province of Manitoba and the methodo- Aldo Papone in The Travel Agency Beyond
logy was designed around past experiences and the Millennium, estimates that the current
suggestions in the literature. dollar value of travel spending by persons
with disabilities in the US alone in $3
There is a growing market potential: billion;
As populations age, the travel market for Gerald Parker of Beyond Ability Interna-
persons with disability will grow. In 1991 tional estimates that 3% of all conventio-
Statistics Canada reported that 45% of per- neers from the United States to Canada are
sons with disabilities in Canada were 65 wheel-chair users. “The same group deter-
year of age or older. By 2041, about 23% of mines the site selection for the other 97%.”
Canadians will be over 65, up from 12% in
1995; There is a lack of research:
There are estimated to be 859 million people There has been limited research examining
worldwide with disabilities and it is estima- persons with disabilities and tourism/hospi-
ted that 70% of this group have both the tality and what exists is mostly anecdotal
means and the desire to travel; and relatively small in scale;
In the U.S. 20.6% of the population or 54 All research points to a need for more infor-
million have a disability mation and understanding of persons with
In Europe there it is estimated that 50 disabilities as tourists;
million people with a disability Australia has completed the most compre-
In Canada alone there is a potential market hensive research in preparation for the
of 2.7 million travelers with disabilities Olympics;
(Kéroul 1995) Barriers to the Market Identified in the
Travel is a growth industry and within it, the Literature:
senior market is growing. The US magazine Despite the potential market for accessible
Senior Travel Tips concludes that seniors tourism, several problems that exist prevent
account for: realization of the full market potential of this
80% of luxury travel, market and these include:
70% of coach tours, Lack of awareness by the tourism industry
65% of cruises, Attitudes and Myths
32% of hotel overnights Absence of accessible destinations
28% of foreign travel. Lack of reliable and accurate information
Lack of marketing and communication
The potential spending power is great: Little or no staff training on disability eti-
Research dispels the myth the persons with quette and sensitivity
disabilities are all poor. Contrary to most



Lack of local personal care equipment to tives have undertaken partnerships with the
rent and lack of personal care services industry to establish initiatives specific to
the market of persons with disabilities and
Changes are occurring in the travel these include:
industry: The Access Canada is a program desig-
The literature provides accounts of a number ned to meet the needs of seniors and peo-
of initiatives that have created changes within ple with disabilities using accommoda-
the industry: tion in Alberta. Participating establish-
Hotel chains such as Microtel describe ments display the Access Canada logo
themselves as “the preferred chain for tra- with their designated level
velers with disabilities” and Embassy In Australia eight industry associations,
Suites who report a gross revenue of $13 such as the Chamber of Commerce and
million during 1991-1994 from guest with Industry, Tourism Council Australia, the
mobility disabilities alone after undertaking Australian Federation of Travel Agents
a train-ing and marketing program to reach and the Western Australian Hotels Asso-
this market; ciation endorsed the "Accessing New
A number of associations and agencies are Markets” Strategy. This initiative was
providing specialized travel services for launched to raise industry awareness
per-sons with disabilities including: about visitors with disabilities.
A Canadian company, Beyond Ability Human Rights Legislation and industry
International, provides travel arrange- regulation have been introduced by a
ments, training, design and modification number of countries:
services as well as marketing advice to In Canada, we have the Canadian Charter
businesses looking to cater to this of Human Rights and Freedoms that out-
market. lines in one paragraph that there cannot
Kéroul is a non-profit organization, be discrimination based upon disability.;
which mainly focuses on Quebec and is In the USA, the Americans with Dis-
active in offering adapted tours and abilities Act (ADA) is a human rights do-
assistance to the travel industry. cument that again does not allow discri-
The Society for Accessible Travel & mination based on disability. Other
Hospitality based in the USA, provides coun-tries such as Great Britain and
resource information on accessible Australia also have similar acts to the
travel. ADA.
Scoot-Around North America (Winni- Another mechanism that Government has
peg) specializes in scooters and wheel- to influence this area is through regula-
chair equipment rentals for travelers tions of the built environment. For instan-
away from home. (Bignon & Redekop, ce, in the USA the ADA provides guide-
1999). lines for designing the built environment.
Thomson, a U.K based package-holiday In Canada, we have building codes and
company has developed a database cal- standards in various jurisdictions.
led Factfile that provides hotel and re- Organi-zations such as the Canadian
sort accessibility information via the Transpor-tation Agency publish guides
tra-vel agent’s computer. Thomson for persons with disabilities and establish
serves approximately 12,000 travelers regulations for planes, trains, ferries and
with dis-abilities per year. inter-city coaches;
Governments are recognizing the need and Tax credits and deductions are another
potential of the market. Most of these initia- method by which the government at all



levels can assist the tourism industry in turned. The survey results represents most
achieving its goals of attracting the dis- disability types and a variety of mobility aids
ability and seniors market. In Canada, were used by respondents.
there are few incentives for businesses;
however, the USA does have some initia- Findings of the Survey
tives in this area.
While our visitors with disabilities find us
friendly and eager to help, we could do better
A paradigm shift toward universal design accommodating the needs of travelers to confe-
is occurring around the world rences. Conference organizers reported willing-
This shift involves both government and ness on the part of the industry to make changes
industry partners. Universal design, is the where possible, however it was clear that there
design of environments, services and products were shortcomings. These include the need for
that are useable and accessible for people (of better curb cuts, more information on accessibility
any age and various levels of ability). Univer- and services, better taxi services, and guestrooms
sal design improves the quality of life for that are accessible. It must be noted that Gerald
everyone. Conventional design caters to the Parker of Beyond Ability International estimates
“average” person, while universal design that 3% of all conventioneers from the United
recog-nizes that people have a range of States to Canada are wheelchair users. He adds, “
capabilities and need designs to include this the same group determine the site selection of the
range. other 97%”.

Our Readiness To Become An Accessible Demographics:
Tourism Destination Most respondents were from North Ame-
rica, four were from other countries;
To understand our level of readiness we con- 86% of the respondents travel more than
ducted two surveys; a survey of persons with dis- once a year and 15% travel more than ten
abilities attending an international conference in times per year.
Winnipeg and a survey of the hospitality industry Two thirds of respondents traveled with a
in Manitoba. The first survey assessed attendee’s companion and a spouse or family member
satisfaction with the accessible accommodations was most often reported. Only one respon-
while attending the conference and the second dent reported they traveled with a paid
survey assessed the tourism industry’s under- attendant and all respondents stayed in a
standing of the market and their readiness to res- hotel;
pond to that market. Telephone and in person 15% of respondents required assistance
interviews were conducted with key stakeholders with daily activities such as dressing, eat-
and a review of 170 marketing materials was con- ing, toileting and transferring;
ducted. While most respondents bring their own
assistive devices, respondents would like to
Satisfaction Survey of Persons with
be able to rent these devices at their desti-
Disabilities
nation;
The survey assessed attendees satisfaction
with the accessible accommodations while at- Level of Satisfaction:
tending the 2001 Society for Disability Studies While the majority of respondents rated our
conference held at the Winnipeg Convention accessibility as average or better, most
Centre, June 21 to 23, 2001. We asked only respondents from the US rated our accessi-
attendees with a disability to complete the sur- bility as average or lower. This may
vey. Of the 350 surveys distributed 28 were re- reflect raised expectations as a result of the



Americans with Disabilities Act (ADA) not. The analysis further indicates that a conside-
which guarantees access to all citizens; rable amount of resources have been invested in
Satisfaction with service personnel was the past five years in making facilities accessible
rated as excellent and Manitoba’s reputa- and more welcoming to seniors and persons with
tion as a “friendly province” was noted by disabilities. However, little or no marketing has
respondents; been undertaken to let the traveler know that
General comments from respondents indi- Manitoba has “the welcome out” for this sector of
cate they were most unhappy with our curb the market.
cuts in the vicinity of the convention centre.
Seven respondents (all US) felt that our Awareness of the Market:
curb cuts were the worst they had ever There is a lack of awareness of the market
seen; size. Respondents estimated the market to
Respondents provided the following sug- be 10% or less while Kéroul estimates the
gestions to make travelers with disabilities size to be 15% and growing to 20% by the
more welcome: year 2004;
Better transportation to and from the Respondents estimate that of their current
airport; visitors – 3.8% are persons with disabilities
Train taxi drivers to understand the needs and 28.1% are seniors;
of passengers with disabilities; 21% of respondents felt that persons with
More accessible washrooms and in disabilities did not travel due to income
particular wider doors; restraints, yet Kéroul estimates that 70% of
Larger signage. potential travelers with disabilities have the
financial means as well as the desire to
Source of Travel Information: travel;
Respondents relied mainly on conference 25% of respondents felt that they could not
staff to gather information in preparation of accommodate persons with disabilities be-
their trip; cause they travel in large groups. Other
In non-conference situations, persons with research dispels this as a myth and suggests
disabilities are most likely to seek travel in- that most people with disabilities travel
formation on the Internet followed by infor- with a spouse or family member;
mation from a travel agent. 11% of respondents said they were not inte-
While in Winnipeg, respondents felt that rested in this market, as they had never seen
hotel staff provided the most beneficial anyone in a wheelchair in their establish-
information; ment.
60% of respondents reported that a lack of
information was the primary barrier preven- Accessibility of Facilities:
ting them from travelling. 53% of respondents have made
accessibility changes to their facilities in
Tourism Industry Survey
the past five years. Of the respondents who
In June 2001 we received 168 responses to a made chan-ges 21% felt that this resulted in
mailed survey distributed to 2,472 tourism related increased staff efficiency and 64% reported
businesses in Manitoba. The survey provides a an in-crease in customer use. No one
“snapshot” of the industry’s readiness to accom- reported a decrease in either staff efficiency
modate persons with disabilities. Although the or in customer use;
survey shows that many providers of tourism pro- Only large facilities have considered having
ducts and services have embraced the needs of an accessibility audit or 13% of respon-
seniors and persons with disabilities, many have dents, however 34% felt they could benefit



from an audit; ted their accessibility in their marketing
Cost of renovations to make their facilities materials.
accessible is a concern for small facilities Of those who have advertised their accessi-
such as bed and breakfasts and camp- bility, Explore Manitoba Guide is the most
grounds. often mentioned as the vehicle for this
information.
Training and Recruitment: The average portion of the marketing bud-
While most respondents reported that they get assigned to a combination of persons
provide training opportunities for their staff, with disabilities and seniors is 3.9% (this
few provide training regarding persons with would not include government’s investment
disabilities and seniors. When asked “why not” in reaching these markets).
the most frequent response was seasonal staff, Less than one percent have considered
followed by a lack of awareness of the using persons with disabilities in their mar-
availability of such training. keting materials, while 22% have used se-
40% of respondents said they would pay for niors in their materials.
training and their preferred length was a Some respondents not sure how to reach the
half-day. market.
Only 8 respondents had heard of Access When asked who should be responsible for
Canada Training and only 3 respondents re- providing accessible information to tourists,
ported that their staff had taken the training. respondents felt every avenue should be
One respondent reported that their staff had utilized (see figure below).
taken the Seniors Friendly Program offered
by Manitoba Tourism Education Council Review of Marketing Materials
(MTEC). MTEC reports a poor uptake of
A review of 170 brochures was undertaken
the program in the pilot stage but felt this
to assess the level of information regarding
may be due to marketing of the program.
accessible accommodation provided to visitors
When asked for the preferred format for
who consider Manitoba as a travel destination.
training :
Crossover between publications did exist;
47% preferred self-training with a video
therefore, many tourist facilities had their own
and workbook
brochure but were also listed in visitor/travel
41% preferred a seminar provided by a
guides. Information was categorized into five
professional at their place of business
categories:
75% preferred on-line training
1. Tourism Information Guides
2. Events
Marketing:
3. Accommodations
Although respondents reported making a
4. Attractions
substantial investment in upgrades to accom-
5. Tourist Information Centres.
modate persons with disabilities, they have not
seen the potential in this market and cones- There exists a lack of consistent information
quently have not marketed to this audience. On regarding accessibility in Manitoba. Informa-
the other hand, some respondents have reported tion regarding the same facility can vary from
that they have recognized the potential in the publication to publication resulting in confu-
market of seniors, but the investment in reach- sion for the reader. While government publica-
ing this market is very low. tions are the most likely source of existing
Only 22% of respondents who had made information, this information lacks clarity. The
upgrades in the past five years have indica- operator submits information and the indication



of accessibility are based on the operator’s products and services accessible. In addition,
perception of accessibility. on site interviews were conducted with two
hotels and one theatre /restaurant.
Findings
In total, a hundred and twenty-eight of the The partners were a great asset to the study,
hundred and seventy (72%) reviewed contained both as contacts within the industry and as a
no accessibility information. A total of 33 bro- sounding board that could express the needs,
chures (19%) indicated wheelchair accessibility fears and expectations of their constituencies.
and 10 brochures (6%) were recorded as using They are committed to a continuing process to
the international symbol of accessibility. The make Manitoba an accessible tourism destina-
remaining 3 % were brochures recorded as lis- tion. These stakeholders are ready to become
ting the international symbol of hearing im- “champions” within their own sectors and to
paired, trail access, and wheelchair rental. spread the word. They recognize the potential
When the data within the above categories was to expand their tourism base. This is balanced
reviewed the following information was re- with a healthy dose of reality knowing that
trieved: much has to be done in order to achieve the
Tourism Info Guides: 71 % contained no goal.
access information, 23% indicated wheel-
chair access, and 6% used the international Facilities that have undertaken the challenge
symbol of accessibility. are recognizing that to become accessible is ap-
Event Brochures: 67% of the event bro- preciated by their guests with disabilities and
chures contained no access information and others. They would like to see standards set and
the remaining 33% stated they were wheel- that they be tied to a rating system to direct and
chair accessible. recognize effort in the area. Their advice is... if
Accommodations: 80% did not indicate you want to reach larger markets for weddings,
access information, 17% stated that they conventions etc. then access is necessary.
were wheelchair accessible, and 3% used The interviews demonstrated that a good
the international symbol of accessibility. attitude exists within the industry. Every sector
Attractions: 75% contained no access in- of the industry is ready, has to some extent
formation, 12% indicated wheelchair started the process, and a growing awareness is
access, 4% used the international symbol of building.
accessibility, 3% used the international
symbol of the hearing impaired, 3% stated Recommendations for Future Action
that the trails were accessible, and the
remaining 3% indicated a wheelchair/ Our key to success lays in the implementation
stroller rental service. of five key strategies:
Tourism information Centres used both Leadership by government and industry
the international symbol of accessibility key players
and the international symbol of the hearing Position Manitoba as a leader in Canada
impaired. through developing this strategy. Also, ca-
pitalize on what we already have such as; a
Interviews with Key Stakeholders flat landscape, a policy of full Citizenship
Sixteen interviews were conducted; eight for Persons with Disabilities and a tourism
telephone interviews with industry partners and industry ready and willing to respond to the
eight follow-up interviews with other providers needs of the market. Partners will influence
in the industry who were referred as individuals change within their own constituency. Go-
who have achieved success in making their vernment will need to allocate resources as
an investment to the process and develop



government policies and practices that chal- accessibility. Each level could constitute a
lenges the industry to make “Manitoba an goal for the tourism provider. Upon inspec-
Accessible Tourism Destination”. Each in- tion, a rated symbol would be awarded si-
dustry sector will need to recognize that the milar to the star award system for hotels.
travel market for people with disabilities is Institute a system of accessibility audits that
growing and that planning for and serving it assist the provider in understanding their
is a sound business practice. Persons with shortcomings in the area of accessibility
disabilities will need to communicate their Train staff who provide services
needs to the travel industry and to govern- Hand in hand with awareness raising, each
ment to ensure further success. industry needs to make a commitment to
Raise industry awareness train its staff to understand the needs of this
Raise industry awareness through the use of market. Training programs need to be spe-
industry champions. This will require each cialized to each market segment. Specific
industry sector to identify one or two programs need to be developed for hotels,
people who are knowledgeable in the area restaurants, small business, attractions etc.
and can present the business case for Training programs should include
accessibility. Deliver information session providing customer service, use of
at conferences and AGM’s of each of the equipment such as TTY, awareness of a
associations. In-formation publicity kits variety of disabilities, safety issues.
should be deve-loped and distributed by
Market our Access
each association. These kits should provide
Identify access availability in a consistent
information such as success stories, tips,
manner through the rating system. In pro-
newsletter articles and speaking notes that
motions materials feature people with dis-
are relevant to each sector’s issues.
abilities and seniors actively involved in
Continue to improve accessibility of en-joying our province. Promote travel as a
facilities and accommodations healthy activity for seniors and persons
Accessibility standards for each industry with disabilities. Develop a website where
sector need to be developed. Using the people can list accessible places based upon
standards establish an accessibility rating their own experiences.
system that will clearly identify levels of


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