Marketing to the Disability Sector with Authentic Inclusive Imagery

The disability sector represents more than 20% of the population and is growing in strength. Like all of us, when people with a disability shop, travel or engage in leisure pursuits, they rarely do it on their own. The multiplier is almost a factor of 3 once family, friends or business associates are all taken into account.

There is significant economic value to be gained by companies who realize that there are one billion people with disabilities across the globe. This unique market, together with associated family and friends, spends billions of dollars globally in the travel and lifestyle sectors. Despite now being the largest worldwide minority group, this influential and emerging segment is still rarely seen or acknowledged in advertising or editorial images.

US research by McKinsey & Company predicts that, by 2015, the baby boomer generation will control almost 60% of U.S. net wealth and 40% of spending. In many categories, such as travel, boomers will represent more than 50% of consumption. The impact on the Inclusive Travel, Recreation and Leisure sectors is very significant as at least 40% will be retiring with some form of disability. This will increase the value of direct expenditure in the Inclusive Tourism sector to more than 25% of the market by 2020. We are no longer dealing with a niche market.

People with disabilities are a discerning loyal market who want to feel that they belong and are valued as customers or clients. When an able-bodied model is put into a wheelchair that is obviously not their own and the image is then used in a website, publication, or advertisement, it is seen as fake and disingenuous and gives a poor impression to the audience.

Using models with an actual disability in your imagery conveys a clear message that you care about genuine representation and creates real employment opportunities for these models.

PhotoAbility is an exciting niche stock image library which embraces people with disabilities and showcases them as active and involved members of the community. PhotoAbility only uses models with genuine disabilities in real life situations. This gives advertisers, agencies and the media access to an inspiring range of images which were previously unavailable. It also gives the assurance that all of the imagery is authentic.

PhotoAbility features a wide range of stock images covering lifestyle, leisure, business, children and families, sports, travel, creative and editorial categories. These include a variety of stock photos of people in wheelchairs, amputees, the hearing and visually impaired, and more. The collection features both Rights Managed and Royalty Free images which are priced at commercial rates to ensure a return for the photographers and models involved in building this collection.

View the Photoability Gallery

Click on an image to view the gallery

View the full collection

About TravAbility

TravAbility was founded in 2007 by Bill Forrester.

Our mission is to be agents of change; to inspire people who have never traveled before to do so, and to inspire others to do more. To encourage all cultures of the world to see disability as an integral part of life, and to provide the motivation and tools to the tourism industry to allow them to create accessible environments that enable inclusion in an economically sustainable way.

We offer a range of services to tourism operators and Destination Marketing Boards to enable them to take advantage of the growing Accessible Tourism market. Our core approach is program oriented focusing on the product and service needs of people with a disability an developing a culture of innovation to attract this highly profitable and rapidly growing market:

  • Development of Access Statements
  • Product, service and program development
  • Development of 'Soft Infrastructure' policies and procedures
  • Staff and Management Training
  • Marketing Services and Toolkits
  • Access information kits
  • Industry Presentations and Conference Keynotes and Capacity Building Workshops
  • Property Audits and Universal Design planning
  • Self Audit Tools
  • National/State/Regional Park Guides and Trail Maps
  • Diversity and Inclusion Strategy development
  • Disability Action Plans
  • New Project planning and Development
  • Stock Imagery through PhotoAbility
  • Accommodation listings through TravAbility Properties

For more information on how you can make your business more attractive to the traveler with a disability contact Bill.


Share this Article

Related Posts