The digital future is becoming barrier-free: this also applies to the hotel industry. In April 2019, the European Accessibility Act (EAA) was adopted. The directive obliges companies in the EU to make the products and services they offer accessible by June 28, 2025. In addition to physical products, the focus here is on digital services such as booking flows on websites, mobile applications and online services. The directive applies to hotels and other service companies with 10 employees or more and an annual revenue or annual balance sheet total of 2 million euros or more. In addition to these requirements, there are other criteria that determine which companies must meet the new requirements.
What Does Accessibility in the Digital Sphere Mean?
In the future, digital services must be designed in such a way that they are accessible and usable for all users, including people with disabilities, regardless of their physical or technical capabilities. In addition to the website itself, all identification, authentication, security, and payment functions used for offered services must also be accessible.
From June, hotel websites throughout the EU must therefore also ensure accessibility. Every (potential) guest should have access to all important information and functions provided by the hotel. While not necessarily the entire website must be made accessible, but especially those areas that offer services or a directly linked to them, it is advisable to keep the entire website accessible. If the new guidelines are not adhered to, businesses may not only face legal consequences, but also the loss of guests and online visibility. In this article, you will find a selection of important points for an accessible website:
From June, hotel websites throughout the EU must therefore also ensure accessibility. Every (potential) guest should have access to all important information and functions provided by the hotel. While not necessarily the entire website must be made accessible, but especially those areas that offer services or a directly linked to them, it is advisable to keep the entire website accessible. If the new guidelines are not adhered to, businesses may not only face legal consequences, but also the loss of guests and online visibility. In this article, you will find a selection of important points for an accessible website:
Technical requirements:
- Make sure that your website can be read by so-called “screen readers”, which read out the screen content to visually impaired people. This is made possible, among other things, by alternative texts for your images, comprehensible content and a clear HTML structure. The HTML structure acts as a “blueprint” for your website by specifying which parts (such as text, headings and images) are located in which areas of the page and how they are connected to each other. In general, make sure that your website has a logical structure and clear navigation.
- Make sure that your website has sufficient contrast and can be adapted for colorblind people.
- Through a so-called "responsive design", your website becomes accessible on all devices (e.g., laptops and mobile phones).
- Make sure that users can navigate the entire page using their own keyboard.
- Published videos must contain subtitles; audio content must be provided with text descriptions.
Barrier-free booking processes:
- The forms in your booking flow must be clearly structured and also usable for screen readers. Each input field must be labeled and easily accessible. Also integrate simple payment options. Ensure visual and textual clarity: important buttons must be large and clearly visible.
Accessible and clear information:
- Information on accessibility must be presented transparently, as guests with special needs can also actively search for accessible facilities. Provide clear, well-structured information, for example about accessible rooms, parking spaces, restaurants and elevators.
Integration of translations:
- For international guests, the language barrier must also be taken into account. Therefore, make sure that your content is available in several important languages.
Barrier-free mobile apps:
- Opt for large buttons, intuitive navigation, and barrier-free check-in and check-out functions here as well. Also make information about hotel services easily accessible for your guests.
For more detailed information, visit the website of the European Commission here.
Expansion of the Target Audience and Satisfied Guests: How Your Hotel Business Benefits from an Accessible Website
Regardless of whether your hotel meets the new criteria for the EU directives or not, the following applies in principle: an accessible website creates several advantages for you in any case:
Expansion of the target group:
- By making adjustments for an accessible website, you include people with special needs in your target audience - an important and often overlooked group of guests.
Improved user-friendliness:
- Accessible content is much more clearly structured and therefore easier to use for all your guests. This improves the overall guest experience and ultimately leads to more direct bookings for your hotel.
Accessibility and search engine optimization go hand in hand:
- Measures such as a clean HTML structure and alternative texts for your images contribute efficiently to the search engine optimization of your website. These elements are also used by the Google algorithm to better understand the content of your website. If you pay attention to well-maintained alternative texts and a clear HTML structure, your website will also perform better in search engine rankings. The online visibility and reach of your hotel are strategically improved in this way.
More website visits, more satisfied guests and an increase in direct bookings: The new accessibility directives should be seen not only as a mere obligation, but as a significant opportunity to promote inclusion, improve your own services and increase your business success in a targeted manner.
Hotels that start making the necessary adjustments in a timely manner create far-reaching benefits not only for their guests but also for their own establishment.
Hotels that start making the necessary adjustments in a timely manner create far-reaching benefits not only for their guests but also for their own establishment.
