Travel brands have been encouraged not to use a “one-size-fits-all” approach when considering how to improve diversity, equity, accessibility and inclusion (DEAI) in their marketing and operations. 

Speaking at this year’s Leaders of Luxury conference hosted by Aspire, photographer, motivational speaker and triple amputee Giles Duley said companies should be careful not to "assume" what help those with disabilities might need. 

Duley cited how, ahead of events, companies often put him in a room for wheelchair users, which proves more difficult for his needs.

“When disability is talked about, we tend to often be talking about ramps and wheelchair accessibility, which is really important, but actually for somebody like me it makes my life harder so we just have to remember that this is not a one-size-fits-all,” he said.

Duley encouraged companies to open up the conversation with their customers to decipher what they might need. 

He said: “A lot of people don't want to be made a fuss of. I know personally I can do most things and I don't like people to grab my bag and do stuff for me. So it comes down to that simple thing that most people are able to express what they need and will ask for it when they need it. The assumption should not always be that they need it. It's about having those conversations.”

He added: “When somebody books [a holiday], and they have a disability, somebody [could] call them and say, ‘what are the things we can do to help manage your trip and make it easier for you?’ That's what really helps because [otherwise] it's an assumption when you get there that you're this one-size-fits-all [person], you're treated all the same, and it can make you feel very uncomfortable. That simple conversation is the key.”

Jo Rzymowska, Celebrity Cruises’ vice-president and managing director of the EMEA region, said the line had given staff “significant” training to ensure they don’t make assumptions on what service a guest would like to receive. 

She said: “It's important that we give our crew training so that they understand that they can't just assume how guests want to be treated and that everybody feels equal in that way. But it's an ongoing process. The key thing is we don't tell our crew 'not to say that'. If [the guest is] happy to have a conversation, if they're happy to engage, then we need to make sure that [our crew] listen to the guest on board.”

She added that “it’s a constant journey” and said people “shouldn't be frightened about making mistakes”.