Why Travel Companies Are Losing Millions by Ignoring Website Accessibility

In an industry built on the promise of exploration and discovery, it’s ironic that travel websites remain some of the least accessible on the internet. Recent reports by WebAIM, a nonprofit focused on web accessibility, and AudioEye, a digital accessibility company, have highlighted the travel sector as one of the worst offenders in online accessibility—and the consequences are steep, both ethically and financially.

According to WebAIM’s Million report, travel websites average nearly 60 accessibility errors on their homepages—a staggering 17% increase from the previous year. These issues range from poor colour contrast to missing text labels and inaccessible booking forms. AudioEye’s findings support this, with 41% of travel and hospitality sites being difficult to navigate for users relying solely on keyboards, a common accessibility tool.

For an industry that thrives on customer experience, this oversight is not just a technical shortfall—it’s a business blunder.

A Massive Market, Ignored

The World Health Organisation reports that 1 in 6 people globally live with some form of disability. That’s over a billion individuals, including more than 2.2 billion with visual impairments—of whom 43 million are blind. The economic implications are enormous. In the UK alone, the “purple pound,” or the spending power of disabled individuals, is expected to exceed £50 billion (€58 billion) by 2025.

“Web accessibility is not only the right thing to do, it is also required by law,” explains Jared Smith, Executive Director of WebAIM. “Because most travel websites have significant accessibility barriers, users with disabilities will spend their time and money at sites that have addressed these issues.”

Who’s Getting It Wrong—and Right?

Among the biggest culprits is Booking.com, the world’s most visited travel website. Despite attracting over 500 million visits monthly, it ranked 712,074th in WebAIM’s assessment of one million websites. Other major players like Airbnb, Trip.com, and Agoda also fell well short, with mediocre rankings and widespread accessibility failures.

Conversely, companies like Skyscanner and Uber performed relatively well, with rankings at 1,113 and just over 8,000, respectively—demonstrating that accessibility is both achievable and beneficial.

The most frequent issue? Low contrast text, appearing on 79.1% of travel homepages. Other common mistakes include missing alternative text for images, unlabelled form fields, and buttons without context—each of which significantly hinders access for users relying on screen readers or other assistive technologies.

Real People, Real Barriers

Lucy Edwards, a blind presenter and disability activist, knows firsthand how difficult it can be to navigate travel websites. After losing her sight in her teens, Lucy has faced countless digital roadblocks.

“Travel websites are almost always inaccessible,” Lucy says. “Images are not described via text, so I rely on my friends, family, and husband to describe the beautiful scenes to me.”

But it's not just about missing out on images. Booking travel is an ordeal when sites are not screen-reader friendly.

“It’s so infrequent that I can book a holiday independently,” she says. “There are so many pop-ups that disable my screen reader. I’m always afraid I’ll book something wrong.”

Screen readers convert website content into speech or Braille, making them vital for users with visual or cognitive impairments. Yet, as Lucy points out, “Websites as a whole do not cater for screen reader users. As a blind person, I feel frustrated every single day browsing the web.”

The Legal Countdown

The clock is ticking. On June 28, the European Accessibility Act (EEA) comes into effect, mandating that all websites trading within the EU meet accessibility standards. The law applies to businesses with at least 10 employees and over €2 million in turnover, including countless travel companies.

The EEA will enforce the Web Content Accessibility Guidelines (WCAG), which require:

• High contrast colour schemes
• Readable fonts
• Descriptive links and labels
• Alternative text for images
• Captions for videos
• Full keyboard navigation support

Companies that fail to comply face fines, lawsuits, and exclusion from public contracts—not to mention repetitional damage.

Inclusion is Good Business

Web accessibility isn’t just a moral obligation or legal requirement—it’s a competitive advantage. When 20% of the population faces barriers to using your website, you’re effectively turning away one in every five potential customers.

For travel companies, this is more than just lost bookings. It’s a lost opportunity to foster brand loyalty, enhance customer experience, and lead the industry toward a more inclusive future.

“Overall the experience has left me in tears,” Lucy confides. “I’m so lucky that I have sighted help, but it shouldn’t have to be this way.”

As the EU enforces its new standards, businesses that continue to overlook accessibility may find themselves not just out of compliance—but out of touch, and out of pocket. The message is clear: adapt, or get left behind.

Conclusion

The travel industry, long celebrated for connecting people and places, is failing a significant portion of its potential audience by neglecting digital accessibility. With millions of disabled users unable to navigate or book on major travel websites, companies are not only breaching ethical and legal standards—they’re walking away from billions in potential revenue.

As the European Accessibility Act looms, the pressure to make digital spaces inclusive is no longer optional—it’s urgent. Travel businesses must act now to ensure their platforms are usable for everyone, or risk being left behind in a world that’s quickly moving toward equity, inclusivity, and compliance. Inaccessibility is costing the industry dearly—and the solution is within reach.