Hospitality operators joining Accessible Hospitality Alliance (aha) membership are not doing so because they need convincing accessibility matters. Members already see accessibility as fundamental to authentic hospitality. Joining aha recognises belief alone does not deliver progress, progress is the result of collective action.
The language used by existing members reveals a common motivation: to turn intention into informed, practical action while learning alongside other operators working towards the same goals.
For many members, accessibility begins with their understanding of hospitality itself.
Garreth Walsh, General Manager of Kimpton Fitzroy London expressed this simply: “True hospitality means creating a space where every guest feels not only welcomed but genuinely valued.”
The challenge is applying that principle throughout the guest journey.
Accessibility can influence booking, communication, arrival, dining, accommodation, leisure and how confidently guests and colleagues engage with a business.
Mary Mant, General Manager of Kimpton Charlotte Square explained the value of working with others: “Being part of aha gives us the structure, the peer community and the accountability to keep improving.”
Member spokespeople rarely present their businesses as having completed the work. Instead, they describe accessibility as a continuing process.
James Mc Comas, General Manager of Champneys Eastwell Manor Hotel and Wellness Spa said: “Accessibility is an ongoing journey, and this partnership helps us continue that journey with purpose and accountability.”
Membership is not a declaration that every barrier has been removed. It is a commitment to keep listening, learning and improving.
For operators managing historic buildings, extensive estates, multiple departments or large workforces, some challenges will be difficult. Working collectively creates a practical route through them.
No operator can reasonably expect to understand every barrier without listening to people whose experiences reveal what may otherwise remain unseen. Watergate Bay Hotel had already completed accessibility and neurodiversity audits before becoming a member. Helen Bishop, Group head of sustainability & engagement at Watergate nevertheless identified significant value in belonging to “a forum that shares best practice, learnings and ideas”.
Members are not simply seeking information. They want access to practical experience they can question, share and apply within their own businesses.
Many members believe the scale of change required makes collaboration essential.
Anthony Cox, Head of Operational Support, of Clermont Hotel Group described the principle clearly: “Collaboration is key to meaningful change.”
Working together allows operators to build on progress made elsewhere, share what works and avoid repeatedly starting from the beginning.
It also helps maintain momentum by connecting responsibility within each business to a wider body of industry activity.
Most members lead with hospitality values rather than commercial return. Yet the commercial value of welcoming more people is clearly present.
Diane Howarth, Managing Director of Cottage in the Dales attributes accessible hospitality directly with high occupancy, future bookings and returning guests. She described the strongest endorsement a hospitality business can receive: “Many of our accessible guests see The Dairy as their second home.”
When guests find a business that understands their requirements, provides relevant information and delivers excellent service, confidence grows. That confidence can lead to loyalty, recommendations and repeat visits.
The commercial case does not replace the human case. It follows from it.
Why operators are joining
They are joining to gain knowledge and relationships that help them make better-informed progress.
These businesses already believe accessibility is part of true hospitality. Membership gives them a credible way to act on that belief and contribute to wider industry change.
For operators asking how their own commitment can become more effective, the experience of existing members provides a clear answer: accessibility is not something hospitality needs to solve alone, we do it together.
Hospitality operators interested in exploring membership are invited to contact Accessible Hospitality Alliance. Everyone is welcome.
