By: Joshua Finley
The scenic Hinuatan River in the Philippines, the Island of Isola Bella off the coast of Italy with its entrancing gardens and the ice caves of Patagonia in Chile are some of the most incredible lesser-known tourist destinations on the globe. These are destinations that are far from the madding crowd, and free of the hordes of tourists that make travel to some of the world’s most popular mainstream hotspots such an underwhelming experience.
Sadly, many of those with disabilities are never going to experience these pristine destinations and are also often denied the opportunity to visit other tourist hotspots that attract millions of visitors a year.
It’s a situation that Michelle Nohotima, CEO of Always Able Disability Service and Australia-based Always Able Travel is passionate about rectifying.
Research by travel marketing company MMGY Global indicates that those with mobility disabilities spend $58.2 billion on travel every year. It’s in the best interests of the industry to take extra steps to ensure that they benefit from the travel aspirations of those with disabilities.
“Always Able Travel is more than a travel agency. We go the extra mile, researching accommodations and ensuring a fulfilling experience for every traveler. Our clients range from mature travelers and high-net-worth individuals seeking excellent experiences to disabled travelers who just want to experience the same level of comfort and excitement that able-bodied explorers enjoy,” says Nohotima.
The Business Imperative
The World Health Organization reports that around 15% of the global population lives with a disability, which for years has limited their ability to travel. The industry largely overlooked this market, resulting in a frustrating lack of accessible options, particularly for wheelchair users.
Research by travel marketing company MMGY Global indicates that those with mobility disabilities spend $58.2 billion on travel every year, and it could be worth considerably more.
It’s a market that is woefully underserved, and it will reward accommodation providers and suppliers of travel-related services if they are willing to go beyond the bare minimum regulatory requirements.
“Most developed countries have made great strides in accommodating wheelchair-bound and senior individuals and their traveling parties, but the effort often stops at the reception area. There’s a ramp, yet often, few rooms cater to wheelchair users, especially with adequate bathroom facilities. Venturing off the beaten track presents even greater challenges,” says Nohotima.
A New Model
For Michelle Nohotima, Always Able Travel is not a mere run-of-the-mill travel agency; it’s a vehicle that provides choices. Whereas the travel experience for those with disabilities was traditionally limited to destinations that provided accessibility options, Always Able Travel aims to provide something for everyone, no matter what physical challenges they face.
The agency serves an exclusively high-care need, ensuring that each trip is not only feasible but also ticks all the right boxes in terms of comfort, excitement, and sheer enjoyment.
The website has provided so many people with choices when it comes to travel, and that’s down to the commitment of the team to providing a human face to travel planning.
It’s an approach that’s second nature to Michelle Nohotima.
“When we began the journey, we were interacting at a bricks-and-mortar agency with elderly folks who appreciated the opportunity to talk to someone face to face. It’s a philosophy that drives us. Just because we’re now providing a service through a website doesn’t mean we aren’t there when our clients need us.”
Today, Always Able Travel provides travel itineraries, specialized tour services, accommodation and booking advisory services, and management of travel requirements for those who may not be satisfied with a package option or have physical challenges that require a personalized touch.
According to Nohotima, one of the challenges that those with a disability have had to deal with in the past is that what’s on the packaging might not be what’s inside.
“The key to providing a rewarding travel experience to those who have special needs is research and the human touch. Often, an accommodation provider might market their destination as wheelchair or senior-friendly. However, in reality, that’s often just a nod to what regulations require, and the real-world offering can be extremely disappointing.
To avoid this scenario, Michelle and her team double-check that what is on offer will meet the diverse needs of her clientele.
“Get on the ‘net, then get on the phone. The key is asking the right questions; it’s like most other things in life; it’s far easier to get the job done properly if you have the experience. For the team at Always Able Travel, it’s always at the top of our minds that we’re dealing with people, and many of them may have some trepidation when faced with a travel opportunity. We’re here to make sure that those fears are laid to rest and that they enjoy a world-class vacation experience.”
The Entrepreneurial Angle
“If I look back at my experience, I’m not surprised that some might say I’ve been a bit unfocused, but that’s far from the truth. I’m a great believer in the motto ‘just go for it.’ But, you must have an underlying passion guiding what sorts of new projects you undertake. I’ve invested in properties, assisted in establishing a dementia wing at a local nursing home, started a pet boarding business, and launched a mobile dog wash service for the elderly in my community.”
Michelle’s philosophy is rooted in passion and a genuine love for people, particularly those facing daily challenges due to disabilities.
She says, “Entrepreneurs are driven by the search for prosperity, but life is about more important things than money. Manage opportunities and stick to your business plan, but remember the world is full of people. Make sure your passion benefits others. It’s the key to a more fulfilling life.”
To learn more about Michelle Nohotima and her mission to democratize travel, visit her LinkedIn profile or the Always Able Travel website to see how she’s transforming travel for disabled people worldwide.
Published by: Nelly Chavez
