Assessing Airport Programs for Travelers with Disabilities and Older Adults (2023)

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CHAPTER 2 Addressing Traveler Needs 2.1 Evolution of Travel Market for Travelers with Disabilities and Older Adults Travelers with disabilities and older adults make up a large and growing market for the aviation industry. ACRP Research Report 210: Innovative Solutions to Facilitate Accessibility for Airport Travelers with Disabilities (Van Horn et al. 2020) points to a number of factors contributing to this growth: • Aging population; • Spread of disability rights laws worldwide, now hastened by the United Nations Convention on the Rights of Persons with Disabilities; • Improvements in accessibility and technology; • Increases in disposable income; and • Dispersion of families nationwide and internationally. The increased affordability of air travel that underlies the enormous expansion of the market in general has fostered the rapid growth of this market segment as well. Therefore, it is critical for airports to understand the needs and wants of these two groups so that better-informed decisions can be made that ultimately benefit both travelers and airports. This chapter analyzes the disability and older adult air travel market in the U.S. and world- wide, pre- and post-COVID-19, as well as methodologies for segmenting travelers. 2.1.1  Pre–COVID-19 Market Analysis The Open Doors Organization’s (ODO’s) Market Study on Adult Travelers with Disabilities (see Figure 5), a nationwide survey conducted by the Harris Poll in 2020, found that 55% of travelers with disabilities traveled by air in a two-year period, up from 43% in 2015 when this study was previously conducted. There was a strong increase in frequent fliers (three or more trips by air over two years), up from 13% in 2015 to 22%. A subgroup (approximately one-fifth) of frequent travelers traveled at least six times in two years. In addition, among travelers with disabilities, there was a strong increase in internet usage to support travel needs (46% in 2015 to 76% in 2020) and an increase in the use of apps or other functions on mobile devices to assist with travel, up from 57% in 2015 to 65% in 2020. This is corroborated by a “Survey of User Needs” conducted by the Georgia Institute of Technology, which shows an increase in smart- phone use from 71% in 2015–2016 to 88% in 2017–2018 by individuals with disabilities. These trends suggest that the “digital disability divide” is closing. Furthermore, the findings indicate that most adults with disabilities continue to travel with one or more adult family members, friends, or companions, doubling their economic impact. 8 

Addressing Traveler Needs   9   80% 70% 60% 50% 40% 30% 20% 10% 0% Traveling by air Frequent fliers Use of internet to Use of smartphone support travel needs devices/apps 2015 2020 Source: Open Doors Organization 2020b. Figure 5.   Results of the ODO Harris Poll on travelers with disabilities. While data from the aviation industry on travelers with disabilities are typically not made public, a few additional sources offer a glimpse of market strength in the U.S. and elsewhere prior to the pandemic. Findings from the UK Civil Aviation Authority’s (CAA’s) CAP 1821: Airport Accessibility Report 2018/19 found that “since 2014 the number of passengers assisted increased by 49% while overall passenger numbers increased by 25%” (CAA 2019). Since not all passengers with disabilities require assistance, the actual rate of increase was likely even higher. Aviation 2050: The Future of UK Aviation added a further statistic: Use of such services has increased by over two-thirds in less than a decade, and demand for these services is likely to continue to rise (HM Government 2018). 2.1.2  Post-COVID-19 Market Analysis The COVID-19 pandemic has had a dramatic effect on the aviation market. Travelers with disabilities and older adults have been affected not just by the coronavirus itself but also by the measures adopted to contain it, such as the use of face masks, requirements to keep a distance of 6 feet or more (social distancing), and seat blocking to facilitate social distancing at airports. Some of these measures, such as the use of face masks, may be an impediment to persons with certain kinds of disabilities. While these measures may be temporary, safety changes that are more positive will likely be more permanent. These changes include touchless check-in and bag drop, mobile food/retail ordering, and touchless checkout. Innovations such as Aira and Whill, originally designed to enhance independence for travelers with disabilities, are also being implemented at many airports to allow for a safer airport experience (Ozion Airport Software 2020). Given the higher morbidity and mortality of COVID-19 among older adults and those with underlying medical conditions, these groups are likely to be more risk averse and less willing to fly. This expectation of older travelers was borne out by a Gallup Poll of more than 10,000 American adults polled July 2–14, 2020, all of whom reported flying at least once in the last year. The web-based survey found “69% of respondents aged 55 or older saying they’re uncomfortable flying, compared to 33% of those aged 18 to 35” (Goldstein 2020). On average, 52% of Americans said they were uncomfortable flying, especially on longer flights. J.D. Power conducted a “Travel Pulse Survey” in June 2020 that included a question regarding the future travel status of persons with disabilities to enable a comparison of respondents with and without disabilities. The data received from J.D. Power for travelers with disabilities was compared with the 2020 ODO Harris Poll, which also had a question on future travel activities. Surprisingly, the Harris Poll respondents with disabilities were more ready to resume air travel 

10   Assessing Airport Programs for Travelers with Disabilities and Older Adults and other activities in 2021 than the general population surveyed by J.D. Power. The reason for this could be that people with disabilities, though possibly more risk averse, may also be more anxious to regain their independence after this setback than those without disabilities. The responses were also aspirational and not a measure of what respondents actually did in 2021. 2.2  Traveler Segmentation Traditionally, market segmentation in the aviation industry has included leisure, business, and personal travel reasons as the basic segments. Segmentation theories and applications have advanced over the years to include additional segments, such as those outlined in Figure 6 for the airline industry. ACRP Research Report 231 provides additional information on segmenting the airport passenger model (Ryan et al. 2021), as noted in Figure 7. Travelers with disabilities is included as a segment, but this market is not segmented further in the report. U.S. federal law defines disability as “a physical or mental impairment that, on a permanent or temporary basis, substantially limits one or more major life activities, has a record of such an impairment, or is regarded as having such an impairment.” Major life activities include “functions such as caring for one’s self, performing manual tasks, walking, seeing, hearing, speaking, breathing, learning, and working” (The Public Interest Law Center 2022). Customer needs at each journey point depend on the category of disability or functional limitation, level of disability, and need for assistance. As the “social model” of disability makes clear, how well one can function and whether one will need assistance also depends on the environment, not just the capacity of the individual. Disabilities may be grouped into a number of categories, as outlined in Figure 8. Other factors that may be just as relevant for segmenting travelers into categories for the travel industry are presented in Figure 9. These factors are also applicable for older adults, who often do not self-identify as having a disability even though they may have one or more severe functional limitations. Source: Segmentationstudyguide.com 2021. Figure 6.   Airline industry segments. 

Addressing Traveler Needs   11   Figure 7.   Traveler segments in ACRP Research Report 231. Source: Harding et al. 2017. Figure 8.  Disability categories. 

12   Assessing Airport Programs for Travelers with Disabilities and Older Adults Figure 9.   Other factors to consider in segmenting travelers with disabilities. 2.3 Needs of Travelers with Disabilities and Older Adults: Industry Data In April 2009, the UK CAA, a governmental oversight body, reached out for the first time to aviation industry and disability groups. This research resulted in a report on qualitative findings among persons with reduced mobility (PRM) by consultant SHM (SHM 2009). The SHM report was based on interviews and workshops at Manchester Airport (MAN) and Bristol Airport (BRS). Although prepared more than 12 years ago, this report is very revealing in that it delves into the mindset of travelers with disabilities and then examines where each of the six identified dimensions comes into play most during the various stages of the journey. This provides an excellent roadmap for maximizing CX, no matter whether the airport or the airline is ultimately responsible for meeting the needs of travelers with disabilities. The key findings are summarized in Table 2. This information resonates with managers of airports, airlines, and service companies since it emphasizes the emotional element of travel. It also addresses one of the goals of the current International Air Transport Association (IATA) accessibility initiative: to move the industry Table 2.   Key SHM findings. Dimension of PRM Mindset Insight Derived from SHM Research Findings PRM passengers want to feel equal. PRMs’ expectations of the assistance service are not based on their awareness of the EC Regulation and, therefore, they are not based on an understanding of legislative detail; rather, their expectations are based on the things that will enable them to feel like an “equal” passenger. PRM passengers want to feel in PRMs need to feel in control of the assistance they receive. They don’t control. always need assistance from one end of the customer journey to the other, but they do always need to feel as though they are “in the driving seat.” PRM passengers want to feel clear. PRMs are not always clear on what assistance is available nor what is in or out of scope under the special assistance system. PRM passengers want to feel listened PRMs frequently find that information has not been passed through the to. system or acted upon intelligently at different states of the customer journey. PRM passengers want to feel treated PRMs recognize that it is probably not possible to personalize special as individuals. assistance fully; however, they do need to feel that there is some degree of differentiation in line with their needs. PRM passengers want to feel PRMs expect the service they receive to be reliable (i.e., from one reassured. journey to the next) and consistent (i.e., from one UK airport to the next). Ensuring this reliability and consistency is felt to be a key role of the CAA as the United Kingdom’s aviation regulator. Source: SHM 2009, p. 7. 

Addressing Traveler Needs   13   away from “handling” these passengers, a term better used for cargo, and towards “serving” them as valued, equal customers. The SHM report discusses issues that typically crop up in each stage of the customer journey and that result in expectations not being met. A brief summary of the findings—many of which echo complaints voiced by travelers in the U.S. and findings of this research effort—at each journey stage is noted as follows: • Booking. Information provided concerning needs is either not recorded or not transmitted downline to airline agents and service providers; no confirmation of service requests leads to lack of assurance prior to and during the trip. • Arrival and check-in. Points at which one can receive assistance vary from airport to airport, creating the initial gap in service (or “no man’s land”); travelers lack information on which to approach first, check-in or special service desk. • Transit (to gate). Service provided is “one size fits all”: only wheelchair assistance is pro- vided, rather than assistance tailored to those who are blind, deaf, of short stature, etc.; ability to use one’s own mobility device to reach the gate varies across airports, and often one has to insist; waiting with no idea how long the wait will be to receive assistance or if one has been forgotten produces great anxiety; once airside, if one needs assistance it is difficult to contact the service company; and security is especially stressful. • Boarding. Failure to transmit information about the person’s needs is again a problem; assistance provided may not be appropriate; and how the boarding process is handled may be a source of embarrassment or loss of dignity. • Disembarking. Waits on the plane for assistance can be long; mobility devices often go to baggage claim instead of the door of the plane; help with baggage is inadequate; and assistance to ground transportation is lacking. The analysis of needs at each journey point has been addressed quite thoroughly in the following ACRP reports: • ACRP Synthesis 51: Impacts of Aging Travelers on Airports. • ACRP Research Report 177: Enhancing Airport Wayfinding for Aging Travelers and Persons with Disabilities. • ACRP Research Report 210: Innovative Solutions to Facilitate Accessibility for Airport Travelers with Disabilities. Other sources include disability blogs, websites, social media, and disability organizations.