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Hospitality for Guests with Autism: A Study on Social Sustainability – By Deepti Gupta – Image Credit Unsplash
In today’s evolving business landscape, social sustainability has emerged as a crucial pillar of responsible governance, emphasising the importance of creating supportive, inclusive environments that benefit individuals and communities. For the hospitality industry, social sustainability involves fostering an atmosphere where all guests feel valued and understood, including those with invisible disabilities like autism.
This approach aligns with Environmental, Social, and Governance (ESG) principles and opens new brand opportunities to serve a broader demographic. By making accommodations for autistic guests, hotels can enhance guest satisfaction, loyalty, and inclusivity—essential qualities for a socially sustainable business.
Expanding Hospitality to Include Guests with Autism
As mid-level hotels seek to expand their guest base and provide more inclusive services, focusing on the needs of high-functioning autistic individuals presents a unique opportunity. High-functioning autistic individuals represent a substantial demographic: 30-50% of the global autistic population (Zauderer, 2023) that, when provided with consistent and sensory-conscious services, can become a loyal customer base. The hospitality industry, known for its service orientation, has historically catered to guests with visible disabilities. However, it now has the chance to accommodate those with invisible disabilities, such as autism. Based on insights from an MBA thesis (Gupta, 2024), this article explores how consistency in hospitality practices can enhance the experience for high-functioning autistic guests.
Understanding High-Functioning Autism
Autism Spectrum Disorder (ASD) affects individuals differently, and high-functioning autism (HFA) is a form of ASD where individuals often mask their condition, acting in ways that meet the expectations of neurotypical individuals. Despite appearing well-adjusted in social settings, this masking leads to considerable stress and energy drain, which means that individuals with HFA require predictable, stable, and low sensory stimulation environments. Creating such an environment in a hotel setting can lead to a more enjoyable stay for these guests, and consistency plays a critical role in achieving this.
Data Collection and Insights
This study employed a qualitative approach, conducting 11 interviews with key stakeholders, including high-functioning autistic adults, parents of autistic children, and hotel representatives. Seven interviews focused on understanding the perspectives of high-functioning autistic individuals or their parents. Four interviews were conducted with hotel representatives, with saturation achieved after two, affirming consistent themes. Additionally, secondary data was analysed from hotel reviews by autistic guests, providing authentic feedback on their experiences. The data underwent systematic coding, where responses were analysed, categorised, and repeatedly examined to identify recurring themes. This iterative process allowed significant insights to emerge, particularly around sensory sensitivities, the frustration caused by inconsistent services, and the role of predictable environments.
Findings: The Role of Predictability and Consistency in Hospitality
- Predictable Environments and Stability: High-functioning autistic guests benefit from environments prioritising predictability and stability. One participant shared that receiving the exact room location each visit helped them relax, reducing anxiety and stress. Small, consistent details like room proximity to elevators can profoundly impact guest comfort.
- Sensory-Conscious Design: Sensory sensitivities were a central theme among interviewees. Guests preferred low-sensory spaces, such as quiet lounges or dimly lit corridors, where they could decompress. Such areas allowed autistic guests to enjoy their stay without overwhelming stimuli, highlighting the importance of sensory-conscious spaces in creating an inclusive hotel experience.
- Meeting Expectations Through Consistency: Consistency in delivering on advertised amenities was essential for autistic guests. For instance, one guest recalled their stress when an advertised pool closed unexpectedly, illustrating how unmet expectations could cause anxiety. For autistic individuals, reliability is vital; fulfilling promises made at booking can reduce unnecessary stress and foster trust in the hotel’s brand.
Recommendations for Mid-Level Hotels
Based on these findings, the study provides several actionable recommendations for hotels aiming to enhance their inclusivity for high-functioning autistic guests:
- Provide Comprehensive Pre-Arrival Information: Hotels can reduce anxiety for autistic guests by offering detailed information on their websites, such as room layouts, sensory-friendly areas, and dining options. By helping guests make informed decisions before their arrival, hotels enable smoother, stress-free stays.
- Foster Consistency Across Stays: Offering guests the option to book the same room or similar setup across stays provides familiarity, which can be incredibly reassuring for autistic guests. Predictability in service and amenities helps reduce sensory overload and creates a welcoming environment.
- Incorporate Sensory Preference Questionnaires: During the booking process, hotels could ask about guests’ sensory preferences, such as noise levels, lighting, and fragrance. This would allow for tailored experiences that meet individual needs. This proactive approach helps avoid sensory triggers and ensures a more comfortable stay.
- Implement Autism Awareness Training for Staff: With organisations like Autism Double-Checked, hotels can train staff to recognise and respond to autistic guests’ unique needs. Staff education can cover topics like honouring specific room requests and minimising changes, building trust and enhancing the guest experience.
Global Wealth and Market Opportunity
Autistic guests, like all consumers, come from varied socioeconomic backgrounds. However, as Kochhar (2024) highlights, only 15% of the global population is classified as upper-middle-income, with just 7% being high-income. This means that most potential autistic travellers fall into middle or lower-income brackets. Thus, it becomes essential for mid-level hotels to effectively cater to this demographic.
While luxury hotels may have more resources to invest in autism certifications or sensory-friendly infrastructure, mid-level hotels can still provide significant value by focusing on consistency and service delivery. By doing so, they can capture a substantial portion of the market that seeks accessible accommodations at a more affordable price point.
Benefits of Serving the Autistic Community
Beyond the direct benefits of improved guest satisfaction and loyalty, serving high-functioning autistic individuals can enhance a hotel’s reputation and drive revenue. Many autistic travellers are loyal to brands that meet their needs. Mid-level hotels can build lasting relationships with this demographic by providing consistent services and fulfilling contractual promises.
Additionally, catering to autistic guests can positively impact a hotel’s overall guest experience. The changes made to accommodate autistic individuals, such as reducing sensory stimuli in public areas or offering self-check-in options, can benefit all guests, particularly those who value quiet and privacy.
Conclusion
For mid-level hotels, social sustainability extends beyond visible changes; it includes embracing inclusivity for guests with high-functioning autism by prioritising consistency, clear communication, and sensory-conscious design. As a result, hotels can enhance guest loyalty and brand reputation and position themselves as industry leaders in social sustainability. By catering to autistic guests, mid-level hotels take meaningful strides toward a more inclusive hospitality environment that aligns with ESG goals and embodies social sustainability principles.
Deepti Gupta
Deepti Gupta – EHL MBA (Hospitality)
This article originally appeared on EHL Insights.
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