Vision 2030: The Accessibility Moonshot
By 2030, all 73 million Baby Boomers in the United States will be 65 or older, marking a historic shift: accessible travel moves from a niche to an expectation. This is the next big moment for destinations, hotels, venues, and tourism services.
Accessibility is no longer optional. It affects every traveler, every booking, and every family.
Why This Matters: The Future is in the Data
The shift toward accessible travel is already underway. The data is clear, consistent, and increasingly reflected in how people plan and book travel.
2030: Baby Boomer Demographic Data
- Average net worth: $1.2 million per household Source: Federal Reserve
- Boomers hold 50% of U.S. wealth Source: Federal Reserve Distributional Financial Accounts
- 70% plan to travel this year (average of 27 travel days) Source: AARP (2025)
- 72% are retired Source: U.S. Labor Department (2024)
Baby Boomers are the wealthiest generation, and they have the time and resources to travel.
Accessible Travel Data
Travel decisions are rarely made alone. Accessibility influences entire groups, not just individuals.
- 44% of grandparents have taken a multi-generational trip with their grandchildren and roughly half help pay for those trips. Source: AARP
- 57% of parents plan to travel with grandparents and children influencing 35% of all travel. Source: Family Travel Association
- in 2025, 18% of travelers have someone in their travel party who required accessibility services. Source: Longwoods International (2025 Survey)
If one traveler’s needs are not met, the entire booking is at risk.
Accessibility Demand Data
The demand for accessibility is already shaping traveler behavior and business outcomes.
- 30,000 monthly accessibility requests received by the call center of a major cruise line.
- 62% of disabled travelers will not patronize a business if its website lacks accessibility information.
Source: Euan’s Guide Annual Survey - $75 million in accessible luxury travel sold in 2025
Source: Fora Travel - In Japan where 25% of the population is over 65more adult diapers than baby diapers are produced.
- By 2030, 23% of the U.S. population will be over 65
Source: U.S. Census
Accessibility influences decisions, revenue, and loyalty across the travel industry.
Join the Movement
The Accessibility Moonshot is a shared effort across destinations, brands, and communities to meet this moment with intention and action. Explore ways to get involved below, and check back as we continue to add new initiatives and resources.
Accessible Travel Information Day – July 27th
Small changes can drive meaningful results. One of the most impactful steps you can take is adding an accessible landing page to your website. Travelers with access needs rely on accurate and clear information to understand what to expect before they arrive.
TravelAbility’s 2025 Rethinking Accessibility survey found that while many businesses already offer accessibility features, 78% are not promoting them online. At the same time, 62% of travelers with disabilities will not visit a business without accessibility information. Choosing not to share this information means turning away a significant portion of potential visitors.
From now through July 27, this DAC-led initiative supports regional businesses in:
- Identifying and organizing existing accessibility information
- Refreshing or creating dedicated accessibility pages
- Amplifying updates through a coordinated national awareness day on July 27
You can be part of this movement.
Start by creating or updating an accessibility page that highlights the features you already offer. It is a low-cost, high-impact step that improves visibility, builds trust, and supports more confident booking decisions.
If you’d like guidance on creating an accessibility page, contact us to get started.
The TravelAbility Summit
November 9–11 in Tampa
The 8th Annual TravelAbility Summit brings together destinations, industry leaders, and advocates working to advance accessible travel. Grounded in the Vision 2030 framework, this year’s program focuses on preparing for and engaging with the aging traveler.
- Industry collaboration across marketing, operations, and visitor experience
- Practical conversations grounded in real data and real-world application
- Sessions focused on meeting the needs of aging and multi-generational travelers
The Accessibility Playbook
A practical resource designed to support destinations and organizations at every stage of their accessibility journey.
- Actionable guidance grounded in industry needs
- Tools to help teams evaluate, plan, and improve
- A framework for building accessibility into everyday operations