Accessibility experts point out that even a hotel fully compliant with the Americans with Disabilities Act (ADA) can still lose older guests at the room door, in the bathroom, or even on the booking page—compliance does not equal ease of use.

"Compliance doesn't mean it's usable," Brett Heising, an independent accessibility consultant and wheelchair user, told Hotel Dive.

The gap between legal requirements and the actual accessibility experience is where many hotels lose ground. Andrés Villagrán, marketing director of Wheel the World, an accessible travel booking platform, told Hotel Dive that the ADA "sets a baseline. It sets the minimum height for grab bars, the minimum width for doors, and the minimum turning radius. It was created as a civil rights standard, not as a usability standard for the hospitality industry."

This gap is fueling growing concern. The U.S. population is aging rapidly, and older adults account for an increasing share of consumer spending. According to U.S. Census Bureau data, the share of the population aged 65 and older will rise from 17% in 2020 to 23% by 2060; the number of people aged 85 and older is expected to nearly triple by 2060, reaching 19 million.

Faced with these demographic shifts, hotels can no longer treat accessibility as a mere compliance issue. Villagrán said that if brands view it only as a legal obligation, they risk losing guests to competitors that treat accessibility "as a guest experience issue."

"Older customers are the ones with disposable cash."

—Shelton Ensley, accessibility specialist at Studio Pacifica, an architectural consulting firm

"Older customers are the ones with disposable cash," said Shelton Ensley, an accessibility specialist at architectural consulting firm Studio Pacifica.

Experts also note that a lack of accessibility has long-term effects on customer loyalty—older travelers tend to travel longer, in larger groups, spend more, and prefer brands that meet their needs. Heising said seniors are "very, very loyal consumers."

Beyond the ramp: Hidden barriers in booking and guest rooms

At the booking stage, travelers often find it difficult or even impossible to confirm in advance whether a hotel or a specific room can meet their accessibility needs.

"The biggest accessibility barrier most travelers face isn't that the facilities don't exist—it's that they can't confirm they exist before booking," Villagrán said.

But some accessibility challenges go beyond information sharing. For example, the ADA does not set specific rules on bed height, but experts say bed height is often a major obstacle for many guests. In recent years, hotels have installed increasingly tall beds, typically 30 to 32 inches (about 76 to 81 centimeters), because they look better in photos. But this makes it difficult for guests with limited mobility to get in and out of bed. Villagrán cited company data saying a bed height closer to 22 to 23 inches (about 56 to 58 centimeters) is far more practical for such guests.

"This is one of the most frequently mentioned issues in accessible rooms because it directly affects how easily and independently guests can move around the space," Keith Harris, vice president of architecture, design, and construction at Wyndham Hotels & Resorts, told Hotel Dive.

Bathrooms are another problem area. Bathtubs often trap guests who can no longer step over the edge. "Bathtubs are really hard for the aging population," Ensley said. But simply installing an accessible shower isn't enough either. Ensley believes most guest rooms would serve all guests better if they "had a handheld showerhead, not just a rain showerhead," allowing water flow to be directed whether standing or sitting.

A deeper issue is that if you focus only on the guest room itself, a well-equipped accessible room doesn't solve accessibility problems in other areas of the hotel, such as restaurants, pools, or pathways. "Accessibility is a system. You can't just optimize one room and call it done," Villagrán said.

Low-cost improvements: From staff training to design details

Experts say improving hotel accessibility doesn't necessarily require massive capital investment. Often, the difference between an accessible hotel and one that isn't comes down to whether staff know their own property.

"Effort doesn't cost money, and knowing your property doesn't cost money," Heising said.

Staff training is equally critical. Employees should not judge based on appearances alone, because a guest who walks normally today may need a mobility aid tomorrow. "Not all disabilities are visible," Ensley said.

Additionally, some of the most practical improvements are often very simple, such as the placement of power outlets and charging ports—which can sometimes be hard to reach. Older travelers with specialized equipment, such as continuous positive airway pressure (CPAP) machines for sleep apnea, may need extra outlets. Ensuring lighting covers every corner of the room and installing basic plug-in nightlights to help guests navigate unfamiliar surroundings at night can also make a space more livable.

"The best accessibility design... offers people multiple options," Ensley said.

For hotel operators unsure where to start, Harris recommends "starting by directly listening to feedback from guests with accessibility needs and making improvements based on that."

And for those still skeptical, Heising is blunt: "Hotels are sitting on a gold mine—they just need to learn how to mine it."