Latest Study Reveals, 76% Of Airline Websites Fail To Provide Adequate Accessibility For Disabled Users
Recent research conducted by digital marketing agency Impression has uncovered a significant gap in website accessibility among UK, European, and American airlines, with 76% failing to meet the necessary standards. This finding comes at a time when the term "flight booking" has garnered 6,000 Google searches in the last month, indicating a high demand for online holiday arrangements.
Impression's study, which evaluated 49 airline websites, found that only a third were sufficiently optimised for accessibility. This insight is particularly alarming given that one in people worldwide lives with some form of disability. Enhancing website accessibility not only aligns with moral obligations but also serves a business imperative by potentially boosting search engine rankings and improving overall site usability.
Michael Weir, head of behavioural science at Impression, stressed the importance of website accessibility, stating, "A website is a representation of a business and often one of the core streams of revenue, so alienating users with an inaccessible website can pose not only a moral but also a fiscal issue." He further highlighted the agency's commitment to aiding clients in improving their digital presence, with a particular focus on accessibility.
The legal landscape in the UK, EU, and America mandates website accessibility under discrimination laws, yet many sites fall short of full optimisation. Impression's analysis revealed common issues such as poor colour contrast and improperly coded areas that pose challenges to users with visual impairments.
Using Google Lighthouse for evaluation, the study pointed out that 67% of UK airlines had accessible websites, with British Airways and Virgin Airlines leading with perfect scores. Conversely, Jet2 scored the lowest, particularly in the area of ARIA (Accessible Rich Internet Applications), which enhances website navigation for users with disabilities.
In Europe, outside the UK, only 10% of airline websites achieved a score above 90 for accessibility, indicating significant room for improvement. In the US, 45% of airline websites reached this threshold, with American Airlines scoring a perfect 100, contrasting sharply with Hawaiian Airlines, which scored the lowest at 73.
The UK Government has highlighted that trips of any kind pose difficulties for 25% of people with disabilities, compared to 10% of those without. This discrepancy underscores the urgent need for all businesses, particularly those in the airline industry, to prioritise website accessibility. Such measures are crucial not only for compliance and ethical reasons but also for fostering growth and inclusivity in the digital age.
Impression's research, conducted in March 2024 using Google Lighthouse to assess the mobile view of websites, serves as a call to action for the airline industry to address these gaps in accessibility and strive for a more inclusive online environment.
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