Digital Accessibility in Hotels: The Factor That Will Decide Who Converts at FITUR 2026
A11ySolutions
The digital reality of the hotel sector ahead of FITUR
FITUR is, every year, the main meeting point for the tourism industry. Hotels, chains, destinations and technology providers showcase their value propositions, strengthen their brand positioning and generate key commercial opportunities for the year ahead.
However, there is a less visible reality that is rarely addressed on exhibition stands, yet has a direct impact on business results: the real digital experience users face when trying to book on a hotel website.
At A11ySolutions, we regularly analyse hotel websites and booking engines, and the same pattern appears again and again:
commercial strategy is solid, communication is well crafted, but digital accessibility introduces friction that prevents interest from turning into real bookings.
FITUR 2026 arrives at a particularly relevant moment, with accessibility regulation already in force and users increasingly intolerant of confusing or inefficient digital experiences.
Why digital accessibility is critical for the hotel sector
Talking about digital accessibility in hotels is not only about legal compliance. It is about real conversion capability.
In the hotel environment, a booking is rarely impulsive. It is a considered decision that can easily collapse when the process presents obstacles. And in most cases, these obstacles are not visible in traditional analytics.
Common barriers found on hotel websites
Across audits carried out on hotels of different sizes and typologies, we consistently identify:
Date pickers that do not work properly with keyboard navigation or assistive technologies.
Booking forms with mandatory fields poorly indicated or lacking clear instructions.
Generic error messages that do not explain how to fix the issue.
Loss of focus when moving between steps in the booking process.
Key action buttons with insufficient contrast, especially problematic on mobile and outdoors.
Mobile booking flows that break precisely at the moment of highest purchase intent.
These barriers do not only affect users with disabilities. They affect any user in real-world conditions: mobile usage, time pressure, poor connectivity, fatigue or limited patience.
Accessibility and conversion: a direct and measurable relationship
One of the biggest misconceptions in the hotel sector is to assume that accessibility is abstract or difficult to measure. In reality, the opposite is true.
When accessibility barriers are removed from critical points in the hotel booking funnel, results tend to appear quickly.
Typical impact after improving accessibility in hotels
10–14% increases in completed bookings, particularly on mobile.
Reduced abandonment at critical steps such as “guest details” or “confirmation”.
Fewer customer support incidents related to “I can’t complete my booking”.
Improved brand perception and user trust.
Accessibility does not add steps.
It removes friction.
FITUR as a turning point for hotel accessibility in 2026
FITUR is not just a commercial showcase. It is the ideal moment for hotels to ask a fundamental question:
Can every user complete a booking on our website without external help?
In 2026, this question carries more weight than ever for three key reasons.
1. Regulatory framework already in force
European digital accessibility regulation is no longer a future requirement. It is an operational reality that demands evidence, traceability and continuous improvement.
2. Growth of mobile traffic
For many hotels, over 70% of traffic comes from mobile devices. And this is precisely where most accessibility barriers appear.
3. Direct competition with OTAs
When direct booking is more complex than booking via an OTA, users do not hesitate. Accessibility allows hotels to compete on equal terms without changing pricing or commissions.
What hotels should review before and after FITUR
From a practical standpoint, there are five key areas that any hotel should review across its digital ecosystem.
Critical booking engine components
Calendars, forms, buttons and validations must be clear, predictable and accessible.
Real mobile experience
It is not enough for the site to “look good”. The full booking process must be completable without friction.
Error management
Errors should guide users forward, not block or confuse them.
Cognitive clarity
Users must always understand what is happening and what is expected of them.
Impact measurement
Accessibility without metrics is intention. Accessibility with data is strategy.
Conclusion: accessibility as a competitive advantage for hotels
FITUR 2026 marks the beginning of a decisive year for the tourism sector.
Hotels that understand digital accessibility as a conversion lever — rather than a mere requirement — will start ahead.
Accessibility does not replace marketing, pricing or brand strategy.
But it allows all of them to perform better.
In an environment where acquiring traffic is increasingly expensive, accessibility is one of the few improvements that enables growth using what you already have.