3. What is Accessibility?
Accessibility is about the ease of interacting with one’s environment
2
Braille Menus in
the Restaurant
Sign Language in
the Lobby
Ramp Access to
the Entrance
Grab Bars in the
Bathroom
Step-free
passageways
HOTEL
UN Definition of Disability: “…those who have long-‐term physical, mental, intellectual or sensory impairments which in interaction
with various barriers may hinder their full and effective participation in society on an equal basis with others.”
4. Report, WHO 2011 (5) German Ministry of Economics & Technology, (2004)inflated in line w/ overall travel market growth (6) Return on Disability Group “Global Economics of Disability” (2014) 3
Sources: (1) Harris Study -‐Open Doors Organiza4on report (2005) inflated in line w/ overall travel market growth2014 (2) Visit England study, (3) Es4mated on available data (4) World Disability
US
$24.8bn1
UK
$4.7bn2
$133.6bn
Global Accessible
Travel Market3
• Over 1.1 Billion Persons with Disabili4es (PwD) Globally4
• Control $1,200 billion of disposable income6
• Ageing demographics drive market growth
Large Unaddressed Market
Accessible tourism is a significant and untapped opportunity
Germany
$4.8bn5
5. Market Opportunity
The direct opportunity for online hotel bookings is sizeable
TOTAL&ADDRESSABLEMARKET OBSERVATIONS
Accommodation accounts
for 30% of total PwD trip
spend1
4Sources: (1) Based on UNWTO World Tourism Highlights (2014)(2) ) EU Commission Report “Economic Impact & Travel Pagerns of Accessible Travel” (2013)
Global Accessible Travel Market
$133.6b
Hotel Spend
$39.9b
Online
$26.7b
67% of hotel bookings by
PwDs are made online2
Accessible travel is 12% of
the global travel market1
6. Why Now?
Demographics and equality rights mean Accessibility’s time has come!
5Source: (1) See Appendix 1&2 (2) EU Commission Report “Economic Impact & Travel Pagerns of Accessible Travel” (2013)(3) See Appendix 3 (4) BBC Ar4cle “Disabled people’s access to High Street
Shocking”, Dec 6th 2014
• 49% of people 65+ have a
disability3
• 146m new 65+ by 2020
• 400m new 65+ by 2030
INFLECTING
DEMOGRAPHICS1
Percent of Popula4on 65+ (by region)
US: Americans w/ Disabili4es Act
(ADA)
RISING REGULATORY
FOCUS
for Disabled People UK, Dec `14
• “By 2020…25% of travel and
leisure spending will come
from people who have some
form of disability.”
– EU Commission `14
• Accessibility Iden4fied as Key
Rising Travel Trend
– ITB, `12
• Disability & Business:
“The New Green”
– Economist, Sept `12
INCREASING PUBLIC
AWARENESS
• PwDs in the UK “…and their
households have a spending
power of over £200bn.
Improving accessibility: no
brainer.”
-‐M.Harper, Minister
2014
2010
2009
2006
2000
1995
1990
US: IDEA Act
UN: UN-‐CRPD
UK: Equality Act 2006
EU: Signs UN-‐CRPD
US: Amended ADA
US: Smith v. Hotels.com
US: Signs UN-‐CRPD
EU: Ra4fies UN-‐CRPD
US: CVAA Act
UK: Equality Act 2010
US: Expanded ADA
US: Sec4on 503
UK: Disability Discrimina4on Act
EU: EU to implement UN-‐CRPD
UK: Civil Avia4on Rights for PWD Act
4
7. Purchasing Behaviors
An attractive and often overlooked market segment…
TRIP BOOKING CHANNELS1 OBSERVATIONS
• Disabled travelers take an average
of 6.7 overnight trips per year1
• 59% of these involve a hotel stay1
• Trips last 3.3 nights vs. an 2.9
industry average2
• Average spend of $567 per trip3
• Caregivers offer a multiplier effect
of 2.2x per trip1
6Source: (1) EU Commission Report “Economic Impact & Travel Pagerns of Accessible Travel” (2013) (2) VisitEngland Accessibility Analysis UKTS data Full Year 2009 (3) UMOJA analysis based on
Open Doors Organiza4on Study
67%
52%
42%
Internet
In Person
On Phone
8. Demographics
…with distinct requirements that can make or break a holiday.
Access Ramps
Roll-in showers
Pool Transfer Swing
Braille Menus
Assis4ve Animals
Large Font Signage
Sign Language
Visual Safety Procedures
Text-‐Phone
Limited Stairs
Automatic Doors
Adjoining Rooms for
Caregivers
Mobility
40%
Visual
14%
Auditory
11%
Other
(Cogni4ve, Neural,
Dietary, etc.) 35%
Profile of US Disabled Popula4on
(by Disability Type)
Disability Awareness Training
Special Dietary Requirements
5% Wheelchair Users
7Source: (1) US Census Report, American’s With DisabiliI es, 2010 (2) Research Among Adults with DisabiliI es: Travel and Hospitality” by Open Doors Organiza4on; July 2005 7
9. Challenges in Booking
CHALLENGE
This segment faces significant challenges in finding & booking hotel rooms
• Laborious to arrange logistics, find accessible
attractions and activities, and identify
support structures
• Mainstream search engines do not have
detailed and relevant accessibility information.
Find
• Informa4on is unreliable, lacks detail, and not
comprehensive.
• Guests confirm features by calling hotels.Research
• Comparing hotels based on accessibility
features is cumbersome
Decide
• Unsure of get t i n g the room you require
Book
Finding&BookingaHotel
Plan
CURRENT SOLUTION
• Spend hours researching individual hotels on
their respective websites
• Word-‐of-‐mouth recommendations
• Waste of time calling hotel staff who onen do
not understand the guest’s accessibility needs
• Create lists of hotels with various features,
make tradeoffs based on accessibility needs
• Repeatedly call the hotel prior to arrival to
remind them to allocate an accessible room
• Extensive internet research on Google or in
disability forums, call each provider directly
42%of PwDs found information to be insufficient, unreliable, or hard to find2
8Source: (1) Based on UMOJA interviews and research (2) EU Commission Report “Economic Impact & Travel Pagerns of Accessible Travel” (2013)
10. “…with UMOJA, the detailed informaCon and
photos of bathrooms enabled me to make an
informed choice. “
Martin Heng- Accessibility Travel Manager- Lonely Planet
Our Solution
A user-friendly platform with detailed accessibility information
9
11. Hotel Self-Assessment App
We gather information in an efficient, accurate, and scalable manner…
Hotels provide over 250 points of
accessibility information via
UMOJA’s self-assessment app
• Self-explanatory design enables
assessments by anyone in 90mins
• Technology provides a scalable
solution which is free for hotels
• Accessibility information is
enhanced by “see-for-yourself”
photographs
• Attracting guests and avoiding
reputational risk ensures hotels
provide accurate information
?
1
10
12. Enriched Information
…and build on this information through user and expert reviews
• Hotels conduct
self-assessments
via UMOJAapp
Expert
Guest
Feedback
Self Assessment
• Certified 3rd
party expert
assessments for
high value hotels
EXPERT
• Users review
and verify
information
1
2
3
STAGES
1
11
13. User Profiles
Users create Access Profiles to get more relevant results & reviews
PROFILE
2
Can you climb
3-‐5 stairs
without help?
VS.
Are you a
wheelchair
user?
RREESSUULLTTSS
• Some wheelchair users can walk a few steps in a pinch
• Not all visually impaired people are completely blind
AAPPPPRROOAACCHH
Focus on guest’s environment, not impairment
One’s ability is not defined by their “disability”
More precise
search results
✓
More relevant
reviews
✓ ✓
Communi4es around
similar profiles
✓
✗
12
14. Access Match Engine
… and our proprietary algorithm ensures guests find the perfect hotel
Hotels that are more accessible
Travel informa4on that is more useful
Reviews that are more relevant
13
HOTEL PROFILE USER PROFILE1 2
15. Higher Satisfaction: Increase guest
loyalty and repeat business
Minimize Risk: Protect brand against
misrepresentation of accessibility
features
UMOJA Value Proposition
UMOJA benefits key stakeholders across the value chain…
New Business: Reach an under-‐
served $133bn market
Increase ROI: Capitalize on existing
“sunk cost” accessible infrastructure
TRAVELERS WITH DISABILITIES
Search: Easy to find, detailed
and reliable accessibility
information
Compare: Compare hotels based
on accessibility and price
Book: Direct booking of
accessible rooms
Plan: Local partners to service
out of hotel needs
LOCALSERVICE PROVIDERS
§§Marketplace: Platform for goods and services
§§E.g. transport, insurance, travel companions, equipment rental
HOSPITALITYPROVIDERS
14
16. Existing Platforms
…and UMOJA is the only comprehensive solu4on out there
Finding&BookingaHotel
Find
Research
Book
Accessibility Focused
Accessibility Search
“Access Match” Engine
“See for Yourself” Photos
Expert Assessments
User Reviews
Easy Comparison
Global Coverage
Direct Booking
Reserve Accessible Rooms
Local Service Partners
24x7 Booking Support
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓ ✓
✓
✓
✓
✓
✓
✓
✓ ✓ ✓
✓ ✓
✓ ✓
✓ ✓
✓
✓
✓
✓
✓
✓
Decide
Plan
15
17. Competitive Advantage
Find Research Decide Book
Finding & Booking a Hotel
Plan
• Rapidly scalable solu4on to create
extensive database of hotel Access
InformaCon
• Proprietary algorithm drives best-‐in-
‐class hotel Access Match results
• Relevant user Access Reviews
create “sticky” and high
engagement community
UMOJA FOCUS AREAS
16
PRICE FINDING: Compe44ve
disadvantage vs. hotels and
OTAs Referral model
allows users to find the best
prices
NON-FOCUS AREAS
LOCAL SERVICES: Not scalable
and high execution risk
Marketplace for local providers
of goods and services
We focus on core competencies to widen the competitive moat
18. Milestones Achieved
17
• Technology Development: App v1.1 (Jul.14), v2.0 (Sept.14) available
on app store. Android versions by 3Q 2015. Website v2.0 (Sept. 14)
• Community Development / Product Testing: (Ongoing).
Partnerships established with disability groups in Europe, Asiaand
North/CentralAmerica.
• Proof of Concept: July-Sept. 14:Accessible India! itineraries: 50+
hotels. Initial findings: 70% of hotels are accessible = 54k un-
marketed bed nights
• Partnerships: Signed with Taj, ITC, Lemon Tree, Marriott, Lonely
Planet, discussions with 400 properties globally.
• Industry Presentation: Oct. 19-22 World Summit for Accessible
Travel, Destinations for All Montreal 2014.
19. Case Study: Accessible India!
We’ve tested our model in India with Accessible India! itineraries
• Partnered with leading travel agency
to co-create accessible itineraries
• Assessed 50+ hotels, of which:
– 13% accessible for p/w A/Vimpairments
– 70% for wheelchair users
– 89% for p/w lower body impairments
• Collaborated with local disability group
SVAYAMto train ground handling in
disability awareness and etiquette
• Customer #1: Martin Heng of the
Lonely Planet!
19
20. The Team
20
Yeshwant Holkar (CEO/Founder) -‐Yeshwant founded UMOJA to bring together his passion for
travel with his interest in crea4ng innova4ve business solu4ons. Following seven years of
experience analyzing and inves4ng in businesses whilst in the asset management industry,
Yeshwant decided to build a company that would help bring travel to all. Yeshwant holds an MBA
from INSEAD and a bachelors in finance and philosophy from Franklin & Marshall College, USA.
yeshwant@umoja.in
Ben Musgrave (Co-Founder/Chief Accessibility Officer) -‐ Ben is an accessibility and inclusion
expert with interna4onal experience in Europe and Africa. He has worked globally advising
UN agencies, interna4onal and local organiza4ons, and governments on accessibility strategy
and prac4cal inclusion of persons with disabili4es. Ben holds a Masters in Interna4onal
Development Studies from Erasmus University of Rogerdam and bachelors in sociology from the
University of York, UK.
ben@umoja.in
Neha Grover (Chief Strategy Officer) – Neha was previously a strategy consultant with Booz &
Company has worked closely with corporates to iden4fy and implement best prac4ces to improve
efficiencies and reach targets. She also worked with Wonga.com, a successful online UK lender,
where she helped define launch strategy and product development for their entry into the Indian
market. Neha holds an MBA from INSEAD and Masters in Economics from the University of
Warwick, UK.neha@umoja.in
21. Appendix 1: Why Now?
Accessibility is an increasing need as popula4ons get older…
• We are hitting an inflection
point in aging demographics
• The prevalence of disability in
people above 65yrs old is 49%
CASESTUDY:AN AGING WORLD
Percent of Popula4on 65+ (by region)
2
3Source: (1 McKinsey, “Serving Aging Baby Boomers” (2007) (2) US Census Bureau Forecasts (3) US Travel Associa4on (2012)(4) US Census Bureau, “Americans with Disabili4es” (2010)
OBSERVATIONS
Popula4on 2014 2020 2030
Global 65+ 570.5m 716.1m 973.1m
Growth vs. 2014 26% 71%
22. Appendix 2: Why Now?
US Baby Boomers will be increasingly interested in accessibility
CASESTUDY:An Aging America OBSERVATIONS
• Baby Boomers control 60% of
net wealth and 40% of the
expenditure in the US1
• By 2020 there will be 10m new
65+ Americans (21% growth vs.
2014)2
• Boomers make up 36% of all US
leisure travel3
• Boomers take 4.1 leisure trips a
year3
• 49% of Americans aged 65+ in
the US have a disability4
2
4Source: (1 McKinsey, “Serving Aging Baby Boomers” (2007) (2) US Census Bureau Forecasts (3) US Travel Associa4on (2012)(4) US Census Bureau, “Americans with Disabili4es” (2010)
23. 4%
5%
7%
14%
20%
20%
25%
30%
38%
56%
8%
10%
11%
29%
35%
43%
54%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Under 15
15-‐24
25-‐44
45-‐54
55-‐64
65-‐69
70-‐74
75-‐79
80+
Any Disability Severe Disability
49% of Americans
aged 65+ in the US
have a disability3
Appendix 3: Age & Income
PREVELANCEOFDISABILITY
WITHAGE
AgeGroup
DISABLED HOUSEHOLD
INCOME(US)
40%
28%
15%
8%
9%
0% 10% 20% 30% 40% 50%
Less than $25,000
$25,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 or more
Median US HHI
$51,7593
16.4m PwDs
with above
average HHI
2
5Source: (1 McKinsey, “Serving Aging Baby Boomers” (2007) (2) US Census Bureau Forecasts (3) US Travel Associa4on (2012)(4) US Census Bureau, “Americans with Disabili4es” (2010)
