As the Middle East cements its status as one of the world’s fastest-growing travel regions, a parallel movement is reshaping what hospitality excellence truly means: inclusion. Ascott has taken a defining step forward with the announcement of its Disability Inclusion Playbook for the accommodation sector. This first-of-its-kind resource that is both open-access and globally collaborative.
While the playbook is designed for operators worldwide, it holds particular relevance for the Middle East, where Ascott is rapidly expanding its portfolio and introducing new resort destinations across the UAE and the wider region.
Core pillars of inclusion
Developed in partnership with leading disability inclusion specialists Colourful Earth and supported by SG Enable, the World Sustainable Hospitality Alliance and the Valuable 500, Ascott’s playbook sets a new benchmark for the accommodation sector. Addressing the needs of the more than 1.3 billion people worldwide living with disabilities, it covers five core pillars:
- Inclusive training
- Spaces
- Hiring
- Digital Interfaces
- Programmes.
Across these pillars, the playbook demonstrates how accommodation providers can build seamless, barrier-free experiences from pre-arrival all the way through to departure, with practical guidance that ranges from governance strategies to built-environment enhancements, digital accessibility and frontline service training.
While launched in Singapore, its impact is poised to be global. And nowhere is its timing more significant than in the Middle East.
Turning commitment into action
The Middle East is currently undergoing a big tourism investment, a demand for global events, and a rise in experience-driven travel. Ascott’s growing Middle East footprint puts the region in a prime position to adopt and showcase the principles of the Disability Inclusion Playbook.
Its expanding resort portfolio includes Al Mahra Resort by The Crest Collection on Marjan Island, a 539-key luxury beachfront property opening in 2027, and more than 20 new resorts globally set to open in the next three years.
With significant signings in Ras Al Khaimah and across Asia, Ascott’s regional leadership team has an opportunity to operationalise accessibility from day one in design, technology, staff training, and community collaboration.
Ascott has backed the playbook with measurable global commitments that will be felt across its Middle East properties:
- Community programmes in every country by 2026: At least one Ascott property in every operating country will host disability inclusion community initiatives.
- Transparent, standardised accessibility information: Every property will feature a detailed accessibility profile covering room measurements, features, lift access, mobility routes and transport options.
- 100% disability awareness training for frontline teams by 2027: This commitment is transformative for Middle Eastern properties, where service is central to guest experience. Staff trained in disability etiquette, communication and scenario-based support will elevate the level of hospitality across the region.
- Accessible Digital Experiences by 2028: With DiscoverASR.com already meeting WCAG 2.1 AA standards, full accessibility will extend to the Ascott Star Rewards app, particularly relevant in the Middle East, where mobile-driven travel behaviour is dominant and loyalty engagement is high.
In a region where travellers often span multiple-generational family groups including elderly and mobility-impaired members, clear information will remove barriers and support confident travel planning.
A future where every guest belongs
With the Disability Inclusion Playbook as its foundation, Ascott’s Middle East portfolio has the opportunity to be a global reference point for inclusive hospitality. For a region synonymous with ambitious tourism development, the playbook offers something increasingly vital: a blueprint to ensure that growth is not only spectacular, but also accessible, equitable and future-ready.
Also read: The future of travel is accessible and why travel agents should be on board
