Are we truly inclusive? Insights from Neurodiverse families on Travel and Dining
We’ve been curious about neurodiversity and how it impacts customer needs when travelling and eating out – two of life’s most joyful yet potentially stressful experiences so we asked our research community about their thoughts.
The insights from neurodiverse women or those women who have a neurodivergent friend or family member suggest that whilst many of the needs are universal to all customers, like needing clarity and consistency, others require a more tailored approach.
Overall neurodiverse customer needs can be summed up by one Trixtalker:
“Recognise that not everyone is the same and ask for feedback more often and openly to everyone. Often, feedback is only verbalised by those brave enough to do so; it is important to give everyone the space and security to feel they can contribute. Offer quiet spaces in addition to busy ones, and educate staff members on the simple things like being kind and showing patience."
Six themes from our Neurodiverse Families on Travel and Dining Research:
1.Simplify and Streamline
Can processes and sensory overload be minimised in environments? For example quieter zones in airports or straightforward navigation in hotels or letting everyone know where the toilet is as a part of the ‘have you been here before?’ introduction in a restaurant.
"We've concluded that we need to try and keep it really simple, minimise travelling distances and have lots of calming activities/spaces available."
2.Clear and Detailed Information
Do you provide detailed information comprehensive enough to prepare all guests appropriately, reducing anxiety and increasing comfort?
"I always look at the menu before we go to ensure there is something everyone will eat, but for myself, it can't be too noisy or too complicated inside. It can't have too much going on decor-wise, as I find it too much."
3.Customisation is Key
Are you flexible enough to adapt your offer to meet the specific needs of each guest? This might involve customisable meal options or flexible travel arrangements.
"Be willing to be flexible and adapt your products/services to specific needs, as there is no ‘one size fits all’ solution."
“Restaurants with some booth type seating are good for us as we can then ensure that our daughter can sit on the side nearest to the wall. This not only makes her feel safe and secure but it also stops her wanting to get up and walk about. She doesn’t understand that she can’t do this and will just go up to other tables or try to go behind the counter.”
4.Staff Training and Empathy
Does your staff training adequately cover how to interact sensitively with guests especially those that might be neurodiverse? Understanding and empathy can transform a guest's experience especially if there is a family member that is overwhelmed by the environment.
"Provide staff training to help staff respond appropriately to special requests and challenging behaviour."
5.Feedback and Continuous Improvement
Are you proactive in gathering and acting on feedback from guests to continually adapt and improve your services ensuring you are sensitive to the differing needs?
"Listen to what neurodiverse customers are telling you. Ask questions, take actions, ask for feedback, keep listening."
6.Creating Calm Spaces
How effectively are you incorporating quiet areas in bustling environments like restaurants or tourist spots?
"Where possible provide quiet calm spaces away from the hustle and bustle."
What’s compelling about the feedback is that whilst there is nothing very unusual about the needs expressed by those who participated in the research, neurodiverse customers have a much higher awareness of their specific needs. As such, they can effectively manage their needs if provided with clear information and a range of options.
To sum up this point:
“I think that my main need is to feel listened to and appreciated as a customer. Nothing worse than being made to feel like an inconvenience. It makes me really anxious. I definitely think we all have specific needs!”
Aviatrix - Experts in creating inclusive customer experiences
We help businesses and brands identify what your customers really want and value from you so you can create an inclusive customer experience for ALL of your customers. Our mission is to discover and ignite the spark between you and your customers so your relationships thrive and sales grow. Contact us for a no-obligation chat about your customer research needs.