Workbook final

providing both the Toolkits and the compelling evidence of the business benefits that Universal Design communication

will be seen by tourism service providers as a competitive advantage and inform how they should approach all their

customer communications.

ACTS ON

UTPUT

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DDITIONS FROM THE

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In total, a national standard and four toolkits on Universal Design for customer engagment were developed.

To overcome a misunderstanding and attitude held by some tourism service providers that Universal Design is

costly and onerous to achieve and only benefits the few, evidence from four case studies provides reliable and

credible data that through following the guidance in the Toolkits it is possible to achieve tangible business

benefits. Some highlights include: Jurys Inn, a Irish Hotel chain embedded Universal Design in their customer

communication training resulting in a 85% customer satisfaction rating; Clew Bay Hotel, a family owned hotel,

improved the clarity and design of their menus, resulting in a 12% increase in sales per food server; Viking

Splash, a tourism experience, reduced the complaints they received by 6%; and Purty Kitchen a bar, restaurant

and event venue increased online sales and bookings by 100%.

ACTS ON

UTCOME

MPACT AND EFFECTIVENESS

Clew Bay Hotel was part of four case studies. The principles of Universal Design from the written

communication toolkit helped to improve the readability and clarity of their menus, enabling staff to spend less

time answering queries and more time promoting sales and special offers. This resulted in increased sales per

server from €8,507 in Sept 2013 to €9,521 in Sept 2014 - an increase of 12%. Clew Bay also improved the clarity

and readability of their external signage and wayfinding resulting in an increase of walk in bookings from 290 in

Sept 2013 to 310 in Sept 2014, with a reduction of complaints over the same period from 20 down to 15. Last

but not least, Clew Bay also improved its website, making is simpler to make bookings and improving the clarity

of text and services on offer. This resulted on an increase of 18% in hits over this period, and an increase of

online booking revenue from €8,672 to €11,084 per month.

Viking Splash was part of four case studies. From the implantation of the Universal Design toolkit for face to face

communication the following was achieved: 6% reduction in customer complaints, refunds reduced by

approximately €450 per week. 3 labour hours per week saved as a direct result of fewer complaints. This means

staff time can be redirected to sales and marketing. Online revenue has increased by 18% due to staff having

more time to drive sales and marketing; A Mind shift change by Viking Splash Staff and better customer

engagement has resulted in a passenger increase of 6%. Universal Design principles have been embedded in to

Viking Splash company with annual training for all staff members using prompt cards.

Purty Kitchen was part of four case studies. Universal Design was embedded into the Purty Kitchens website and

social media sites. This resulted in better web communication appealing to a more diverse audience. There has

been a 48% increase in email subscriptions since October 2013. Purty Kitchen have gotten 80% more website

hits in October 2014 compared to October 2013. Facebook followers/likes for Purty Kitchen have increased by

82% since October 2013. There has been an increase of 104% of tickets sold online for the month of October