Employing people with disabilities (PWD) in hotels does more than fulfill a social good—it boosts business, according to a new study from the University of Surrey. The research debunks old prejudices about hiring PWD in hospitality and shows that inclusivity improves customer loyalty and word-of-mouth promotion.
The study looked at how hiring PWD affects guests’ decisions to recommend and revisit hotels. The results were clear: guests were more likely to spread the word and return to hotels that employed PWD.
Timely insights
This insight is especially timely for the UK, where the disability employment gap—a 29% difference in employment rates between disabled and non-disabled people—remains a pressing issue. “Hiring people with disabilities isn’t just the right thing to do; it’s good business,” the researchers said. “Our findings show that inclusive practices build goodwill with guests, leading to greater loyalty and advocacy.”
The study included two experiments with 1,443 participants in the UK. Guests were presented with scenarios comparing hotels that did and did not employ PWD. Across the board, hotels that embraced inclusive hiring were seen as more socially responsible, which led to stronger recommendations and higher chances of repeat bookings.
One key finding was that guests’ behavior was driven by their moral judgment. They saw choosing inclusive hotels as the ethical thing to do, which made them more committed to supporting these businesses.
Consistent benefits
The benefits of hiring PWD were consistent across all types of hotels, from budget options to luxury brands, showing that guests value inclusivity regardless of the setting.
The researchers believe the message is clear for other industries too. “Inclusive hiring doesn’t just create better workplaces—it attracts loyal customers who care about social responsibility,” they said.
This study also supports global goals, such as the United Nations’ push for sustainable economic growth through inclusivity. At a time when businesses struggle to find and keep talent, hiring PWD offers a way to strengthen the workforce and connect with customers on a deeper level.
By showing that inclusivity works for everyone—businesses, workers, and customers alike—the study makes a strong case for hiring practices that reflect a commitment to diversity.
