“Prague was more intimate,” the couple agreed, “but Budapest is a very sophisticated city and one that parallels Paris.”

The Frasiers are not traveling with a tour group. They are retired, independent and experienced tourists — a new demographic in the tourist industry. But along with their pensions, spare time and sense of adventure come some problems as their demographic develops age-related disabilities, including mobility and dietary concerns. Their needs are pushing the tourism industry toward a concept of accessible or barrier-free tourism.

Matching needs

“Disabled or ‘special needs’ means elderly people now,” said Anna Quartucci, director of Sipuo, an Italian group specializing in accessible tourism. “My leg was broken for two months, so suddenly I was disabled. A mother with a pram needs accessibility — is she disabled?

“When hotels and travel agencies can match the needs of everyone — that is a quality service,” Quartucci adds. The goal is admirable, as businesses are now hoping to accommodate groups previously neglected. Quartucci’s views show that accessibility for one group is often intertwined with the comfort of another.

Graying and growing

The fact Europe is getting older is well known, and the European Travel Commission (ETC) is positive about growth among senior tourists. This demographic “will be healthier and will have higher disposable incomes than in the past,” according to the ETC Europe is not alone in the graying of its society, the United States, Japan and other nations are experiencing much of the same.

United Nations statistics show that Europe’s senior population, 60 years old and above, will jump from 15 percent (as reported in 1999) to 26 percent by 2050.

Keeping current retirement schemes in mind, this translates into a lot of people with a lot of time on their hands. The image of grandparents solely content with knitting and home gardening is fading, and many in the industry believe that as the current generation starts to retire they will remain interested in traveling.

There is a further tourism potential of 35 million people with different forms of disabilities, according to the EU. This figure grows when considering they typically travel in groups, with family or friends.

Hungary’s head-start

Hungary has an edge in the tourist market due to its renowned reputation as a spa and wellness destination. Hungary’s underground thermal waters are the black gold of the spa industry, drawing both locals and foreigners. While wellness tourism is not unique to Hungary, Hungary as a travel destination, combined with the promotion of spa hotels could attract more tourists – many of them seniors.

World Travel & Tourism Council figures show tourism directly contributing to 5 percent of Hungary’s GDP in 2003. Indirectly, through restaurants, transportation and retail, that number rises to 10.4 percent. The Hungarian National Tourist Office (HNTO) signed actor Tony Curtis, a recognizable face to seniors, as its spokesperson overseas. Aside from such efforts, wellness tourism is largely unknown outside Europe.

THE IMAGE OF GRANDPARENTS content with knitting and home gardening is fading, and many in the industry believe that as the current generation starts to retire they will remain interested in traveling.

László Oláh, regional marketing director at HNTO, said Hungary’s elderly population is often ignored by tourism industry players due to the perception they have little money.

“While the number of elderly people in Hungary who can pay for spa vacations might be growing, the American senior market is huge and they have money to travel,” Oláh said. HNTO offers a guide catering to senior tourists in Hungarian. Oláh adds that the guide will be translated into English and possibly German this year. It features destinations and activities advertising facilities for seniors and the disabled, however Oláh said the information provided has not been verified by the HNTO.

Oláh also said he aims to work with seniors in the future to further understand their needs — but for now it is not financially feasible.

Tourism initiatives

Until travel destinations are completely accessible for the disabled, Ivett Szarka is hoping to capitalize on the senior niche. She is the director of Inland-Europe, a small tour operator based in Miskolc. With 12 years in the tourism business, Szarka started her own company in 2002 specializing in student and senior tourism. Determined to make her clients comfortable, Szarka said she endeavors to deal with them personally, allowing her to cater to specific needs. It also allows her to receive direct feedback, which has given her some insight into senior needs.

When in groups, Szarka said seniors prefer single rooms, want assurances of security when they travel and prefer a multitude of information. Guides handling these tourists must be patient and know what to do in emergencies, she said. Accommodation and transportation must be accessible.

At Inland-Europe, Szarka looks for hotels catering to elderly tourists. She said running a successful senior-oriented business involves much time to research appropriate service providers but the results are worth it.

The new seniors

According to Forschunsgemeinschaft Urlaub und Reisen (FUR), a non-profit German organization that commissions tourism research projects, the “new seniors” are better educated than their predecessors and thoroughly research travel options through sources like the Internet. Paradoxically, they are looking for new and different adventures but expect the same standards from past experiences. They are more flexible in their choice of destinations, and readily choose Turkey’s beaches over Spain’s if cheaper.

As one of the most important source markets in Europe, FUR focuses on the ageing German tourist. While 50 percent of seniors around 75 years old traveled abroad in 2003, that number is expected to increase to 69 percent by 2018, according to FUR. German figures are especially important to Hungary as Germans are a major source of revenue for tourism countrywide.

The Swedish example

Sweden has quickly adapted to elderly and disabled tourists. Accessibility began as a social issue but companies soon got involved due to the economic potential.

SÁNDOR BETEGH, Danubius president and CEO, hopes accessibility will spread to all Hungarian hotels.

Agneta Florin, project manager for the Swedish Tourist Authority, said most elderly tourism-related projects in Sweden were carried out in regional projects, as opposed to national schemes. Three counties, Halland, Vasterbotten and Vastra Gotaland worked with representatives from the Disability Movement, a collective of disability-concerned interest groups. Together they toured facilities and performed accessibility tests. Previously incorrect brochures were then rectified and compiled into one guide that was audiorecorded and translated into German.

One main complaint by the Disability Movement was that service received by the disabled is unequal compared to other tourists. Service workers often view disabled tourists as a nuisance, which makes the situation unpleasant, or go out of their way to provide special treatment which many claim to be patronizing.

Countering this is Tourism For All, an association consisting of members and employees from various tourist industry groups. Tourism For All can be hired to certify the accessibility of facilities in Sweden. They also provide training for businesses servicing the disabled. The company puts its information on a website and said certification is good for a business’ credibility and has lead to an increase in bookings — particularly among disabled and older guests.

The private sector’s engine

The Danubius Thermal Hotel on Budapest’s Margaret Island was built with accessibility in mind. After some transformation, the hotel now focuses on a spa and wellness theme. Seniors compose a majority of the hotel’s guests, said Danubius President and CEO Sándor Betegh, adding that around two-thirds of the guests are elderly.

Betegh said spa tourism works well for seniors as many hotel packages require an extended stay. He said changes in his hotel facilities came in response to client needs. Over time, such changes included additional non-smoking rooms and large print on signs. There are even anti-allergenic rooms in another Danubius hotel. Danubius’ hotels in Budapest may be an oasis of accessibility in a city filled with barriers, even if all of Danubius’ hotels have not been completely renovated. Betegh gazes at St Stephen’s Basilica from his office, where he said he often sees elderly tourists gather.

“They refurbished it and built an elevator, but it frequently does not work,” he said, referring to the basilica. Betegh said that too often responsibility for the issue is tossed between different levels of bureaucracy. “I think there is a need to change the mentality of the officials of the city. They shouldn’t only talk about accessibility they ought to make things happen. I think they are doing it slowly, but it is not so easy.”

Betegh said his sister is in a wheelchair. She is also in charge of testing the accessibility of Danubius hotels. She knows which restaurants and theaters in the city are accessible and gives them her business, he said. Because of the nature of Danubius’ traditional clientele, Betegh said his hotels must be accessible to everyone. He hopes others will see the long-term benefits and his hotels will serve as an engine for change.

“People are living longer,” he said, comparing humans to automobiles. “If you have a two-year-old car you don’t have to go to the garage as frequently as when you have a 15-year-old car. It’s the same with the human body; it needs more maintenance.”