Exploring Digital Innovation at the ABTA Travel Marketing Conference 2025

In May 2025, the marketing team at Mobility at Sea attended the ABTA Travel Marketing Conference in Canary Wharf, London. As a company dedicated to improving accessibility within cruise holidays, this event was an invaluable opportunity to explore how the wider travel industry is addressing inclusivity and customer experience.

ABTA’s flagship conference is known for bringing together senior-level marketers and travel professionals from across the UK. The 2025 event focused on key themes such as customer behaviour, digital innovation, and the evolving expectations of modern travellers. By attending this conference, it ensured that the unique needs of travellers who require mobility assistance were part of the wider conversation.

Understanding the Travel Market

While not a central focus, accessibility was mentioned as part of wider conversations about customer experience and digital communication. It was a reminder that more travel brands are starting to recognise and reflect the needs of a broader range of travellers in how they market and communicate.

This reaffirmed our purpose at Mobility at Sea. As specialists in mobility equipment hire for cruise holidays, we sit right at the centre of accessible travel. Attending ABTA 2025 gave us the chance to hear directly from industry leaders and gather new inspiration on how we can connect with cruise lines and customers more effectively.

What We Gained from ABTA 2025

One of the key insights was the continued growth of the cruise sector, with nearly 2 million British adults taking a cruise in the past year, many of whom are spending more and planning trips well in advance.

This confirms what we already know: the demand for cruise holidays is strong, and it’s more important than ever to make these experiences accessible to all.

Another standout topic was the European Accessibility Act (EAA), which comes into effect in June 2025. This new regulation will require all travel-related digital services, including websites, booking platforms, and customer communications, to be accessible to people with disabilities. While Mobility at Sea already supports accessibility on board, this reinforced our commitment to doing the best we can on our digital platforms.

We also learned that today’s travellers expect clear, personalised information when planning their trips. Many feel overwhelmed by too much content or unclear messaging. This aligns with our ongoing goal to simplify the booking process and clearly explain how our mobility scooter hire services support stress-free travel.

We’re using these insights to improve how we reach customers online, making sure our message is clear, our website is easily accessible, and our services are easy to find and understand.

Listening and Learning from the Industry

Sometimes, the greatest value doesn’t come from being the loudest voice in the room, it comes from listening. The insights gathered from the conference gave us a valuable opportunity to quietly observe how the wider industry is shifting.

One of the most valuable parts of the day was hearing how travel brands are shifting their approach to communication. There was a strong focus on clear messaging, smarter use of digital platforms, and putting the customer experience first. It helped us reflect on how we present ourselves, not just as a service provider, but as a travel brand with a strong identity and purpose.

While accessibility wasn’t the headline topic, it was good to see it becoming a natural part of wider marketing discussions. For us, that’s an important shift. We’ve always focused on supporting people who need mobility assistance, but it’s just as important that we keep pace with how the industry is moving, making sure our voice is clear, our website is user-friendly, and our services are easy to find and understand.

The conversations we heard throughout the day gave us fresh ideas for how we can continue improving. We came away with a clearer idea of how to grow our presence in the travel space while staying focused on what matters most to our customers.

Conferences by ABTA don’t always deliver instant change, but they do offer perspective. And for us, that’s a valuable part of staying grounded, aware, and ready to continue serving travellers who count on us for comfort and confidence at sea.

Moving Forward with Purpose

We’re grateful to have been invited to attend the ABTA Travel Marketing Conference 2025 and to take part in such an important industry event. The insight they’ve shared has already influenced our upcoming plans for improving accessibility online and promoting our services more effectively.

As awareness of inclusive travel grows, we’re proud to play a part in making cruising more accessible for everyone. Whether through mobility scooter hire, cabin adaptations, or pre-cruise support, our goal remains the same: to help every customer travel with comfort, dignity, and confidence.

If you're planning a cruise and need expert support with mobility equipment, head to our contact page. For more info on ABTA, check out our blog on how Mobility at Sea works with ABTA.

Date published: 27/05/2025

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