In today’s hyper-connected world, access to digital services is no longer a luxury — it’s a necessity. Yet, many individuals with disabilities still face barriers when navigating websites and booking platforms, including those for timeshares and resorts.
The Need for Digital Inclusion
Digital inclusion is not just a technical consideration but a moral and legal obligation. Hospitality brands that fail to make their digital experiences accessible risk alienating potential guests and owners and exposing themselves to legal risk. By embracing inclusive design, resorts not only comply with regulations like the Americans with Disabilities Act (ADA) but also demonstrate a commitment to welcoming all guests.
What Are WCAG and Why Do They Matter?
The Web Content Accessibility Guidelines (WCAG), developed by the W3C (World Wide Web Consortium), are the global standard for web accessibility. First introduced in 2008 with WCAG 2.0, these guidelines rest on four key principles - Perceivable, Operable, Understandable, and Robust (POUR) - to ensure digital content is usable by everyone. Since then, updates WCAG 2.1 and 2.2 have expanded upon these standards, addressing emerging needs such as mobile accessibility and support for users with cognitive or low-vision impairments.
ADA Compliance in the Digital Age
In the United States, the Americans with Disabilities Act (ADA) prohibits discrimination based on disability. Though enacted in 1990, long before the internet became essential to commerce and travel, the ADA is now widely interpreted to include websites, particularly those operated by businesses serving the public. The U.S. Department of Justice has confirmed this stance, encouraging sites to align with WCAG standards to meet ADA expectations, even though specific digital accessibility regulations are still evolving.
Benefits of WCAG Compliance
For the resort and timeshare industry, WCAG compliance offers numerous advantages. Legally, it minimizes the risk of lawsuits and enforcement actions, which are becoming increasingly common. On the business front, accessible websites can reach a much broader audience. An estimated 61 million adults in the United States—approximately 26% of the population—live with a disability. That means inaccessible booking systems or poorly designed web content could exclude millions of potential guests and timeshare owners. Accessibility also enhances your brand reputation and can boost search engine rankings, thanks to better usability and cleaner code structures.
The Surge in Accessibility Lawsuits
Digital accessibility lawsuits have surged over the past decade. In 2024 alone, over 4,600 lawsuits related to inaccessible websites were filed in U.S. federal courts. The hospitality industry is among the sectors most frequently targeted, as guests increasingly turn to online platforms to research, book, and manage their vacations. Plaintiffs often use automated tools to detect basic WCAG violations, making it critical for resorts and timeshare companies to be proactive and thorough in their compliance efforts.
Key Elements of Accessible Website Design
Creating an accessible website involves intentional design and development choices. Using semantic HTML ensures that assistive technologies like screen readers can correctly interpret the structure and content of a page. Providing descriptive alternative text for images allows users with visual impairments to understand visual elements. Enabling full keyboard navigation supports users with motor disabilities who cannot use a mouse. Maintaining strong color contrast between text and background improves readability for users with visual challenges. At the same time, responsive design guarantees a smooth experience across all screen sizes and devices – critical for mobile bookings. It's also important to avoid relying solely on accessibility overlays or widgets, which can sometimes introduce new barriers rather than remove them.
Best Practices for Organizations
To improve digital accessibility, timeshare brands and resorts should implement best practices such as maintaining a consistent and clear navigation structure, using proper heading hierarchies, and labeling interactive elements for screen readers. These include adopting clear and consistent navigation structures, maintaining a clean visual layout with adequate spacing and heading hierarchy, and ensuring interactive elements are clearly labeled for assistive devices. High-contrast color palettes and scalable fonts enhance visibility. Aim to meet or exceed WCAG AA standards and integrate accessibility checks into your ongoing digital workflow—not just as a one-time project. Rather than treating accessibility as a one-time task, it should be embedded into the organization's digital strategy.
Building a Culture of Accessibility
Ongoing accessibility requires a long-term commitment. The path to continued accessibility includes conducting regular audits, providing ongoing training for web and content teams, and establishing clear channels for user feedback. These steps ensure your site remains compliant and inclusive as technology, regulations, and guest expectations evolve.
Final Thoughts: Inclusion Is Good Business
Digital inclusion is not optional in the hospitality space. As legal scrutiny intensifies and travel planning increasingly shifts online, ensuring WCAG compliance is not only a legal safeguard—it's a sign of an organization that values all guests. Making your website accessible sends a clear message: your resort or timeshare experience is open to everyone, regardless of ability.
About Lemonjuice Solutions
Lemonjuice Solutions is a leader in strategic management and reimagination for legacy timeshare resorts. With a team of industry experts and a proven track record, the company offers comprehensive solutions tailored to the unique needs of each property. From financial management and facilities evaluation to owner engagement and risk mitigation, Lemonjuice Solutions is committed to preserving the value of timeshare resorts and enhancing the vacation experience for owners and guests.
To learn more, contact Jan Barrow, Sr. Vice President of Development, at 863.602.8804.