Closing the Luxury Travel Gap for Travelers with Disabilities

After a muscular dystrophy diagnosis forced Karen Morales to use a wheelchair, she discovered a jarring disconnect in the travel industry: high-end luxury resorts were often fundamentally inaccessible. Recognizing this market chasm, she transformed her personal challenge into a business initiative that has generated $75 million in bookings in under a year.

Morales, a lifelong travel planner, joined the agency Fora after realizing that the hospitality sector frequently failed to accommodate guests with mobility needs. Her frustration peaked during a stay at a high-end Hawaii resort that suggested she enter her room through an unsecure patio, and later, a New England spa trip that required navigating a half-mile parking lot to avoid stairs. She found that the market offered either basic, low-frills accommodations or high-end experiences that lacked the necessary infrastructure for travelers with disabilities.

At Fora, Morales spearheaded a dedicated accessibility pillar, training over 300 travel advisors to vet properties and advocate for better standards. The initiative has revealed that many hotels possess accessibility features but fail to market them due to a fear of liability. Morales argues that transparency is the most effective path forward. She encourages properties to move beyond defensive legal stances and instead prioritize simple, searchable online information regarding accessible rooms and dietary accommodations. With the Baby Boomer generation aging and controlling significant wealth, Morales emphasizes that the business case for inclusivity is undeniable. By training agents and consulting with luxury suppliers, she is proving that catering to travelers with diverse needs is not just an ethical imperative, but a high-growth opportunity.