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Introduction 1
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Lecture1.1
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Section 1 - How to design accessible information 3
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Lecture2.1
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Lecture2.2
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Lecture2.3
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Section 2 – How to deliver accessible information 8
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Lecture3.1
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Lecture3.2
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Lecture3.3
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Lecture3.4
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Lecture3.5
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Lecture3.6
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Lecture3.7
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Lecture3.8
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Section 3 – Experiences 7
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Lecture4.1
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Lecture4.2
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Lecture4.3
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Lecture4.4
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Lecture4.5
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Lecture4.6
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Quiz4.1
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Experience 2 – Hotel Scandic
Accessibility as a distinctive element
Scandic’s marketing choice includes accessibility as a distinctive element of its customer care policy, but at the same time includes it in its services as an element that is “naturally” part of the company mission. The “Always at Scandic” section provides access to a rich list of proposals and facilities for all Scandic guests. Integrated in this section “family friendly” proposals and proposals for people with special needs.
The “special needs” item is part of a list of services that are apparently placed on the same level of relevance and have equal dignity. The message is clear: in a Scandic hotel there are no special guests because all the guests are special. However, some of the Scandic guests have special needs: the company is aware of this and makes sure that they always find the right answer to their needs.
By opening the “Special needs” section, which can also be accessed directly at the bottom of the page, through the “Quick links”, an in-depth window opens which, in turn, gathers a series of specific links.
The word Accessibility is used to introduce the users to the specific services offered, always updating.
- Accessible attractions
- Scandic’s e-learning in accessibility
- Smart solutions
- How it all started
- Hotels with mobile lift
- Accessibility standards
- Travelling with dogs
- Mobility scooter
- Allergy-friendly rooms
Each of these items opens a dedicated page that describes the highlighted elements in detail. In addition, each page contains an email address for specific requests – access@scandichotels.com – and a telephone number for direct contacts
(Please call us when you’d like to book a room, so we can assure that you’ll get a room for your special needs).
We invite you to explore the individual pages because they represent a reference model and a source of inspiration but we particularly point out the pages dedicated to accessibility standards.
This is the introductory page of the document.
“Here you can read our 135 point accessibility standard. It has been drawn up by carefully following the route taken by guests from the car park on through the whole hotel. We have also talked to disability organisations and guests with physical disabilities and received lots of ideas from our own keen staff. Although we rent our hotels rather than owning them, there is a lot that we can do. 90 of the 135 points are compulsory for all hotels. All 135 of the points need to be applied as we renovate or build new hotels. The standard applies in all nine of the countries in which Scandic is represented. Of course we also have to comply with the legislation in the country concerned. This means that if the legislation in the country in question is stricter on any particular point, that takes precedence. In the cases where our standard is higher than the legislation, of course our standard applies. Our accessibility standard doesn’t include everything that we actually do on the ground. Accessibility issues are incorporated as part of our day to day work, whatever the area. This means that for example, safety issues involving accessibility are in our safety standard, signs in our signage standard, and so on. In other words accessibility issues are an important part of the whole of Scandic and everyone in our team undergoes training in them. We describe the accessibility for each individual hotel on their respective websites. We are the only hotel chain in the world to do this.”
Returning to the opening page – the homepage of the chain’s official website – we propose you to explore, following the in-depth outline that the website suggests – the point: “family friendly”. You will discover that the mechanism is similar: starting from the link on the home page, you can access an internal page which in turn offers links for further information with technical data and emotional suggestions, images, videos and the mascot is not missing either: Sigge.
To conclude, we propose you an analysis of the peculiar elements of the Scandic communication on accessibility using, as proposed for the experience of the National Theater, the elements used in the two previous sections.
This is a summary of the overall picture:
- Sender: Scandic hotel. The message is transmitted in first person by the provider and the information on accessibility is an integral part of the communication policies
- Message: the content of the message is a mix of technical information and messages that enhances the stay experience as an unforgettable experience (see for example the list of reference standards, the map of the hotels in the chain equipped with a mobile lift or the many “Declarations of love” that the chain addresses to its customers: “You’re always welcome whatever disability, sight or hearing, allergy or wheelchair bound, we’ve seen to it that you’ll feel at home”).
- Code: descriptive text, videos, images. To convey the message different codes are used, in a coherent and complementary way. The images have different profiles, in line with the contents of the message: some are purely evocative, while others are descriptive to confirm what was declared.
- Channel: internet website, Youtube, social media of the sender (Scandic has three channels of social communication: Facebook, Instagram and Twitter that are regularly updated and report the information on the website consistently and in line with the type of channel and user), brochure.
- Receiver: people with disabilities and special needs. The declared choice is to consider each guest as a guest with special needs, regardless of the specificity of the need.
In addition, we outline an element that, highlighted by the UNWTO Recommendations, we have rarely found reported in the communication on accessibility: staff training.
This is what is stated on the official website on the “Scandic’s accessibility standard” page:
“At Scandic we take accessibility seriously. Read more about how we train our staff and make our hotels more accessible to make every guest feel welcome.”