Employing people with disabilities in hotels enhances social responsibility and boosts customers’ intentions to recommend to others and return, according to a study published in the International Journal of Hospitality Management. The authors say this challenges misconceptions regarding hiring people with disabilities in the hospitality industry and shows that inclusivity can also help profit.
A team from the University of Surrey, UK, assessed how customers view people with disabilities working in hotels and restaurants, focussing on word-of-mouth recommendations and the likelihood of using their business again. Results showed that guests were more willing to recommend and revisit locations that were willing to hire people with disabilities.
“Hiring people with disabilities is not just the right thing to do; it’s a forward-thinking business strategy,” said Dr Bora Kim, lead author of the study and Senior Lecturer in Hospitality Management at the University of Surrey. “Our research highlights the positive ripple effects of inclusivity–guests are not only more likely to support hotels that employ people with disabilities, but they also spread the word about their experience and the hotel’s initiatives, ultimately driving business growth.”
The team conducted two experiments involving 1,443 participants in the UK, using online surveys and controlled mock-up hotel scenarios. Participants were divided into two groups – one group was shown a hotel that employed people with disabilities, while the other group evaluated a hotel without.
Guests see hotels that employ people with disabilities as more socially responsible and find it easier to support such businesses, which leads to increased positive word-of-mouth communication and repurchase intention. In other words, guests feel a greater sense of obligation to support these businesses, translating into higher rates of recommendations and repeat bookings.
This effect was consistent across different types of hotel and star ratings. The authors believe the value of inclusive hiring practices is universally acknowledged, regardless of the hotel’s brand or service level.
“Our findings and their implications of our research extend beyond the hospitality sector. By demonstrating that employing people with disabilities can positively influence consumer perceptions and behaviours, the findings urge businesses across various industries to reconsider their hiring practices. Embracing diversity not only fosters a more inclusive workplace but also cultivates a loyal customer base that values social responsibility,” said Dr. Erin Chao Ling, Lecturer in Artificial Intelligence and the Future of Work and co-author of the study.
Crucially, this is aligned with the United Nations’ Sustainable Development Goals, particularly Goal 8, which advocates for inclusive and sustainable economic growth. “As businesses face ongoing challenges in attracting and retaining talent, embracing the employment of people with disabilities offers not just an opportunity to address workforce needs but also a way to drive meaningful growth and foster a lasting community impact,” concluded Dr Kim.
Kim B, Liu A Ling E (2025) Effects of disability employment on guest perceptions and behavioral intentions in the hotel sector. International Journal of Hospitality Management, https://doi.org/10.1016/j.ijhm.2024.103993