James Bermingham, CEO, Virgin Hotels, knows the struggle parents of children with autism go through when traveling.
“My brother and his wife have two autistic kids,” he said. “For autistic children, staying at a hotel is a very different experience,” pointing out that the lighting, noise, crowds or just the change in environment could affect them negatively.
His family is not alone. According to Autism Double Checked, which certifies hotels on their capability to welcome families with autistic children, more than 20 million people are parents of one or more child with autism. Due to the lack of autism-friendly travel experiences, 87% of parents of autistic children currently do not travel or take family vacations. However, 93% said they would travel if autistic-friendly travel experiences were available.
To increase accessibility for children with autism, Virgin Hotels has launched Hotels with Heart, an initiative that offers families reduced rates for rehearsal stays at participating hotels with Autism Double Checked certifications.
Bermingham noted that the program has three levels of training. “Level one is really to prepare our team for what to expect,” he said. “Level two is training them on how to handle the challenges that are likely to arise.”
Level three is the Autism Double Checked certification, which includes a visitor’s guide of the hotel.
“It covers what the families can expect from arrival to the restaurant, guestroom and other areas of the hotel in terms of lighting levels, business levels, noise levels, etc. so that they’re informed,” said the CEO. “The true experts are the parents, and they know how their children do in noisy areas versus quiet areas and crowded areas versus isolated areas—and everything in between.”
Hotels with Heart launched last November at Virgin Hotels in Nashville and Chicago. The program will be introduced in the brand’s hotels in New York City, Dallas and New Orleans throughout the year.
—Adam Perkowsky
