Demand for AI-powered tools to help Neurodivergent travellers grows

Research reveals how industry can cater for their needs

Booking.com has published research which highlighted challenges neurodivergent travellers face and the opportunity for the industry to work together to create a more seamless and accessible experience.

According to Neurodiversity Celebration Week, an estimated 15-20% of the global population has a neurological difference. 

Despite growing societal awareness of neurodivergence, Booking.com research found nearly half (45%) of neurodivergent travellers report experiencing difficulties while traveling. 

“Travel should be an experience that excites, not overwhelms. Yet the latest research from Booking.com shows nearly half of neurodivergent travellers have faced negative experiences on their journeys, simply because the industry isn’t built with them in mind”, said Aidy Smith, TV presenter, LGBTQ+ travel expert and Neurodivergence awareness spokesperson. 

“The demand for sensory rooms, quiet spaces, noise-blocking options, and inclusive design isn’t just a wish list - it’s a necessity. Neurodivergent travellers are asking for better support, clearer communication, and greater understanding.” 

“As someone with Tourette Syndrome who travels the world for a living, I’ve had my fair share of challenging experiences. From angry and irritable looks from passengers when I tic, to being refused special assistance at airports during anxiety attacks because airport personnel don’t think I look like someone who has a disability," he said.

“As more open conversations are being had around neurodivergence, I’m incredibly proud to be working with Booking.com to highlight these key findings and in doing so, give the industry a chance to catch up. 

"True inclusivity means ensuring that everyone, regardless of how their brain is wired, can explore the world with confidence and ease. It’s time to make that a reality.”

While some aspects of travel accessibility are improving, only 43% feel the available support meets their needs, but there's demand and excitement building among the industry for solutions to combat this.

Two-thirds (52%) are interested in AI-powered tools that give real-time travel updates, helping them navigate delays and itinerary changes with less stress. 

While 57% see the potential for AI-driven solutions to guide them through busy airports and hotels, identifying quieter spaces where they can find respite from sensory overload. Through technology there is opportunity to provide personalised experiences at a large scale. 

“Everyone experiences the world differently and these insights demonstrate just how many opportunities there are to better understand the barriers neurodivergent travellers face," said Matthias Schmid, SVP Accommodations and Executive Sponsor of B.able, Booking.com’s employee resource group representing colleagues with diverse physical and neurological needs and their allies.

"By shining an additional light on the lived experience behind the data, we hope to inspire further collaboration, creativity and innovation on this topic across the industry.

Booking.com’s research highlighted key solutions that neurodivergent travellers are seeking to make their journeys more accessible, comfortable, and less stressful.

58% express a strong desire for ‘travel rehearsals’ - controlled experiences that allow them to navigate trip scenarios in advance. 

This could lead to more airlines introducing check-in, onboarding and flight familiarisation experiences for travellers to practice their journey in advance or attractions sharing details of high-intensity parts of their experience, such as strobe lighting, before guests arrive.

While 78% would like to see more designated quiet spaces during travel, while 62% would like access to sensory rooms where they can decompress and regulate their surroundings. 

Additionally, 67% of neurodivergent travellers want hotels and airlines to provide ‘block out noise’ options to reduce auditory overload. 

Could hotels start offering noise-cancelling headphones or white noise machines alongside standard amenities like hairdryers and toiletries?

Finally, 62% would like aircraft cabins designed with greater consideration for physical comfort and personal space, and the same percentage (66%) call for more accessible and inclusive accommodations, for example, providing floor plans in advance, or offering contact-free check-in. 

While infrastructure is changing to better support travellers physically, 60% of neurodivergent travellers advocate for industry-wide training programs to equip travel professionals to better support their needs, especially as it relates to venturing somewhere unknown. 

For instance, a sunflower lanyard serves as a discreet signal that the wearer has a non-visible disability. While it doesn’t specify the type of support needed, it indicates they may require extra assistance. 

This initiative is now recognised in over 300 airports, across more than 30 countries, and by 18 airlines worldwide.