Vision Hotels Survey

Action for Blind People is committed to offering value for money holidays and breaks to blind and partially sighted guests, specifically designed to meet their needs.

In order to do this, Action’s Vision Hotels need to carefully research the attitudes of people affected by sight loss in relation to hotels and holidays. This research will enable Action to direct the future of their hotels in ways that best meet the needs of blind and partially sighted people.  

Our research is co-produced – this means that the survey we have produced has been designed by people who are visually impaired. The results will be analysed and interpreted by people affected by sight loss, and any decisions taken will based on this.

Background to the survey

Up until about five years ago, Action's hotels provided breaks and holidays just for people affected by sight loss. Although holidays continued to be considered important by Action, they did not feature as part of RNIB Group Strategy at that time. Therefore, a decision was made to reduce the subsidy Action provided to hotels, over a period of time. This meant we could spend the bulk of the money available to Action on front line services - delivered to people with sight loss who were at a point of crisis.  

In order to help to improve the hotels’ financial position, we made a decision to promote hotels to sighted guests, through online travel agents.

Promotion of Vision Hotels to our key market (people affected by sight loss) continued but without any real insight in to what makes hotels or holidays special for them, so now we want to hear from the people our hotels have been designed for.

What we need to learn and why

Since promoting the hotels to the general public three things have happened:

  1. Financially we have made good progress but the hotels still require a small subsidy.
  2. When hotels have rooms to fill accommodation is made available on a ‘last minute’ basis. Therefore, because blind and partially sighted people often book in advance, they can end up paying more than sighted guests.
  3. Our overall room occupancy has doubled. However, the ratio of people affected by sight loss to sighted people has fallen - sometimes to an equal split.

In order to increase the number of people who are visually impaired who use our hotels we need to understand three things:

  1. What is important to people affected by sight loss when booking a hotel or holiday?
  2. Can Vision Hotels provide those things - and do them well?
  3. Is there an untapped market of people with sight loss that we can attract and retain as customers of Vision Hotels and how do we reach them?

That's the context of our research – and that’s why we really need your help.

How to complete the survey

Our research will be undertaken through a survey available in a number of formats:

Free prize draw

As an incentive, we have been offering everyone who completes our survey before Friday 22 February 2013 to be entered into our free prize draw to win either a three night, full board, break at a Vision Hotel or £250 of M&S vouchers.

We're pleased to announce the winner of the prize draw is Julia Hawkins. Congratulations!


Please help us and complete our survey.

Contact us

If you would like to know more about our research or if you have any questions about completing the survey or a free prize draw, then please contact Paul Morrison by email at or by phone on 01661 842504.

Paul Rymer has lead the Co-production team on this project. For more information about this, contact Paul by email on

Complete the survey online

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