UK: A Warwickshire hotel has received a special industry award for its commitment to offer an inclusive experience to all guests – with a particular focus on people living with dementia.
Billesley Manor Hotel & Spa was awarded the ‘Make a Difference’ award at the HMA Hotel Marketing Awards at The Savoy, London – being recognised for “setting new standards in accessibility and inclusivity across hospitality”.
Now in its 30th year, the HMA Awards are run by the UK’s only dedicated hotel marketing body and part of HOSPA, and celebrate the most innovative campaigns shaping hospitality today.
The Make a Difference award is the first of its kind – specially created for the Stratford-upon-Avon hotel and commended Billesley Manor’s impact on enhancing the travel experience for guests with diverse needs.
In late 2024, the hotel teamed up with specialist Midlands home care provider New Age Care to deliver dementia-friendly training to its staff, ensuring guests with dementia and their caregivers receive compassionate and knowledgeable support throughout their stay.
This included wayfinding signage being implemented throughout the hotel, the repositioning of large mirrors in rooms, reduced brightness of lighting and designated quiet areas in the restaurant.
Jane Pendlebury, CEO of The Hospitality Professionals Association (HOSPA), which oversees the HMA, said: “The campaign stood out for its genuine commitment to inclusivity and the tangible steps it has taken to improve guest experience.
“It goes beyond surface-level gestures, embedding accessibility into Billesley Manor’s core offering. It’s a thoughtful, progressive approach that we felt deserved this unique recognition.”
The hotel’s inclusive initiatives also include specialist massage treatments tailored specifically for guests living with cancer, providing tailored care that addresses both physical and emotional needs.
Additionally, braille wedding guides are readily available to help visually impaired couples and their guests navigate the venue independently.
Take a look at our FOCUS ON piece on accessibility and inclusion in the hotel sector.