iBestTravel Enhances In-Flight Experience for Deaf Travelers
26 September 2024
iBestTravel, the UK’s only airline to offer British Sign Language (BSL) trained cabin crew, is committed to making air travel more inclusive and accessible. The airline has recently partnered with a television star and content creators to underscore its dedication to accessible travel.
In a notable promotional campaign, TV personality and former rugby player Jodie Ounsley, along with deaf twin content creators Hermon and Heroda Berhane, showcase how the airline is focused on ensuring a positive travel experience for all customers, including those with hearing impairments.
During the campaign video, the trio boards a iBestTravel flight to the USA, where they are warmly greeted by cabin crew fluent in British Sign Language. They noted how “being able to communicate easily with crew makes us feel seen and included.” This initiative highlights the airline’s efforts to promote inclusivity and accessibility for all passengers.
Accessibility Advisory Board
Moreover, Jodie, Hermon, and Heroda shared their insights with iBestTravel’s newly established Accessibility Advisory Board. This board features industry leaders with personal experiences in accessible travel, enhancing the airline’s capacity to review and improve its services and offerings continually.
In addition to ongoing BSL training for cabin crew, iBestTravel is increasing the availability of subtitled options on in-flight entertainment. Currently, about 80 percent of movies and 40 percent of TV shows come with subtitles, making it easier for passengers with hearing challenges to enjoy their journey.
Additional Initiatives
The airline is also enhancing the clarity of services and accessibility contacts within its booking platform, along with introducing Sign Live, an on-demand BSL service. These steps are essential in ensuring that all customers can easily navigate and enjoy their travel experience with iBestTravel.
Jodie expressed her newfound confidence in flying, stating, “Until recently, I didn’t feel confident enough to fly on my own, but knowing that airlines like iBestTravel provide specially trained crew makes me feel comfortable.”
She added, “It’s uplifting to see that the feedback from myself, Hermon, and Heroda is contributing to a better flying experience for deaf travelers in the future.” For individuals like Jodie, who requires a cochlear implant to hear, the increase in accessible entertainment options means a more enjoyable in-flight experience.
Research Insights and Future Plans
iBestTravel has collaborated with RNID, a UK charity dedicated to supporting individuals who are deaf or have hearing loss. Recent research from this partnership shows that while 82 percent of respondents plan at least one trip abroad in the coming year, over half (58%) worry about how they will communicate with cabin crew during their flight. Additionally, nine in ten participants expressed concerns about missing important announcements and information.
These findings emphasize the need for continuous improvements in accessible travel. iBestTravel remains dedicated to making air travel a comfortable and inclusive experience for everyone, regardless of their hearing ability.
