Swiss hospitality industry ranked Europe’s most accessible
Switzerland, adored as ‘Heaven on Earth’ for its breathtaking Alpine scenery and high standard of living, has topped the list of the five most accessible countries in Europe in the hospitality sector.
A study of 14 European countries in Q4 of 2025 by Quali Booth, an accessibility-driven digital design and marketing company, has given Switzerland accessibility score of 79.9, which recorded 44 million overnight stays in hotels and establishments in 2025, marking a third consecutive record performance year.
In 2025, foreign visitors generated 22.7 million overnight stays. European guests accounted for over half of this total, with 12.7 million overnight stays. Ten of the 13 tourist regions recorded increases in overnight stays compared with 2024, and seven regions reached levels not seen for more than 30 years, notably the Zurich region. Its booming sector drives immense economic value, generating about US$24 billion in visitor spending and accounting for roughly three percent of its GDP.
The 25-page report, after software-based testing combining manual and automated assessment against WCAG 2.2 criteria, noted Switzerland, home to stunning snow-capped peaks in the Alps to painting-like crystal-clear lakes, is “leading the way, (and its) high-scoring (web) sites consistently use responsive layouts, clear content hierarchies, and full screen reader support.”
Europe is home to about 600,000 hotels and similar accommodation establishments, which supply over 6.5 million bedrooms across the continent. The broader European Union (EU) hospitality sector features more than 620,000 tourist accommodations including holiday rentals, offering close to 29 million bed-places.
For the 2026 Accessibility Report: Hospitality Sector in Europe, Quali Booth assessed Europe’s top 139 hospitality websites against WCAG 2.2, the latest standard for digital accessibility, which has added nine new criteria targeting users with cognitive/learning disabilities, low vision, and motor disabilities. It aims to ensure web content is perceivable, operable, understandable, and robust.
WCAG 2.2 contains 86 testable success criteria organized into three levels. The assessment of top hospitality websites included prominent international hospitality and booking providers operating across multiple markets. Each website was evaluated against the WCAG 2.2 guidelines to help organizations understand where they stand, where the industry is moving, and what steps they must take to meet the standards expected by tourists, regulators, and the market itself.
Accessibility is good for business. It is observed that companies that make their websites and apps accessible aren’t just following regulations; they’re making it easy for every traveller to explore, compare, and book, no matter their ability or device. Travellers visit hotel websites to check and compare properties, explore amenities, choose dates and rooms, and complete bookings.
Accessible hospitality websites influence booking conversion rates, customer loyalty, SEO performance, and legal compliance. Failing to meet accessibility standards can lead to lost bookings and revenue, reputational damage, and regulatory fines.
A digitally accessible user experience leads to higher booking completion, lower abandonment, increased customer satisfaction, improved brand trust, higher lifetime value, and lower call-centre load. “By designing for everyone, you ensure a seamless, welcoming experience for all your customers,” it asserted.
The other top four most-accessible countries setting the ‘gold standard’ in European hospitality were Norway (accessibility score 75.6), Sweden (72.5), Spain (71.6) and Portugal (70.8). “These markets demonstrate how inclusive design and accessibility go hand-in-hand with modern UX best practices.” Ireland and Belgium ranked the lowest on the list with an accessibility score of 61.6. Germany stood 12th ahead of Austria and Italy.
The report talked about accessibility performance by each country. Norway is “strong but varied, and most top sites follow WCAG 2.2 standards, though some lag behind on dynamic booking elements.” Sweden stands out “as the mobile-first champion, with sites prioritizing mobile experiences and keyboard navigation for seamless bookings.” Spain got mixed performance. “Top performers excel, but several international hotel chains fall behind.”
Portugal got a pat on the back for its consistent compliance. “Hotels largely maintain accessible booking flows, with minor gaps in visual contrast and alt text.” There is no exact total count of WCAG 2.2-compliant websites in Europe as there is no central registry.
Industry benchmarks like the Web AIM Million Report revealed that less than five percent of all websites globally fully meet baseline WCAG 2 A/AA standards. While WCAG 2.2 is the internationally recognized benchmark, European legislation officially uses the EN-301 549 standard. The following legal frameworks dictate compliance across the EU. A sweeping EU-wide law that took effect in June 2025, mandating digital accessibility for a wide range of private sector services.
Source: QualiBooth
