Creating a remarkable experience for each customer, from the initial online booking to the moment they embark, is at the heart of SeaLink Marine & Tourism’s approach. With an estimated 5.5 million Australians—roughly 21.4% of the population—living with disabilities and over a billion people worldwide affected, digital accessibility has transitioned from being a luxury to a necessity.

To accommodate diverse customer needs and ease access to travel and information, SeaLink has adopted UserWay, a leading provider of accessibility solutions, across all its websites. Activated by a button on the bottom-left of the screen, the UserWay widget enables users to customize their browsing experience with options such as text size and contrast changes, screen reader capabilities, keyboard navigation, dyslexia-friendly fonts, and real-time translation into 50 languages.

In the past year, the tool has allowed SeaLink to discover and address nearly 40,000 accessibility concerns, known as Web Content Accessibility Guidelines (WCAG) infractions, thereby enhancing the user experience for those with visual, auditory, cognitive, or mobility challenges. As a result, SeaLink has recorded a digital accessibility score of 95%, significantly higher than the 80% industry standard.

Global Standards Compliance

The WCAG standards are globally acknowledged frameworks ensuring that websites are accessible to users of all abilities. Phil Boyle, SeaLink’s Executive General Manager for Customer, Sales, and Marketing, stated that by rigorously adhering to WCAG standards, the company is dismantling barriers and facilitating inclusive access to travel information, ticket purchases, and assistance services, in line with its dedication to delivering outstanding experiences for all guests.

He remarked: “At SeaLink, our objective is to engage with guests on their terms, whether that relates to language, abilities, or conditions. By enhancing accessibility across our websites and ensuring confident navigation for all users, we simplify the process of planning and enjoying a remarkable experience.”

Languages frequently utilized via UserWay include Chinese, Japanese, and Italian, showcasing SeaLink’s extensive outreach to culturally and linguistically diverse populations and international visitors.

Furthermore, SeaLink’s commitment to accessibility extends beyond digital realms. Its ferry terminals and vessels are being constructed or renovated with accessible features, including wheelchair-friendly ramps, accessible restrooms, priority boarding, and staff trained to assist.

The company proudly participates in the globally acknowledged Hidden Disabilities Sunflower Program, an initiative that began in the UK at Gatwick Airport in 2016 and has now been adopted by over 200 transportation networks and tourism operators internationally. In Australia, major airports including Adelaide, Brisbane, Darwin, Perth, and Sydney have recognized this program, which is becoming increasingly acknowledged throughout the transport and tourism sectors.