What does 'autism-friendly' really mean?

I recently came back from a holiday at one of TUI’s new ‘autism-friendly’ hotels. They’ve launched two so far - complete with sensory rooms, trained staff, and other thoughtful features.

And the best part? We weren’t the only ones there because of those things. There were lots of other autistic families and individuals too. That understanding, and that shared experience changed everything.

TUI have been clear this is just the beginning. And that’s exactly how we should see it: not as a finished product, but as the start of a much-needed shift in how we think about holidays, inclusion, and the word autism-friendly.

I’m so glad companies like TUI are taking this seriously, and even more excited to see the recognition that there’s lots more that can be done!

TUI’s sensory rooms are genuinely impressive. Let’s ignore the fact that the sensory room in our hotel was flooded for half of the week we were there because of an unbelievable storm! (Did you hear about the storms in Ibiza a few weeks ago?!)

And beyond the sensory room, it was clear that the staff had been trained which made a huge difference. For many families, this kind of support can be the difference between going on holiday or not going at all.

But one of the things I’d love to see TUI do next is broaden the consideration beyond just the needs of autistic children, and take into account adults too. The need for predictability, sensory calmness, and clarity doesn’t disappear when you turn 18.

And more than that, why only autism?

When people say ‘autism-friendly’, they often mean neuroinclusive, without quite realising it. The sensory room wasn’t just good for autistic people. It would be great for anyone with ADHD, sensory processing differences, anxiety, or just a brain that gets easily overwhelmed in busy places.

That’s why words matter. ‘Autism-friendly’ might be familiar, but ‘neuroinclusive’ is broader. More flexible. More reflective of the real variety of needs out there. It also shifts the focus from just supporting autistic people to creating environments that work better for everyone.

Here’s what I didn’t expect: how powerful it would be to be in a place where other people just got it. Where you didn’t have to explain. Where there were no side-eyes if someone wore ear defenders at dinner, or someone was stimming, or someone was finding things challenging.

Sometimes, inclusion doesn’t come from a policy or a product. It comes from presence. From not being the only one. That kind of community feeling is hard to build but when you get it right, it does half the work for you.

I’ve come back with lots of ideas. Things that could make these holidays even better - for autistic guests, for other neurodivergent travellers, and for the staff supporting them. So if you’re curious, or want to keep building on this brilliant start, just reply to this email. I’d love to share them!

Here are some things that help move from ‘autism-friendly’ to truly neuroinclusive:

It’s exciting to see big travel brands stepping into this space. But as always, language shapes our expectations. So instead of asking, “Is this autism-friendly?” maybe the better question is, “Who is this really friendly for?”

And critically, how do we keep widening that circle?

I’ve talked a lot for the last few weeks about there being lots of different, component parts to neuroinclusion. And rather than wanting it to feel overwhelming, I want people to really focus on slow, steady, sustainable change.

That’s what I’m here to help you with. Quick wins are great. But long term strategies are what’s truly needed. And whether that’s in your organisation, your school, your family or just your own mindset, all it takes is to go one step at a time.

Speak soon,
Jess

PS Whenever you’re ready, here are some ways I can help: