Families in Focus: Why an Inclusive Customer Experience Means Repeat Visits, Rave Reviews — and Revenue

Summer holidays can make or break the year for many family-focused businesses. But here’s a question you might not have asked: Are you making your customer experience truly accessible and welcoming for the neurodivergent families walking through your doors?

Neurodivergent families are everywhere — and they talk.

Roughly 15–20% of UK families include at least one neurodivergent child (for example, ADHD, autism, sensory processing differences, or learning disabilities). That’s millions of families — and millions in potential revenue.

When a neurodivergent family finds a place that works for them — somewhere they feel safe, understood and not judged — they don’t just visit once. They come back. Again and again. And they tell other families like theirs.

Neurodivergent and SEND communities are incredibly tight-knit. Word-of-mouth recommendations can transform a one-off visit into a loyal customer base. But it goes both ways: when the experience is stressful, inaccessible, or handled poorly, those same families can (and do) share their disappointment — and those reviews stick.

“Would your team know what to do?”

Imagine this: a child has a sensory overload and melts down at your venue. Do your frontline staff know how to respond? Do they feel confident in knowing what their role is in keeping everyone safe, calm and cared for? Or do they freeze, avoid, even escalate the situation, or risk making a struggling family feel like a problem?

Being neurodivergent-friendly isn’t just about ear defenders and quiet spaces (though these can definitely help!). It’s about your people. It’s about your processes. It’s about knowing what families need at every touchpoint - from booking tickets to walking out the door feeling like they’ve had the best day ever.

The hidden return on inclusivity

A welcoming, low-stress, flexible experience for neurodivergent families isn’t just a nice-to-have — it’s a smart investment. It drives:
✅ Repeat visits
✅ Longer stays and higher spend per head
✅ Positive reviews and powerful word-of-mouth
✅ A reputation as a family-friendly business that truly walks its talk

And in an economy where families are pickier than ever about where they spend their time and money, that reputation is priceless.

Do you really know what it takes?

So here’s the real question: does your team have the knowledge and confidence to create that experience? Do you have clear policies and practical tools (like sensory kits, visual guides, flexible booking policies) that make families feel thought of — not forgotten?

If you’re not sure — you’re not alone. I work with organisations just like yours to help you understand what neurodivergent families need, how to support them, and how to turn inclusivity into your competitive advantage.

The summer holidays are coming. Let’s make this the year you welcome every family through your doors — and keep them coming back.

Want to know more?
I’d love to show you what small, simple changes can do for your business. Let’s chat about neurodiversity training for your customer-facing teams - and how we can make your venue a place families want to return to, again and again.