Travel has the ability to inspire, move and change lives.

And yet by many appearances, most travel and hospitality brands are forgetting about 67 percent of U.S. women. That’s how many are above a size 14, or as the apparel industry would call it: plus-size. So where are they in marketing campaigns and internal corporate materials?

Body inclusivity reaches far beyond clothing. It’s important that the travel and hospitality industry take note that representation — even in size — matters. A recent study showed 73.6 percent of all U.S. adults over age 20 are overweight or obese.

In apparel, the plus-size women’s apparel market was valued at $29.8 billion in 2019 and was expected to grow to $46.6 billion (13 percent of the total U.S. apparel market) by the end of 2021, according to Statista. And yet, only one-eighth of clothing options are offered in plus sizes (anything above size 36 for men and 12 for women). How many gift shops carry sizes larger than an XL?

As an advisor helping brands connect with the plus-size market, I think way beyond apparel. I wonder how many things people are opting not to do because they worry they won’t fit. There’s so much room for authentic growth in this segment for the travel industry.

You can’t tell someone’s story from looking at their body. Take me for example: I’ve weighed 300 pounds or more for most of my adult life. I carry most of it between my navel and my knees because of a condition called lipedema. And yet, I’ve also climbed Kilimanjaro three times. I’m always looking for my next adventure.

At my size, this can be hard to find. I know I’m not alone.

The customer journey for people in extended sizes has been littered with trauma and disappointment. You have to remember we’ve been trained that this (as in travel) isn’t for us. In fact, few things are.

We aren’t in many (if any) marketing materials. We’re omitted from the in-person retail experience — told to find our sizes online. We’re the butt of jokes when it comes to falling out of chairs or making the catastrophic splash when jumping in a pool.

Bad experiences aren’t just something to shrug off. They can be humiliating happenings that make guests swear off travel and trying new things. It’s easier not to go than to worry about what will happen.

One of the major reasons I wanted to go to Puerto Rico is its bioluminescent bays. I had to cancel our excursion for our family of six because when I inquired about the boat’s capacity, I learned I didn’t fit. While there are plenty of kayaks that accommodate larger bodies, they didn’t have any.

Remember just one plus-size member of a party can make or break the whole group’s experience if they feel excluded.

There is room for a comeback, however. One of the greatest examples in the travel industry is Southwest Airlines. Filmmaker Kevin Smith was booted off a Southwest plane because his body spilled into the next seat. This public display of rejection stung. It made me reluctant to ever get on a Southwest flight.

But Southwest reconfigured its person of size policy and made it possible to have a second seat reimbursed or for someone in a larger body to ask for a reserved seat card to place next to them.

The airline is now revered as the only airline that treats people in larger bodies with respect. Just knowing this has opened the door to so many people who were terrified to even board a plane.

Here are some other steps forward for the travel and hospitality industry when it comes to size inclusivity:

  • Staff training may be required on body inclusivity language and behavior. Unsolicited comments about someone’s shape and size or diet advice can be a turn off — and generate a review or social media storm. It’s time to challenge assumptions.
  • Open the door to new activities. Highlight beginner adventure options, connect with the best guides who will treat your guests with compassion.
  • Have some options for larger-bodied guests — e.g., some benches and armless chairs in seating areas.
  • Be transparent about weight limits and make them easy to find. If, for example, the only thing you have is horseback riding with a smaller weight limit, think about an option or activity that might accommodate someone larger, such as 4WD adventures.
  • Meet people where they are and invite them in. Lead with open-ended questions; don’t ever assume about someone’s ability or experiences.
  • Audit your brand imagery. Does even a sliver of it reflect the average size person? For women, it’s a size 16. People want to be seen. A Backpacker magazine piece I wrote about hiking The Long Trail showed a photo of me up Baker Peak. The editor received more positive letters about that story because it included someone who looked like a lot of readers. It also happened to be the top performing piece of content converting readers to paid subscribers for months.

And let’s talk — starting the conversation about body inclusion is important. Let’s invite more people to the wonders of travel and experiences the world has to offer.