Hotels In a pioneering move for the hospitality sector in the Middle East, Hilton UAE has rolled out the Hidden Disabilities Sunflower lanyard scheme across all of its hotels and corporate offices. As the first global hotel brand to implement this initiative in the UAE, Hilton is setting a new standard for accessibility and inclusion, particularly for guests and staff living with non-apparent disabilities.

The Hidden Disabilities Sunflower program, originally developed in the UK in 2016, provides discreet identifiers—typically a sunflower-patterned lanyard or badge—for individuals who live with non-visible conditions such as autism, chronic pain, sensory processing disorders, anxiety, or cognitive impairments. These identifiers signal to trained staff that the wearer may need additional support, time, or understanding during their interaction or stay.

Hilton’s implementation of the program includes comprehensive training for its staff on how to recognize and appropriately assist guests wearing the Sunflower. The goal is to foster a more empathetic and supportive environment for travelers who may otherwise feel unseen or misunderstood.

“Inclusive hospitality goes beyond physical ramps and accessible rooms,” said Emma Banks, VP of F&B Strategy & Development, EMEA at Hilton. “Many guests have disabilities that aren’t immediately visible. We’re proud to lead the way in normalizing support for those guests, ensuring that everyone feels welcome.”

The move aligns with the UAE’s broader national agenda, which emphasizes accessibility and inclusion as cornerstones of its long-term development goals. Government efforts such as the “My Community” initiative and the adoption of universal design principles across public infrastructure have already laid important groundwork. Hilton’s adoption of the Hidden Disabilities Sunflower is a natural extension of these inclusive ambitions into the private sector.

According to the World Health Organization, an estimated 1 in 7 people globally live with a disability, and many of those are invisible. The hospitality industry, which hinges on customer service and experience, has often lagged behind in developing best practices to support guests with hidden challenges.

By introducing the Sunflower lanyard initiative, Hilton not only improves its accessibility but also sets a powerful precedent for others in the travel and service industries.

A Question to Consider

How can hospitality industries implement programs that help staff recognize and support guests with disabilities—especially hidden disabilities—without requiring guests to wear visible identifiers? How can we create an environment where every individual feels safe and empowered to receive help without having to disclose or display their disability?

My Thoughts

I keep coming back to this feeling: What if someone doesn’t want to be visibly identified just to get support? The Sunflower lanyard sounds helpful in theory, but there’s something unsettling about needing to wear a symbol in order to be treated with patience or respect. Even if it’s optional, it can still feel like you’re being asked to disclose something personal just to receive basic kindness.

Can true inclusion exist if someone has to make themselves more vulnerable just to access it? I don’t think so. If you have to wear an identifier to get fair or thoughtful treatment, then it’s not true inclusion—it’s conditional. That means the default environment isn’t accessible, and support is only offered once someone “proves” they need it.

There should be other ways—less visible, more built-in—to identify and help people who might need extra support. Maybe it’s in how staff are trained to read body language or offer help without making assumptions. Maybe the whole system needs to be more patient and flexible by design, so no one has to wear something to “earn” care or respect.

I don’t work in hospitality, but I’ve worked in a busy customer-facing environment—and honestly, I think some of the same rules should apply. You don’t need someone to wear a badge to know they might need help. You pay attention. You listen. You show a little more patience than you might think is “required.” It doesn’t cost anything to slow down and care. If someone asks for help, you help them. That’s what it means to work with the public.

To me, real inclusion would mean creating an environment where support is offered instinctively, not conditionally. You shouldn’t have to declare your disability to be treated with understanding.

Sources:

    1.    Hilton Hidden Disabilities Program Announcement: hdsunflower.com (https://hdsunflower.com/es/insights/post/hilton-launches-hidden-disabilities-sunflower-across-properties-in-the-uae)     2.    World Health Organization - Disability and Health Facts: who.int (https://www.who.int/news-room/fact-sheets/detail/disability-and-health)     3.    The National News UAE - Commentary on Disability Inclusion: thenationalnews.com (https://www.thenationalnews.com/opinion/comment/2025/06/06/disability-health-rights-education-employment/)