The Guests You Never Reach and the Ones Who Never Return
Hidden barriers in planning, booking, wayfinding and frontline service that are quietly costing you attendance and revenue.
Some customers never arrive. They considered visiting, looked at your website, started a booking process, and stopped. Others came once and never returned. The barriers they experienced are invisible in your data because they do not complain. They simply leave.
1 in 4 people has a hidden disability. 15-20% of the population is neurodivergent. These are your customers, your guests, your visitors. When the website is cluttered, the booking process unclear, the wayfinding confusing or the frontline interaction awkward, they do not ask for help. They go somewhere else.
In this keynote, Stine Marsal shares what she found when she mapped the customer journey from a disability and neurodiversity perspective for organisations including LEGO House, Copenhagen Airport and Keolis. The barriers were consistent across industries. So were the fixes.
This session is for anyone responsible for attendance, revenue or guest satisfaction in a customer-facing organisation. The insight is clear: when you design for those who face the most friction, you make the experience better for everyone.
What you will leave with:
The most common hidden barriers in the consideration phase, the booking process, the visit and the post-visit experience.
Why these barriers do not show up in your feedback data and how to find them.
How removing barriers for neurodivergent and disabled guests improves the experience for all customers.
Concrete examples from LEGO House, Copenhagen Airport and Keolis of changes that improved both accessibility and commercial results.
Who this is for:
CEOs, commercial directors, CX leaders and heads of guest experience in attractions, hospitality, cultural institutions, transport and retail. Anyone responsible for attendance, conversion, return visits or guest satisfaction.
Pricing and formats
All sessions are available as a standard keynote or fully tailored to your organisation, audience and challenges.
Formats: keynote (45-60 minutes), half-day workshop with group exercises, or online session. Delivered in English, Danish or French.
Online sessions from 2,350 EUR / 17,500 DKK + VAT. Onsite keynotes from 3,350 EUR / 25,000 DKK + VAT. Extended workshops from 4,700 EUR / 35,000 DKK + VAT.
Tailored sessions are quoted based on your brief.
What HR and CX leaders say about working with Stine
“Interesting, entertaining
– and we left with concrete ideas”
“Stine’s presentation and work made it easy for us to deliver better experiences to guests and staff”
Stefan Gildhoff,
Director Sales and Customer Experience
The Royal Danish Theater
“Stine’s keynote was a real eye-opener. She created a clear link between accessibility and lost revenue, and showed how small changes can lead to big results for the business.
Her concrete examples made us rethink how we integrate accessibility in our work with guests. It was not only interesting and entertaining – we left with clear ideas for creating more inclusive customer experiences.”
Sanne Forsberg Holm
Chief People Officer
LEGO House
“Stine mapped our guest and employee experience through a diversity lens and delivered a sharp, action-oriented report and presentation to executive management – the most hands-on we’ve ever received. She translated hidden barriers in the consideration and purchase phase, during the visit and afterwards into clear, concrete solutions. She also developed training videos for our guest-facing employees, making them feel more prepared for the diversity they meet every day. We are very satisfied with the tangible results we’ve achieved”.
Real reactions from the people in the room
