As one of the UK’s leading holiday resorts, Butlin’s has taken steps to meet website standards and deliver a more inclusive online experience. By implementing the Recite Me Accessibility Checker and Assistive Toolbar, Butlin’s is ensuring its digital platforms are both compliant and user-friendly for everyone.
We caught up with Sam Hayes, Digital Product Manager at Butlin’s, to discuss why the team chose Recite Me, how the tools support accessibility goals, and the brand’s continued commitment to creating an inclusive digital environment.
Butlin’s Commitment to Accessibility
At Butlin’s, the mission is simple: to ensure every guest enjoys the perfect holiday experience. That means creating an environment where everyone feels welcome, included, and supported from the moment they visit the website to the moment they arrive at a resort.
With more than 16.8 million people in the UK living with a disability and over 4.1 million speaking a language other than English at home, Butlin’s recognised the importance of ensuring its digital platforms are accessible and inclusive for all users.
The European Accessibility Act (EAA), which came into effect on 28 June 2025, sets out to make digital products and services across the EU accessible to everyone. The legislation applies to any business that provides goods or services across European borders, making compliance an essential part of digital strategy.
“We’ve been exploring the best ways to implement accessibility features on our websites, and needed a tool that could help us benchmark progress, identify issues quickly, and give us confidence we were heading in the right direction.”
Building and Maintaining an Accessible Website with the Recite Me Checker
Butlin’s began using the Recite Me Accessibility Checker in July 2025 to prioritise inclusion and work towards fixing accessibility issues on their Family and Big Weekender websites.
Using the Checker, the Butlin’s team follows a simple but effective process:
- Plan: Identify which pages, documents, and assets need auditing.
- Scan: Run a full scan against WCAG 2.2 success criteria.
- Fix: Use AI-powered insights to prioritise fixes.
- Maintain: Ensure long-term compliance with automated scanning.
“The simplicity and clarity of the tool help to identify issues and point to the actual part in the site code that needs improvement.
“It makes it easy for different teams at Butlin’s, content, design, and development, to understand what needs attention, without needing specialist accessibility knowledge. Plus, it integrates well with our existing processes, which made adoption straightforward.”
One of the most valuable features for the Butlin’s team has been the Prioritised Technique Breakdown, which categorises issues to help teams focus on what matters most. Each issue is classified as:
- Fixes – critical problems that should be addressed immediately
- Checks – issues that require review or verification
- Findings – informational observations that may guide future improvements
“It’s helped us focus on high-impact areas first and track meaningful progress over time.”
Measurable Success and Ongoing Improvement
Since introducing the Recite Me Checker, Butlin’s has seen steady improvements in its accessibility scores and processes.
“We’ve seen a noticeable reduction in recurring issues as teams have become more aware of accessibility best practices.”
“Even though we’re still early in our journey, we’re confident the ongoing improvements are helping create a smoother, more inclusive experience, especially for the guests who really need it.”
The Butlin’s team has also praised Recite Me’s dedicated support throughout onboarding and beyond.
“The support team has been great. They have been exceptionally proactive in assisting us with any queries and helped us see a different way of viewing the dashboard, which really highlights the significant improvements we’ve made.
“The onboarding was clear and efficient, and the follow-up communication, like the monthly reports, really helps us stay on top of progress and maintain momentum.”
Enhancing the user experience with the Recite Me Toolbar
Alongside the Accessibility Checker, Butlin’s also implemented the Recite Me Assistive Toolbar to ensure every visitor can engage with their content in a way that suits their needs.
The Toolbar supports people with disabilities, visual impairments, and those who speak English as a second language, offering features such as:
- Screen reader and text-to-speech functionality
- Customisable website styling for improved readability
- Reading aids to enhance comprehension
- Translation into over 100 languages
“The toolbar allows us to give guests more control over how they interact with our content, which aligns perfectly with our focus on creating a welcoming, accessible experience both online and on resort.
“The breadth of functionality, ease of use, and strong reputation in the accessibility space were key factors. It also helped that Recite Me’s tools are customisable and align well with our brand approach, so we can offer support without compromising on design or usability.”
Ready to get started?
Butlin’s partnership with Recite Me highlights how accessibility not only improves compliance but also enhances user experience, engagement, and inclusivity.
Ready to make your website inclusive for everyone? Contact Recite Me today to get started.
Get a free automated accessibility check of your websites homepage. This will identify and highlight any compliance issues on your website. Followed by recommendations on how to implement the necessary changes to make your website more accessible.
