Gaetan Babin and The Evolution of CRTA
The growth of the timeshare industry in Canada was similar in many ways to its growth in the U.S. Founded in 1980 as an association for the advocacy of timesharing in Canada, the Resort Timesharing Council of Canada reflected that growth. By the mid-1990s, timesharing was at its peak in Canada. But immense growth without regulations or standards and publicity from negative sales practices resulted in the association’s mission in dealing primarily with legislative issues. As strong government implementation on consumer protection laws discouraged new development in Canada, the Canadian Timeshare association slowly lost its status as an advocate for Canadian vacation ownership.
In the ensuing years, what is now CRTA was preceded by CRDA (Canadian Resort Development Association) and CVOA (Canadian Vacation Ownership Association. Two years ago, it evolved with the more inclusive name: CRTA (Canadian Resort & Travel Association).
During this time, several large companies like Intrawest, Cranberry Resort and Fairmont sustained the industry by endorsing quality resorts, keeping timesharing alive in Canada. Realizing that many U.S. organizations were promoting Canadian products, the Canadian government stepped in, adding mandatory recission times, full disclosure contracts and guidelines on sales practices, all aimed at marketing the product in a more honest manner.
When the Canadian Resort & Travel Association (CRTA) Board of Directors asked Gaetan Babin RRP to become their new leader in November 2020, he was delighted to oblige. A French Canadian by birth, Gaetan has been active in the vacation ownership Industry for 25 years, serving as sales director at a Vancouver resort and for eight years at Wyndham Reef Resorts in Grand Cayman Island.
Throughout his timeshare tenure, Gaetan garnered international respect for his ability to turn resorts into successes due to his strong stand on encouraging ethical behaviors in sales training, the core to his leadership. He has consistently stressed the implementation of transparent processes from development to sales, for both new and existing resorts.
Related: Canadian Resort and Travel Association (CRTA) Continues to Expand
Shares Gaetan, “My fellow Canadians love to escape from chilly temperatures and travel to warmer climates in the Caribbean, U.S., and Mexico. They are great travelers, respected in many countries. When I lived and worked in the Caribbean it became clear that the most successful vacation ownership resorts were those who could assure their members and owners of the safety and security of their purchase.”
While Canada itself has a population of about 40 million people, nearly half a million Canadian timeshare owners have purchased in North America, including Mexico and the Caribbean. In Mexico, 15% of their $6 billion in timeshare sales last year was to Canadians.
The association has recently created its CRTA Standard of Excellence, ensuring that both consumers and developers are protected. This has strengthened the Canadian timeshare industry, adding to its positive reputation, while giving comfort to prospective members who desire to do business with these resorts. When CRTA endorses a Mexican resort, this signifies that the resort has agreed to abide by CRTA’s code of ethics.
In the last five years, the number of timeshare resorts in Canada has increased significantly. They are located primarily in British Columbia, Alberta, Ontario, and Quebec. This includes about 45 independent resorts, no longer in sales. After the consolidation of the timeshare industry several years ago, many smaller resorts were purchased by larger brands like Marriott and Hilton with massive vacation clubs.
As President and CEO of CRTA, the association has grown under Gaetan’s stewardship, with all the major timeshare brands now affiliated members. Through continuous learning at world conferences such as ARDA, CVOA, AMDETUR, GNEX, as well as constant communications with his network of top industry professionals, Gaetan has added value, integrity and transparency to his industry partners, meeting with them frequently to share news that can positively impact the entire timeshare industry. Today CRTA continues to work with the Canadian parliament to be a strong advocate for timesharing.
According to David Callaghan, VP of Sales for SPI Software – and a colleague for many years – “Gaetan is truly one of the good guys in our business. He sees sunshine where there is a cloud and possibilities someone else may overlook. Around Gaetan, the sun is always shining. When he perceives a problem, he has the unique ability to see beyond it, along with the precise method to resolve it.”
On a personal note, Gaetan is a talented musician, avid golfer, and overall sports enthusiast. He is a devoted father of Marc and Chantal and married 35 years to Lorraine. He has recently spent his summers on his ancestral property in Eastern Canada on what was once his great grandfather’s homesite.
Under Gaetan’s leadership, the previous small consortium of Canadian-based resort has matured to become CRTA, a truly international organization, shaping its vision and perspective. With its elected Board of Directors, the association today is recognized globally for its dedication to its members. These include resorts, vacation clubs, developers, HOAs, exchange companies, management companies, providers of financial servicing, resales, marketing and industry suppliers and professionals.
Marge Lennon has been creating newsletters for timeshare resorts from Canada to the Caribbean and beyond since 1978. She admits it is one of her favorite things to do! Contact her at [email protected]
