The Canadian Resort & Travel Association: Canadian Timeshare’s Unifying Body

What’s next for the industry and for travelers in Canada? Once again, Resort Trades’ publisher Sharon Scott Wilson, RRP, sat down with Gaetan Babin to discuss his activities as President & CEO of the Canadian Resort & Travelers Association (CRTA). Wilson interviewed him in February 2023 after he assumed leadership of the association. The two spoke about CRTA’s mandate to advocate for vacation ownership in Canada and worldwide.

Sharon Scott Wilson:

Hello everybody, I’m Sharon Scott Wilson, Content Director for Resort Trades Media Group, where we cover all things related to people and developments in the vacation ownership and timeshare industry.

Today, we’re thrilled to have a returning guest—Gaetan Babin. Gaetan is president of the Canadian Resort and Travel Association (CRTA).

Gaetan, thank you so much for your time!

Gaetan Babin:

It’s always a pleasure seeing you, Sharon.

Sharon Scott Wilson:

Well, thank you! Before we get started, I want to remind our viewers to please like, comment, and share this video. It helps us continue to bring interesting content that is relevant to businesses involved in the timeshare, or vacation ownership, industry.

That said, last time we spoke, Gaetan, we learned so much about CRTA and your goals. Today, we’re going to dive even deeper.

To start with—how does the Canadian Resort and Travel Association compare to ARDA?

Gaetan Babin:

That’s a good opening question. ARDA, obviously, is the largest association in the vacation model, and we’re very fortunate to have a phenomenal relationship with them. They’ve helped us establish a platform that’s more suitable for our country compared to the U.S.

The major difference is that ARDA primarily focuses on the American traveler and the American resort development market. While CRTA does the same for Canada, we also recognize that a large percentage of our travelers vacation in the U.S., Mexico, and other countries.

Our focus has been more international. Our relationships with ARDA, Mexico, and the tourism association there have flourished because they want to expand their market penetration. We, in turn, want to endorse properties, resorts, and clubs that provide good value and adhere to our code of ethics—giving consumers confidence that these are trustworthy places to consider for vacation ownership.

Sharon Scott Wilson:

With market dynamics evolving so quickly, can you explain how CRTA is more valuable than ever to your constituents?

Gaetan Babin:

There are many layers to this. As with other associations like ARDA, there needs to be a unifying body—a place where professionals in sales, marketing, and product development can collaborate, see what works, and establish industry standards.

At the end of the day, if something isn’t good for the industry, it doesn’t belong in the industry. If it’s not good for the consumer, it doesn’t belong either.
We’ve seen many products in the past decades that were profitable for businesses but not necessarily beneficial to consumers. And vice versa. If it’s not a win-win situation, we don’t endorse it. We don’t promote it.

For independent operators who offer great value but don’t follow ethical business practices, we won’t endorse them. CRTA serves as a checklist for consumers to determine which businesses are reputable.

On the legislative side, we continuously work with government officials because laws change frequently. Unfortunately, bad news tends to dominate headlines, overshadowing the benefits our industry brings. It’s our job to educate policymakers on the value of timeshare ownership and the joy it brings to thousands of families.

Sharon Scott Wilson:

That makes sense. You’ve kind of answered my next question, which is—looking at the future, what are CRTA’s long-term objectives? How do you see the organization shaping the industry?

Gaetan Babin:

Over the last decade, we’ve seen many mergers among large brands like Marriott and Hilton. They’ve acquired resorts and clubs, becoming massive entities that largely self-regulate. These companies look to associations like CRTA to advocate on their behalf, especially when it comes to legislation and preventing unethical exit companies from operating.

Where we provide the most value, particularly in Canada, is for small independent operators who don’t have the power of a big brand. These businesses need support, guidance, and protection. As major brands grow, smaller independents sometimes struggle or even sell out entirely.

In Canada alone, there are more than 40 legacy resorts with six-figure membership numbers. They aren’t part of a major brand, so they need CRTA’s guidance to protect their owners and keep their investments profitable.

Sharon Scott Wilson:

That’s a great point. Speaking of growth, CRTA has been expanding significantly. What initiatives or partnerships are driving this momentum?

Gaetan Babin:

When I took over the association, the first thing I did was rebrand it from a strictly Canadian organization to an international Canadian Resort and Travel Association.

Next, we built an incredible board of directors—some of the best minds in the industry, including key figures from RCI, Interval International, and major brands, as well as service providers. You can see the full list on our website.

By going international, we saw rapid growth. Now, we’re seeing a snowball effect. Resorts and developers recognize that being endorsed by CRTA adds credibility—especially for Canadian travelers considering vacation ownership in Mexico, the U.S., or the Caribbean.

For example, there’s a major development in Cancun that’s a CRTA member. They told us the difference in their marketing results has been incredible. Before, potential buyers were hesitant. Now, when they see that the resort is CRTA-endorsed, they’re much more comfortable moving forward.

Of course, we have strict standards. Resorts must follow our code of ethics, maintain transparency, and communicate openly with members. So far, it’s working exceptionally well.

Sharon Scott Wilson:

That’s fantastic! You also mentioned that seeing an article about CRTA in Resort Trades has a big impact. Can you elaborate on how media exposure helps your mission?

Gaetan Babin:

What’s Resort Trades? (Laughs) Just kidding! Everyone in the industry knows Resort Trades, Sharon.

Honestly, I’ve been a fan of what you’ve done for years. When I first entered the industry 30 years ago, I sought out accurate news sources—and Resort Trades has always provided that. Your publication has helped shape the industry by sharing real, relevant insights.

For us, positive exposure in a respected publication like Resort Trades reinforces our mission. We want to promote the good in the industry, protecting consumers and helping the business grow. When we’re featured in Resort Trades, it amplifies that message in a trusted space.

Sharon Scott Wilson:

That’s music to my ears!

As a leader in the industry, what’s your personal vision for the future of timeshare and vacation ownership in Canada and beyond?

Gaetan Babin:

That’s a big question! People ask me all the time if I’ll ever retire, and my answer is no.

I knew 30 years ago that I wanted to be in this role. I spent years developing my skills—from resort operations to sales—because I knew this was where I could make the biggest impact.

I love this industry, and I love the people in it. Organizations like ARDA, GNEX, and Resort Trades have been instrumental in our success. Our conferences are becoming must-attend events. The last one was fantastic, and our next one in Montreal this summer will be even bigger.

Our long-term goal is to raise awareness of the value of vacation ownership. Like ARDA’s “Love My Timeshare” initiative, we want to showcase the positive aspects of our industry. Too often, five percent of dissatisfied owners make more noise than the 95 percent who love their ownership.

We want CRTA, ARDA, and other associations to be trusted sources of information—guiding people toward ethical, high-quality vacation ownership opportunities. So far, our mission is working, and I’m incredibly grateful for the support we’ve received.

A quitter never wins, and a winner never quits—so we’ll keep moving forward!

Sharon Scott Wilson:

I love it! What’s your website again?

Gaetan Babin:

It’s CanadianRTA.org.

Sharon Scott Wilson:

Thank you so much, Gaetan! I look forward to seeing you in March at the ARDA conference in Orlando.

To our viewers, thank you for watching! Please visit ResortTrades.com to subscribe to our weekly eMagazine. And don’t forget to like, comment, and share this video.

Gaetan Babin:

Happy New Year! Wishing everyone success and good health in 2025!

CRTA is an industry association that is dedicated to furthering the ownership-based vacation and resort development industry, both at home and abroad. The association was founded in 1980 as “The Resort Timesharing Council of Canada” in response to the public’s demand for more information about vacation ownership. Since then, CRTA has become the preeminent industry association representing all forms of Vacation Ownership in Canada. The Association is governed by an elected Board of Directors. We regularly host stimulating conferences, symposiums, and committee meetings encouraging B-2-B opportunities, networking, education, and problem-solving among our members. Member Services can be reached at memberservices@canadianrta.org.

Sharon Scott Wilson is Publisher of Resort Trades magazine. Connect on linkedin.com/in/sharonscottwilson. Subscribe to Resort Trades Weekly — https://resorttrades.com/emagazine/.