What Resort Trades Found at ARDA 2026
Timeshare’s Biggest Event of the Year: Great Success!
If you’re involved in the timeshare industry as an employee or as a supplier of goods or services, good news! Things are on the upswing for our community. The 2026 ARDA Spring Conference held May 10–13 in Las Vegas, left us breathless – just as these events always do. But this time, during a period of global economic uncertainty*, the vacation ownership business is still performing.
During an interview with NoVacancyNews Podcaster Glenn Haussman, ARDA President & CEO Jason Gamel said Gen Z and millennials now account for 73 percent of new purchasers. He also discussed ARDA’s launch of an insurance captive designed to help address maintenance-fee pressure. Resort Trades will be hosting Gamel and other ARDA staff on the Resort TradesTalk Podcast to dig deeper into these and other ARDA initiatives.
We came away with the impression that the vacation ownership industry may be heading toward a supernova of renewed energy, innovation, and improved consumer confidence.
Improved Image
It has not escaped notice that ARDA President & CEO Jason Gamel and his team continue to make a significant impact on the association’s visibility, communication style, and overall industry outreach.
We’ve seen polish and luster added to the industry’s reputation as they’ve confronted bad actors and publicized owner/member satisfaction rates. The ARDA International Foundation (AIF) regularly conducts a Vacation Ownership Sentiment Index. The most recent study shared, “Timeshare owners were more than twice as likely as travelers in general to have taken a vacation last month.”
We like seeing how ARDA outreach includes novel ideas such as their Roadtrippers itineraries. (In fact, we liked the idea so much that we made it our cover story in July 2025.)
Lobbying Successes
The Resort Owners Coalition, ARDA-ROC — a 501(c)(4) nonprofit that serves as the unified voice of timeshare owners – is supported by more than 1.5 million actively participating owners On behalf of resort owners ARDA-ROC has achieved a number of victories by teaching regulators and legislators about the unique aspects of timeshare ownership. To view a few of the group’s successes, visit https://www.arda-roc.org/roc-wins.
For decades, ARDA has advocated for sensible regulation that promotes and protects the vacation ownership’s constituents from unfair taxation and legislative initiatives. ARDA-ROC’s central purpose is consumer protection. One example is the creation of the Coalition for Responsible Exit (https://responsibleexit.com/) which assists owners and members wishing to exit their timeshare without using an exit company
AI & Technology Innovation
Technology was a major focus during the conference. Clearly, resort leaders are investing in AI in every department of the business.
We began with a session, “Lattes with Leaders,” a general session moderated by ARDA President & CEO Jason Gamel. The panel included Onkar Singh Birk, EVP & CTO at Hilton Grand Vacations; Travel + Leisure CTO/CIO Sy Esfahani; JP Hurtado, CIO of Holiday Inn Club Vacations; Westgate Resorts CIIO Angel Miranda; and CEO & Co-Founder of Vacatia Caroline Shin who shared invaluable insights and perspectives on the evolving role of technology across the industry. Resort Trades will be covering much of what was discussed over the next few months.
Recognizing the importance of the topic, ARDA hosted a “Tech Bar” in which several technology companies could display their latest developments. The Tech Bar featured a series of tabletop displays prominently positioned in the main hallway. We caught up with SS&C Technologies/TimeShareWare Director, Sales & Marketing, Customer Relations, Mike Norton, at his table as he spoke with IT consultant Suzzi Albright Morrison, president of S3A, Inc.
Product & Marketing Evolution Continues
Another noticeable theme during the conference was the industry’s continued focus on innovation. Once again, AI emerged as a significant factor in nearly every aspect of resort-company strategy.
For example, Nigel Lobo, COO of Grand Pacific Resorts, a California-based resort management company, described the company’s centralized framework for AI adoption, which includes dedicated leadership oversight, a company-wide AI Pulse newsletter, and an internal “IDEA Drop Box” that allows associates across the organization to propose automation opportunities and workflow improvements. Earlier this year Lobo told Resort Trades, “We’re not implementing AI to replace hospitality — we’re implementing it to protect it.”
Resort companies continue adapting to younger buyers and changing travel habits. Discussions throughout the conference emphasized flexible points systems, experiential travel, and wellness-focused amenities designed to appeal to younger buyers.
“It starts with appealing to a younger audience,” Vacatia CEO & Co-Founder Caroline Shin once said. “We shouldn’t have kids or grandkids or nephews and nieces not wanting to inherit a timeshare. We need to get the product in a place where the flexibility, ease of booking, and costs convince the younger generation that it’s worth it.”
Perhaps the biggest takeaway from ARDA 2026 wasn’t found in a keynote presentation or breakout session. It was found in the tone of the conversations taking place throughout the halls of the Bellagio. After several years of economic pressure, regulatory challenges, and shifting consumer expectations, the vacation ownership industry appears to be adapting, innovating, and moving forward with renewed confidence.
If ARDA 2026 was any indication, brighter days may indeed be ahead for the timeshare industry.
Editor’s Note: Save the Date for these upcoming ARDA events:
2026 ARDAVenture VIP Retreat
July 29-31, 2026
The Cloister at Sea Island, Sea Island, GA
2026 ARDA & University of Florida Legal Symposium
August 26-27, 2026
The Conrad Orlando
ARDA-ROC and TBMA Meeting
September 15-17, 2026
DoubleTree SeaWorld in Orlando, FL
*According to TradingEconomics.com/united-states/consumer-confidence, “The University of Michigan’s Consumer Sentiment Index dropped to a record low of 48.2 in early May 2026, missing market expectations of 49.5 and falling below April’s 49.8.”
