Gen Z, Millennials, and the Vacation Ownership Shift

Seventy-three percent of new vacation ownership purchases now come from Gen Z and millennials. That changes the pitch, product strategy, and member experience conversation for every company in vacation ownership. During ARDA Spring Conference, I spoke with Gordon Gurnik, COO of Hilton Grand Vacations, about younger buyers, points-based flexibility, AI, and the experiences HGV builds around ownership. 🎟 HGV runs about 3,800 member experiences a year, so ownership means access, not just more space 🏎 At Elara in Las Vegas, HGV brings F1 into the owner experience with viewing areas, concerts, food, and beverage 🎤 Chef dinners, wine tastings, baseball suites, and private concerts create moments members may not arrange on their own 🤖 AI opens a path toward more personal recommendations, especially in markets like Las Vegas where too many choices can overwhelm a trip 👨‍👩‍👧 Points-based ownership helps younger buyers adapt as their families, schedules, and vacation habits change Gordon also talks about why hospitality keeps people hooked: travel, food and beverage, construction, marketing, sales, entertainment, and the moments when guests create memories right in front of you. Want the weekly roundup of news, videos, and what you might've missed from #NoVacancyNews? Text HOTEL to 66866.