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.

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