By Daniel Linares Dominguez

A Natural Continuation of the Conversation

In our previous articles, we explored how Mexico’s vacation ownership industry has evolved through innovation and adaptability, and how digital transformation is driving the next wave of growth. These same ideas dominated the discussion at the ARDA Spring Conference 2025. I’d like to take a moment to congratulate the ARDA team, led by Jason Gamel, for delivering an exceptional event that highlighted the challenges and opportunities our industry now faces.

Data Abundance, Insight Scarcity

One key takeaway from the conference is a shared recognition: we are sitting on vast amounts of data—about our customers, sales processes, preferences, and behaviors—but we lack the tools and strategies to convert it into actionable insights. Artificial Intelligence (AI) presents an urgent opportunity. By applying AI effectively, we can make faster, smarter decisions that improve both operations and customer experience.

Generative AI: From Trend to Necessity

Generative AI has already found its way into countless industries. From automating workflows to personalizing customer journeys, the potential is enormous. In vacation ownership, it’s time we embrace this momentum. However, successful implementation starts with strategy. Not all areas benefit equally from AI, and without clear goals, we risk being overwhelmed by data without knowing how to use it.

The Strategic Role of Industry Associations

This is where associations take on a renewed and vital role. Organizations such as ARDA, AMDETUR (Mexico), ADIT (Brazil), and ASTIEMPO (Colombia) must act as both curators and advisors. As curators, they can help identify trustworthy technology providers who truly understand our industry’s needs. As advisors, they can guide tech companies unfamiliar with vacation ownership to develop solutions aligned with our specific processes—from prospecting to sales to post-sale service.

This collaborative approach will result in more customized, accessible tools that can be scaled across clubs of different sizes and profiles.

Looking Ahead: AMDETUR 2025

To continue these essential conversations, I’d like to invite industry professionals to the upcoming AMDETUR Annual Congress, taking place June 23–24, 2025, in Mexico City. The event will build on the themes discussed at ARDA but focus more heavily on real-world implementation. Expect to meet a diverse range of technology providers and explore tools that will elevate the entire member journey—from acquisition to retention.

A Call to Action

Mexico’s vacation ownership industry has long demonstrated resilience and vision. As we enter this new era, driven by data and powered by technology, we have a responsibility to lead with purpose. With AI, strategic partnerships, and the support of our associations, we can design experiences that continue to “wow” our members—and position Mexico as a global benchmark for innovation in vacation ownership.