It might surprise you to find out that we can sympathize with timeshare companies like Hilton Grand Vacations. Well, maybe just a little.
After all, when you read through the hundreds of complaints against Hilton Grand Vacations that owners have filed with the Better Business Bureau, we can understand that Hilton may find some of them kind of…well…vague.
For example, when an owner says that Hilton maintenance fees are going up “too fast,” do they mean as fast as the industry average 17.5% yearly increase in 2024 that American Resort Development Association (ARDA), the trade association for the timeshare industry, provided in its “2025 State of the Vacation Timeshare Industry” annual report?
Or, when owners say their timeshares are “hard to book,” do they mean the Hilton Grand Vacations webpage is too complicated? Or do they mean the number of units available to owners is decreasing, as the ARDA report also found?
Honestly, what’s a timeshare company like Hilton to do?
That’s why we were relieved (and Hilton should be too) to come across a complaint that was very specific about what went wrong for one Hilton owner.
“I am reaching out to address my disappointing experience with Hilton Grand Vacations.”
And then, because the owner had been having some back and forth with Hilton, they got specific.
“Hilton Grand Vacations stated on June 7, 2024, that the program was accurately represented, I strongly disagree based on the following points:”
“Misleading Sales Presentation: The convenience and benefits of the timeshare program were overstated during the sales presentation. The convoluted point system & the biennial use were not clearly explained.”
Can we take a break right here to get into a specific of our own?
As a member of ARDA, Hilton is supposed to follow ARDA’s Code of Ethics, which specifically states: “The member shall provide fair, meaningful and effective written disclosure to the consumer regarding the Vacation Interest and all material terms and conditions of the offer of a Vacation Interest.”
So, right off the bat it seems like Hilton is in violation of the ethics code.
What’s next?
“Discrepancies in Written Documentation: The documentation received three months post-purchase contained significant discrepancies from what was communicated during the process.”
That’s another no-no, according to the ARDA ethics code: “Verbal representations should be consistent with information in sales documents, contracts and written disclosures.”
Want more specifics?
“Non-Utilization of Timeshare: Despite attempts to use the timeshare, I have been unable to do so, indicating the impracticality of the program as was sold to me.”
That might also be indicating another ARDA ethics code breech for Hilton: “The Member shall not sell more use rights in a Vacation Property or a Vacation Interest plan than are available for use in such Vacation Property or Vacation Interest plan.”
And then there’s this biggie:
“Violation of Consumer Protection Laws: The misrepresentations during the sales presentation constitute deceptive practices under Nevada law and Florida Statutes.”
That’s a specific violation for Hilton of the ARDA ethics code’s requirement that, “All Members shall conduct their activities honestly and fairly in compliance with applicable laws, and with professionalism, integrity, dignity and propriety.”
This owner was also pretty specific about how they wanted to see their complaints resolved:
“Due to these issues, I request the termination of my contract & a refund of all funds paid.”
We wish them luck. Because when it comes to enforcing the specifics of its ethics code, ARDA seems, generally, a little lax, especially when it comes to Hilton.
That might be because the Chair of ARDA’s Ethics Committee is Gordon Gurnik, the Chief Operating Officer of Hilton Grand Vacations. Or it might be because Mark Wang, the CEO of Hilton Grand Vacations is on ARDA’s board of directors.
Let’s email them at gordon.gurnik@hgv.com and mark.wang@hgv.com to ask if they have any specific methods for avoiding a conflict of interest when a complaint against Hilton comes in.
Jason Gamel, ARDA’s CEO and President, is also a member of ARDA’s Ethics Committee. Let’s email him at jason.gamel@arda.org to ask, generally, how he’s been dealing with conflicts of interest like Hilton’s?
Want to get some specifics from your timeshare company? Use this list of ARDA VIPs to contact your company’s leaders.
How many specific parts of the ethics code has your company violated? Count them up and share with us at info@timesharefacts.com
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