Odilia Orozco Guiant
Odilia Orozco Guiant has been an ARDA member for about 20 years and a VIP member since 2015. The company she leads as CEO, Trinity Resort Services, has been part of ARDA since the firm was founded in 2019 as an end-to-end servicer focused exclusively on vacation ownership.
Trinity provides a comprehensive suite of offerings for timeshare companies, focusing not just on loan servicing and annual dues and reservations management, like most servicers, but also on the sales and marketing component, thanks to its partnership with Miami-based SPI Software.
“We can plug in people, process or systems, whether it be lead generation, the sales and marketing front, with systems and processes—where we can support the loan, dues and reservations—and on the marketing side,” she says.
Guiant became CEO of Las Vegas-based Trinity at its founding after about two decades working for other servicers in the industry, who were highly focused on many of the same areas. As leader of a small company, she handles a wide range of aspects and connects with a variety of executives and others in the company in her day-to-day work life.
“We’re not that distant; there’s not that silo-type environment, where the company is so large, and in so many verticals, that sometimes areas don’t even know that other areas exist,” she says. “We really do engage in the process of our customers, trying to learn and understand what they do, how they do it, and how we can make it better. Because that’s the idea; that’s what they pay for.”
The company has grown both through relationships that Guiant and other leaders have built over the years as well as referrals from those they service. Referring clients appreciate “what we’ve been able to achieve … in terms of correcting issues with delinquency portfolios, being able to engage with them at different levels, and really being able to improve their overall operation,” she says. “So, some of those customers have come through word-of-mouth.”
Trinity mostly services timeshare in Mexico and the Caribbean largely for that same reason—it’s where Guiant and others have connections. But “we do have some developers that are American; we do serve quite a few legacy resorts in the U.S.,” she says. “That’s been a really nice addition to the dynamic.”
In its primary call center in Mexico City, Trinity employs artificial intelligence to write and proofread scripts for its agents “that are a little bit more dynamic than maybe one can drum up on their own,” Guiant says. Elsewhere on the technology front, Trinity is working with SPI to develop a texting solution similar to What’s App—which the company uses almost exclusively in Mexico and Europe because “a lot of people only want to contact you through that.”
Trinity immediately joined ARDA to keep current on what’s happening both on the legislative front and among the key players in the industry, in terms of acquisitions and movers-and-shakers, Guiant says. “It keeps up to speed on the market,” she says. “ARDA does a good job of keeping timeshare present in legislation. … Even though we’re focused on the Mexican and Caribbean side of things, all of those laws affect U.S. consumers, and the majority of consumers that buy timeshare are American and Canadian.”
ARDA also keeps Trinity connected with its own clients, providing the ability to meet, discuss business, and socialize with several of them in a short span—and in turn, Trinity has invited clients who are not yet members to ARDA gatherings “so they can see the benefit,” she says. “We make special trips to see our clients during the year, and they come to our Mexico City office, but ARDA just kind of gets us all in one spot. ... And it just keeps us involved, also, in the conversation of what’s affecting us, and some of the mutations of the timeshare product—becoming a vacation club, points, whatever the new iteration is going to be.”
Guiant enjoys and appreciates attending the spring Timeshare Together conference because it gathers the largest numbers of clients in one place, but she also values the Fall Meeting for its intimacy and ability to access larger players in the industry more easily. “You can actually get hold of people, as opposed to chasing them through the halls of Vegas or Orlando,” she says. “But the Spring of 2024 [conference] should be pretty fun—it’s going to be in my hometown!”
When she’s not traveling for work, Guiant’s favorite place to unwind is probably the Hawaiian islands. “I might have done them all; I make sure I go to multiples at a time,” she says. “I love the way that they take care of their land, and I love the weather. The beaches are amazing. And it’s American infrastructure, so that’s always a plus.” Other topic choices include the “warm turquoise beaches” in Miami Beach, particularly South Beach, and then “maybe the Caribbean—Cancun, that kind of water.”