More Than Just Guests: How Vacation Club Membership Is Transforming the Way We Travel

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Travel is no longer just about choosing a destination and booking a room. For a growing number of travelers, the experience begins long before check-in and continues even after returning home. This evolution has given rise to a trend known as the “membership economy”—a model that is redefining the relationship between travelers and travel brands.

Today, value is no longer measured solely by the quality of facilities or the level of service. More and more people seek to feel recognized, receive personalized experiences, and belong to a community that shares their interests and their unique way of enjoying a vacation.

In this context, vacation clubs have taken on a role that differs from their traditional image. Beyond merely offering accommodation or preferential access to various destinations, their greatest strength lies in building long-term relationships with members, transforming travel into a continuous experience rather than a series of isolated events.

One prime example in Mexico is Club Sunset, the vacation club of Grupo Sunset World. Its membership model prioritizes a personalized experience through benefits linked to tenure, preferential service, and offerings designed for those who choose to return year after year to destinations in the Riviera Maya and Cancún.

Such programs demonstrate that the most valuable benefits do not always appear on a list of amenities. The familiarity of returning to a place where a guest’s preferences are already known, the trust fostered by a stable relationship, and the sense of community among members are attributes that build loyalty in a way that is difficult to replicate through traditional bookings.

Unlike the conventional model—where the relationship between guest and hotel ends when the stay concludes—vacation clubs maintain an ongoing bond. Each trip adds new memories, experiences, and connections, building a shared history between the traveler and the brand. In an industry where personalization has become a key differentiator, a sense of belonging emerges as a new form of luxury: the opportunity to feel expected, recognized, and part of a community that makes every return a more meaningful experience.


Whether you’re interested in innovative travel experiences or want to explore how technology is transforming the tourism industry, we invite you to discover two key content platforms:

Sunset World Resorts Press Room – Explore articles, news, and press releases highlighting how Sunset World integrates innovation, sustainability, and immersive experiences to redefine the future of hospitality.

Club Sunset Blog – Access insights, trends, and stories that showcase how vacation clubs evolve to offer meaningful, cutting-edge experiences while maintaining comfort and exclusivity.

Start by reading the article “More Than Just Guests: How Vacation Club Membership Is Transforming the Way We Travel” in the Sunset World Resorts Press Room. Then continue exploring both platforms to learn how Sunset World is shaping the next generation of vacation experiences through innovation and immersive technology.

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Privacy Policy

I. Responsible for the protection of your personal data.

Promotora Sunset Beach Club S.A. de C.V., hereinafter referred as Promotora Sunset, with address in Boulevard Kukulcán, kilometer 10 Apple 51, Lote 13-B Zona Hotelera, Zip Code 77500, Cancún Quintana Roo México, is responsible for the collection and use of the personal data required from the vacational member club, in terms of the rules established by the Mexican Federal Law for Data Protection of Private Individuals (Ley Federal de Protección de Datos Personales en Posesión de los Particulares LFPDPPP) as well in the provisions of the articles 1º, 3º and 5º of the General Data Protection Regulation (EU) 2016/679 (GDPR).

II. Data collected and use of the information requested from our customers.

Personal data collected through physical formats in hotels, by telephone, or by electronic means (online) through our websites, will be used to begin, administer and maintain the services offered to our vacational members club.

a) General Data

The general data requested in our forms such as: name, gender, signature, home address, phone number, cell phone number, e-mail, date of birth, job, home city, economic dependents, country, national identity document or passport will be used for the following essential purposes:

  1. Begin providing services that customers contract with the company;
  2. To upload our vacational member club´s information into our systems and database to provide and administer the services contracted;
  3. To create our vacational member clubs´ electronic and paper files;
  4. Carry out the verification of your personal data collected by our Call Center;
  5. To comply with the different laws that regulate our services and activities;
  6. To deal with complaints and inquiries, and to provide our customers with information related to travel reservations or cancellations received by our Call Center;
  7. To confirm, verify, correct and update the personal data;
  8. Carry out the sign of the contract;
  9. To administrate your personal data in the sales room and contracting Area;
  10. To charge for our services and for the collection efforts with respect to receivables that are not paid when due;
  11. To charge for services and programs paid electronically with a credit card;
  12. To charge any additional expenses or fees for extra services contracted, and;
  13. To properly identify our clients as vacational members club or guests.

Additionally, this information can be used for the following non-essential purposes:

  1. a) To send our vacational member club offers, discounts, special fees and other benefits;
  2. b) To improve our holiday offer by sending your information to our business partners;
  3. c) For statistical purposes; and,
  4. d) For promotional and marketing purposes.

b) Financial and Patrimonial Assets Data

The financial and patrimonial data collected such as credit card number, bank account, monthly income and additional incomes, will be used to analyze the financial profile of our vacational members club and customers in order to grant them access to promotions and programs based on their economic characteristics. Furthermore additional information may be required in compliance of Mexican Federal Law to prevent money laundering (Lay Federal para la Prevención e Identificación de Operacions con Recursos de Procedencia lícita LFPIORPI).

According to Mexican Privacy Law, it is required to obtain express consent of guests and customers in order to use and process their financial and patrimonial assets data for the different purposes and uses described above. Therefore in compliance with the law, we will request your express authorization in writing at the moment of the data collection, informing you of the legal consequences of their decision to grant it or not.

III. Data transfer.

The personal data collected by Promotora Sunset can be transferred to companies that help provide some of the goods and services requested by our customers, which is necessary to comply with the provision of services that are contracted, and also can be transferred to companies who elaborate profiles and consumer trends for our vacational members club, therefore it will not be necessary to have the express consent of the owner of the data for this transfer in accordance with Article 37, Section VII of the LFPDPPP, as well as the provision contained in Article 49 of the GDPR.

IV. Use of images.

Promotora Sunset may use, print, reproduce and publish any captured image(s) of partners, vacational members club, guests, beneficiaries, and people referred to in print, electronic media (blogs, private social networks such as Facebook, website), and its broadcasts, in order to document events that are celebrated, such as the delivery of awards and rewards. Be the images captured by Promotora Sunset itself or through external suppliers hired for these activities.

When any image of any guest, partner, family member, client, partner, or referral is going to be used for advertising purposes, their express consent will be required.

V. Restrictions on the use or disclosure of personal data.

Those who wish to limit the use and disclosure of their personal data may sign up for the “do not call list” administered by PROFECO. For more information visit http://rpc.profeco.gob.mx/ or send an email to datospersonales@sunsetworld.net requesting to stop being contacted for these purposes.

VI. Rights of access, rectification, cancellation, and opposition, and withdrawal of consent.

Holders of personal data collected by Promotora Sunset may request access, correction, cancellation, opposition, or withdraw their consent via email to datospersonales@sunsetworld.net.

VII. Online data management.

This section describes the use of your personal data on the following websites:
– www.sunsetworldresorts.com

Cookies: A cookie is information that an Internet portal sends to your computer, which is stored on your hard drive. We may use the information stored in the cookie to facilitate the use of our website.

Social Networks: Information posted by users of social media is subject to the terms established by the social media provider.

VIII. Complaints regarding the use of your personal data.

If you believe your data protection rights have been violated, you can submit a complaint to the National Institute for Access to Information and Data Protection (INAI). For more information visit www.inai.org.mx.

IX. More Information – Privacy Office.

For questions, contact our Privacy Officer at datospersonales@sunsetworld.net.

X. Updates

This Privacy Notice is effective from January 1st of 2012 and may be modified. Updates will be posted on our websites listed in section VII.

Last Updated: June 1st 2020