In Episode 87 we speak with Danny Guerrero, Founder, The Culturist Group (TCG). His accomplishments are astounding and driving change.
In this episode we hear Danny's meaningful travel stories from his first international trip to Korea, his experience interning for San Diego Tourism Board and the special trip to Paris with his mom. Also sharing about the work his doing now and how it all began.
It was Danny's connection and commitment to local communities throughout his twenty plus years in travel marketing that inspired him to launch his own company, The Culturist Group (TCG).
TCG is a 100% minority-owned travel marketing company. As a thought leader for multicultural and diversity in travel Danny has been an active proponent of culture-forward thinking for travel brands and destinations as a means to help increase equity and inclusion in the travel industry.
TCG was established at a time when shifting cultural identities and the need for more diversity, equity and inclusion in the travel industry finally became a priority. TCG believes that the travel industry and the brands, and destinations that participate in it can be a force for good.
CULTURIST as a concept and consultancy practice, bridges cultural values with multicultural travel strategies to support clients to sustain better connections who consider where and with whom they travel as an extension of who they are.
As social justice and diversity in travel became transparent during the uprising of Black Lives Matter movement in 2020, many travel brands struggled to find ways to bridge and connect with multicultural and underrepresented markets. Beginning in 2018 Danny forward thinking advocated for and led the delivery of key programs for destinations and far-reaching industry research on emerging and underrepresented travelers.
Danny championed industry-wide groundbreaking research supporting prolific travel brands such as Hilton, Choice Hotels International, Tripadvisor, NYC & Company, Los Angeles Tourism and Convention Board on Black and Hispanic travelers, revealing these two segments alone representing nearly 30% of all U.S. travel spend, reaching in excess of $280M annually. His work has led to the bestowing of grants and funds to Black and diversity in travel organizations in excess of $100,000 to empower underrepresented voices in the travel marketing.
He has been at the helm of multiple award-winning brand marketing and communications programs for destinations, hospitality and travel brands on nearly every continent. Prior to founding The Culturist Group, he spent a decade of his career building and leading agency teams at two well-respected firms, MMGY Global and DCI. Prior to spent a decade in destination marketing with in house roles for hotel management and tour operators. His career portfolio includes research and public relations leadership for Visit California, Viceroy Hotel Group, Hilton, Sensei Retreats, Fiji Airways, Tourism Chile, The Travel Corporation, Visit West Hollywood, Los Cabos Tourism, Sonoma County Tourism, Destination Cleveland to name a few.
Danny is a frequent guest speaker at travel and tourism conferences advocating for underrepresented travelers and illuminating how shifting demographics, travel sentiment and culture represent opportunities for the travel industry. Dedicated to advocating underrepresented travelers and promoting travel for diverse youth and volunteers with the Hispanic Scholarship Fund, INROADS (and Mrs. Obando's 8th grade class).
Danny graduated with a B.A. in Political Science and Marketing from the University of California, Riverside with Chancellor's Honors. He is an Executive MBA Candidate at the UCLA Anderson School of Management (Class of 2024), where he was awarded a Dean's Fellowship. Early in his career Danny served as an intern for President Bill Clinton serving in the White House Visitors Office and was a career intern at the San Diego Tourism Authority.
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