Who We Are.
Creating a more inclusive industry by
empowering travel brands and destinations.
Be a force for good.
The Culturist Group (TCG) is a 100% minority-owned travel marketing company, and the vision of Danny Guerrero, an award-winning 20+ year travel and tourism marketing expert and 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 help clients build and sustain better connections to the consumers who consider where and with whom they travel as an extension of who they are.
During the social justice and diversity in travel moment which began in 2020, many travel brands struggled to find ways to build bridges and connect with multicultural and underserved markets. Beginning in 2018 Danny advocated for, and led the delivery of key programs of work for destinations and far-reaching industry research on emerging and underrepresented travelers.
Danny championed industry-wide groundbreaking research supported by prolific travel brands such as Hilton, Choice Hotels International, Tripadvisor, NYC & Company and the Los Angeles Tourism and Convention Board on Black and Hispanic travelers, revealing these two segments alone represent nearly 30% of all U.S. travel spend, reaching a travel spend in excess of $280M on travel 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 help empower underrepresented voices in 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 nearly 10 years of his career building and leading agency teams at two well-respected firms, MMGY Global and DCI, and another decade in destination marketing organization and in house roles in hotel management and tour operator marketing. His career portfolio includes travel marketing, research and public relations leadership for Visit California, Viceroy Hotel Group, Hilton, Sensei Retreats, Fiji Airways, Turismo Chile, The Travel Corporation, Visit West Hollywood, Los Cabos, Tourism Board, Sonoma County Tourism, Destination Cleveland, to name a few.
Danny is a frequent guest speaker at travel and tourism industry conferences where he advocates for underrepresented travelers and illuminates how shifting demographics, travel sentiment and culture represent opportunities for the travel industry. The recipient of the ‘Outstanding Contribution Award’ granted by the World Travel and Tourism Council for his work advancing diversity and equity in the industry in 2021, and the Chairman’s Award granted by the National Association of Black Meeting Professionals.
He is dedicated to advocating for underrepresented travelers and promoting travel as a career path 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.
Danny and his partner and husband Jaime reside in Los Angeles, California.
Travel and tourism brands have appealed to consumers through commodified and generalized ideas and messages that often times focus on assets rather than values orientation.
Many are overwhelmed with the notion that messages to diverse audiences need to live in silos crafted solely on the basis of ethnicity or identity.
But what many marketers might not understand is that consumers develop preferences and attitudes based on cultural movements that aren't always molded by individual identities or persuasions.
CULTURIST equips and empowers travel brands for growth by better connecting them with the shared identities espoused by the people, movements, identities and shifting consumer preferences that prevail in their target markets.
We call this a Culture-Forward approach.