We recently connected with Danny Guerrero and have shared our conversation below.

Danny, looking forward to hearing all of your stories today. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

I’ve taken a few risks in the last three years, first by deciding to leave a lucrative job and fancy title to establish my own business, and then shortly after starting that business, I decided to enroll in the UCLA Anderson School of Management’s Executive MBA program, an intense 22-month executive program designed to develop transformational leaders.

Up until this point, I felt like my career was in the hands of others. My role was ever-changing and as someone who considers himself a ‘yes’ person, I realized that a lot of the confusion, and lack of balance that was present in my professional world was largely of my own making. I wanted to change that and the course of my career and my professional happiness.

Danny, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m the founder of The Culturist Group (TCG), and am a passionate advocate for diversity, equity, and inclusion in the travel industry by providing strategic pathways to better understanding the needs (and barriers) of multicultural consumers who travel. With over 20 years of experience in travel and tourism marketing, I’ve dedicated my career to promoting culture-forward thinking and championing underrepresented travelers.

TCG is a 100% minority-owned travel marketing company that bridges cultural values with multicultural travel strategies. We help our clients build meaningful connections with consumers who view travel as an extension of their identity. Our services include brand marketing, communications, research, and strategic consulting for destinations, hospitality brands, and travel companies worldwide.

What sets us apart is our deep understanding of shifting cultural identities and our commitment to making the travel industry a force for good. I’ve led groundbreaking research on Black and Hispanic travelers, revealing that these segments represent nearly 30% of all U.S. travel spend. This work has resulted in over $100,000 in grants to empower diverse voices in travel marketing.

I’m most proud of the impact we’ve made in advancing equity and inclusion in the industry. Our efforts have been recognized with awards like the World Travel and Tourism Council’s ‘Outstanding Contribution Award’ and the National Association of Black Meeting Professionals’ Chairman’s Award. We’ve created award-winning brand marketing and communications campaigns for clients from Sydney, Australia, to the chosen hometown of abolitionist Harriet Tubman in Upstate New York.

We’re committed to helping clients and the industry navigate the changing landscape of travel marketing with authenticity and cultural sensitivity.

How’d you build such a strong reputation within your market?

I believe my reputation in the travel industry has been built on a foundation of passion, authenticity, integrity, and purpose. My unwavering commitment to promoting diversity, equity, and inclusion in travel isn’t just a business strategy – it’s a deeply personal mission that stems from my own experiences and values.

My passion for culture-forward thinking and advocating for underrepresented travelers has been a driving force throughout my career. This genuine enthusiasm has allowed me to connect with industry leaders and travelers alike, fostering meaningful relationships and collaborations.

Authenticity has been key in my approach. I’ve always strived to be true to my vision of a more inclusive travel industry, even when these conversations weren’t at the forefront. This authenticity resonates with clients and partners who are looking for genuine expertise and commitment in this area.

Integrity has been crucial in building trust within the industry. Whether it’s conducting groundbreaking research on Black, Hispanic and LGBTQ+ travelers or championing industry-wide initiatives, I’ve always prioritized transparency and ethical practices. This commitment to doing what’s right, not just what’s profitable, has earned respect from peers and clients.

Finally, my clear sense of purpose – to make the travel industry a force for good and to increase equity and inclusion – has given direction and meaning to all my efforts. This purpose-driven approach has not only helped differentiate The Culturist Group but has also inspired others in the industry to join this important cause.

By consistently aligning my work with these core values, I’ve been able to build a reputation as a thought leader and advocate for positive change in the travel industry.

What’s been the best source of new clients for you?

The best source of new clients for me has been a combination of personal relationship building, thought leadership, and leveraging my own experiences to drive industry change.

First and foremost, I’ve found that cultivating authentic, personal relationships within the travel industry has been invaluable. By genuinely connecting with professionals and decision-makers, I’ve been able to build a network of individuals who understand and support our mission at The Culturist Group.

Equally important has been establishing myself as a thought leader in multicultural and inclusive travel. This has primarily taken the form of creating compelling content, delivering keynote speeches, and participating in panel presentations at industry conferences where I have become a business member and involved within those organizations. These platforms have allowed me to share insights from our groundbreaking research on Black and Hispanic travelers, as well as advocate for a more inclusive approach to travel marketing.

Word of mouth has been a powerful driver of new client relationships. As we’ve successfully helped clients navigate the changing landscape of multicultural travel, they’ve become ambassadors for our work, recommending us to others in the industry.

Additionally, my commitment to pushing the industry forward in its perception of multicultural and inclusive travel has attracted clients who are looking to stay ahead of the curve. By consistently challenging the status quo and offering innovative solutions, we’ve positioned ourselves as go-to experts in this evolving field.

Lastly, I’ve found that sharing my own life and professional experiences has been a powerful way to relate to other professionals and decision-makers. By being open about my journey as a minority in the industry and the challenges I’ve faced, I’ve been able to create deeper connections and demonstrate the real-world importance of our work.

This multifaceted approach, rooted in authenticity and a genuine desire for industry-wide progress, has been the most effective way for me to attract and retain clients who are truly committed to advancing diversity, equity, and inclusion in travel.

Contact Info:

• Website: https://www.culturistgroup.com
• Instagram: https://instagram.com/theculturistgroup
• Linkedin: https://www.linkedin.com/in/culturist/