What: Danny Guerrero Launches The Culturist Group to Help Travel Brands Reach Multicultural Travelers
Travel and hospitality companies struggling “to effectively translate diversity, equity and inclusion imperatives into measurable multicultural marketing communications strategies” have a new resource in The Culturist Group. The new minority-owned brand marketing and advocacy practice was founded by Danny Guerrero, a travel industry veteran who helped share the growing influence and needs of underrepresented travelers in his most recent role with MMGY Global, where he led research studies on Latinx and Black travelers.
Why It Matters: Black and Hispanic Travelers Spent More than $220 Billion on Travel in 2019
MMGY research shows that in 2019, domestic U.S. Black travelers spent $109.4 billion and Hispanic domestic travelers spent $113.9 billion, with underrepresented travelers accounting for 45% of all travel spend.
Research tells us that multicultural marketing is no longer a niche practice, and brands who want to remain competitive in leisure travel must adapt.
And, according to the 2020 census, overall population growth in the last decade slowed substantially, but more than doubled for Hispanic, Asian, Black and multiracial Americans. Leisure travel brands that are not engaging with these travelers are not only missing a major opportunity, but they are at risk of becoming culturally irrelevant. Companies that successfully market to multicultural audiences are building affinity and purchase intent for the long run.
What They Are Saying: Focus on Cultural Relevance; Multicultural Marketing Is Now Mainstream
“I launched Culturist to continue to advocate for a more inclusive industry by empowering travel brands and destinations to better connect with emerging multicultural travelers like myself,” said Danny Guerrero, principal and founder of The Culturist Group. “Research tells us that multicultural marketing is no longer a niche practice, and brands who want to remain competitive in leisure travel must adapt.”
Multicultural marketing is mainstream marketing. And culture is now king/queen. By focusing on cultural relevance, we create brand strategies and messages that connect people, culture and message and create success for our clients.
“It is clear from my life experience, and my professional work presenting research findings on underserved travelers across the industry, that we are in a cultural revolution where travel is increasingly a space for individual and collective growth and empowerment. The most successful travel brands need to apply consumer truths and build culture-forward marketing communications to grow affinity the way other industries have done successfully. Multicultural marketing is mainstream marketing. And culture is now king/queen. By focusing on cultural relevance, we create brand strategies and messages that connect people, culture and message and create success for our clients.”
The Details
The Culturist Group
