Hospitality Hangout
Reinventing Hospitality and Travel Media: Jon Skogmo on Building LOST iN
Why It Matters
The conversation highlights the untapped revenue potential for hotels and restaurants that can harness user‑generated content and creator collaborations—strategies that are reshaping marketing in the hospitality sector. As travel spending rebounds, understanding how to turn authentic, creator‑driven storytelling into measurable business value is crucial for operators looking to stay competitive in a crowded digital landscape.
Key Takeaways
- •Jukin Media pioneered licensing user‑generated viral video content.
- •Sold Jukin to Trusted Media Brands for $140 million.
- •Lost In leverages social‑first, video‑first strategy for travel media.
- •Hospitality brands miss revenue by underusing creator‑driven content.
- •Targeting millennials with authentic local experiences boosts travel engagement.
Pulse Analysis
John Skogmo’s career illustrates a classic media disruption story. Starting as a hotel check‑in clerk, he entered Hollywood’s clip‑show world, manually clearing VHS submissions for shows like America’s Funniest Home Videos. Spotting the early potential of YouTube in 2004‑05, he built Jukin Media to license user‑generated viral clips at scale, creating massive YouTube and Instagram pages such as Fail Army and People Are Awesome. By the time Trusted Media Brands acquired Jukin for over $140 million, the company was delivering billions of views monthly and proving that raw, creator‑driven content could be a lucrative IP asset.
After the sale, Skogmo turned his attention to travel publishing, acquiring the struggling Lost In brand and integrating BuzzFeed’s travel vertical. He re‑engineered the outlet with a social‑first, video‑first mindset, targeting millennials who crave authentic, off‑the‑beaten‑path experiences rather than glossy legacy guides. By uniting micro‑communities, leveraging first‑party reservation data, and delivering localized stories—like a hidden 300‑year‑old bakery in Paris—Lost In differentiates itself from traditional travel media that rely on print‑centric models. The platform’s emphasis on short‑form video and Instagram reels aligns with post‑COVID travel enthusiasm and the creator economy’s rapid growth.
For hospitality operators, the conversation highlights a clear revenue gap: many still treat social platforms as promotional afterthoughts instead of core distribution channels. By partnering with creator networks, hotels and restaurants can monetize user‑generated content, capture valuable first‑party data, and drive bookings through authentic storytelling on TikTok, Instagram, and YouTube. Skogmo’s blueprint shows that integrating community‑building tactics with data‑driven marketing not only boosts brand visibility but also creates new monetization streams, ensuring hospitality brands stay competitive in today’s digitally transformed landscape.
Episode Description
In this episode of The Hospitality Hangout, Jon Skogmo, Founder and CEO of LOST iN, shares his visionary approach to redefining travel media and hospitality content. Dive into how LOST iN is revolutionizing hospitality media by targeting younger, experience-driven audiences who crave authentic, local city exploration beyond traditional tourist guides.
Explore the shifting travel behaviors in the post-COVID world and why authentic storytelling is paramount for hospitality brands aiming to capture real engagement. Jon unpacks strategies hospitality executives and restaurant operators can leverage by using content creators and first-party data to strengthen brand connection and growth.
Beyond travel and hospitality trends, Jon reflects on his early digital media journey, sharing lessons that now shape his forward-thinking approach to hospitality leadership and media community building.
Listeners will also gain insider insights on airline loyalty programs, luxury travel perks, and emerging cultural trends influencing where and how people travel next. This episode is a must-listen for anyone in the hospitality industry eager to stay informed on content strategies, hospitality leadership, and the evolving landscape of the hospitality industry podcast realm.
Episode Credits:
Sponsored by: DirecTV
Produced by: Branded Hospitality Media
Hosted by: Michael Schatzberg, JImmy Frischling
Producer: Julie Zucker
Creative Director: Adam Levine
Show Runner: Drewe Raimi
Post Production: GrodMedia
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