The creator economy didn’t start with TikTok.

Long before influencers and viral content became a marketing strategy, entrepreneurs like Jon Skogmo were already building businesses around user-generated content. His company, Jukin Media, helped pioneer the model of discovering, licensing, and monetizing viral videos years before the phrase “creator economy” even existed.

Today, Skogmo is applying those same lessons to a completely different industry: travel.

As the driving force behind Lost In, he’s rethinking how modern travelers discover cities, restaurants, and experiences—through authentic storytelling rather than traditional travel guides.

On this episode of The Hospitality Hangout, Skogmo shares how he built a viral video empire, what hospitality brands still misunderstand about content, and why the future of travel media belongs to communities—not magazines.

The Early Days of Viral Video

Like many Hollywood success stories, Skogmo’s journey started with a leap of faith.

After growing up in the Midwest and working in restaurants throughout his youth, he moved to Los Angeles with dreams of working in film and television. His first entertainment job, however, was far from glamorous.

He worked on a clip-based television show inspired by America's Funniest Home Videos, sorting through mailed VHS tapes and DVDs sent in by hopeful viewers.

His job was simple: watch the clips, identify good ones, and contact the creators to obtain rights and releases.

But while most producers were focused on physical tapes arriving by mail, Skogmo noticed something else happening online.

A new platform had started gaining traction: YouTube.

Recognizing the potential of online video early, he began sourcing clips directly from creators posting on the internet—an idea that seemed radical at the time.

Soon, he was licensing viral content at scale.

Building Jukin Media

That early insight eventually became the foundation for Jukin Media.

Skogmo realized that viral videos weren’t just internet entertainment—they were valuable intellectual property. If you could secure the rights to those clips, you could monetize them across television, advertising, and digital platforms.

Jukin Media quickly became a powerhouse in the viral video ecosystem.

The company licensed content from creators around the world and distributed it across television networks, media companies, and social platforms. Along the way, it built massive online communities and video brands.

At one point, Jukin’s network generated billions of monthly views across social media.

Even more importantly, the company paid out tens of millions of dollars to the creators whose videos powered the business—long before revenue sharing became standard in the creator economy.

Eventually, the company was acquired by Trusted Media Brands in a deal reported to be worth over $100 million.

The Next Chapter: Reinventing Travel Media

After selling Jukin Media, Skogmo could have stepped away from entrepreneurship.

Instead, he turned his attention to a new passion: travel.

During the COVID era, he noticed something interesting. While many industries were struggling, demand for travel experiences was surging as soon as restrictions lifted.

At the same time, traditional travel publications seemed stuck in the past.

Legacy brands like Condé Nast and classic guidebooks still relied heavily on print-style storytelling, while younger audiences were discovering destinations through social media and digital communities.

That’s where Lost In came in.

The Lost In Approach to Travel

Unlike traditional travel guides, Lost In focuses on a completely different philosophy.

Instead of highlighting famous landmarks or obvious attractions, the brand focuses on local culture and hidden experiences.

A typical Lost In city guide might feature:

• A neighborhood bakery locals have loved for generations

• A tiny live music venue hosting emerging artists

• A restaurant that hasn’t yet appeared on major travel lists

In other words, the goal isn’t to tell travelers where everyone goes.

It’s to help them feel like locals.

This philosophy resonates particularly well with younger travelers—especially the millennial and Gen Z audiences who increasingly prioritize experiences over traditional tourism.

Why Content Is the Future of Hospitality

One of Skogmo’s biggest insights is that hospitality brands must start thinking like media companies.

In the past, restaurants and hotels relied on word of mouth, PR, and advertising to attract customers.

Today, the most powerful driver of discovery is content.

That includes:

• Social media storytelling

• User-generated content

• Creator partnerships

• Community-driven media

For hospitality operators, this represents both an opportunity and a challenge.

There are more ways than ever to reach guests—but also more noise than ever competing for attention.

The brands that succeed will be the ones that tell authentic stories and build genuine communities around their experiences.

The Problem with Travel Influencers

Interestingly, Skogmo is not a fan of the traditional “travel influencer” model.

While influencers can drive awareness, he believes many promote destinations in ways that feel inauthentic or overly commercialized.

Instead, Lost In focuses on community voices and niche creators who genuinely connect with their audiences.

This approach helps the brand highlight experiences that feel real rather than staged—an important distinction in an era where travelers are increasingly skeptical of sponsored content.

The Future of Travel Discovery

Travel is booming worldwide, and the way people discover destinations continues to evolve.

Instead of relying solely on guidebooks or search engines, modern travelers now turn to:

• Social platforms

• Digital communities

• Creator-driven media

• Curated travel brands

By combining editorial storytelling, social media communities, newsletters, and live events, Lost In is building what Skogmo describes as a 360-degree travel ecosystem.

At the center of it all is a simple idea: travelers don’t just want information.

They want inspiration.

Final Thoughts

From viral video licensing to travel storytelling, Jon Skogmo’s career reflects how media continues to evolve alongside technology and consumer behavior.

The lesson for hospitality brands is clear:

Content isn’t just marketing anymore—it’s infrastructure.

And for travelers searching for authentic experiences around the world, platforms like Lost In are helping redefine how we explore new cities.

If you want to hear the full conversation with Jon Skogmo, listen to the latest episode of The Hospitality Hangout