Jonathan Skogmo, founder and CEO of travel media and lifestyle publisher LOST iN, has launched a user-generated content (UGC) licensing division called Voyager within the LOST iN business. The division marks Skogmo’s return to a space he pioneered with Jukin Media.
Throughout the 2010s, Skogmo built Jukin Media into a leader in UGC licensing, before selling the business to Trusted Media Brands (TMB). Now he plans to bring his expertise in sourcing, clearing, and monetising user-generated video content to the travel space.
Voyager plans to provide a fresh, streamlined approach to UGC, with a specific focus on working with brands, tourism organisations, and other entities looking for high-quality travel and lifestyle content to use in their own marketing and advertising campaigns. “User-generated travel content dominates social media feeds,” explained Skogmo. “We’re here to help tourism organisations and other industry partners with the discovery, licensing, and clearance processes to allow them to safely use that content for marketing purposes.”
Skogmo added: “The opportunity to once again apply the methodology for sourcing and clearing content at scale that we perfected over many years is incredibly exciting. We’re not just building a licensing business; we’re reigniting a passion for the raw, authentic power of real moments captured on camera, and harnessing that for the travel industry.”
Explaining why Voyager matters, LOST iN said travel and lifestyle marketing are now powered by UGC. For example, TikTok recently launched TikTok Go, letting creators earn commissions from hotel and restaurant bookings via Booking.com, and Tripadvisor’s new campaign leans into real user photos and reviews. But most brands and tourism boards can’t safely use this content without complex rights clearance – a gap Voyager was built to fill.
According to LOST iN, the ROI in UGC licensing is real. Airbnb’s social feed is 77% UGC, driving 80% of its engagement. Groupon saw a 7% conversion lift with UGC, and Fender reported a 5x ROI when integrating creator content into ads. Voyager is designed to deliver that same performance boost for the travel industry.
LOST iN is a digital-first travel media company creating digital content, print guidebooks, and live experiences for travellers. The new division will operate as a core part of the LOST iN business, providing a new resource for clients seeking authentic, high-impact content.
