After Trusted Media Brands acquired Jukin Media in 2021, the latter’s former CEO, Jonathan (Jon) Skogmo, began searching for new opportunities in digital media.

The decision to acquire LOST iN, a Berlin-based travel guidebook publisher founded in 2014, came after he and his colleagues identified what he sees as an underserved market in travel media. 

“We made a deal to acquire LOST iN with the vision to use the brand and incredible print product as the foundation for what we hope will be the next great travel media company,” Jonathan says.

LOST iN, backed by MaC Venture Capital, recently acquired several high-profile social media accounts, including Travelgram and View from My Window. It also added established travel creators like Pretty Little London and the Vagabrothers to its network.

LOST iN targets what Jonathan calls the “premium economy” travel segment—frequent travelers with disposable income who aren’t luxury consumers. 

“We aim to give our audience a full sense of the culture via storytelling, in-depth interviews with locals, and so forth, rather than just provide a list of things to do or see,” Jonathan says of departing from traditional travel guides he describes as “clinical and encyclopedic.” 

To maintain its distinct editorial voice, LOST iN deliberately avoids certain travel categories like adventure and family travel.

Betting on Travel Communities

LOST iN’s recent acquisitions signal its ambition to build a comprehensive travel media platform beyond its roots as a boutique guidebook publisher.

“This has always been part of our plan, and it’s exciting that we are at the stage of acquiring these niche yet engaging travel accounts,” Jonathan says. “Each has built an incredible community of passionate travelers, and we plan to develop their content further to create even more engaging videos that travel fans will love.”

The acquisitions represent a calculated approach to community building in the travel media space. Rather than focusing solely on follower counts, LOST iN prioritizes engagement metrics and community dynamics in its acquisition strategy.

“The true value of these accounts lies in their community and engagement,” Jonathan explains. “It’s not just about the number of followers but the quality of interaction and loyalty these communities have. They offer invaluable insights into audience preferences and behavior, which can guide our content strategy.”

LOST iN founders Anton Reut, Jonathan Skogmo, and Mike Skogmo

The company’s integration strategy involves preserving the unique characteristics of each acquired account while gradually introducing elements of the LOST iN brand. 

“These communities are passionate and highly engaged, aligning with our ethos of sharing authentic travel experiences,” Jonathan says. “As we integrate these communities, we’re committed to preserving their unique voices and identities.”

While LOST iN is currently well-positioned for growth, Jonathan indicates that additional fundraising remains a possibility to accelerate expansion and facilitate future acquisitions.

From an operational standpoint, LOST iN invests in dedicated resources to manage content and engagement for each acquired account. 

“We’re focused on ensuring a smooth transition by investing in dedicated resources to manage the content and engagement for each account while aligning them with our broader brand strategy,” Jonathan notes.

Creator Network

LOST iN has assembled a roster of established creators, including Pretty Little London with 1.4 million followers, the Vagarothers with 1.14 million subscribers, and Jeremy Jacobowitz with 519,000 followers, among others.

“Creators and influencers will play a significant role in our strategy,” says Jonathan. “They bring authenticity and relatability that’s hard to achieve through brand-generated content alone.”

The carefully curated list of creators aligns with LOST iN’s mission to provide original travel storytelling. The company prioritized creators specializing in niche travel content and maintaining highly engaged communities.

“These creators bring more than just followers; they bring rich, specialized content that engages their communities at a deeper level, offering a personalized, relatable view of travel that aligns with LOST iN’s mission,” Jonathan explains.

The expansion comes as social media’s influence on travel decisions grows. 

Jonathan sees this trend accelerating: “Social media will continue to shape the future of travel media by offering unique, immersive, real-time experiences. Platforms like Instagram, TikTok, and YouTube are becoming essential resources for travelers, where people discover destinations, plan their trips, and share their experiences.”

However, LOST iN aims to differentiate itself from competitors. “Those platforms are noisy, and the travel content feels derivative,” Jonathan notes. “We founded LOST iN to serve as a trusted voice in a fragmented ecosystem.”

Growth Strategy for Travel Media Leadership

LOST iN’s expansion plans transcend digital acquisitions. The company is pursuing an all-embracing approach to travel media, including traditional and emerging platforms.

“The next big opportunity for LOST iN lies in expanding both our digital content and acquisitions strategy while also revitalizing traditional media,” Jonathan reveals. 

“We’ll continue seeking niche travel creators and platforms that bring unique, localized perspectives people crave. At the same time, focus on breathing new life into our print offerings by expanding our highly regarded Lost iN City Guides book collection.”

In fact, the company recently unveiled its latest city guidebook, LOST iN Venice Beach, which is now available for pre-sale. This is the first city guide LOST iN is releasing as part of the publisher’s brand new ‘Neighborhoods’ collection, which takes a hyperlocal approach to the traditionally broad travel guidebook space.

The company is also exploring opportunities in OTT and streaming platforms for long-form content and plans to expand its network of partnerships for real-life events and experiences.

In the next few years, LOST iN aims to solidify its position as a leader in the travel media space, not just in reach but in terms of impact and influence on how people experience and think about travel.

“Our ultimate goal is to be the go-to source for authentic, inspiring travel content across platforms and to continue building a vibrant and like-minded community of travelers,” Jonathan concludes.