First Class Jerk on travel creator content and brand building

On October 20, 2026, First Class Jerk founder Adam Lovick spoke at the Skift Creator Summit about building a travel media brand through video, photography and irreverent storytelling. He said the project has been operating full-time for two years, described content and audience attention as the core competitive moat for travel brands, and plans to expand into YouTube and long-form storytelling while exploring opportunities in luxury cruises, destination partnerships and hotel openings. He also advised travel brands to work with creators at the creative and authentic storytelling stage, rather than bringing them in only for a single marketing campaign.