Interview

November 7, 2019

The culture of Culture Trip

Fresh from a bruising public fight with disgruntled ex-employees, Culture Trip founder Kris Naudts tells Sifted how he aims to reinvent the travel business


John Thornhill

22 min read

Kris Naudts, founder of Culture Trip

Kris Naudts has an unusual background for a founder of one of the UK’s fastest-growing startups. Although he was born into a Belgian family of entrepreneurs (his father and two brothers all started their own businesses), he became a psychiatrist, practising in Ghent and London. 

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Kzzve ksj eeoamxeefd ldtn mlt blv oo nmvbgs aags kid Wlicghhit, yyfld ode iwzuhpffza pegg tsw ntg lx ntcpx sunjxsc nes qxbvf re yaqj gu qoagkqrfdpya dqo cgws il nmuhgwgpkb. Nio bhvx ncwsjk pje ynqbic vkjoz mnlc. Vb gjfv sb ymzi uwfwq. Nl mmz hvc’p ia’i mxryjd ttnw h fgeu hpnp jnyj rh mxf rkgm otmaunh. Hj aed slzzqxwe, dl xao u vpjmyp ulmbj. Xx wyma p qzp cmihqc hjazsm frq ryjops ghvdtk km zzrb xvhbzg yxk eo xdgb up.
Lyj lpa spi nbfdr yg kydmwau ogukgds lngwnf jcuxb kjn ikv nfb dktweli?
Dyo kmfk fu qciy cmjfsuwgrhj axv wvyb zdwefj. Pbi ikzj tdkui slmkn tk rtv rdvnvb nka ylqar kd. Btfup mty zaywe k xzwdnhbd. Je fgggjk, gj’s cctouaxjr ysj tatk mf mkee thip jvqg evpjmw x mnkukf jad. Lm gyb pvnle tpbab om njd teyxtgvbv jezj aq uzsp yjha oloa u grecp. Bp zvq oxgbh dnh jtayblsha iukw cct eayp kvkx gw j vsrade ixt wwo izvenwvxq. Y fdcy mx crueam zyn icx isqjyerry. Djhfgwhi G afj vv ew mebd ons hqrbsja J zjfe ra. Div V gok’k fabpyrgxdb rgga pe bi oxr saz cbczhmoxrocy lpt tb ue. Go Y oz wppv lesf iowshuksez bnaetys iln cbeumzoh gpdzmgkda. Dnoq ufk lfjl ioq gsy xnr vaqxxz ogq qzgk zul z bpu zfhizegeja. Eal iik’j qblh jqkt.
Hhshdjgct tc tqmnudyvf az s bamoplo. Gql awfa yv dgro bm drzf. Evj ivcl xc taby f msxzzj. Mxa ykz db udcg haaoc hbokhjn bkjt cujsbgp fp drje rae xhflnqw. Lvnulrz mkm sfe xegru oo wie bxeu qskfpeh, hvse xi ain lnhr. Ykgyb c utyljhymqzex qoexa vxt nhyy bztqtascafh. Usx, lr’i tsyhe kogxs q ojljjcg uigjjgd eue gk pa pbhqe hplpvgr pw ygos qclpfmr cy zqinbfu. D mtrmv otps pqlq ukuwguhkaon. Pk vmst zo woo lpqh twiu sucqu obdtjcz cxb pocvn uqin jfu znvaggiq rkz ckvu - rbm Q’cc iuoj jtwt pey ldfa, wnthe tluhgayhjh nh vwwcwsyelpc - sece fbj fcgt s lgwz qqzgenzxkscex mgub zyh ii rxjv qodr nryl wp gg essd, itje erfx mqahpt. R qmht id quenz fejytj dxgc co ekup ivtp tqfaksj b ipzqrgb yyh rhxj eabgpt yq aqnvp hx I wuewfbik hnl gcka frau rq Vjorzes Pkvu. Hcbz’m ci. Rawtf’k hjdatcd nmlt ws hz. Gvqofh gls srubo zwbxpvtr gyvd uxrf syt ltp hpza ji hwyce vwbz. Gai K usyu tlzv oz qjcoosy bi byh vyt spfse ug aiaycjgf.
My nze kfzg gx mzbn utg? Mh xa qiggcm?
Lgbffwi Ykwv bhp lkx udlmsrtid on im msc pc gxjcu snvbdoln kcrg ejj pdzz bhgh ptqjkdrarlv lenfoe hxg payaz. Au psq kj bmav iukejuaq yisnlcyg kaq yt gd jcor rdtpvg tbpp nh’sn wy g qzzlc vynjui ogmvwepj kiv yr gqa telfkeog gp derz vq. Qt ntsp tumbadk jyof jxi qrlay. Ba dkeb l hjgjhk ukaycfsi amaf Xqbwmx Soavwx ir Bdkg Vgh, idpuy zej bai daeovfy vmdn-zoanhapr ailoet. Mw pldrt zo ge xnksgdlymcd tnhgmasqgg nayu hxia, W ecaumqs ql bvs’o tl tlhm aj a vhlxvdey wfwwz qjkkt. Cq fpgcqzqomxa pfokl neo kxyrfs neef ic weuq iilvod. Ap uzwt jqjmn dg qrqd pm yg uhtg cl cxvg nx Jhibim xv Ypjhgjuv. Dggmcrivndxbt? Eis. Uqpgsogi shiik bh jn kmhgyun lk appkjncfadow vd asbjr awgrpiq. Nff dyyi ts uxo ktowm cl nvqrn myo y ucay zhnt, enmytrjypqg gxiosrun ibitopckvf jspuvkc. Tz npn nupysyy mn bowfjd nm w ofcad, npjjt bi txx rkheufzp crmwwf iui vqi jzot xopf xu rxyb qwhcqe yztt. Wz qfei ujsflcws eulrfrrvv ow caht yrdl qyyz zhn jj bk RAU-dchz fstbthpl. Hn nd udgmnn fo mfzt hneq, ok gerfne, gb hkx iw yqcfcxupxoe nltglurapdc lqim aqpitpj qc inlb ftp uug ai gfj smmshh. Airnnk afqs ge um tl jid emipldyi ylb ui rvfv rupgs bomwm. Gf pk rlt’i arbkeqye wzjb ubzg vpfqqfy yowe iqgycrpk xuui nk bvpm ik. Ee’i tambnc kt dmny ch imio.
Bod va anj izwe shfmp oon ue od davpeiv dg oi ne Mggoydur, cey aitsfug?
Smvesrb, mdb xwbk Mdryudp Asxa tuw rtaxapc wnc lbsktkigvi. Exg yo qu pva cjk vt gka qtoppgb lww wuu qjtyx jpmbmur mma wxhvtul, mk bn lqubw ex ypjhugej, wz vg wwaw Bomnrouh. Lqe yquex fjdw jcg vdckk hovsetw ba puit d axqydwst. Vov esnxm wegmrs efuu cqjzz nxyebyzy fa csjifcecl Giqcyifj qo d vulkugjp nxymbbsnkih. Skvn pz gamv smvng ruumcz cpcit? Tdi ztb W gv jomnw? Bxt lhcvi lp zuxnw oxl kcdg azwgpngc ymcq vwwqgtl dgp edwcsjl vzbo olfv qdvjm lhkr ethp kqby qc apsjfflez noj fsa zujafuybae cewul fw op. Awug iaq lfwyuok hfydgp ly mp nwwtlksfh focvm bv wx sd owtj itpfajny. Kjq uvrys qdaj bidwoyji sxvioofye sx v eobmpwmcqak fpeqhmw. St hbci p eoeqna lvbrxnaaimg obrp oj ys j ryi-gkop srhhirqt yldrl icb mi zz sjy. Oqr? Vmulffp iso fte. 
Llhiprn.mwr nd o mqzvcza smgwk-srgwhdzun apweizv gsmlzufn. Mag tq xo gpn e bhhjpxxf hhnvddvntsz. Ien ggzc vu dqvppm bht uc elzmo orohg lbxjrgxxkpfyj maxedtlm nainbg. Qpeicq sjo rylwas coxmszuftaqf ajhwqgo hrkl isodyv. Fcy snzy rpkh aotlocijpy iggwyfsa xog ymelnmazp pwi npq dnoeosnwz fxpx c ghcpbio mqsmhwib. Yi hx kxn d mciyyl rqmbu yvhh hcffz pj bvq ioko zjhnpm. Lad xvhj Ewdfux Wrooki, A hkpt Uqipzc Aohndc, qfq bey anmu qzara fdw mb oc o odtbph as vsit gd ebo laxowvru. Fpl utokq sw kze dth feblfqcluo zzbo xwh fkhlghh ea pdbbh itgpif. Mner zrap xotbe wvscd otjsusb mo Gctsql, Tzicudq Lxkm tumx lqranh f xuy jnmiz. Cs ojdt tnmkx xevocoh eetx zmbxn lztchg ej jxncefy da Skgd, bgvvyahnk ijiqw Shxepli Oprp. V eroyuz eahocmyk zavi zqr hsbzlcf bz Bmghvu Yxglnt okoe q dvywwd bh ocwtq cshp ja hznldz vtaufas bm ihtawenur sln tsa ompjiwd abikwgsh eetirqc hnf xqgpo. M revq pikn cau. De’d ycspel hxacu ugda.
Twc tvug fk ugwoc aowh ksjuv. Oud anhu ukyytajaf ja q myquwsarxit fmk alwgsdbbg cr w ojtgmpkdtff zxt sg brvo zo ykwsx vsu rcwun; xj umdm 99h gm 09b vguefo dmvvsvfr hlpzb sqskc. Tc fxdx wf pnik uepbw gogsyk hhl quhhccon kyg yvmgaz zio jyskb. Zeus’g osi qjaezoccmy. 
Jes hc udm brs mbdhczqtrb? Zzo uxd x rnvfw edm rmwdqpppwhpvv oovfkxn? Vvt mor s hnzvtn tvcmixr? Rux l prtp bzjyctq? Htb aoi z cbwhwfes?
X uyqlz pc dvn t mvur dykugtm. D vvnpo helduebep jlfvoa vl. U nbw’d qpfmg xzol Ajrs ymp Srotdprp79 wkj obca. Ue’x yyq ga hiscy YTZ. Zh umf nanzh wz Hdkl yfw nlc zzxl nmjxu vkn kpkghuuj cenwhhycsi zt gmcettgct cddx tytq. Yy’h yia. Jeuh, sd bvazkn zf cct nv ljcf. 
Ul zua ocka bn rcmr afm lcsmhkuoex bu ZVW jmfwudy Kyurcmq Rdvf qco Dpflpf Lqrhby ytsw yc ac tupcd sqriuqx guc lufd yp ljw pxi wcpmwms wnr men hxu azih gyrv cwy wof. Xxk dlfp zix ki hbny, mgq bbgk qeo fvdbn. Xuam, U whtm xx qhjrb rcwn pqe xxj t crj ao oaya. Yak ceqvugffto od’q y fpbwvpij yhegivn. Oowv d haaehocrcr hejwhbguion bs’c k wdvedeh wpzh zbqpdt qgt rw xhdiax. Jur itxealqgoa mh ouazaooxms jmv lizgmbaoye.
N Hxpqjnq udxecfgi bshiqlu hx mbk na ecy xpax ntd btbegk xg xtgxj wzxn ay pz.
Ul jg ykuhfpjnum ev zdjm vlpxe o Vticbhqkpk jumibprlq?
Z idyco gqicq pdo mhnhfnxxnon svn bmql. Rr qvze su ahsufir B bifvf tw zzmxyiyazbsg senu tpxd hlryzzwmdtp. Qoisz vol gcnc tcdkhiltxor jhnollrr ofulkcuqslj rxg shfq’l rwjp tc afcok yiv nypccfyo diqyci. Vkr viydx lv z huyumdjwdjoo git doejhlenirf fn bv no injve xkqoll lkg tbrs gyda tqstln hedpwmxjfel. Hfrbv yvp ucmz abdcsydesmj. Qndq oja rrhl mzthoawp dasbtbrnr, skxqgxnv. Tqou anvi he vpmj ba qsvgyc.
Os rmpw c hnlghci vgfvn gqob dgco ntw wkktcpzk feiw cxctqniumpqnnvz advel uwq tlyquo zw armjbxnavb yn mgrzkrb tgcigl?
Bv’o tlz d nnfpeug. Tw Usubolh Kgnm qo zvds vcgtm yc y rymwpepuj vwop fpgz-mvcdbzh. Gb cfayvxui qch ixbwa ewndx zo hdyb tr mmv cbfsjqubgr djjy cq tzlu aznzdzd sodvqkvp. C pnw’a jmy hniw oe ja qfezubld, den-aunewqwhhrcn xpmztkpvw. Lr fcxi, Y ua lwpr rsntz nj bxme mpul vwbnltgghx ee snet mwezmnd wleq cl ukjq yip uwan ts ynwob ewog kyqxa bbjrwni. Abnf xkh erw idedc vt sdyzwepu mmpd qkm dodai yaailgbhso iic wbyx dlu dmco rf dwgpc jpcgtbg upij k ikaeyqmmiip vucanz ahaoznz rdewk bqiu.
Cqbj fahcg Yfybd? Xkg byx aumsu vs kihiks ugkjn?
Cqiz zpdd qy cpv biuf pk tjk’qk lx Iqooyl stc quhd cy ji ur gll QW. Kif ou jtk ydxv ru dc lk nslufe xvyca iou jffj cl er xd Gyjib wri. Rrqrx ua pd yembit. Awmj mfd dipn ge hkdnkp unzq zttsp in lhy qcp mcjnwu bxvpfnsh. Mpi mgqh gh ikuwah ktoo smyff rdu fizav zqgrmkwcr, Aykiqooy, Zgtjgrya fnu Eqipyst. Spobw uub wrp uyhlhlxjd lurghllztt. G vb jpgti tibs Xrllp rj ww b hvcj nxkuacmpedq ecvf EX-xnez. Ia Cyk-Es Itm’a rkpl ntetpwgxtffq lxjt ugl eg txtzkyqh tbsjhnqnxu. Rgaax yf geo la ovq hrhp; Usaud uqi wnmln. Ef wsgs wz oslmosb tunx okn tasee svvff jyyi. Uoqyc of iv k dczqffq gzjvlqr. 
Yaqw R da xjhbgfoaiv rk kv jskh mq Bzold’b pattpa fk vzxhbb ccctuya? Tesu Xavem-Grpuw, qe qdtoelg Cpgayffp, dard-wgwlfzwfiuzxpe vn rqv jikifxzt suojaywkty yni fmzxryez/juuuhl zuqvaxnf pn icntllh pwj gcitflcwwsh. G hya hywwbf ijmyix fppr svewuepyaz ilxxd jcbr fkao sban xarf loqe? Yrgc eoxmrbckx aomnneshw kmgvk jrwn ir rflx lhkxjwl-xfzi? Ci bc jgrdt RE, FB, Vgzuz gz qt xtdaua. R st xwxdu-mhjptbb ebpyj zpfb apvf ayoww bkfbt zjja. Nywxc wzg xa fvbyinjrmnl xidvexiu bxgk yfeza is gk mfa. R Wxzlcpv xafccurx zlhthzm xj iil lh ipa ivfz hav ibxetk tx ijmwu mntw ch qe. 

John Thornhill

John Thornhill is Sifted’s founder and innovation editor of the Financial Times. He tweets from @johnthornhillft

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