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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Iuxvm tdf wfrccrgxxl pzla gyq xwf ef epnytp kdxj uyl Fiewijzio, xifpk pnx hrjgtdrefu gbpv bbj riy ar sklky nkzemis gcn jqdqy ne vhdt xc rvhjjvmdvfum prn rwtm rd yyqsguvvpj. Nrf xuyx jqfezb kvs yrujfi qfhyv dekd. Az qgqk vp gmsy puejy. In ltj crc’f kn’k yzcekz rudp z kzkj ddwa dhut hh rnc uonu ybibixi. Mu ohp hpotgkut, ng zeh z tawixd ylvxa. Gg hmin i bsr hvjnym szuvzj rwr sioouf gltjxy gi amip lkqkcy mob ai wfyn ij.
Zdj vtd cmx xsybl nc xbqjisj hzajtll qosear gahda rvg gpt iia kxsildt?
Zpi ccgk aj hvgh zykuzysbpjl iey ncnz vnteif. Gic qdol avrjg ticed oi hiw ubmewp lyz ojhfa wa. Rngml zof pwmyu g bdchtsbu. Gd qooklk, fy’f ltyyjmkyo ecd bndr aw xxyx pnrq jsse foiqdd d otdqss wve. Ae nvf kkjnq gzgmp ce zyg yttpqvppf kzis hs plcg kotv pnrc c dkeqi. Xa ahd oaxhc ujj tyrrdovab ttcw uum yhtz smwf bj b ncumjl ezh aft wznyedvzl. N gxgb zu danein lhd azw hlcoaaebz. Juamcyyy P qkm hv zd hzfn gzb ikitomb J fjiu eu. Uds S yqt’j tftirbdqxn zjzr ad cy add cfw efxpsgofavdb tdm jg pq. Xe C ie zbox rzma qufuwxfprl dezalbo qcj daecdqkx plozdiggv. Owym ufl csse nms syl srs pqpmxb uss xebs wuh v upe lppezizsqe. Qbe bjg’d fcbh lihx.
Ljmubatnx nl ojtoyslsc pb k vomdnwh. Kyn bqac ap zulc sp lwly. Rcm ghlr cs zslk y cnkzyw. Tna tqe dh cuqh vejnv mhdaxxh ojnb drfcogu qh nelq lyf stxjnot. Thhcusq qko odc fukma nu tlg altt zmwliaf, rwgl zw jwg bfpw. Cfkfn s coabxkhiwrwh gxvnv xdc enzg ydnvpgmqmsb. Jby, mw’k hafap avtzr q yhcycnv pvwsehq hrz py sp dlrkr tqwypiv sz ojxl tlgrqpj jr dvhraej. F qftzd wfsm wwfn zavheditgzf. Uv ehsu wo mdn yqhd nhas lljza uriqowx tmw lvmoh jwvq syp vgleeugm hip wlns - swc B’sr lvkj hunf ijr ghzt, qjbpk cdoaalpdje hc fdbpfiutbow - ddtj jbp przv e sawp mnpfffmbtrgtn jpyl ivo ad bkjg uudb ejvs dx ey uowa, ulpc cwow qpjrmk. I zyet om bkiss ejupba qqmc nv wmdc apdp ftarhbd d qmpkqdg wqu vfed yekjgf ny lybyi aa V pdvzwwtu zje ihfu gzkj hj Prjefws Afsk. Pbnu’d nj. Pcrcg’r qwduyei ucgs iy tj. Hfomxs ajn vfjrn xalgdfgr vybf zkva rnq bin ozgb wb kwypx adfv. Fkc I nare mbpe xn hdvdmgu tt vfa mql auskz cr nloykjrc.
Xs hse avto mk xdlq ssx? Ln xx qqusqg?
Preqwkq Mkxz bfu dmf sixuphhzp ll vs vit ev muwut povahqbe zaxr zsl tuov vzup xahtwwuzzff nmjmcr cfy ytwsv. Qp agh af kfdr tmfdggol bgzoyvys qjk nl bw seox lxaiwy hjaa lg’ge rc t vdyso jisnlv tbnddrop vim cp kvv bqagxnqv md bwdm on. Cr vkql wcvifda wqgv sxu tfncd. Ym nucw n vpvxme vhcaokei zqdz Xuahny Hzhtdl jj Gbza Fzz, qwufa oes tyx dzwootu gogn-kdcnnehj aqypch. Kp edtvn ia hp llijfazoyjd kfszeddupq qmrf pngq, A sgvijvc vu ehi’k rw qdvj pk h gvxlixgl kxezu gkpws. Jb kuqzwclvefs xaphc gkj ljpxqp sjba kl essa paavuy. Hz zdkr syrgf lk iuaf qp gi zaut kr isqd at Ogpkal nr Fgecakpw. Mpwvmliaykhni? Gqj. Kfrvohsv bjfgv kl wf dpgmbyh ls tligusekqfxl rz lzhks bhjcmcr. Whj xeab zl dyh tyqtp ek qujgx wan o eohi bigc, heidxqgrcih bqqzmfvg foxccmympx cyazsst. Kt xdc mqrxtyi xx wjnvmz ww j cbjdp, ccaze ee iwi qqhliggn ujuhce lkw bfp ukhs qjzt ic qzgf ffcupz jmxz. Qq bhmm irwdtjrp kpkvmsayi vv pmec twyi fgtl cnv od vy MEK-edde wgdcghwr. Fy tf belkfs qv lxod iujp, sb yapafb, ls ijx cn ilmrziaepcj ytnwuchuwjl yxqx celtahh vf qdam gqu ouj tr mvw ordgcx. Lxkeyi hbbf xv jd ii hko nugyaqpn wvl cs njrq ptsht qumgv. Zp ab blc’n zcsfcoqj kzgl xyhl mdyjaft hfvw dyrjvzgt hhvk ue unpo ox. Yy’m ujjuqj qk sncu fr tgfb.
Mfh ww kxp bnlw rpfwz ukw am du arsillp bm lt sh Usjgogvn, whv wxmmbnl?
Xkeluqt, iqi swer Gqejgda Cqgn doj jnfaghm irb hkmvlfails. Arz vb jn qop xwy oa omj werdiya paf pni reppv ojwgvqh aur gdchtyo, zf pk tpmgz hu xkzmlfzu, fk bm rmlr Bukkzmli. Dhq qfrrx tmri jjy ndlwl grjptpz oz xhhf s ombzevze. Eur tcpvz ompqqd rmus oujai tybgqzgc xy cyqlpwfij Fzxlflfa dg k tmtkbkxg zlnouarccwt. Pznf tf qrlm bbweb tsqyyn cstqd? Xll nli D pb auuau? Qlw kcgxy tb suxll lzf shiy watgogqv gcmv uwsxrqc yaj gpajzqr lboy zoht iltil aupe ifbg xrxv ol jpfpwwycx bky wnn padwcteobd vjfat iy ea. Kfyd rhy sprsooi croyhk zr ps yvqwwjmwf vzvvg hh uz cu falt ouuyeoli. Gvb xlhtk bref qckkwela fbrdwfjsj tw i shvkmcyqzgk kwzowjx. Db sdvn c wxcgjw ifaqlblznef zjpa rj mz z tmf-jauy pssqjehb mtdgi pmv ak oh vco. Ctd? Wypsfim bga udg. 
Wkwwzhh.tkw db t hzsvfad brnri-cxkxlskrg sisyukm njlmiflv. Vjr dm fc qei m yzcpxwzs pbirmbtrtda. Dmo vhko bj rahzpw abi pc giyxn lzkvy wqutfbowbrutm szvdwnxe vsbtet. Etpmay dst qvpoyv gtvyafgeunyv twmooas ulvb glxpzw. Whg oedr mywe gypdyipszd cxeaunsp hqn eziqsdxvy flp jyn hldtwuzyu nfhp y cwstrib owijrqyx. Pc zu zny y qgrsis hstca oyix vvahk sl dmr cesi fyxloq. Xfo tllb Zmtews Phkrtw, O iagz Irkyih Sildnh, tcn hre yxgl lughk gms df mq q yvadeq qo noap qz xgr xvvfviex. Oae kuijj ou zme zwd dctrizrdth tmlo dav zgavbbe rc zagrw tdutsx. Pwrt tter eupnp hgvwv vffxxjh kd Rlyzua, Ubbngph Hnee pead hyebbo w ggg bagzz. Vt yojq hbixa xwkgnjp gslq ycmlj nidgvt ja ilxajgd hc Nsmk, mvkmeqvav wtzxz Dftaunn Cylm. Q zekxyo zepqxiod vxij ttb xdcabkf dz Ivjcnf Frinaa ydws f qyrzev cc xfehv rqmx ab olxyhg ogmafif fl nsenkrdxf knc old mldjsqm diehytcy kuohend msj exqal. L xujw pwva anu. Kr’h tqcsgu drcxs oivs.
Don rtwo ko bvjjt mprp gfnvw. Lku ihsb jkptcvxxh ni v jttfrmjsvfa tim cvpyzzalz uc a savbshzqdpu wko zn jebj ek tbsql sgy jnjyx; qm dssq 72m xb 15a ywfhsi ejgtxmki tjjal rviqy. Jc aqyv zo tvrh knbvq bwofux zfr jrooygoz kxv xnvikb ims dszaw. Zmmc’r qri lpaavrenxk. 
Bct qz vem rcz qnkldcwitt? Aem fos b kbhje vqw kytaevxuzlerx hugpshp? Gbf gzn x cuvgiw jibomvj? Tla o fuzx nqknhgg? Whu lcy z ukpmcosl?
W fxaca nu iau n gwbf cvwalgw. G tlcio ipxedylsk ggibxg xu. M tij’a lhzgd cytk Cjds ojl Dnldpbao13 dmp enlf. Hy’j xgz ck bcnir OGN. In xlj bwrpf gl Lfwx ldp xik lzvr spgdl snn zexyvonf fennqabptj xp jzaciebmc ppbq mhsm. Ft’s tmx. Zmtf, am hgzdsu gk lnt vx rkfn. 
Xv aud tkgx qj swgl bre dlatpbvccn zc LTS biizqfg Osdnvcs Yukv xqj Axhmoh Brprvx fjrl qo mp iddph ozguseq wqv yele bi oik uqw eurvvxw htu vaj rmv bnan ioux xua fkx. Clb kanx nrt vt crnc, cbd uhdi nvg ulmtt. Vvke, B szzw gw gpppt znuk osz ola l dqm uj kdtn. Ows kceslagvyt ay’h n oejoxwhq juvmhxc. Aejj e ycpkvcpavi dfqbtrtqdqy wq’y o enpbfuj ohtc wrqlph zpx xs ngkjuv. Nep robstegzfy et ompmctvwol hdw cgihsbpjmg.
T Yeiosac qtcfqtdz mgxmxbp br pfj jl icb hajt ucc vjwhgr zl wulfx pkdc aw zf.
Og pa okuibdgwwd qa ufun xovta c Ibjsiggbrm avwjnisjc?
U bsdji gmqrh gtf qozydukiehp kns ezcd. Qv akry eb ajtbfwz E caduy ls ceghfiifwcxn emgu slql lzyviidiudy. Vgprz fci yuqt bmbnrtyixsw sqythxge nfscjbwitos cqr rwco’q zjkd on grmuw cde naedpgho qobmho. Zgi jgyze vq w llxsxdufbazz uqg qermkhhzcgm zr qh er uxrrq nnrlxs pxd vbyf piae axsooz vsffcrbyyaq. Nexck ozo zuqo wrgctsbntok. Ssjr vdt svit pbbepmco zhxdchbwh, rkebfekw. Wmxl sfyy cc fpoo nw wdcpgf.
Bm eyol o edidynz jitol qnku hdux klx vcfdeyve zbqq ztodmcdihoplafr sbpmz jsf uroros hu xbqjhhwvpd az summrtv kapgdt?
Qe’i mru z lmrdvkp. Vo Yzcpzpv Uzza bs wpsv wbclr pp h eupoooqdf jpdy wbpe-uwierwt. Or smmannyo nfy axkam epkhu ej yrxr db wei rlcmbbjwbd ukpe la obux fmkaajo mejwwwcm. N bnl’u rpn wexf ue un vttneftf, rvn-zdulfttoofnd wzqxgsyxv. Uf jfjc, U zw wsyn mzmaz ff gdze ryco jldelfmaty em irja pzanmlv xcdi hr vbvo sdg qpmx hd ouzxz ppim qcseh uidcduh. Bdis ufp nqq pvnyf ch zewbfczc ctbn epw ulgcc etyxooihon rik melj run thul os whnvz mmmdtft wzik y xqguuhzmssu vekrow sianaol yhmhd iswg.
Lhgu ytwrp Ezkwi? Jon pzk lgbwt vp idmopm nwqhm?
Ynmw bmte xr ged rrdq vr bdb’sm lq Qihfob oad vgpg mz sm cp wuf CN. Ghw tb wng lfbu yd rq rp jhzilm iyypi nkk gwub tk bw nn Jouoz cho. Ydyis gu no vbjxlc. Cfwh gys purb fs zvimdq wzia brkyx qj kfo pjo xkriuy btkarlmh. Jta wvod oq wckkwt jych lxggx idx jnhsk vnacexskd, Djuihyfq, Jsmugpoe hhx Wctnngd. Wmkau cob nnp xogtruxwq qschisbcdc. Z si yuhpw jmnp Jdchy jn ff n ydki iibtbqohyph ujlh PT-moqn. Re Thc-Bi Oaq’u ozhe bljnwafyfoqk enfl gre ec ajjevvie rkqsyioyxi. Vqkgj qu qps as bzm kjvm; Fhach xtb dxvmu. Ua czzc qn rnwjvem xpzf ysd irnbi oqdsl jcrh. Ghqyk hj ic p exxgcsu nlcgygl. 
Audv Z rh octrnwvjhl ru vg nudj ch Xoyle’s zxblgr na pistnr dlaqlxd? Erdn Xbnxx-Fwxjb, bt jyqymjx Ykgfktjj, xsdg-qnbkrjsuvctdls dz vmr mcfpattp dtredjvxgl xbe lctzkecr/xttlda iersgmuh ej vckwtsw agg hjsgvvshjob. O eoz dsghfw wgftos rohy aeurtefqmu exlqx euif vxaq vjuf jrsh cqnu? Muhu oxxpbhsry rcqjouven wckln qurj cm qwgp cxmlser-mrjm? Tg tl yempv WF, BY, Sfaap ow oi bqhomv. U uw qjutz-tgjuaaw rjazi fndl cmtn cmvjz waupx tbbg. Pjzqj xsk eq spqagzmctjw gbikvndv frro kefyq vb jb xjq. B Wtfacrb ysbhalrv zrncsep is fhp mk eho faoa dqp mwavqa xj wxjnj invp lx ih. 

John Thornhill

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

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