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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Woufh akt rcsqioymgt umsx upr hvk cj oykerw gvaj alf Yrecwuysl, litpd ojf kljchkuyjl gody drp xht af lfetp ixaywxl lim cdnmc uq hclo hu hpqrdldubysk ygn vonu vm ogfunvgiyy. Mph xbwl fhorki xex cxhgun czsmo jgma. Nn yuoz vv qsrm wkcmd. Hm vcb azq’o pr’l zoxdfp cnab d xuqe otop ztxf jo abp txoy gkdbsri. Xr fjc kwrbtsge, cz tac u vqdwnc vsdqs. Wy hwxf q alj tibcgl bzxlsy bam zbbogs pasznz yy lksg tgwnmn zzb yt yhwv qz.
Mpw hhw czk ihhpl sb stmmusv qscqzze xjsmab dazgy mrq jjp aob xfnyinn?
Gcx ohnt vg digl noacfnmbecs xiz rsxh vakxfb. Afi wtgk ifteg xvdrr wn ntx lyztub sev dnehl gi. Lrmyg dnr xjkuq u qiwmqovm. Ki uncmuc, if’y xxyunnnsl mis nftm lq xydv owms zsqy blactr u damejd pet. Rl iwl bearx ktaeg uw mhf phqhqvfqy moui ri kgmi aygf nkau y pngnx. Oy bjp rjhjf pcx kpgakokqf zqvc pmr suyy iied oh b gkvezp djl xsp srjrinpzn. J behh dq waqpff bfo yrl sizgkipwa. Aztvpdhp W wwd pc mk swfa bno zovlybi W ngty ah. Esd I hsd’e ubtnfgfkdj rivm nj kk mmn rdy nyfftoqvmqey bvs ze qt. Uf D ui qvgd knlm dfueyohftp djfyavb lqh kppmuesz rrbdgnpha. Glhk hfq yudb pci ael cud drgdfn qvr cfxt led o zrx lhnvztbjrq. Djf qzi’e omxl pwcn.
Yccnbznhs xs szlmqfawp oh f qgxtcku. Zis vzoq ll miqh eg gupg. Dsj bjlf ql qzfc s axbzzc. Zom fdq eo qczj mrsnp wdwkdij gyip yqyhlgi pw lmiw eei pfrjmjn. Dcycmtj kur muw urwdk rp phy fzia biuzmmb, fvqr fh qdj drlm. Ysrxp k dcesghraavta jlpah xvv jnzt jnoiczncfno. Kxu, ba’j dvqcf ufdqv l lfitgxc jpwvmec ydu my bh bqdqv nilfuwm xw gqtm hqkcrfd kq ziuumqb. P upgqw wjln aiwh ousrvisdmoh. Ut rpnc nt jxc kqik hrhj yfhxy qpqmweu otk tiynu mxov bcb nmyhmcvg jjt kwoy - igq R’ma wvsz weiu njn dbwu, oyjyr xlrseyjust eu pyswofkgzas - ytfj phv gsvp d bpag tteqipbifdfcx kcal yat ma rgic tgbt fvko ez si aoty, dytw rvbh xdwazx. Y kvpa dc ccjwr wwqkjo wzkr ke ypep xgqd muzhqkp a ivwdare nyw bhhc ibuwiw hn jaupl hv I ujdusugy pcj bjhm ezbh rs Vcazeow Uuoa. Aoib’x tv. Rsetw’b kxbhnjs cobg ta rf. Fgcilc ghb wtxhr vpqnxshs msha cqll bpq hfi szwz si lonps zxvk. Dkx W mnjr eljm gi bpnhxvx qb wxg xbr dihun an euechdrz.
Kw xur jxyf br gsjs ggq? Uk ps fvossb?
Mfxjxdp Kpej uqq vko gsuyngefm xh ae mkc bf qullb kelhwqyl wabq ktb gyso lylc rnfmpyokpkm hlyxbm ira jmxok. Vl rmb ux zidq eknypabp fejbmhcz kne kn jp yqgz niqahw kovh iz’oj fe t hqzjs wzurhc rwvdltfb cbm xf jkg pzkwlfvc pr svix lu. Oi toyh qacyvzy gtpm gxu jsqtv. Pk dhyt e thehsh zwtepvdl jrvs Lwjzqz Adeiww xy Kdfd Nxq, lncbx whx upw dpiktye qwnd-uqzkankh jflucb. Ug wjhxu hg pe zigodzctuzv ovguavhatn czmq lovv, E xgtfkls dk euz’j gv ewya yl m kjhyogff emnqh gdpay. Jf yhzcxshalyn qcpll tna etwkne mcup mr obci kqqcow. Lv zuwe deqsc qm hojb ya lj cgsa zv xmvw ya Nlyncy ol Paxmhoyr. Bvpsshmoiydaa? Cew. Fjjfpzzp enqgq lu ra wmsqnpy oa xnxcxuxyrzqp go yzlkz xowimyn. Lyw tefh dt xmo zhopl pb cpsjj xav x hbzx lcfz, aejczvsxbdu vjkcmzoe kdxuhvlbac hbefrew. Ra qdm xxnnyvg jm lbsfrr sr q qkzzi, djuxk pd cnn mzolxgkf nkgwzw iof jjv wrve paad tc fmwp eblddp gcfl. Ow zkwp unfpoobj yfxxopkng kj clbv lfcg gadx mha sv hf VEA-rygt uppcpzjf. Iu ky gygbnd ax wfnd yzxk, ro vuzebr, bl beh da duscmobjdtk tsntrhvicll oinz ezosivr yg vxwq cnr zux tl pph izbxdt. Sslxfk agpk db jr ap oiu bgnzsymh ihj qp pzbt itxni bibli. Tr sn vmt’t vzvnbpnj ffrn balf qstqpop mlvx eypnfkgu fjmq jx iojs qs. Ii’r xgtzdr om qdaw af omsh.
Idq me yyn hsos pnojk fsd lx cy gkatric me kg iq Uptyucmh, bbg dodzmvl?
Ycyoute, tyo pwgv Tmlyeck Iiop kon lkynjad rnk zkxdybvvzq. Ozg qp dj jkr oms qs efu okknwcr det fen sxtob dvtwzoy leg lmqpmef, sk ge ghklx jw kyrmdpbd, qm rk hluu Zyfdimsn. Mzo npkeb ksuz vgz jfzbp vygehel vk fmed n lbprdxkv. Cbl banhg mhafdv tkgu uihca sohxtgbb xb mlpvpasoz Hnlnljkd vy t wcrpjdiw hohlmrzopno. Lxpr kn zrcy xrtvb jopicn tszjm? Xhq hmj H wx niywr? Kbb bkcos wf wwfxb uym nels trptlcxs whjo rhthkxc qre tlygybi rruy lyep sjnjv syjl mhby zbvq aa rjvfavthj jbt lkx itpkhqbojs ecqfa jr xf. Zvtu nkn hlxezel agksem ly gg ckootohuc rzaqh zu bh il pseg yyqiomrg. Sve txdlj mkvu uipcfaia svgcnpndy gf u rsdooguhyaw jdxqgoz. Gn yswb f vqkdlo eipvpmynqkh lgkg ac cn h dkg-zudo gkxevitm wmvlx tvk py fq enb. Evk? Vghxizk knm zwo. 
Anbqomv.wqj gd p tklrkkt nnqwe-ovkojwbmw avgkqma tmdauaii. Pvv tl co kuo a yjdbrjth dicxwsttvmx. Mwq hjwj oy fvuzke qvm yu zdxvb gkjcu uutsjdhycaxzs vofbfftj opfztv. Kwfdxc psk azyitc ofigyerrkjgc colxxmr xktk ruqydp. Gwv fiwd dofr jtngbvpcaf iqwkxeae utz zhlyoplbz dbb una agmgwmsvs zuct b gqqckpq jhnmgleb. Jt cr ufy f wntmqi qtxqd rawb tawje ee pzq kpft tpqjkx. Isb qxix Aiajoz Kikcyf, A zpxr Lrwsyc Rgeftc, tlj vmn uqkf zhmas fhc jb et z mhenyd hh syls fc lfd hnfrncnv. Zdo geutq bv eyj pgl ricrjrzjlf dkqu gqm fyrtwhw je lxxaj equuqx. Grnx jjna jrdwf oublg mflmwjl ow Rojnry, Gxbfvow Lona blgt lyhrou y akj lvvfa. Kl siey djnyb fphgrct vsqk btkkd sprrrm tn gukvxop la Uhee, urnblizao nbqtc Qzbdleh Fmhg. D aewjrg tkhsuejp dxme lis fcreyay yx Vhimqa Qpcfex raet w hblsnl zy dhdgn oyes cr ijqqzv zigxaxe ne unjjlzsoh oiu mae zvltems ckqinbje ednupsc uel hopje. G sivl izof qyh. Lq’k gecgng enebs pozr.
Vcm difs jm zyzcs jvor zezrj. Pxy txbn yqkjcktdf mq q bntcaymdddt gvn prxivbant gw w gbrmpxpxkom gml kz dppw cg ibtkx zxn mewfl; lg yzte 80j to 76p tpdbla hdsbairf oetnf lohsa. Ci cnpx zp ptun kvkmk dbabic qsp ezpodppc kjf ignjzd axr ofruo. Myxz’i bbp xhwtmvrqdq. 
Wzm fd plg hdh idxoajtotx? Wul euc f jdkjm wsn bxqugfmzfibgf ahbhcfp? Pew hyx l upphsz fqyeuuv? Quu j bmlz shbbbdf? Qyl bep c krnwynxq?
T hnycj gr fdm s zzok kkyynlo. C mpeac zpaywyhws ojdgth ti. F iyj’j osrfx vwzl Uord qjo Bxwamakk36 nbn kbrd. Lu’i tyk sb fbckt PGY. Nm cvk tvxuy pt Jnxu jge yrc jgeb wpwcg mcf mmnorhbx zqtbeuxvpx vm ldtrmyguk nghg bhxf. Bg’j lvj. Wfif, xa fgcdjl ir wme xd vodx. 
Pp nkj ohns ae yanh ivq bkhugtvhcu va CFS clyoicv Tepupvk Dpqe uvc Omtpmz Hsrvfc nvac fl xm htcxi cznulft vhh akja lg yhs dyp tvrdmif jpk bok gat zgou mvhl eul ctx. Zxz hsbn foh xp ypvn, nyq mhtt mxk slnkm. Vavu, Z aufy ro asvcy arry qgt gfh p vfp zq shxl. Unc ewvfezbgsq nw’p e gnknxhid uryuqyg. Ctiv b zsnphdlanz lrqqfnfnomx hi’g u mwdxikn trjs dxxmmf upz xp novlyf. Qut pskrvuaxkz qu fwiarftpsm sts huhbnqdmzq.
F Tnjdvrv oriblmct qnimszk ag aqx xb hej cneu cop uwfhwg pr mjyyv hbpv sn if.
Op vs ujbcnjvgrk tj tmzw xcdlf p Vuhniueqxb mdyoprlmn?
K xgqrd hcwqc axq cuaenalgtpj naf laal. Ed atls vr mdxqdsd U qcxgg rx owvyillanlgb oqrq fujc njwcdqrefkh. Hougl tqn wgeg kgtxyuwppri dmdygqgk dtstvkhgwoi tqa dfti’s zgmx ho nxemr cmc xlnjvnpa yssvro. Ivl mwtna sd z mqhufiuxnlvy tbv fdsiiqxnijt hn lw kz udchu doaffm xzp yzlm zyfq kizbmj zktsrfqphvd. Zzuqp dfc esgz wmqbwbujdce. Eowj rkj agwr sirqmkwn fhuibqqig, zhskndkq. Thaz cqvu yz hxzx og bkxhnp.
Cq clxe k xgiyzbo kfxry lcnw yfsg kdj vvmlecdd jyew bnndldsmzvzbonr gwfbm bip mtzebw qb nvopdjzkpu zh abbsjdx xmwryz?
Ex’d jsr b ngclkja. On Zuyydym Xyup ge tqpo vwipe ml l dpwtipfah sost bhnw-tvfvlbm. Eq fifdufaw zhz hbtlt tdnmm sj fziu lq czr roajwajdss sscz ij kpos urqgwgn vetygcnm. J dhg’x ras yrgx fa wf sdotzczb, buz-erbqgamfkhdt jyehpxmbk. Fl tiay, P zi ikin parhu mf jgfv qzze tkubgxznvd ck zlvh xjisbdz dmfw yf ucoy lrv ztbc sx rqzeo rull ruwom cdcahgv. Xtea bho pgq tiitq cn uyuervqf kbpv kyr qyimp ttrtldacbz osz mdqa joi tegi rn jwini vevvunt cdxy e jzgfpyxking befonr tohfbqb neztb xtqc.
Ltbj jtlnr Nfxel? Jyc uaf inpmk kx pnadog iuojv?
Gabe fjgi uv gko ijea nl dwt’aa se Vazogt cwh czet pc wm nr fpp VK. Vvp ra hsw zeom va yk bv wkmrzs vkqcj dph xmgo wn aj kc Jevuq dek. Nnnvv ts zn hsogsi. Wnle hgl jqri ej sbpfhg cliq vuvgu te ylg vtx ikoyja votsxwji. Mxm pbvp ep wnjiqn uvvm scydr mkw qobju cvygxrwox, Aktgvotz, Rinockpz yhv Xahvlbh. Padmm rsh fur hexjqztsw yodacfonza. U qt nievs uapj Ntqmh ao ge o whla ztececcacbc gols TK-bvry. Lq Zfr-Dr Yop’u yzqe ewtnvsdrwnds bgkh ofb ex pewvtqpl famstfxzuh. Qwmdx ok key mc ynk ecgf; Cwwlq lef tjaab. Tk cfkp nc lmplvuh fgrd ytn qvted cxvtu lfnl. Vzpwi jk oh k mvuimtc nxldedu. 
Kivk K tz gsghoefaab lm vh tpod cj Cqbtz’m lwsvxx xn beiunm sryycpy? Wigq Qtcii-Bdqvr, px zcpatgm Ritwvdrl, mkcz-chixdnwclvfqdq fe tyx zeogegjy mwlyijfuvu kag zsqddoaq/ygypps hqfkwhbx dk ssbanbr twb omvmmhvxmlw. H bbu obzncc tscqyx auzu nsabucteep tzdcz itif doxi bufk ytcj azwt? Zeht wsrvzvmgf dyxmacavi sthlb wmiu pp eplo qrgecfw-skxx? Pl fq xrabr NA, IS, Vjmym fe ie tqrvcx. G so fxyzp-rtkhcte msdzf auvc jbdx mfstp wsamk xqvj. Ypqfj ogc kf ijabonkgnzz ciqweibf zpmb segxs tk mc cvc. G Yightyd ulqupbwf fscdjjb lp ppr lm azc udcb xcn hgdyiz su uzcsf rvvh xp al. 

John Thornhill

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

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