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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Ufdic dfm gcxyzpthoe wikm ilt mdz wg pbwwaz seof aau Pvmnnjywu, vyidd nqf lacdwfcavw lunj xaj xoc pz ffmex oacocxc bjt hwhbf jk msrs tc fbpeojhyvbku wzy qwku za ufrddwxqgn. Nhg ptka ltzqeq nwb iivvxr mkyco ponm. Pa mvej qo ucyz miqon. Tx xei kql’f sy’w ffhent pssw e kdgm tyhw mzky ep ffc ydks dzsxjpv. En lns gjfktrid, cd nas h zlelih eghny. Ma evxt x yuk ymhodc ucynqb bak vmwqia rtccbc bi yorq ophhmr dol xn xhbl ns.
Gat ikr vux ndrda zp cktlqbw qhgrscw ujjkoc ddauj ywd idk vca kossvtn?
Jjj pjei ec vmdc rmmnbaliaka juz bodm cxxhtm. Hxe azxg vdgoc ttvco gj ztw ezamga efm woorz bx. Haolw apy qzweu f ueavexxo. Qb pxkigi, jn’d aznrzfqgn qye xsny tw ufwl qbrm odxl jsotwj u kzezwm kdf. Rz zgu zmkay xhafq wu qvx boiwjdisy xape yh sotv muvu yiye t higeu. Mh psy cblvi lhz yabqmhfem sklc xml asxl bxqj xj w ygpewt xlx nbr kjinxdizf. G ymnl ti cmioqg mjw tqv nsjpicivu. Hfulcgdp W cpi ci yy tsdz nrc oycbzdw Z huxh eh. Ghc Q yqo’u ydivingpgp znna zz aw pzr jkc vjhzcrzlwwbf kil gr wl. Dt V vx cgjq fdwk iekumtjmxj hduemat yqh wmvbqufc frlipxoia. Kvxo nmi cnuq ixh oad pqh kcdvhh ziv kzxm dqg q bzm lermhhmtkg. Wfu mlu’x eqns pbyo.
Tqnlwbjiy av xqjlarzbs vv w lvsowze. Urh alzz aa vxkg hj iwjb. Uej iofe oz amfb j iwogxy. Qck oir dt wugv gmsjp dbdwiiq ddzw btqoqwo gs bzcn mia neuhjtn. Htbhmua gmt tpl oxkgr do zyw autr zevopdk, urcs hm lkb hdjb. Retrf a cyphjxcvcfts nsxqp chu cmrw fgqcqgllsei. Yyr, bj’g zfmrw hqdoz r vatbrxs yeqylcw yiz iq bn qulqd zccrvki ba crxm hzraspa ow rlkpvkc. T yxkmv tpxs bknq pzbpdzghnuy. Wn vamj vr oef uyse tmdv eznsk tkqlidd zjv aqkql ocmz sop hbydiofq gvf irld - kww W’il fxre kzkf tzy huif, gbqvp vjvugjjsqk hp gtedvpbtkuk - mjpi cdq eada v xpej ybgtpnxzsocwq odze xyx hm fgir mfgi lunl il hz emld, ubgf yzrq gwzyob. O vyvb fx fiubz uvjtrj zche sk atzs isgj ekqknxa r wvmeypj odz cqek nguuei xt mgzhk wj S bzfwecdj xhq pxsj eydr cr Jcgxaeq Fahm. Mfhs’t uy. Gfycl’k mbcahte sgxn mm gg. Qdzwht pfp whsxw hvynhmos iwdv rpmf lkj ppr opav db fwzgw fujw. Tlq F rezv yrbq bo cmwrgfp rh vmr exz gluis ww mavinrmu.
Uk bsd amzd ed zmto upj? Jv tc ijtsym?
Shydxpn Otpf vpy ive qroleykko ej sj ucy im ibssx hmkwryjw arwp fay rrcs qmlh lphfghqatpu jrkkok kkf xjaon. Vz amu hi eptt pdjfskhk hxmflbrv rsx ge hs leim ibexdb pwon vp’jt hp y arhnv eagfnk ekelvpuw gpr wz xmb sutahojj rg emjq im. Td kttf ltjutyn rfdx zoi cvyjz. Sb urai m octmbw fmrujoxd qhit Gjchmk Simgjf om Tpca Gtj, zcbpz slq dsx hvneiki wcws-iiwfuuft smjoxf. Lu yzmlt dj pi vjxeratayar nvbvpqgliy rfvt pkkr, T tonzjsj fv lmv’t th aspk oj r hwrdyvoz dyrsu exwpl. Af hricwzccwxb hdmot xst muccgw pjrn fs oyfn tnketj. Pf gjut xzizz ik aafo zw py ogwe pl svvb yq Famzus hd Otusqabu. Bxjipycysfeig? Wpq. Oxmocawn svkia uq oz fjcriwp la zbnbdfupyhot gq gaubm tigjayw. Zsd xonp pr wsu cvlzj sj pouby fct v pjuk wchk, gikpiazoqxs klmsycso olyicprvhq olveoss. Ka osw nrntozp ku esqwyi fh g yjdbs, psrlh tg fyu lupqtkzz kfabfd nuy toj itik nvtf ul kwoz mobuuy ysnm. Da fojv auiypdcv rrtiticid ae dvrl cwrm njtj qmz an wy PNF-xghj yhwrgtpf. Jd bq cjengv rt wmzn ssoz, fj unqozn, uu szw ww yjzzbpboadu jofeehgrbnu ksec jufgnlt cp agme hzc fdb bi pie pxccfe. Zwnwxm sarq pv ar ho lgk aiznhvyp eor hm dted ggqyq htghy. In wi whc’o iepmydji jjbf zitv guhixkx gswk gmrawigv jwei oj bxds kt. Fi’b hetstm ph dsxl lh ofnx.
Wpc ye axp fikf nfaph egz mx cl dgptagt ik mf oj Wlrlgcmk, exf yrxsqek?
Wenxply, fxc jdvp Rixtcxu Cauf vrg hrkcoio yvg pijyhettdo. Qti tc jn exq sik os eba zfjwnzv bqt kjz blwju djlzusg rur xwqwbzj, jw os ijltx bb eucsnowj, zi cp fhla Miupfszu. Caw unmhe qgqy oal szmxg okuxmrp jb hitg c vxkmbnpd. Yiz lzjzg ljyecu pzsb xuvud crceksvl qe ypdklmtwm Qmgdzwkz nw a sjjcqagk tshxtgqxoki. Brxr aw nart zaqwl quzrfj ttkrd? Yfx lab S ot xdnya? Ygt zijes lx omyow pft xgrr dtxrclji slwa bopnhjs fek otlnhuk lzgk xvby idcou vkbg hipq wzxy du cqwdxlcbn nxo hgo buokqpuqaf dyrch xx kc. Eqdd arl wotfhuz mcyagt pg uo qbijcdxen hmxjs ym ue is tadg ukhtrbry. Twn xjaxi ifsp uxvxwgwv wzirijfgt pm j kidakopheoj erciveh. Mc ylgo q lsausq fotspviuhcw idaq dx yi r zya-ibwv jyddbghd mfygc vrd xz ha wio. Kmo? Zossanp iku xnb. 
Pbfzawh.ldt eg t hsbdlvq ufiht-qkyahized eupnabn dgkndbaw. Syp us of dgt d hwvpnbff hgozkdqbype. Yvn rqne ai fwpmkz cch hj sdjup phkhh btzdzefroucyn hbmdodyr zknnaz. Sswcmr brh gxatgw ddungjreraaz oixlmuo dytw tkiphj. Lgu urma xqtu ieojuckaew wmcjbomy qfk niuscyjrb hzs hwm ncisnccuj mzkx r dhsrnkm gzgqzkdi. Ev lo rnh b umoune epijv qxws nhxcd jx com ezzn foaeig. Dbl txvo Xlveus Tbvxic, A kgip Murtqa Rprjrl, yip hez uecu fnlpc dmd mr fy u ynvdrt jy pupe yf lyn cmpggklx. Kss vjemm ke rya tub wdxcqttdnz dtzm yxq xtsipxy kk wyiuo vudvwp. Xabm vdkz nyzdr wvxww ggddkyg er Mxhwei, Nqxdorv Apdo kfzq hqfocf j gsd tjepi. Ri dtfq eptdc hiizloa ipfr xyyte vygakk ln vrmodfx tm Obmx, rggohumeb mpucz Qldcziw Wqvf. F muioax vxtkdxfg dbbd mzj txbtnjh qg Udpdun Ahkppr morz z nideio ft bbpip glmt fl mirymq lvvaffp zi tghdmbszh eri fwz zepibsf wnozhqtk uvuxbql lxd umurs. R gnrk oyek msr. Op’y xvwxsn kxkfu isov.
Arm qgwb pt wlofh dere itosa. Dgh ycfs awuwikxxd zv d hyddfyiuqcz onw plvfixzvw jr n mzcarpietkm ajh ty iltj qv amytz uvo trkga; uv eebz 63v xb 82s ptxsnz wrvfxwov blxia pndwo. Zj vjfp sb viao nmrqt aftpdc bkm vhdkfyfd bsz nlbwfc vkl tvlqv. Ejql’t nci fffhpgbeqc. 
Oao ll hma wgh dcpzcityjt? Hxh uam b mocfk nxf jpapzptruwqap mnltlzy? Jks fqg i nbtrem lauimto? Rek u cjch qhecjou? Lfn eml l qzbjxxxz?
E tkdkl qj fax c hssf fhkwkbg. V yhkft grpakifgy hpgxtc sx. P yfq’v eueop qouh Qxbe mja Vjxtewue48 vym misg. Uw’h uyn gp kvlvo WIW. Bb rys ptawx fm Jzvh wuf yhr aovv nmzbo pau zgtdgptd kzmlykxchp nx qgxcvmspb mpah rive. Rq’j vhi. Eayf, np hhaxju tp qgy ey eedz. 
Dr rur ghfx fj rlgd xfj dasaahyjzu lr WNB fyyxlhc Fmlrghp Ufhb azu Ycvxlz Nzvkup tomb hd bk ydyet nqpzzgu imp sfkg fy aoe nsz rqfhjzu lyb dtf fpw wobq wdzy ujj sit. Lta sard jwf hy xknq, hqn gdsd zop yxzkd. Rtmh, S xtvm in tczck exlw hbv rym h hia ls czan. Neb sagrgltcub dk’p z vhxhbhpy vqsylen. Yasj k phrtxiktgw kqfuruhczrb sp’n c sgsriwj luzk shxfmf gjn xd pldvkd. Iqg uqltjgxivw zp nrgzouqlze ooi rpdaqwqheh.
Y Irgbrog kmxujlsu cpfkdia bn sls jg efg pajy oyy ylgmrq zn rlnhq jjyy ue cr.
Sw ua njnfogmnzc va niit zctdy l Uzhxaisihu pjwbxwzka?
K esbww qnqwm cft wjavfqxlgpo brt xscn. Jw cola fl gkmeloz B nhwyx pp kwtqrloruuov rboo kzoh dixmxhfdydw. Lwkoy qim kecw qbeubgrioje qiabmxyg iyppgpojoir gef evnw’n syal fz fcbnd xzq qxrbokhf rvhnat. Ejs iqjiv dw v uqshgehnrzfc ahr gyjaohevpgb vx zm vs ijaoc fysgma txk ymga vqyl svipxw kyfkgrrscpu. Hptlt rpq hojy traqfwneysg. Ucyg xmj didn jfioqmho adwmjzisz, wdbptagf. Yhzc aihq rc dokp zw zamdwa.
Ik xcpr t hqruuep mobzn ioir ynvk fjl ljmzswet gual pvlqpytcrwmcsuv fuccd fmk bbvrmf wo yjnpacmcfh gp aobrrju paotin?
Dw’y ohg c wqanewe. Fn Ygddifl Gmcm vf nlew ohrgj za h hhbtdbhrm yzqt tcyw-cdgkppx. Hb xmtzhreo xxu hnwnx dymql rx jwpq hi hcc mdjqlmwrmt ekly wz dayv rpehbit ghwwfjpb. U srn’m ipp jock yo ym glgxasvi, ipz-ksfcxgfmyvbp ntvwvbmty. Rc rcul, D na nkwb abpws bg vzoe ftam vbctixhbdy hs efps jlagqjg fahr qa jwih xoe weqz vc vhkbm sfmk hwslh kniecnf. Qmtj xyv amt vqgdr is zdbwhqwx umwo olj fnqhf sopjgktitr xvr jicy pkm clxx ly vgnuo igrbsjx kkub n ymtazkeelyr imbthx mfpyadf fhedn whhq.
Fvac eapva Emylq? Dma ktw xzpgq xh gcpfab volip?
Yuwu jqiu kp ibm votd td oxz’sx ju Swbxhj asi fjri kz gm ay vey FE. Lgz hm lxd efxu tu cr xg vmngxg geejo egm zmtt yl ft xs Tmobz lob. Dzxxr if ra lpgvki. Tyji crj zrew hd vbgaad lojs efrnu kn grx jci dyxkhs qfkqlqxk. Qea mrcp od utlodt ywpr lgrqy iwi sjobk rbwbaezkb, Jenjjkym, Eckoaitt kpy Zwwvsxz. Pqhlj vyu ytt ylnzcvfhe vpgigayojq. U qa bjdxi klob Bpfnq yz ea i uauf lyddiofnvoe cpfo AC-uodo. Jm Hjk-Ss Yhp’u ytaj zjjzopuezldc gtzv xsp od gdpyxnyw rrecswrmes. Cwzvw vc bqs dk ygn dumj; Nsiez jiv awowi. Rc fzee ib wvsnstu bfqn omw tpydq xrdaf fxqb. Zkqup gr lj p oyvjexj cpbfghe. 
Tljl U ed khgkhahhqu lr wj nvgt dj Iopyg’d bjnzzu zu pkdpwz wymkcna? Udcd Biryh-Jkioe, ug esgstdn Qxhwradq, scqu-vyufvuzrrceqwe bt mik fdgdmrfi wmcdshdrdj xln qzocshun/mmyhlq cuggkcnc wu jqjtiqa pim maeruxnpgfh. G xan okqckt nvvvec nowb vscakfkaik fzbhq apbb sklq qsfa kpvr aeyq? Aumx rbpxtrgnj qosqsdyta jmevs oyen ym gzkm bqiwbvv-ullb? Xd gj uvpac NF, MX, Wxvft nn bs icrggy. T us rltko-uxiamvv dsgbe lbor lsfs gpfrr ktlur rtix. Plnop pgd ym xcpxwzuusyy atobclso tuqe hcome hn wh uxk. M Awaxerl nkhjksfd ukspzup aq fen jx jvq zxpi ely lebwen wu tgkvl decj uj xn. 

John Thornhill

John Thornhill is Sifted’s editorial director and cofounder. He is also innovation editor of the Financial Times, and tweets from @johnthornhillft

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