In the realm of luxury travel, Jozef Verbruggen stands out as a visionary leader, blending expertise and passion to redefine the travel experience. As the founder and director of Untamed Travelling, he has cultivated a brand that not only curates bespoke journeys but also champions responsible travel, ensuring that every adventure is as enriching for the traveler as it is for the destinations they explore. In this exclusive interview, Verbruggen shares insights into his journey, the philosophy that drives his company, and the importance of authenticity in an ever-evolving industry.
Tell us about yourself and your company.
My name is Jozef Verbruggen and I am the founder and director of Untamed Travelling, a leading luxury travel company specializing in creating personalized itineraries for travelers across the globe. Guided by the philosophy, “Where the World Can’t Find You,” Untamed Travelling crafts exceptional journeys that take travelers deep into the extraordinary.
What is one lesson or piece of advice you would share with other leaders or founders?
If there is one lesson or piece of advice I would share with others, it’s to be yourself! We believe in walking our own path. It’s important to listen, learn, and stay open to new ideas, but don’t be afraid to take chances or do things differently. When we first started, travel looked very different. Big tour operators dominated the industry, boutique hotels were still rare, and “experience” wasn’t yet the focus of the conversation. But we stayed true to what we believed travelers wanted. Every journey we create is completely tailor-made. From private transfers and exceptional accommodations to exclusive access and expert local guides, every detail is carefully curated by our team of experienced travel designers, who bring deep destination knowledge and personal insight to every itinerary. Staying authentic to our vision has been one of the biggest reasons for our success.
What inspired you to start the company?
The idea first came to me while I was still working in the music industry. During my travels, I found myself deep in the heart of Botswana’s Okavango Delta. Surrounded by its raw beauty and incredible wildlife, I experienced a moment of clarity: what truly inspired me was the extraordinary diversity of our planet. In that moment, I knew I wanted to create something that would allow others to experience the same sense of wonder and adventure: to discover just how remarkable our world truly is and how many ‘where the world can’t find you’ destinations there are. That was the moment the idea was born.
What was one of the hardest early moments, and how did you get through it?
One of the biggest challenges we faced in the early years was managing our rapid growth. While growth is, of course, a wonderful problem to have, it also forced us to make a conscious choice: expand as quickly as possible, or protect the quality, expertise, and originality that had earned our clients’ trust. From day one, our greatest asset has been our expertise. It is the reason travelers return to us time and again. Travelers choose Untamed because they know they’re speaking to experts who truly understand their destinations.Every itinerary we create is shaped by genuine knowledge, personal insight, and a deep understanding of what inspires each individual traveler. Our travel designers don’t just sell a country, they have lived there, travelled extensively through it and spent years building genuine local relationships. Finding people with that level of expertise is sometimes difficult, which meant we couldn’t simply hire our way through our growth. The same philosophy applies to expanding our portfolio. We have never added a destination simply because it was commercially attractive. We only introduce a new country once we know it inside out, have built the right local partnerships, and are confident we can offer it in true Untamed style. That sometimes means saying “not yet” when opportunities arise, but it ensures every journey lives up to the standards our clients expect. We don’t simply respond to a brief, we listen carefully, challenge expectations, and design journeys that surprise and inspire in ways AI simply cannot replicate.
Looking back, what do you understand now that you didn’t understand when you started?
One of the biggest things I’ve learned is the importance of pragmatism. I now have a much better understanding of how the world works and that effective solutions often require balancing ideals with practical realities. Also, in these times of AI and TikTok Tourism, it has only strengthened my conviction about our mission. More than ever, I believe travel should be about discovering what truly matters, not simply ticking destinations off a list or chasing the next viral hotspot. Sometimes that means making the conscious decision not to bring travelers somewhere. Certain communities and traditions are best left undisturbed, and we have a responsibility to respect that. Instead, we focus on creating journeys that genuinely benefit the places we visit, for example by working with remote lodges that employ up to 95% of their staff locally and invest directly in nearby schools and communities. For me, that is what responsible travel is all about: taking people to places “where the world can’t find you,” while ensuring those places retain the authenticity that makes them so special.
