In this edition of Bright Founders Talk, we sat down with Sven Hermans, the Co-Founder and CTO of Cumbaya, a travel-tech startup born from a family’s shared passion for exploration. What began as a simple call from Sven’s sister during her travels in South America turned into an innovative venture aimed at simplifying the chaos of trip planning.

With a solid background in computer science and years of experience in data solutions at a Google Cloud partner, Sven brought deep technical expertise to the table. Cumbaya emerged not just as a company, but as a family project driven by trust, ambition, and entrepreneurial spirit. Built with the traveler in mind, Cumbaya leverages AI to craft highly personalized travel experiences without stripping away the joy of discovery.

In our conversation, Sven shares how working with family has become a strength rather than a risk, enabling rapid, honest collaboration. He also reflects on how his early curiosity in artificial intelligence naturally evolved into a core part of the company’s DNA. Join us as we explore the inspiring journey behind Cumbaya and how it’s reshaping the way we travel.

From Family Vacation to Startup Innovation: How a Simple Call Sparked Cumbaya

It all started with a bold move—Sven Hermans’ sister and brother-in-law quit their jobs, sold their house, and set off on a year-long trip through South America. A couple of months into their adventure, the excitement of travel was starting to get tangled up in logistics. Choosing where to go next, figuring out how to get there, what to do, and where to stay—trip planning was eating up more time than the actual experience. So, they picked up the phone and called Sven: "You're the AI expert—can’t we build something that makes this easier for travelers like us?" That was the spark. No grand business plan. No VC pitch. Just a family call and a shared problem begging for a solution.

What started as a side project quickly evolved into something much bigger. With Sven’s background in computer science and years working with data solutions at a Google Cloud partner, the technical foundation was solid. But what made the venture unique wasn’t just the tech—it was the trust. The three of them—siblings and in-laws—lived under one roof for a year, working side by side. "I don’t see myself doing that with anyone else," Sven said. And maybe that’s what made it work. While some people warn against mixing family and business, Sven believes it’s actually an advantage. Being brutally honest with each other? Totally allowed. Speedy decisions? Absolutely. No tiptoeing around tough conversations when you share breakfast and bandwidth.

Sven isn’t new to the entrepreneurial mindset—it runs in the family. His father built multiple companies, and his co-founder, Gill, already had one successful exit under his belt. As for Sven, he’s always been drawn to AI—he chose it during his university studies almost on a whim, but the field hooked him from the start. Now, Cumbaya is blending his passion for artificial intelligence with the deeply human experience of travel. It’s not just about convenience; it’s about empowering people to explore in a way that feels personal. “We’re not trying to take the joy of planning away,” Sven explained. “We just want to take the pain out of it.”

Not Just Another AI: How Cumbaya is Personalizing the Future of Travel

Cumbaya didn’t set out to compete with the likes of ChatGPT—it set out to go beyond them. As Sven explains, inspiration is easy. Anyone can Google “things to do in Paris” or ask ChatGPT for a day plan in Bali. But turning that inspiration into a real, bookable, logistically-sound trip? That’s a whole different story. Flights, opening hours, travel time, check-in windows—it’s the kind of nitty-gritty detail that can turn a dream vacation into a spreadsheet nightmare. “We integrate with real travel data sources, so what you get is as reliable as what you'd get from an actual travel agent,” says Sven.

What really sets Cumbaya apart is how deeply it listens. Whether you’re a free-spirited adventurer or a spreadsheet-loving planner, the platform adapts. Tell it you hate jam-packed itineraries and love lazy beach afternoons? It'll give you just that. Prefer hole-in-the-wall eateries over tourist traps? No problem. “The more context you give, the better your trip gets,” Sven shares. And just like a real travel agent, it’s not a one-and-done. You tweak, refine, and fine-tune your trip until it feels just right.

Interestingly, while Cumbaya began with individual travelers in mind, its smart tech caught the attention of travel agencies across Europe. After hearing the team's pitch at conferences in Berlin, Barcelona, and London, industry pros started knocking on their door. They saw in Cumbaya not just a consumer app, but a tool that could supercharge their own workflows. AI isn’t just cutting out time—it’s cutting through the noise. “There’s just too much travel content out there,” Sven says. “People are overwhelmed, and we help cut through that chaos to get to what really matters.”

Why AI Still Needs a Human Touch in Travel Planning

Choice overload is real—and travel planning is one of its biggest victims. Every blog post, TikTok, or “Top 10 must-see places” list adds another layer of doubt: What if I miss something better? Sven sees this stress firsthand and believes AI shines exactly here. It can scan massive amounts of messy, unstructured content and turn it into something calm, focused, and relevant to you. Instead of juggling 25 tabs, AI narrows things down to what actually fits your style, your time, and your priorities.

Still, trust doesn’t come instantly—especially when AI replaces something as personal as travel advice. Sven admits this hesitation is often generational. People may happily use AI for inspiration but hesitate when it comes to real decisions. “People trust humans more than algorithms,” he says, and that’s exactly why Cumbaya doesn’t try to replace travel agents. Instead, it pairs AI with human expertise. The tech handles the heavy lifting, while real people add context, intuition, and reassurance—the same feeling you get when a friend says, “I’ve been there. Trust me.”

Looking ahead, Sven sees AI quietly taking over every step of travel planning—from discovery to booking to payment—without users even noticing the shift. You won’t jump between ten platforms anymore; you’ll just ask, decide, and pay in one conversation. But building that future wasn’t easy. For a small startup, integrating with giants like Booking.com or Skyscanner was a classic chicken-and-egg problem. No users without integrations, no integrations without users. Still, Cumbaya pushed through. Now, with smarter workflows and a new multi-agent system on the way, Sven’s vision is clear: AI shouldn’t overwhelm travelers—it should finally let them breathe.

Success Isn’t Just Bookings: Why Cumbaya Puts People Before Profit

For Sven, success has never been just about numbers or flashy investor decks. Sure, conversions and bookings matter—but what matters more is whether people actually use the product. It’s all about learning from real travelers: how they interact with the platform, where they hesitate, and what excites them. “Understanding user behavior is key—it’s how we grow smarter and more useful every day,” Sven shares. That focus on genuine engagement over quick wins is what’s shaping Cumbaya’s future. The more people use it, the better the AI becomes. It's not just a business—it’s a learning loop.

But winning over users isn't limited to everyday travelers. There’s also the professional pride of travel agents to consider. Sven gets it—no one wants to feel like a robot is replacing them. That’s why Cumbaya was never about replacing humans, but amplifying them. “I use AI as a developer to make my work easier,” he says, “why shouldn’t travel agents do the same?” If the tech can handle the grunt work—checking availability, comparing routes, handling rebookings—agents are freed up to do what they love: inspire, connect, and curate amazing experiences. It’s not human versus machine—it’s human plus machine.

Sven’s ultimate vision? A travel companion in your pocket, ready at every step—from dreaming up a destination to solving mid-trip meltdowns. Imagine your flight gets canceled at midnight. Before you even panic, three rebooking options are already waiting for you, neatly prepared by your digital assistant. That’s not sci-fi—that’s where Cumbaya is headed. And for founders chasing their own startup dreams, Sven offers this bit of real talk: “One day you think you’re building a unicorn, the next you’re sure it’s all crashing down. Don’t get stuck in the lows—the next high is just around the corner.” Wise words from someone who's riding the rollercoaster with purpose.