Founders Interviews — Hugo Oliveira, Indie Campers

First, can you tell us about your professional background and the path that led you to Indie Campers?

I grew up in Santo Tirso, where I completed my early education before attending university. I studied Management, which laid a strong foundation for my interest in entrepreneurship, and then I pursued a master’s degree in Entrepreneurship and participated in several international programs along the way. My Erasmus experience was particularly transformative, once it sparked my passion for the international scene, and I couldn’t stop exploring opportunities abroad after that.

From a young age, around 11 or 12 years old, I had a dream of building my own business. During the final six months of my studies, I worked in Australia, where I had the opportunity to rent and live in a campervan for a couple of months. That experience was eye-opening, so it planted the seed for what would later become Indie Campers.

When I returned to Portugal, I had to write my master’s thesis. I decided to create a business plan for a company that didn’t yet exist: Indie Campers. What started as a university project soon became a real business.

I’ve been working since a very young age, initially helping out with my father’s family business. Indie Campers was born from that blend of education, international experiences, and my entrepreneurial spirit.

How was Indie Campers born?

Indie Campers was co-founded during my university years alongside a friend who was studying in Lisbon. My passion for entrepreneurship, travel, the international scene, hospitality, and technology were all key ingredients in bringing this idea to life.

At the time, we didn’t have the resources or infrastructure we have today. To finance the business, I secured a microcredit loan, which wasn’t a common approach back then. In the early days, with the help of some friends and family, I’ve built the first RVs and managed the operations myself for several months (and even years). This hands-on experience allowed me to deeply understand the business and its challenges, which ultimately helped shape the foundation of Indie Campers.

How is your product different from others in the market? What makes it unique?

Our mission is to democratize RV travel around the world, making it accessible to everyone. Just a couple of years ago, we achieved a significant milestone by becoming the only truly global player in the RV rental market. This achievement reflects our commitment to reaching a diverse audience, from families, couples and solo travelers who seek a simple, convenient, and memorable way to travel.

What sets us apart is how we deliver on our mission. We strive to offer the best RV models at the most competitive prices, accessible to everyone, anywhere in the world. However, our uniqueness goes beyond affordability. Our fully integrated business model gives us unparalleled control over the entire customer experience, allowing us to ensure quality and consistency at every touchpoint.

Additionally, our business operates through three interconnected units: first-party rentals, third-party rentals, and RV sales. This creates a powerful flywheel effect, where each unit reinforces the others, making our business model both robust and scalable.

Finally, while there are many products and competitors in the market, what truly makes the difference is our team. We’ve built a passionate and talented group of people who bring this vision to life every day. At Indie Campers, it’s not just about the product, it’s about the people behind it and the experience we create for our customers.

How was the expansion through the years?

The expansion was incredibly challenging. My co-founder eventually left, but I was fortunate to have a strong team and supportive partners who believed in our vision and stood by me throughout the journey. We managed to grow the business with limited capital, starting our expansion in Spain.

At first, we weren’t sure if the business was heavily dependent on the surf culture, as there was a significant surge in surf-related travel at the time, both directly and indirectly. However, over the years, we’ve expanded far beyond that niche. Today, our audience is much more diverse, encompassing families, couples, solo travelers, and even digital nomads.

Our experience in Spain was a turning point. It confirmed the potential of the business and allowed us to build step by step into what Indie Campers has become today. Each expansion taught us valuable lessons and reinforced the strength of our model, enabling us to reach a global audience.

What has been the most crucial moment in the history of Indie Campers so far?

The most crucial moment has been a combination of hard work, resilience, and having an incredible team by our side. Like any business, we’ve faced challenging stages along the way, but what set us apart was our ability to navigate those difficulties together.

Our team has been the cornerstone of our success. Their dedication, creativity, and perseverance have allowed us to overcome obstacles and keep moving forward. While challenges are inevitable in any entrepreneurial journey, it’s the collective effort and shared vision of the team that have shaped Indie Campers into what it is today.

If you could go back in time, is there anything you’d do differently?

Yes, looking back always provides a clearer perspective. Building a business is never easy, but I’m proud that we’ve overcome every challenge. I’m continuously learning along the way and there are a few things I would have approached differently.

First, having a clearer understanding of the business and its key drivers from a data perspective would have made life much easier for everyone. A stronger focus on data from the beginning could have helped us make more informed decisions and scale more efficiently.

Second, I underestimated the importance of communication, especially as we started to scale rapidly. Effective communication, both within the team and externally, is a powerful tool that I didn’t fully appreciate early on. It’s something we’ve learned and improved on as we’ve grown, but in hindsight, focusing on it earlier would have made a big difference.

Do you have any tips or advice for an aspiring founder?

Yes, my biggest advice is to be prepared for a journey that is both incredibly rewarding and undeniably challenging. Building a business is not easy. It can be a painful process at times. The lessons you learn and the growth you experience are extraordinary, but you need to be ready to face the personal and professional challenges that come with it.

One of the most important factors in navigating those challenges is having an amazing team by your side. Surround yourself with people who share your vision, complement your skills, and can help you weather the inevitable frustrations and difficulties of turning your ideas into reality.

If possible, having one or two co-founders can make a world of difference. They’ll share the weight of the journey with you, offering support, perspective, and motivation when things get tough. Ultimately, resilience, collaboration, and a strong support system are key to making it through and building something great.

What are your plans and vision for the future of Indie Campers?

Our vision is to become the world’s number one road trip platform and we’re getting closer to achieving that goal. To make this vision a reality, we plan to continue expanding our reach. Currently, we’re present in 3 continents, and we aim to extend our presence into Asia as the next step in our global growth.

That said, our primary focus will be on growing and strengthening our existing business units. Many of these are still in the early stages of development in several locations, so there’s significant potential to build on. Additionally, we’re committed to opening in new markets where we see demand and opportunity.

Another key priority is ensuring that our technology and infrastructure are ready to support our growth for the next decade. Innovation and scalability will be critical as we continue to evolve and provide the best possible experience for our customers.

Lastly, what has been the most challenging part of growing your startup? And the funnier part?

The most challenging part has definitely been learning how to deal with frustration. Building a startup requires a lot of hard work, resilience, and the support of a great team. Without those key elements, it’s difficult to push through the inevitable obstacles.

As for the funnier or rather, the most rewarding parts, there are plenty! First, I’m lucky to work with amazing people, which makes the journey even more enjoyable. What’s especially exciting is that we control the entire customer journey. This means we can make a change today and see its impact as soon as tomorrow. With 99% of our customers traveling directly through us, we have the unique ability to make a meaningful difference in their lives. It’s deeply fulfilling to know that we’re not just running a business but creating moments and memories that stay with our customers forever.

*Interview by Catarina Rebola — Marketing, Communications & Events