Ruuts.travel began as a platform for RV rentals, created by travel lovers who were facing lockdowns during the pandemic. The company has since evolved into a central booking platform that specializes in slow travel and local experiences, focusing on environmentally friendly ways to explore places and addressing the negative impacts of over-tourism. Co-founder Katina Moldovan shared more about Ruuts.travel's plans to expand its reach with Romania Insider.
Ruuts Travel came into being during the pandemic's lockdown period, when its founders sought a safe way to pursue their passion for travel and the outdoors. Given the need to minimize interaction with others, an RV seemed like the most suitable option. Research indicated that there was no RV rental platform in Eastern Europe, prompting the founders to capitalize on this gap and establish one.
Co-founder of Ruuts.travel says.
The project was conceived from the outset with the intention of providing an alternative for those who are interested in slow travel.
We had a broader goal from the beginning: not just a platform for RV sales, but a comprehensive platform for slow travel, offering immersive, eco-friendly, and meaningful experiences. Ruuts.travel was designed to bridge that gap and reimagine how people explore the world at a more leisurely pace.
She finds that the transition from the initial idea to its implementation was remarkably seamless. "The first significant step was gathering the right team, and that occurred rapidly—we found individuals who shared our passion for travel and the outdoors. Having a well-motivated team from the outset made a substantial difference."
Securing our first angel investor, Stelian Bogza, was a pivotal moment in our journey. "It was a perfect match - someone who grasped our vision right away and believed in what we were constructing." With the initial investment, we expedited the process of incorporating the company and began working on Ruuts. What began as a prototype rapidly transformed into a fully operational and transactional platform, and by the end of 2022, we were prepared to launch.
The team found that popularizing the peer-to-peer RV rentals concept was one of their initial goals, and their efforts to do so were ultimately successful.
The turning point came when we began searching for Romanian RV owners to join our platform. At that time, the idea of peer-to-peer RV rentals and digital partnerships was still a novelty in Eastern Europe. Many rental companies were initially hesitant and skeptical about collaborating with us. It took patience and persistence to familiarize the market with our concept and establish trust. But once the first businesses recognized the potential, momentum shifted rapidly. Now, RV companies actively seek us out, eager to list their vehicles on our platform.
Over 200,000 euros were invested in building and scaling Ruuts Travel, covering platform development, RV API integration, expanding travel offerings, and growing a community of over 20,000 members "who share our passion for slow and sustainable travel."
The project began with a three-person core team consisting of Katina Moldovan, Thomas Bangert, and Robert Diaconeasa. "Alongside us, we had a skilled team of developers and a designer who helped bring the first version of Ruuts to reality. It was a thrilling period, filled with enthusiasm, passion, and a shared conviction that we were creating something truly remarkable. As we expanded, we brought in more expertise - first a marketing specialist, then a social media expert, and an operations manager. Each new team member added their own spark, contributing to Ruuts evolving from an idea into a fully operational platform," she explains.
The team currently consists of seven essential individuals: CEO, CCO, social media specialist, marketing and operations manager, front-end developer, back-end developer, and designer. "It's a compact yet effective team comprising people who genuinely believe in the core values of Ruuts—to make slow, sustainable travel more accessible and enjoyable for all, and I am truly thankful for that."
Preparing for a busy 2025
The platform initially focused on offering Romanian motorhomes to Romanian users. "We began as a local RV marketplace, catering only to Romanian users with Romanian motorhomes. This was a specialized service that was in high demand, and it received a positive response. We're now expanding our reach. We're in the final stages of integrating an API that will give us access to up to 4,000 RVs across Europe (7,000 worldwide), making it easier for travelers to explore the continent at their own pace."
It is also offering access to alternative accommodation options, in line with its mission of supporting the slow travel experience. Another aim is to provide alternative accommodation throughout Europe, with a particular emphasis on Eastern Europe.
Expanding into alternative accommodation was the logical next step, in line with our goal of providing a comprehensive slow travel experience. We initially tested the market with Booking.com and Homecamper through a partnership model, and following strong demand, we shifted towards direct API connections. We've now partnered with a major provider, which will soon enable us to offer campsites, luxury camping options, holiday homes, and other distinctive accommodations.
"In the future, we plan to offer accommodation options throughout Europe, with a particular emphasis on Eastern Europe as a destination. Our objective is to inspire travelers to venture beyond the typical tourist routes, uncover lesser-known attractions, and opt for a more immersive travel experience, truly embracing the concept of slow travel," the co-founder states.
This year, Ruuts is in an expansion phase. After working to make experiences available on the platform, it is also planning to launch a referral program and introduce carbon dioxide tracking and compensation, among other new features.
In recent weeks, we have been focused on introducing new experiences, which are now available on our platform. Initially, we launched in Eastern Europe and are now expanding to other parts of the continent, providing travelers with distinctive, immersive activities that reflect the principles of slow travel.
Looking ahead, our key objectives for 2025 include: finalizing API integrations – the RV API is set to be completed by the end of February. The alternative accommodation API (covering campsites, glampings, and holiday homes) will follow in Q2; launching a referral programme – a crucial growth driver to expand our user base through word-of-mouth; introducing CO₂ tracking and compensation – we're integrating a CO₂ calculator and partnering with Trees4Travel to enable travelers to compensate for their carbon footprint; adding an AI travel companion – a smart assistant to help users plan personalized, sustainable trips; and offering eSIM cards – ensuring travelers stay connected while exploring off-the-beaten-path destinations.
Ruuts will soon be available in the UK through third-party distribution, with an expected launch next month. The company also plans to expand into Germany by the end of the year. In the meantime, Ruuts is raising €250,000 in a bridge round to support its growth and technological advancements.
We are set to enter the UK market through third-party distribution in March, building on the successful partnership model we've established with Vola.ro in Romania. Our goal is to expand into Germany by the end of 2025, another strategic market for slow travel.
To further these ambitious plans, we're currently seeking investment, aiming to raise a EUR 250,000 bridge round to drive our growth and technological advancements.
"Our new API integration will allow travelers to book RVs, accommodations, and experiences from various cities across Europe, making slow travel more accessible than ever," the co-founder explains.
The success of the expansion hinges on several critical elements, including the successful incorporation of APIs, strategic collaborations, and financial support.
We are in the process of establishing direct links with major accommodation suppliers to efficiently increase our inventory. Similar to our partnership with Vola.ro in Romania, we are looking for distribution partners in other countries to speed up our growth. Securing this additional funding is essential for Ruuts.travel, as it will enable us to advance our technology and expand into new markets.
Simultaneously, the startup has been chosen to participate in the second phase of Rubik Hub's accelerator program, which supports high-potential startups in their early stages of growth. The accelerator's Ready to Raise program is focused on helping startups prepare for investment rounds, "enabling us to refine our fundraising strategy and strengthen our pitch to investors." This month, they will take part in the Go Global accelerator in Milan, a program aimed at assisting startups in expanding internationally. "We are eager to take advantage of these opportunities to drive our expansion and secure the funding required for our next growth phase," she says.
Better travel choices
The team at Ruuts Travel identifies overtourism as one of the biggest challenges in travel, citing its negative effects on the environment, local communities, and visitor experience.
One of the biggest challenges in travel today is overtourism - a phenomenon where 80% of global travelers visit only 10% of destinations, placing intense strain on popular cities while neglecting other, equally scenic locations. This imbalance not only has a negative impact on the environment but also has profound social and cultural consequences. Many under-visited areas are facing depopulation, transforming once-thriving towns into virtual ghost towns. As younger generations emigrate in search of better opportunities, local customs, crafts, and ways of life begin to disappear. Meanwhile, the overexposure of well-known destinations leads to increasing living costs, pollution, and environmental degradation.
This is why they've made it their mission to provide a travel experience that showcases alternative accommodation options, train travel, and opportunities to engage with the local communities that visitors arrive in.
At Ruuts, we believe that slow travel is the key to a more sustainable and balanced future. Our vision extends beyond being a marketplace - we aim to revolutionize the way people travel. To achieve this, we are developing the world's first SlowTA - Slow Travel Agents, an innovative concept that promotes: alternative accommodations such as eco-lodges, tiny houses, RVs, campsites, and locally owned properties instead of hotels; train travel instead of flights, significantly reducing the carbon footprint of transportation; and one-of-a-kind, immersive local experiences instead of typical tourist attractions, enabling travelers to connect with the local culture and communities they visit.
It is an approach that aligns with the seven UN Sustainable Development Goals, the co-founder explains.
In addition to providing more travel options, we also aim to make a positive impact. Our collaboration with Trees4Travel enables us to plant trees for every booking, offsetting the environmental effects of travel.
As people are increasingly drawn to sustainable travel options, the startup is well-positioned to achieve its objectives. "According to a Booking.com survey, a remarkable 81% of travelers claim they are willing to travel sustainably - yet many still face difficulties in finding practical ways to do so. This is precisely where Ruuts comes in: we aim to make sustainable travel the effortless choice, not the challenging one," Katina explains.
The startup's growth is shaped by its partnerships with big distribution platforms and online travel agencies, expansion of its product offerings, the development of AI-powered tools to simplify slow travel, and investment to enter new markets and increase its impact. "Ultimately, we aim to reroute tourism flows, helping travelers explore off-the-beaten-path destinations, support local economies, and preserve cultural heritage while minimizing their environmental impact."
Ruuts Travel is also offering the Greener Award. It acknowledges European accommodations - not limited to Romanian ones - "that actively contribute to protecting the environment, reducing emissions, and promoting sustainable travel."
Sustainability in travel is no longer a trend; it's a must. Tourism generates nearly 8% of global carbon emissions, and accommodations greatly influence the creation of more environmentally conscious travel experiences. By offering the Greener Award, we aim to motivate businesses to adopt more eco-friendly practices.
Reaching a wider audience
The users of the platform share a common interest in exploring the world in a meaningful and sustainable way. "Ruuts Travel appeals to a wide range of travelers seeking more meaningful and sustainable travel experiences. Many of our users are experience-driven, preferring to delve into local cultures rather than merely visiting popular tourist destinations. They appreciate distinctive accommodations, unconventional transportation options, and travel experiences that enable them to connect with nature and local communities."
As its expansion plans progress, the project is striving to reach a broader audience.
Our platform, which initially catered to environmentally-minded travelers, road trippers, and remote workers, is now attracting a wider range of users. Families seeking peaceful vacations in the great outdoors, couples looking for distinctive accommodations, and professionals seeking work-friendly locations beyond conventional hotels and tourist hotspots are increasingly turning to Ruuts for their needs.
We aim to make sustainable travel accessible to everyone by introducing features such as train travel options, expanding our selection of alternative accommodations, and curating local experiences. Our goal is to provide a wide range of diverse choices that cater to travelers seeking a more immersive and fulfilling experience, while also ensuring that their trips have a positive impact on the destinations they visit.
Currently, Ruuts Travel is gaining recognition within the industry. The company received the World Travel & Tourism Council (WTTC) Award at the Tourism Innovation Summit (TIS) in Seville for their efforts to promote environmentally friendly and community-focused travel solutions, and was among the seven finalists for the Travolution Awards 2024 in the "Startup of the Year" category.
There is no text to paraphrase.
simona@romania-insider.com