BY ROB SMENTEK
L to R: Head Chauffeur Andres Garcia, Dispatch & Operations Maria del Mar, CEO Rodrigo Medina, Commercial Director Stacey Thompson, Commercial & Operations Iveta Metrikis, and Head Chauffeur Olimpiu Deac
When IbizaVipBus CEO Rodrigo Medina began working in the ground transportation business on the Spanish island of Ibiza, he had no idea that he’d eventually be offering his services to some of the biggest movers and shakers of the world. In fact, he came into the industry through the pulsing lights and music of his city’s renowned nightlife nearly 20 years ago.
“I used to be a director at an exclusive nightclub, but I knew that job was going to have an end date,” says Medina.
As part of the package, the club would hire coach services to transport clients coming from abroad, through which Medina got to know the owners. Contemplating his future, Medina struck up a conversation with one particular owner about how he could open his own transportation business in Ibiza. Because many of the drivers at the time lacked the proper and legal licenses, Medina was concerned about how to do it legally.
Through these discussions, Medina was presented with an opportunity to essentially have a turn-key operation from the beginning with five buses and a license to operate.
“I went back to my wife Myrtha and talked it over. Even though I didn’t have a license to drive a bus at the time, we bought the business in 2008 and have been partners ever since,” says Medina.
The gamble paid off. Medina and his wife were instantly intrigued by the industry, quickly finding a niche.
Rodrigo Medina and his wife (and co-owner) Myrtha Canedo Torres with a Mercedes G-Wagon “When we bought the company, we technically had five coaches, but they were actually more like five skeletons—because they were so old,” he jokes. “But they were doing the job, you know, so we started doing group work and then nightclub work. Because I was in that industry, many clubs asked me to move bigger amounts of people.”
By 2009, however, Medina started to have a new vision for the burgeoning company. By design, he deliberately avoided large-volume, multi-stop transfers common in mass tourism, preferring direct, bespoke client relationships. This business model led him to upgrade the fleet with his market’s first 16-seat Mercedes-Benz Sprinter with leather upholstery, captain’s seats, and a table. Furthermore, Medina also made the decision to leverage technology to grow the business.
“Early on, with the help of a designer, we built a website, incorporating Google Maps and Google Business. This was in the early days when virtually no one in Spain was using these tools. Similarly, I was the first person on the island to start doing paid advertisements with Google AdWords. And I started to do a lot of direct quotes and inquiries coming from the webpage—it was really easy for us.”
“Maybe it’s a cliché, but for us it’s all about the personal touch that we share with the client.” – Rodrigo Medina, CEO of IbizaVipBus & Madrid Chauffeur
Being a trendsetter led IbizaVipBus to develop a name for itself on the Spanish isle, ultimately attracting high-net-worth clients and leading Medina to quickly cater to this important client base. In addition to their signature Sprinters and V-Class vans, the fleet was expanded to include everything from Maybach to Mercedes S-Classes. Today’s fleet now includes SUVs, like Range Rovers and the in-demand and ultra-luxe Mercedes G-Wagon.
“This is something that that no one offers, at least in Spain,” says Medina.
But ultimately, Medina says that IbizaVipBus is about more than its high-end vehicles. “Maybe it’s a cliché, but for us it’s all about the personal touch that we share with the client. We don’t look for the volume—it’s actually about providing a higher quality and more tailored service for each client. Although I cannot disclose the names of our passengers, I can say that we provide trusted service for very, very high-end customers. We do personal things for them and their families. We were able to take our service to another level.”
Rodrigo Medina at Plaza de Toros de Las Ventas in Madrid This includes exclusive access at the airport.
“One thing that really stands out for us is we were able to get all the certifications to access the tarmac. This is next to impossible in Spain. We do it ourselves—not through a third party,” he says.
Leading FBO network AviaVIP appreciates the door-to-door service that IbizaVipBus can provide to its client-base.
“Rodrigo’s company is the only one to have access to the tarmac for his guests,” says AviaVIP Station Director Carlos Marquez Grant. “What’s more, he demonstrates the ability to be there for clients within five minutes. Few companies have the resources and fleet size to accommodate customer requests. Whatever needs to be done, they do it.”
The personal touch goes beyond providing luxurious rides. It’s about often going the extra mile. Or in one case, going an extra 1,000 miles.
“The wife of a billionaire forgot her phone in Ibiza, but they were leaving on a private jet,” shares Medina. “They were literally calling me from the plane, saying that they can’t find their phone. Luckily, we found it in one of the vehicles. They were desperate and needed that phone urgently. We ended up putting my son on a flight to the UK to deliver it in person, and he was delighted to do so. He stayed in the house of this billionaire for the night. Our customers trust us to do the right thing.”
That trust extends past the island, too. Medina expanded their footprint to the Spanish mainland, opening Madrid Chauffeur in late 2024.
“It has been an amazing setup because it allows us to work with clients that perhaps didn’t use us too much on the island. Now I can cover most of the country. We have a lot of jobs where we drive from Madrid to Malaga or Marbella, we go to Bilbao, or even drive people from Madrid to Lisbon to Porto,” he says, highlighting trips that cover hundreds of miles.
L to R: Madrid Chauffeur Head Chauffeur Mattia Bortolaso, Rodrigo Medina, and Director Mario Rui Alves Correia The initial plan for Madrid Chauffeur was to eliminate the slow periods that occur in Ibiza, and even to share fleet between the locations so that they weren’t idle for weeks at a time.
“The busy season only lasts in Ibiza for six or seven months,” says Medina. “I wanted to have a smoother curve of sales. So, during the slower winter in Ibiza we move a lot of vehicles, like our Sprinters and some of our coaches, to Madrid. The synergy that we created is really amazing, and now we are in the process of buying a company in Barcelona also. We’re trying to finalize it before the end of the year.”
Medina’s elite clients also request work from the company outside of the country.
“Most of our clientele needs transportation throughout Europe and other markets. Last year, we handled a client at the Met Gala in New York as well as a job in Washington, D.C. Through an alliance with a New York-based company, I have two cars that operate there exclusively. The clients like our service and the way we sort it out—they’re happy,” he says.
Sometimes dealing with the rich and famous requires a level of service and discretion that can’t be handed off to even the most trusted affiliate. A literal hands-on approach is often mandatory.
FBO network AviaVIP Station Director Carlos Marques Grant (left) with Rodrigo Medina “I have a chauffeur who is the top guy for one of our biggest clients. When this client is in Madrid, this chauffeur flies on the billionaire’s private plane with him. So, tell me, how many clients fly with their own driver from an external company in their private jet? You know why? It’s because he’s more than a driver; he’s almost like a psychologist.”
Next level care is standard for IbizaVipBus. Vehicles for the high-net-worth clientele are specially equipped with medical kits and defibrillators. Similarly, many of the company’s chauffeurs are trained in CPR. But the seamless service they aim to deliver isn’t just for the benefit of the VIP.
“When all these ultra-high-net-worth clients travel, they always come with security and their own doctor. And I learned from them. For example, when I was speaking to a security officer many years ago, he asked if we had a specific Israeli bandage that was so important. Soon after, I added them to all my tactical kits. Why? Because it’s important that we make an impression not just on the main passenger, but on the team that takes care of the main guy. I try to offer the sort of things that they will appreciate. It’s the little things that set you up with a customer for life,” says Medina.
During the peak seasons, IbizaVipBus and Madrid Chauffeur have roughly 45 employees. That’s the sweet spot for Medina.
“Although sometimes we have to hire extra drivers during big events, I don’t want to be a company of 200 employees, to be honest,” he states. “I want to be dedicated to our amazing clients. And we actually enjoy clients that are demanding and push us.”
Medina maintains that IbizaVipBus is far from a one-man venture; in fact, his family plays a key role in its operations.
L to R: Andres Garcia, Rodrigo Mendina, and Olimpiu Deac on Ibiza’s coast “This is more than a business; it is a family project built with dedication, experience, and a lot of passion,” says Medina.
He states that Myrtha has been absolutely integral since the pair purchased the company.
“Myrtha owns 50% of the company and is also in charge of operations and accounting; she plays a vital role in the day-to-day management of the business.”
Also involved is the couple’s eldest son, Matias, 21.
“He has worked with the company for three years at the FBO in Ibiza, dealing directly with customers from the private aviation industry. This year, he is also helping the company with our meet-and-greet service at the airport, handling tarmac arrivals and departures.”
Medina’s youngest son, Juan Bautista, 18, has recently come aboard the company, assisting when not studying in Madrid.
“He helps us remotely whenever possible. During the summer, he comes to the office every day and supports the commercial side of the business, as well as doing some dispatch work. He is starting to really feel the pulse of the industry,” says Medina.
However, though he wants his operation to be tight-knit and familial, there’s one word Medina would never use to describe the company.
“I don’t like to use the term ‘boutique’ because it gives the impression that you are small. And we are not small. We offer big service. We try to be a five-star grand luxury operation. The fact is, if I had a high-volume customer base with thousands of clients, I would not be able to dedicate my time to all the little details,” he says.
Working on his business is important to Medina, and when the winter rolls around, you can bet that you’ll find him at the CD/NLA Las Vegas Show, an experience he calls “life changing.”
L to R: Maria del Mar, Rodrigo Medina, and Stacey Thompson at IbizaVipBus headquarters “I was introduced to the CD/NLA Show in 2020. A friend from the industry took me for the first time and it really opened my mind,” says Medina. “It is so focused and so targeted for our industry. You can network. You can meet good people. I can honestly say that the show inspired me to move into different markets, like Madrid. I never considered it before. Approximately 30% to 45% of my revenue comes from connections at the shows. It’s also really good to be connected to other people in the industry and know that they appreciate the way you work for them. It has been a game changer.
Although Medina and his staff are often jet-setting to other parts of Europe or crossing the Atlantic to the U.S., the CEO’s heart lies in Spain, particularly on his beloved home island of Ibiza.
“Actually, I was not born and raised in Ibiza, but all my family is Ibicencan. I always had a very tight relation with the island because I started to come here in the summer from Argentina when I was seven years old. And I fell in love with it. So, I found a place in the world where I want to live and die, although I’m not from here, but my roots are really, really strong with the island and with Spain. It is an amazing island where I’ve found a lot of history about my family. My great-grandfather was the mayor of Ibiza and my grandfather was a doctor here. But I have the best of the two worlds now. I have the city life if I want in Madrid, and I have the island life.” [CD0726]
