Gina Matheis, founder and CEO of Paraty Tech, recently received Deloitte’s Women in Tech award, marking another milestone in her journey building one of the hospitality industry’s most comprehensive booking engine platforms. The recognition comes as her company, which started with modest ambitions to help hotels increase direct sales, now expands into the United States market after establishing strong footholds across Iberia and Latin America.<\/p>\n
Matheis’s entry into tourism began unexpectedly at age 18 while seeking summer employment that would utilize her multilingual background. “I started working as a children’s activity monitor at a holiday hotel in Torremolinos,” she recalls. “That’s where I truly discovered the tourism sector. I realized I enjoyed working with people who were coming to enjoy themselves, to have pleasant experiences. I felt I could be part of that special moment in their vacations.”<\/p>\n
This early experience led her to pursue formal tourism studies and eventually launch Paraty Tech with her brother. The company’s initial goals were far more modest than its current international presence might suggest. “Basically, we wanted to survive and secure a recurring income that would allow us to make a living from our project,” Matheis explains. “We had identified a need in the sector and decided to launch ourselves to address it. At that time, our objective was to make ourselves known, consolidate the project, and build a professional career around the company.”<\/p>\n
The first years demanded extreme versatility from the founding team. “The main learning is that entrepreneurship means being multitask and having enormous adaptability,” Matheis notes. “In the early years, I did practically everything: sales, administration, customer service… practically anything that was needed. The technological part was handled by my brother, but the rest of the business required assuming many roles simultaneously.”<\/p>\n
Despite the challenges, Matheis maintains her recommendation for aspiring entrepreneurs. “It’s a very beautiful experience. That said, for it to work, several circumstances have to come together: detecting a real need in the market, having your proposal accepted, and being willing to work many hours. There is no successful company where the founders haven’t had to sacrifice part of their personal life for years.”<\/p>\n
Paraty Tech’s mission centers on helping hotels and other accommodations increase their direct sales through their websites and telephone channels. The company serves a diverse client base including independent hotels, hotel chains (both large and small), camping\/glamping sites, hostels, and aparthotels.<\/p>\n
“Traditionally, we’ve worked a lot with holiday hotels, but increasingly more urban hotels are joining our portfolio,” Matheis explains. “Geographically, we have a strong presence in Iberia and Latin America, especially in the Caribbean, and recently we’ve begun our internationalization process in the United States.”<\/p>\n
Hoteliers typically seek a technology partner offering comprehensive solutions to boost direct sales. “To sell more through direct channels, you have to work in different areas: a website focused on conversion, a simple and agile booking experience, tools that allow selling additional services or experiences, a well-attended telephone, and a solid digital marketing strategy,” Matheis outlines.<\/p>\n
Paraty Tech’s proposition includes a complete suite of solutions: booking engine, web design, digital marketing, and telephone support services for hotels needing call center assistance. “Everything is connected with the hotel’s technological ecosystem (PMS, channel manager, etc.) so the process works in an integrated manner.”<\/p>\n
Artificial intelligence has become deeply embedded in Paraty Tech’s operations. “We started integrating it into development processes to improve the technical team’s efficiency and productivity,” Matheis reveals. “Subsequently, we’ve also incorporated it into booking processes and various engine tools.”<\/p>\n
She believes the terminology will soon evolve. “I think within a short time we’ll stop talking about ‘AI’ as something separate, because it will simply become part of all the tools we use. It will be something integrated into the sector’s daily life to improve user experience, efficiency, and productivity.”<\/p>\n
The company’s educational approach has evolved alongside industry awareness. “When we started, there was much more unawareness about the importance of direct sales,” Matheis observes. “Much more intensive training work had to be done. Today, hoteliers are already clear that the direct channel is strategic. However, the technological environment changes very quickly, and that forces everyone to constantly train ourselves. Our approach is to train ourselves first and then transfer that knowledge to our clients to help them stay updated.”<\/p>\n
Receiving the Women in Tech award prompted reflection on gender representation in the technology sector. “I’ve received it with immense gratitude. It’s a recognition I value greatly,” Matheis acknowledges. “But, above all, I would like there to be many more women dedicated to the technology sector and occupying positions of responsibility in future editions. Nowadays, we’re still few. In my daily professional life, I’m still mostly surrounded by men, and I would like that to change in the coming years and for more and more women to lead technological projects and companies.”<\/p>\n
Personally, Matheis considers herself fortunate regarding gender discrimination. “I’ve never felt sexism or perceived a glass ceiling in my professional career. I’ve grown professionally little by little and have always surrounded myself with people, both men and women, who have been very positive and supportive.”<\/p>\n
However, she acknowledges broader structural issues. “It’s true that most high-responsibility positions are still occupied by men. I think it would be positive to see more women leading technology companies. One area where much progress can still be made is in work-life balance. Statistics show that the care of children or elderly people still falls mostly on women. That is probably one of the factors that conditions their presence in certain positions. That’s where governments can play an important role by promoting measures that facilitate real work-life balance.”<\/p>\n
Matheis offers nuanced guidance to younger women beginning their careers. “I would tell them to fight for what they believe in, but also to understand that success is usually a combination of several factors. On one hand, there’s talent\u2014discovering what you really have a special capacity for. For example, I always loved ballet, but my genetics would never have allowed me to become a professional in that specialty. Luck also influences. And then there are factors that depend directly on oneself: discipline, resilience, continuous training, and hard work. When those elements combine, the probabilities of success increase greatly.”<\/p>\n
Looking toward 2030, Matheis sees fundamental human desires persisting despite technological transformation. “The world is changing very fast, so it’s difficult to predict exactly how the sector will be in 2030. What I am clear about is that people will continue wanting to travel. Artificial intelligence may transform many things, but it won’t replace the human desire to discover new places, enjoy experiences, or share moments. That’s why I think tourism will continue being a solid and exciting sector to work in.”<\/p>\n
For Paraty Tech specifically, Matheis envisions sustainable growth. “I would like to read that Paraty continues growing sustainably and adding value to all its clients, its team, and its suppliers.” The company’s journey from a survival-focused startup to an international technology provider demonstrates how identifying genuine market needs, combined with relentless execution and adaptability, can transform modest beginnings into industry leadership positions that reshape how hotels connect with their guests directly.<\/p>\n","protected":false},"excerpt":{"rendered":"
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