From First Steps to Full-Time Hires: How Booking.com and HerFuture Are Shaping the Future of Women in Tech

“The biggest benefit? Direct access to such an engaged, talented, and motivated community of women in tech within the Netherlands.”

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When Gaby Patenaude, Early Careers Engagement Lead at Booking.com, first heard about HerFuture, the platform was still in its early days. “It was one of those first calls where you just know there’s potential, ” she recalls. “We were building our early careers strategy, and HerFuture was building a community. We both wanted the same thing: to make careers in tech more accessible, starting at the student level. The timing was perfect.”

As one of the world’s leading tech travel companies, Booking.com connects the entire traveler experience with one easy solution.  so a lot of people see it as just a travel company. What we would like to emphasize is that it is a tech company, because to power all of those travel products there is a lot of tech behind it.

What made HerFuture stand out wasn’t just its mission: it was its local knowledge. “Since we focus our early-careers hiring on the Netherlands, we loved that HerFuture was a Dutch organization that truly understands the market, the universities, and the student community.”

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Not your average agent

From the beginning, HerFuture’s approach to engagement stood out. “So many recruitment events can feel intimidating,” Gaby says. “What I noticed right away with HerFuture was how uplifting everything felt. The energy was different. Everyone was welcome: no pressure, no competition. Just pure, community-driven connection.”

The first collaboration, a launch event in June, set the tone. “We realized immediately: this wasn’t just another student event. It was a jackpot. The room was full of brilliant, motivated young women in tech who wanted to talk to us.” That one event planted the seeds for something bigger.

Bringing tech careers to life (but make it vibey)

In October, Booking.com hosted its first full-scale in-house day with HerFuture, and the experience was nothing short of amazing. “We had over 200 people on the waitlist. The event itself felt like a party, but with real learning baked in,” Gaby laughs. There were technical interview workshops, panels featuring current graduate hires, and even an office scavenger hunt. “Some of our teams said, ‘This is not like any other event we’ve ever done.’ It was fun, personal, and the energy was just contagious.”

That energy translated into real results. “We hired two women from the HerFuture community. Laura joined our software engineering internship, and Lexi joined our graduate program. For us, that’s the ultimate measure of success.”

Both candidates came from very different stages in their academic journeys. One was just beginning, the other preparing to start a full-time career in tech. “It was amazing to meet two students in such different places and realize that both were a great fit,” says Gaby.

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“HerFuture has launched our company and our programs into a whole new community. It wasn’t just a one-off spark. There’s long-term interest. And that tells us we’re building something sustainable.”

Meeting students where they are

“A lot of students have the skills. They just haven’t cracked the code of big tech recruiting yet,” Gaby explains. “HerFuture helps break down those barriers. It shows them: yes, you can belong here.”

The students who attended the in-house event didn’t just show up. They stayed engaged. Some returned for shadowing days, others followed up with applications, and several became long-term candidates. “It wasn’t just a one-off spark. There’s long-term interest. And that tells us we’re building something sustainable.”
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A partnership that feels like a team

Behind the scenes, the collaboration was just as positive. What stood out to Gaby most wasn’t just the impact: it was the dynamic. “It feels like we’re just brainstorming with friends. You come in with a clear structure, but there’s so much room for creativity. That flexibility is rare.”

The HerFuture team worked closely with Booking.com to co-create formats that aligned with their talent goals, suggesting new ideas and responding quickly to feedback. “You listened to our ideas, shared yours, and adapted things in a way that felt tailored, not templated.” That adaptability paid off. “As HerFuture’s platform evolved, with the app and new services, we felt like we were growing with you,” Gaby says. “It never felt static.”
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“We had people coming from different teams and they were like “This is not like any other event that we've ever done.””

Measuring what matters

While direct hires like Laura and Lexi represent short-term success, the real value of the partnership is unfolding over time. “Some students may not be ready to apply today, but thanks to HerFuture, they now know who we are,” Gaby says. “That awareness could translate into a hire years down the line. HerFuture has launched our company and our programs into a whole new community.”

Another unique strength is HerFuture’s strong local focus. “We really value that HerFuture is based in the Netherlands. You know the student market, the university ecosystem, and the talent pools,” Gaby explains. “You’re helping us reach groups we might not access otherwise.”

As the tech landscape continues to evolve, especially with the growing focus on AI, Gaby sees even greater opportunity ahead. “A lot of students are diving into AI now. That’s the kind of talent we need, and HerFuture helps us stay connected.”

What’s next?

With more events in the pipeline and continued collaboration ahead, Booking.com is optimistic. “We’re excited about where this partnership can go,” Gaby shares. “And the best part is, we know HerFuture is only just getting started.”

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“As HerFuture has grown, you’ve just kept providing more and more services for us as a company. There’s unlimited potential where this could go—and that makes us genuinely excited to partner more in the future.”

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Read all about Booking.com here

Want to learn more about partnering with HerFuture to build your next generation of tech talent? Let’s talk!