Cristina Hernández
Cristina Hernández
More than 25 years in the Tourism Industry, working across luxury Hospitality, Travel Tech and international expansion — on both sides of the industry. Not a generalist, and definitely not a headhunter. If I had to choose a word, I'd say strategic matchmaker — because this work was never about hunting. It's about finding the perfect fit that makes both sides grow. My clients don't see me as a supplier. They see me as a strategic partner — someone with real knowledge and criteria about the hospitality, luxury tourism and Travel Tech industry, who understands their business before talking about talent.
I founded Smyt because I kept seeing the same pattern: innovative Travel Tech companies and outstanding hotel brands with strong products and clear strategies that failed to execute internationally because neither the market fit nor the talent strategy were solved at the right moment. And professionals with real potential who couldn't navigate a market they didn't understand well enough to position themselves in it. Those two problems are related — and solving both is what Smyt does.
In late 2022, I travelled to Saudi Arabia for two startup accelerator programmes supported by the Ministry of Tourism and the Ministry of Communications and Information Technology. Witnessing Vision 2030 firsthand — the scale, the ambition, the speed of transformation — was the moment I knew. This was my call. An industry I know deeply, in a market being built from scratch, at exactly the right moment. I deepened my knowledge of the market, the culture, and the language to contribute meaningfully to this shift. I came back and built Smyt — bringing the same focus and commitment I had dedicated to the hospitality and travel sector for over 25 years to Spain, Europe, Saudi Arabia and beyond.
That is the work Smyt was born to do — to bridge the gap between market strategy, technology, and talent.
25+ years in Hospitality &
Travel Tech. Not a generalist.
Built relationship
by relationship.
Strategy and talent,
treated as one decision.
Smyt operates as a boutique — lean by design, not by constraint. For specific geographies and sectors, Smyt works with a trusted network of senior advisors and regional partners who bring deep local knowledge and complementary expertise — particularly in Saudi Arabia and the GCC.
Every partner is someone Smyt's founder, Cristina, has worked with over time, trusts with a client relationship, and would put her name behind.
How the network works
Client Success Stories
European Travel Tech Scale Up
We had known Cristina for years and highly valued her international experience helping travel tech companies scale into new markets.
At a key stage of BEONx's international expansion, Cristina and the SMYT team helped us define and execute our hiring strategy for key sales roles across the DACH region, Northern Europe, and Southern Europe. Their knowledge of local markets, strong network, and strategic perspective were instrumental in identifying the right talent.
SMYT combined rigor, agility, and a deep understanding of our business, becoming a trusted partner in supporting our international growth.
Rubén Sánchez
CEO · European Travel Tech Startup
Global Hospitality & Travel Tech Company
"SMYT helped us tackle the challenge of attracting talent for strategic areas, with a clear vision of the required profile and an agile, precise execution."
I met Cristina during her previous professional stage, where she already demonstrated her strong work ethic and results-driven approach. That prior experience gave me complete confidence in relying on her in this new phase as SMYT's founder, especially for filling key positions within our team, where she has delivered outstanding results.
Her support was key in achieving our growth objectives at a crucial moment. I would particularly highlight her approachable nature, her meticulous attention to every step of the process, and her deep market knowledge. Her approach blends professionalism and dedication, making every collaboration a truly valuable experience.
Co-founder & CTO · Global Hospitality & Travel Tech Company
Professional Transitioning to the Saudi Market
"Cristina helped me build the confidence and strategy I needed to successfully find a job in Saudi Arabia."
I had arrived in Riyadh barely six months earlier and was looking for professional opportunities in Saudi Arabia when I decided to work with Cristina. Her enthusiasm, professionalism and attention to detail made a difference from the very first moment.
With her guidance, I developed an elevator pitch that was fully aligned with who I am, gained confidence for interviews and learned to apply more strategically — properly researching each opportunity before submitting my application.
Her deep knowledge of the Saudi market also helped me better understand how to approach my job search and adapt to a different work culture. Working with Cristina made me feel much more confident throughout the entire process and gave me a very valuable perspective on the local market.
Fabiola M.
Professional transitioning to the Saudi market
Senior Professional in Career Transition
"Job searching is not just about finding a role — it's about finding the right one, without losing sight of where you want to go."
After several experiences where the reality of the job didn't match what had been promised, I knew I needed more than a placement. I needed a clear professional strategy — one that was realistic given my personal constraints and aligned with the career I actually wanted to build.
Working with Cristina gave me something I hadn't found through trial and error: the perspective of someone who operates from the other side of senior hiring processes. She helped me validate what was already working, sharpen my positioning, and walk into interviews with real confidence. The market started responding differently — and I understood why.
What surprised me most is how the focus has evolved. What began as a job search process has become an ongoing conversation about career growth and decision-making. Cristina has helped me decode how organisations actually work, what companies value in senior profiles, and how to navigate corporate dynamics with greater clarity and purpose.
Alba de Juana
Senior Professional in Career Transition
Paraty Tech
"When you're preparing a company for investor entry and significant inorganic growth, you can't afford to get hiring wrong."
We needed to bring in strategic management profiles to lead this growth — and we chose SMYT because Cristina comes from the industry — she doesn't need context, she already has it. That hyper-specialisation in hospitality tech meant she understood our product, our competitors, the ecosystem and not just what profiles we needed, but why they mattered for this stage.
Cultural fit is non-negotiable for us. We knew she would not only find the right candidates, but read and convey who we are — and she delivered exactly that.
Gina
Founder & CEO · Paraty Tech
