The Amazon Entrepreneur of the IT Sector: Nilüfer Durukal
Born in Ankara, Nilüfer Durukal is a graduate of Bilkent University’s Business Administration Department. Twenty-eight years ago, she was the only woman player in the male-dominated IT sector, often faced with questions like, “What are you doing in a den of wolves?” — a phrase used by others to call her the “Amazon Woman” of the sector. She is a brave and dynamic entrepreneur, analytical thinker, technology and innovation enthusiast, visionary and foresighted.
We conducted an open interview with Nilüfer Durukal, Managing Partner of Talya Bilişim, about her first steps into the IT world, founding six companies, digitalization in the Turkish and global tourism-hotel industry, and what it means to be a woman in IT.
Can you introduce yourself? How did you enter the IT world?
I was born in Ankara. We are fortunate to have grown up playing on the streets. I always preferred street games and being outdoors. I was a hardworking and disciplined student. Before university, I didn’t even know business administration existed as a field. I wanted to study something where I could apply my organizational and communication skills. I initially enrolled in economics, but I enjoyed business courses in my first year so much that I switched to business administration. I graduated from Bilkent University’s Business Administration Department. When I finished school, I wanted to work in marketing or sales, so I started my career in a sales-heavy position.
My first job was as a customer representative at 4K Bilişim, a computer hardware wholesaler selling through dealers. I loved it and was very successful. My interest in technology and innovation led me into the IT world.
How did starting your career in sales shape your path?
Marketing and sales are all about communication. Following and learning about human psychology and consumer behavior helps you better understand yourself. It teaches you good analysis skills and insights into decision-making processes and motivations. Basically, it teaches you life itself.
How did you discover your entrepreneurial spirit?
I’ve always been excited by starting from scratch, managing, and growing a business. I started entrepreneurship motivated by this. While most of my university classmates became bankers (and I did a summer internship at a bank), I realized banking wasn’t for me. Being part of an existing system wasn’t my style.
When you have your own company, you have to face the consequences of every step you take directly. Though sometimes tough and stressful, I preferred that. So far, I have founded six companies. I sold two, had to close one during the 2001 crisis, and three remain active — one of which is Talya Bilişim.
How did the idea for Talya Bilişim come about, and how did you decide to incorporate it?
I started in IT hardware, but that sector is highly affected by exchange rate fluctuations, with high risk and low margins. So, I decided to switch to software. I was already discussing “what can be done” with one of my current partners. If you know what you want and are determined, opportunities come naturally. That’s how Talya was born.
Talya Bilişim has been developing technology for over 25 years, with offices in Antalya, Ankara, Istanbul, and London. We provide solutions to Turkey’s largest public institutions, tourism, and health companies, and export software abroad. Our software helps users electronically monitor financial, operational, and administrative processes in detail and provides management with fast decision-making and full control via accurate analytics.
Our products for tourism and hospitality include ELEKTRAWEB Hotel Management System, ELEKTRAWEB POS Restaurant and Club Automation Systems, KIMLIKOKUR identity and passport reading system, iSAFE Internet Security and Logging System, OPEX Operations Management System, and REZERVASYONAL online reservation and Channel Management solutions.
You’re happy to support the tourism and hotel sector’s digital transformation, especially during the pandemic?
Yes. With the pandemic, consumers wanted to receive services with minimal contact, accelerating digital transformation in the sector.
How does Talya Bilişim create synergy with Turkish tourism?
Our Elektraweb software, designed specifically for the sector, stands out as a pioneer by introducing digital transformation with advanced communication modules that enable social distancing.
With Elektraweb’s contactless guest applications, we created a solution for the pandemic while opening new revenue streams for hotels. Online check-in, online reservations, keyless room entry, online purchases inside the hotel, reporting issues, and filling surveys—all these functions are available via this application.
Technology grows at a dizzying speed, but staying human-centered is the most important thing.
We also developed the elektrahotels agent platform that connects hotels with agencies, allowing agencies to see real-time availability and prices directly, and quickly make reservations at the agency’s net prices.
How far along is Turkey’s hotel sector in digital transformation?
Hotels have understood and rapidly implemented digital transformation. Web technologies are popular because they reduce costs and provide high security.
Mobility, AI, and augmented reality applications enhance functionality and offer additional revenue opportunities.
Many hotels have digitized their service production: room sales, restaurant services, accounting, and reservations are all online.
Our Elektraweb software enables end-to-end digitalization — from reservation (including online) to guest’s entire stay and post-checkout follow-ups—all integrated through the software.
Currently, 1,300 hotels use Elektraweb and have completed digital transformation. 4,000 hotels using our desktop version have completed about 50% of the transformation. The rest is moving to cloud and web technologies, which remain the main area of growth.
How has the pandemic accelerated digitalization and what impact has it had on hotel competitiveness?
The pandemic sped up digital transformation. Consumers’ desire for contactless service most affected the tourism and hotel sectors.
Restrictions, social distancing, hygiene concerns, and avoiding touching became crucial. Post-pandemic, hotels able to minimize concerns through digital solutions have gained a competitive edge.
Digitalization is now essential for hotels to reduce costs, increase efficiency, and provide personalized guest services.
What are the benefits of user-friendly systems and open communication channels for hotels?
User-friendly systems are easy for both hotel staff and guests to use without special training. Systems guide users via screens.
Continuing communication with guests before, during, and after their stay is vital. Mobile and contactless guest apps enable this.
For example, guests can book a yacht tour or golf tee time via the hotel’s app, complete surveys digitally, and report problems while still on-site, allowing hotels to respond promptly.
What solutions has Talya Bilişim offered during this process?
Talya has a strong software team of 122 people, 80% of whom are technical experts with over 10 years of experience.
When the pandemic started in March 2020, we developed Contactless Guest Applications in just three months, enabling check-in without front desk visits and remote room unlocking. This helped hotels quickly adapt to safe tourism standards.
We also enabled the sale of hotel extras through mobile applications.
Where is digitalization heading globally in tourism and hospitality? Any new trends?
Future trends include personalized guest satisfaction and vacation concepts targeting different age and demographic groups.
The Turkish tourism and hotel industry will continue to be an economic locomotive by focusing on people.
The pandemic accelerated the pace of change globally, which will continue. AI will play an increasingly significant role.
Hotels have started using AI in price management to sell rooms at the right price and optimize occupancy—a trend that will grow and shape the industry’s future.
How is Turkey positioned in the global IT landscape?
Turkey has the potential to be a technology hub but needs to change its mindset.
The idea that “we are a country for mid-level technicians” must be abandoned.
Change mostly comes from individuals and private sector, with delayed government support.
Government incentives should be urgently reviewed.
Technology education should start early, including coding and basic AI in primary school curricula.
Private sector companies producing technology should also fulfill social responsibilities by providing internships and talent management.
Preventing brain drain must be a top priority.
How to address the qualified workforce shortage and integrate young talent?
Young people are naturally tech-savvy, curious, and fast learners, especially Gen Z who have grown up with the internet.
We have excellent schools producing great engineers, but retaining talent is the challenge.
After the pandemic, remote work allows our skilled employees to work anywhere globally.
My advice to young people entering the sector is to follow their excitement and passion—learning is faster and knowledge sticks better when motivated.
Dream big and don’t listen to “you can’t” — empower your dreams, and you will succeed.
What is it like being a woman in the IT and technology sector?
Technology is one of the fields where gender matters least, especially as online work and project-based tasks become more common.
However, in our geography, societal views about women slow progress.
Therefore, it’s crucial to develop analytical thinking early, keep up with innovations, and dare to dream and act boldly.
Despite challenges like being the only woman in a male-dominated sector 28 years ago, I succeeded by focusing on work and creating impact.
You are known for strong social responsibility. Can you tell us about the organizations you’re involved with?
Since 2018, I have been a member of KAGİDER (Women Entrepreneurs Association of Turkey), which aims to empower women economically through entrepreneurship.
I provide training and mentorship to female entrepreneurs, contribute to youth and entrepreneurship strategy groups, and facilitate workshops such as Google’s #IamRemarkable initiative.
What are your future plans? Any new ventures?
Our priority is to make all solutions fully web-based, continuing Elektraweb’s success with Medisoft and other products.
We aim to expand in health tourism, where we already have infrastructure.
We are growing internationally: Elektraweb is used in nearly 60 hotels in Azerbaijan, and we have distributors in Macedonia, Romania, Dubai, Egypt, Pakistan, Belgium, Nigeria, Bulgaria, Morocco, and Ivory Coast.
Over 100 hotels abroad have adopted Elektraweb, with plans to expand mainly in Africa and the Balkans, while also targeting the large American and European markets.
Making Elektra a global brand is our biggest dream and plan.
I also want to intensify mentoring and support for young entrepreneurs and share my knowledge more.
