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Holiday Extras boosts app conversion by 32.5% using OpenAI Codex

·2026.11.12 18:30

Key point

The travel company also reduced its app error rate from 19% to 9% and shifted from annual to weekly releases.

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Details

  • Holiday Extras used OpenAI Codex to rebuild its main mobile app in two weeks, a task that previously required over six months of development.
  • The rebuild increased open-to-book conversion by 32.5% and reduced the app error rate from 19% to 9%.
  • Development cadence accelerated from annual major releases to weekly releases containing multiple new features within the first month.
  • Non-engineers, including a VP of AI Innovation and an accountant, used Codex to build software and rebuild finance systems based on their operational expertise.
  • The company implemented company-wide ChatGPT Enterprise access and uses OpenAI models to power personalized app experiences.
  • Leadership aims to expand AI administration across business systems, allowing employees to direct work and shape outcomes directly.
openaicodexchatgpt-enterpriseholiday-extrasapp-developmenttravel-technology
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