How Holiday Extras Used Codex to Rebuild Its App in Two Weeks—and What It Means for Small Businesses
A travel company turned customer expertise into apps faster than ever, showing small businesses a new way to build tools without a big team.

Holiday Extras used OpenAI’s Codex to rebuild its main travel app in two weeks—a task that previously would have taken more than six months. For small business owners, this means AI can help you build tools that understand your customers better and drive growth, no coding team required.
What Holiday Extras Did with Codex
Holiday Extras, a travel company, used OpenAI’s Codex to rebuild its main travel app. According to a case study published by OpenAI on November 12, 2026, the company shipped eight releases in two weeks, each with at least three features. The company says this job would previously have taken more than six months.
Codex is an AI tool that can turn natural language instructions into code. Holiday Extras used it to turn customer expertise into better apps, higher booking conversion, and new possibilities for growth. The company’s CEO Matthew Pack, along with David Lee and Liam Thompson, gave colleagues the confidence to build with Codex.
Why This Matters for Small Business Owners
For small business owners, this story shows that AI can help you build tools that understand your customers better and drive growth—no coding team required. Holiday Extras is a 900-person company, but the principle applies to any size business: you can use Codex to turn your own customer expertise into apps that boost conversion.
The key takeaway is speed. Instead of waiting months for a developer to build a feature, you can use Codex to prototype and ship in weeks. This means you can respond faster to customer feedback and iterate on your product more quickly.
How Codex Works in Practice
Codex works by taking short, sharp spoken or written instructions and turning them into working code. At Holiday Extras, employees used voice commands into Codex, Claude, and other tools to build more of their own software. This means you don’t need to be a programmer to create useful apps.
The company’s experience shows that Codex can help non-technical staff build tools that previously required a dedicated development team. For a small business, this could mean building a custom booking system, a customer feedback tool, or a simple inventory tracker without hiring a developer.
What Small Businesses Can Learn from Holiday Extras
First, start small. Holiday Extras didn’t rebuild everything at once—they shipped eight releases in two weeks, each with at least three features. This iterative approach lets you test ideas quickly and adjust based on what works.
Second, focus on customer expertise. The company used Codex to turn what they know about their customers into better apps. For a small business, this could mean building a tool that solves a specific pain point for your customers, like a booking reminder or a personalized recommendation engine.
Third, give your team the confidence to experiment. Holiday Extras leaders encouraged employees to try building with Codex. You can do the same by letting your staff explore AI tools in a low-risk environment.
The Bottom Line for Your Business
Holiday Extras shows that AI can dramatically speed up software development. For a small business, this means you can build tools that were previously out of reach due to cost or complexity. You don’t need a big team or a huge budget to start.
The company’s results—higher booking conversion and faster response to customer feedback—are goals any business can pursue. By using Codex, you can turn your own expertise into apps that drive growth.
Takeaways
- Holiday Extras rebuilt its main travel app in two weeks using Codex, a task that would have taken six months without AI.
- Small businesses can use Codex to build custom tools without a coding team, turning customer expertise into apps that boost conversion.
- Start small, iterate fast, and give your team the confidence to experiment with AI tools.
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