Building a data-driven, efficient culture with AI

Holiday Extras⁠(opens in a new window) is the European leader in travel extras, helping travelers find the best airport lounges, hotels, parking, and insurance. They’ve been around for over 40 years, but have stayed on the cutting edge of innovation in the travel industry. To keep ahead of the competition, they rolled out ChatGPT Enterprise to hundreds of employees to support innovation and creativity across the organization.

Empowering employees in a competitive industry

As the leading travel extras provider in Europe, Holiday Extras serves an international user base, which comes with a slew of challenges. Giving one example, Annette Reuther, Head of Growth (Europe), explained, “We have a single marketing team that’s responsible for many markets, which means we need marketing copy in many languages, from German to Italian to Polish.” Other areas of the business, like customer support, also face these challenges of scale.

An additional challenge has been data fluency. Holiday Extras has a data-driven culture and relies on dashboards and metrics frequently. But while many employees are comfortable writing SQL to do their own data analysis, those employees who are less technical or data-literate might struggle. And some parts of the organization—like design, which has traditionally been a more qualitative function—are looking to become more metrics-driven and rigorous to magnify their impact within the company.

“Our ambition is to be known as the leading travel-tech innovator, and AI is key to that story. Our leadership sees the OpenAI partnership as critical to maintaining our innovation moat.”

David Norris, Chief Growth Officer

ChatGPT Enterprise has fundamentally changed the capabilities of the Holiday Extras team, and every function has experienced their own superpowers with this technology.

Within a few short months of adoption, teams across the company have used ChatGPT to:

David Norris, Chief Growth Officer