Holiday Extras is a 905-person travel company in the UK. Its Director of AI Engineering, Jason Jack, first put Superwhisper in front of CEO Matthew Pack. He adopted it himself, proved it across his own work, then pushed it through his senior team and out toward the wider company. Voice is now becoming the default way people there get thinking out of their heads and into the machine.
It turns the computer from something you type into, into something you talk to. This is a tool of the future. For me it has been life-changing.
The challenge
For a leadership team that thinks faster than it can type, the keyboard was the bottleneck. The friction showed up everywhere:
- Leaders and teams losing thinking to the friction of typing, editing themselves mid-thought instead of getting ideas out.
- A CEO with developed product and strategy thinking, but little time to write it up. Typing caps out around 70 words a minute; speaking is far faster.
- Constant context-switching across people, product, customers, strategy, and board papers.
- A customer relations and contact centre operation handling roughly 15,000 contacts a week, where empathy, accuracy, and speed all matter at once.
- An enterprise security bar that any new tool had to clear, with customer-sensitive and commercially sensitive data in play.
Speaking frees thought. When you type, you are often editing yourself as you go. When you speak into the machine, you can stream your consciousness, then let the model structure, clarify and polish it.
The solution: voice as the input layer, end to end
Holiday Extras' Director of AI Engineering, Jason Jack, first put Superwhisper in front of Matthew. He adopted it himself, proved it across his own work, then pushed it through his senior team and out toward the wider company, where it grew into company-wide adoption. The workflows that stuck:
One-to-ones and tactical empathy
He takes notes by hand during a meeting so he can focus on listening, then speaks those notes back into Superwhisper afterward to turn them into something structured and useful.
Big thinking, captured from anywhere
Long product and service ideas that used to sit unwritten now get dictated on the move. By speaking instead of typing, he gets roughly three times as much raw thinking into the machine.
Driving AI coding tools
Short, sharp spoken instructions into Codex, Claude, and other tools as Holiday Extras builds more of its own software.
Sharper board reports
Rather than editing quarterly board reports by hand, Matthew speaks his feedback over the top of each one. The original document and his spoken steer are then combined into a tighter, sharper second version.
Customer relations at scale
In the contact centre, where issues are difficult and tone matters, voice input plus AI structuring helps teams respond accurately, humanely, and fast.
Company-wide deployment
Delivered through Holiday Extras' software service so colleagues can install it, with training to help people get comfortable speaking in an open-plan office. The rollout reaches desk teams across Europe and offshore colleagues in India, Bulgaria, and Vietnam.
My team brings me the quarterly board reports and I Superwhisper over the top of each one. I give my view and my steer verbally, then we publish a much sharper, much shorter version. I would never have been able to do that before.
Built for an enterprise security model
Approval was fast because the data model fit an enterprise environment from the start. Superwhisper processes locally, and Holiday Extras runs it through its own models and existing enterprise accounts with OpenAI and Anthropic. API keys point into ring-fenced enterprise accounts rather than opening an uncontrolled path for data, which matters in a travel business handling customer-sensitive, operational, and commercially sensitive material.
The data is local, and we can run it through our own models and enterprise accounts. The API keys go into our ring-fenced enterprise accounts rather than creating an uncontrolled path for data.
The results
For Matthew, the input layer has changed. He gets two to three times more done on the kinds of work where clarity is the bottleneck, and his teams ask fewer follow-up questions because more of his thinking lands properly the first time. The deployment is still climbing: it started with him and a handful of early adopters, moved through a senior leadership group of around 30, and is now heading toward everyone at Holiday Extras who can benefit.
- 2–3× more done on high-value work, by the CEO's own estimate.
- ~30 senior leaders adopted it as it rolled from the top down across Europe.
- Landing hardest in customer relations, the contact centre, and executive work.
- Fast security approval, thanks to local processing and ring-fenced enterprise API keys.
Key takeaways
- 1Lead from the top. The CEO drove adoption personally before asking anyone else to.
- 2It's an input-layer change. The gain is clearer thinking captured faster, well beyond simple dictation.
- 3It lands where empathy meets speed. Customer relations, the contact centre, and executive work felt it first.
- 4The enterprise data model wins the security review. Local processing plus ring-fenced API keys made approval quick.
- 5Train for the habit. People need a little time to get comfortable speaking to the machine — build that in.
Private and secure by design
Superwhisper runs on-device, so audio never has to leave the machine. For teams, that means voice input without a new uncontrolled path for sensitive data.
- On-device processing
- SOC 2 Type II
- HIPAA BAA available
- Bring your own keys
Want this across your organisation? Start a free two-week enterprise trial, or talk to the team about a rollout like Holiday Extras'.