TUI’s first-ever global loyalty programme strengthens customer value through a more connected and engaging TUI experience.

TUI has launched TUI Smiles Rewards Club, the company’s first-ever global loyalty programme, enabling customers to collect Smiles across TUI's portfolio – from flights and hotels to packages, cruises, and experiences. The programme is designed to give customers greater value across TUI Group by rewarding them for choosing TUI. Free to join, the club gives customers instant access to members-only rewards, exclusive offers, partner benefits and TUI-only treats. By introducing the loyalty programme, TUI moves beyond transaction-based promotions towards ongoing interactions with customers and a more seamless, relevant and sustainable customer experience.

The club has soft-launched in Finland as a pilot with core features and already launched across the Nordics in Denmark, Norway and Sweden since. Additional functionality, partners and earning opportunities will be rolled out during the year. Further markets and business areas including the United Kingdom & Ireland will be introduced throughout 2026, as the programme is designed to scale across TUI Group – underlining the company’s ambition to build deeper, long-term customer relationships on all verticals.

Amber Pine, Chief Marketing Officer at TUI says: “With the launch of TUI Smiles Rewards Club, we are redefining what loyalty means in leisure travel – creating more reasons for customers to return and engage more meaningfully with TUI, and rewarding them for choosing us time and again. At the same time, it supports our strategic shift towards a more personalised, technology-driven customer experience that delivers long-term value for both our customers and our business.”

Loyalty as strategic growthlever

The global and scalable loyalty programme plays a central role in TUI’s marketing and commercial strategy by supporting growth in all business areas, through increased customer lifetime value, repeat engagement and personalisation at scale. Once fully rolled out, customers will be able to collect Smiles across TUI’s full product range, services and partners – from sun and beach holidays, city trips and cruises to hotel stays, flights, experiences and excursions.

The launch of TUI Smiles Rewards Club by also creates a valuable opportunity for travel retail stores and franchise partners to further strengthen their role as trusted advisors. The programme gives frontline teams a compelling new story to share with both existing and prospective guests: that choosing TUI is not just about booking a holiday, but about entering a more rewarding, long-term travel relationship where loyalty is consistently recognised.

The new loyalty programme also supports TUI Group’s ambition to be AI‑ready in an increasingly agentic future. By connecting customer interactions across TUI’s products, services and touchpoints, the club strengthens TUI’s ability to build richer, connected customer data and insights at scale. This will enable smarter segmentation and more relevant communication, while building AI‑ready foundations to support future intelligent and agentic‑driven customer interactions.

Amber Pine, CMO of TUI, says: ”By shifting our focus from one-off transactions to long-term relationships, TUI Smiles Rewards Club strengthens customer retention and repeat travel in an increasingly competitive market. This approach enables scalable, data-driven growth across TUI’s global ecosystem.”

Designed to grow with customers

TUI Smiles Rewards Club allows customers to unlock richer benefits by collecting Smiles as they engage with TUI. The programme combines progression-based rewards, member‑exclusive offers and games to encourage repeat engagement and deliver long‑term customer value across the TUI ecosystem.

As members make purchases, they progress through three levels with enhanced rewards such as TUI treats, priority service and partner perks:

Level 1 – exclusive benefits and personal offers from partners and the world of TUI, open to all.

Level 2 – more Smiles unlock more benefits, such as faster service through Priority Live Chat.

Level 3 – enjoy most benefits, including all the above and Priority Call Support.

In addition to exclusive offers on holidays and experiences, the club features gamified elements with chances to win prizes, curated TUI perks and new partner benefits designed to add value before, during and after travel. TUI Smiles Rewards Club will continue to evolve, with functionality and benefits expanding as it rolls out market-by-market across the TUI Group in 2026.