TUI has launched TUI Smiles Rewards Club, the company's first global loyalty program, which allows customers to collect "Smiles" across TUI's entire product portfolio: from flights and hotels to holiday packages, cruises, and experiences. The program is designed to offer greater value to customers within the TUI Group, rewarding them for choosing TUI.
Free to join, the club offers immediate access to exclusive member rewards, special offers, partner benefits, and exclusive TUI perks. With the introduction of this loyalty program, TUI is evolving from promotions based solely on transactions toward continuous customer engagement and a more seamless, relevant, and sustainable experience.
The club was initially launched gradually in Finland as a pilot market with basic features, and has since expanded to the Nordic countries: Denmark, Norway, and Sweden. New features, partners, and opportunities to earn points will be added throughout the year. Other markets and business areas, including the UK and Ireland, will be introduced during 2026, as the program is designed to scale across the TUI Group, reinforcing the company's ambition to build deeper and more lasting relationships with customers across all its business areas.
Amber Pine, Chief Marketing Officer (CMO) of TUI, stated: “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 interact more meaningfully with TUI, rewarding them for choosing us time and time again. At the same time, this supports our strategic shift towards a more personalized, technology-driven customer experience that generates long-term value for both our customers and our business.”
The global and scalable loyalty program plays a central role in TUI's business and marketing strategy, driving growth in all areas of business through increased customer lifetime value, recurring engagement, and large-scale personalization.
Once fully implemented, customers will be able to collect “Smiles” across TUI’s entire range of products, services and partners: from sun and beach holidays, city breaks and cruises to hotel stays, flights, experiences and excursions.
The launch of TUI Smiles Rewards Club also creates a valuable opportunity for travel agencies and franchise partners, further strengthening their role as trusted advisors. The program offers customer service teams a compelling new proposition to share with current and potential customers: choosing TUI means not just booking a holiday, but becoming part of a more rewarding and lasting travel relationship, where loyalty is consistently recognized.
The new loyalty program also supports the TUI Group's ambition to be AI-ready in an increasingly automated, agent-driven future. By connecting customer interactions across all TUI products, services, and touchpoints, the club strengthens the company's ability to build richer, more connected customer data and insights at scale. This will enable smarter segmentation and more relevant communications, while also laying the groundwork for future AI-powered interactions.
TUI Smiles Rewards Club allows customers to unlock increasingly attractive benefits as they accumulate "Smiles" by interacting with TUI. The program combines progression-based rewards, exclusive member offers, and gamification to encourage recurring participation and generate long-term value within the TUI ecosystem.
As members make purchases, they progress through three levels with enhanced rewards, such as TUI perks, priority service, and partner benefits:
- Level 1 – exclusive benefits and personalized offers from partners and the TUI universe, available to everyone.
- Level 2 – more “Smiles” unlock more benefits, such as faster service via Priority Live Chat.
- Level 3 – access to most benefits, including all of the above and priority telephone support.
In addition to exclusive offers on holidays and experiences, the club incorporates gamified elements with opportunities to win prizes, selected TUI advantages and new member benefits designed to provide value before, during and after the trip.
TUI Smiles Rewards Club will continue to evolve, expanding functionalities and benefits as it is implemented market by market within the TUI Group during 2026.
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