• Alison Hammond surprised three people with dream holiday vouchers

• Recipients included one of the UK’s longest-serving firefighters, a road safety instructor and a TUI customer returning to the same hotel for the 74th time

• New research reveals friends, banks, sports teams and hairdressers are among the people and things to which Britons are most loyal

• Activation marks the launch of the free-to-join TUI Smiles Rewards Club

To mark the launch, TV host and former holiday rep Alison Hammond surprised three of Britain’s most dedicated people with dream holiday vouchers at a special event at Battersea Power Station.

Alison Hammond emerged from an oversized ‘cup of loyal-tea’ to celebrate the people, places and passions to which Britons remain most loyal.

Those surprised included Ronnie Goldwater, one of the UK’s longest-serving firefighters; road safety instructor Julie Turner; and TUI customer Paul Ingledew, who has returned to the same hotel in Cyprus more than 70 times over the past 24 years.

Ronnie Goldwater, 67, from Bradford, served with West Yorkshire Fire and Rescue Service for 48 years after joining in 1978, aged 19.

During his career, he attended 12,500 incidents, including one involving a boa constrictor tangled in the springs of a sofa, which earned him the nickname ‘Dolittle’.

Since retiring in 2021, Ronnie Goldwater has continued to volunteer with the fire service and helps to organise the funerals of colleagues who have passed away.

Julie Turner, 67, from Driffield in East Yorkshire, has worked as a road safety instructor for 25 years, having volunteered for three years before taking up the role.

She began volunteering in 1998 because she enjoyed helping people and was offered a permanent position by East Riding of Yorkshire Council in 2001.

During her career, Julie Turner has taught more than 15,000 children about road safety and has recently been recognised with a lifetime achievement award

The third person surprised was TUI customer Paul Ingledew, who is preparing to make his 74th visit to the same hotel in Cyprus, with his 75th stay already booked.

The resort has been at the heart of his family’s holidays, weddings and friendships for more than two decades. Staff know him so well that they greet him with a hug and the words “welcome home” when he arrives.

Alison Hammond said:

“What a day! I’ve absolutely loved meeting Ronnie, Julie and Paul. They are such wonderful people, and it was so nice to surprise them, reward them and have a proper chat over a cup of tea.

“It turns out we’re all quite loyal, and people will go to extreme lengths to support someone or something they love.

“Loyalty is a lovely quality, and it was amazing to meet people like Ronnie, Julie and Paul, who have shown so much dedication to the people, places and passions they love.”

The launch comes as new research commissioned by TUI reveals the people, places and everyday favourites that inspire the greatest loyalty among Britons.

The study of 2,000 adults revealed that loyalty is alive and well in Britain. More than a third (38 per cent) would brave bad weather for the people and things they care about most, while a quarter (26 per cent) would use annual leave to support a friend, see their favourite band perform live or follow their beloved sports team.

Friends came out on top as the relationship Brits are most loyal to (54 per cent), ahead of banks (28 per cent), sports teams (26 per cent) and hairdressers (22 per cent).

The findings also show our loyalty stretches to holidays and home comforts. Almost a third (32 per cent) said they remain faithful to a favourite holiday destination, while one in five (20 per cent) won't switch tea brands. In fact, nearly a third (30 per cent) admit to packing their preferred tea bags when heading overseas.

And rather than big gestures 82 per cent believed loyalty was demonstrated more effectively through consistent, everyday actions than through grand gestures.

Neil Swanson, Managing Director of TUI UK, said:

“The stories of Ronnie, Julie and Paul prove that loyalty is far from a thing of the past.

“Whether it’s a job, a favourite place, a lifelong tradition or the people we care about most, Britons still form incredibly strong connections with the things they love.

“As we launch the TUI Smiles Rewards Club, we wanted to celebrate that loyalty and shine a light on the remarkable people who embody it.

“After all, in a world full of endless choice, there’s something pretty special about sticking with what you love.”