TUI launches TUI Smiles Rewards Club
- TUI’s first-ever global loyalty programme strengthens customer value through a more connected and engaging TUI experience
- The club is free to join and customers can enjoy its benefits instantly
- Finland is the first pilot market with other Nordic markets next, and a wider rollout across TUI Group including the United Kingdom & Ireland planned in 2026
- Loyalty is a key driver of TUI’s long‑term, relationship‑led growth
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.”
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.”
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.
About TUI Group
The TUI Group is a leading global tourism group. The group is headquartered in Germany. TUI shares are listed on the MDAX index of the Frankfurt Stock Exchange and on the regulated market of the Lower Saxony Stock Exchange in Hanover. The TUI Group offers its more than 34.7 million customers integrated services from a single source and covers the entire tourism value chain under one roof. The Group owns more than 460 hotels and resorts with premium brands such as RIU, TUI Blue, and Robinson, as well as 18 cruise ships, ranging from the luxury class MS Europa and MS Europa 2 and the HANSEATIC class expedition ships to the Mein Schiff fleet of TUI Cruises and cruise ships at Marella Cruises in the UK. The group also includes leading European tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with 125 modern medium- and long-haul aircraft, and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises through successful joint ventures and activities in holiday destinations, TUI is increasingly focusing on the expansion of digital platforms. The group is transforming itself into a global tourism platform company.
Global responsibility for sustainable economic, environmental, and social action is at the heart of our corporate culture. The TUI Care Foundation, initiated by TUI, focuses on the positive effects of tourism, education and training, and the strengthening of environmental and social standards with projects in 30 countries. In this way, it supports the development of holiday destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.