TUI Smiles Rewards Club reaches one million members in less than six months

October 15, 2026

Corporate

The milestone underlines a strong customer response to TUI’s first global loyalty programme
Members collect Smiles through eligible bookings across TUI products and access rewards, benefits and personalised offers throughout their holiday journey
The programme was recently named Best Loyalty Newcomer in Europe 2026 at the European Loyalty Awards
Following launches in the Nordics and UK & Ireland, TUI Smiles Rewards Club has recently launched in Germany, Austria and Switzerland

TUI Smiles Rewards Club has reached one million members in less than six months following its launch in May 2026. The rapid growth reflects strong customer interest in a programme designed to offer greater value, recognition and more relevant experiences across the holiday journey.

Free to join, TUI Smiles Rewards Club brings together rewards and benefits from across TUI. Members can collect Smiles through eligible bookings – from flights and hotels to packages, cruises, and experiences – and access offers and benefits linked to the way they travel and engage with TUI. The proposition will continue to evolve as TUI Smiles expands into further markets.

“One million members in less than six months is an exciting milestone and demonstrates the enthusiasm among our customers for a stronger and more rewarding relationship with TUI”, said Marco Ciomperlik, Chief Operating Officer, TUI Group.

Early results show high customer engagement

Since its launch, over 92 % of members say they would recommend TUI Smiles Rewards Club to a friend, and 38 % of members have already booked their next TUI product. The results indicate that members are not only joining the programme, but are also actively engaging with TUI and its range of travel products.

The programme gives TUI a better understanding of what customers value across their holiday journey. These insights will support more personal and relevant experiences, from better-timed rewards to offers reflecting how individual members book, travel and interact with the brand.

“Our ambition goes beyond rewarding transactions”, said Anuja Chauhan, Director Customer Solutions, CRM & Loyalty. “We want TUI Smiles Rewards Club to create genuine value throughout the customer journey recognising our customers, understanding what matters to them and making every interaction with TUI increasingly relevant and rewarding. Reaching one million members is an important first step, and we are only at the beginning of what this programme can become.”

TUI Smiles Rewards Club named Best Loyalty Newcomer in Europe

The one-million-member milestone follows recent industry recognition for TUI Smiles Rewards Club, which was named Best Loyalty Newcomer in Europe 2026 at the European Loyalty Awards. The award recognises innovative and effective loyalty programmes and initiatives from across Europe, celebrating excellence in customer loyalty, engagement and retention.

The platform was built as a scalable foundation for the programme’s continued development and global rollout. It’s being introduced across TUI markets through a phased global rollout. Following its initial launch in the Nordic countries and subsequent expansion to the UK and Ireland, the programme recently launched in Germany, Austria and Switzerland, and will continue to reach more customers in additional markets. New benefits, partnerships and programme enhancements will also be introduced as the rollout progresses.

Dian Valencia

dian.valencia@tui.se

October 15, 2026