TUI launches Smiles Rewards Club to strengthen customer loyalty, repeat bookings, and personalised travel experiences across flights, hotels, cruises, and excursions.
TUI has launched Smiles Rewards Club, its first loyalty programme designed to strengthen customer engagement and drive repeat bookings across its travel ecosystem.
According to the company, the programme rewards customers for booking flights, hotels, cruises, excursions, package holidays, and curated travel experiences across TUI’s global portfolio.
The initiative initially launched in Finland before expanding across Nordic markets, including Denmark, Norway, and Sweden, with plans to roll out in the United Kingdom and Ireland during 2026.
TUI stated that the programme is designed to improve customer retention while encouraging travellers to engage with multiple travel products and services within the TUI ecosystem.
Amber Pine, Chief Marketing Officer at TUI, said the programme is designed to move beyond transactional promotions toward ongoing, meaningful interactions, while creating more personalised, technology-driven customer experiences.
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Integrated Loyalty Across Travel Experiences
Members of Smiles Rewards Club earn loyalty points called “Smiles” for bookings across TUI offerings, including:
- Flights
- Hotels
- Cruises
- Excursions
- Holiday experiences
According to the company, travellers progress through three membership tiers as they accumulate rewards activity across bookings and services.
The tiers include:
- Level 1: Access to exclusive benefits and partner offers
- Level 2: Additional perks, including Priority Live Chat support
- Level 3: Expanded access including Priority Call Support, TUI Treats, and partner rewards
TUI stated that the structure is designed to encourage repeat bookings and increase cross-product engagement throughout the customer journey.
Driving Connected Travel Customer Experiences
According to the company, the loyalty programme supports a broader shift toward relationship-driven customer engagement rather than isolated transactional interactions.
The initiative also connects customer interactions across multiple travel categories, helping TUI gather customer insights to support:
- Personalised marketing
- Predictive travel planning
- Cross-product recommendations
- Higher-value engagement strategies
TUI stated that the integrated loyalty approach helps improve customer lifetime value while supporting stronger occupancy and participation across destinations, cruises, hotels, and excursions.
Supporting Tourism and Destination Growth
According to TUI, the programme is also designed to strengthen destination ecosystems by encouraging repeat travel and multi-product itineraries.
The company stated that increased engagement across hotels, cruises, transport, excursions, and local experiences can help support broader tourism sector growth and partner revenue opportunities.
The launch reflects wider travel industry investment in loyalty-driven customer engagement, personalised digital experiences, and connected travel ecosystems spanning booking, hospitality, and destination services.
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