TUI is strengthening customer loyalty with a unified rewards programme spanning flights, hotels, cruises, holidays, and experiences.
TUI has launched TUI Smiles Rewards Club, a global loyalty programme designed to connect rewards across its travel ecosystem, including flights, hotels, cruises, package holidays, excursions, and experiences. The initiative marks a significant step in the company’s strategy to create more connected customer relationships across multiple travel touchpoints.
The programme enables travellers to earn and redeem rewards across a broad range of TUI products and services, creating a unified loyalty experience rather than rewarding individual bookings in isolation. According to the company, the approach is designed to increase customer engagement while delivering greater value throughout the travel journey.
Creating a Connected Travel Loyalty Experience
Traditional travel loyalty programmes have often focused on single transactions or specific product categories. TUI’s new programme aims to provide a more integrated experience by allowing customers to collect and use rewards across its travel services.
Members can earn “Smiles” when booking holidays, flights, hotels, cruises, experiences, and excursions. The company believes this broader rewards structure encourages deeper engagement while making it easier for travellers to benefit from their loyalty across multiple travel needs.
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The initiative reflects changing traveller expectations, with customers increasingly seeking seamless experiences, personalised benefits, and consistent recognition across every stage of their journey.
Beginning with the Nordic Market
The rollout began with a pilot programme in Finland before expanding across Denmark, Norway, and Sweden. According to TUI, the Nordic region serves as the foundation for broader international expansion planned throughout 2026 and beyond.
Future launches are expected across additional markets, including the United Kingdom and Ireland, as the company continues to refine the programme and tailor benefits to different customer segments.
Driving Long-Term Customer Engagement
One of the programme’s key features is its ability to connect multiple travel products under a single rewards framework. When fully implemented, customers will be able to earn and redeem rewards across holidays, city breaks, flights, hotels, cruises, tours, and experiences.
By linking rewards across its entire portfolio, TUI aims to strengthen customer relationships, encourage repeat bookings, and create a more personalised travel experience. The company believes the programme will help deliver greater customer lifetime value while supporting long-term loyalty and retention.
The launch reflects a broader shift across the travel industry toward ecosystem-based loyalty programmes that focus on customer engagement, convenience, and personalised experiences rather than transaction-based rewards alone.
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