- TUI Smiles Rewards Club reached one million members in under six months.
- The programme launched in May 2026.
- Over 92pc of members would recommend the programme.
- 38pc of members have booked their next TUI product.
- The programme won Best Loyalty Newcomer in Europe 2026.
TUI Smiles Rewards Club has reached one million members in less than six months after the programme was launched. The rapid growth reflects customer interest in a programme designed to offer greater value, recognition and more relevant experiences across the holiday journey. The programme was launched in May.
With TUI Smiles Rewards Club guests collect points called Smiles through eligible bookings by purchasing flights, hotels, packages, cruises and experiences and exchange them for rewards and benefits. Since its launch over 92pc of members say they would recommend TUI Smiles Rewards Club to a friend and 38pc of members have already booked their next TUI product.
The programme was recently named Best Loyalty Newcomer in Europe 2026 at the European Loyalty Awards. Following its initial launch in the Nordic countries and subsequent expansion to England and Ireland the programme recently launched in Germany, Austria and Switzerland and will continue to reach more customers in additional markets in a phased rollout.
Marco Ciomperlik shared “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.”
Anuja Chauhan shared “Our ambition goes beyond rewarding transactions. We want TUI Smiles Rewards Club to create genuine value throughout the customer journey.”
