TUI has officially launched TUI Smiles Rewards Club for customers in the UK and Ireland, with around 800,000 UK customers signed up and members now able to access live rewards and benefits.
The UK&I launch marks the next stage of TUI’s wider global loyalty rollout, first announced by TUI Group earlier this year, and brings TUI Smiles to life for customers with selected holiday savings, TUI Musement discounts, partner offers, interactive games, prizes and enhanced service benefits now available.
Since soft launching in the UK at the end of June, the early demand marks a strong start for TUI’s first loyalty club, showing clear customer appetite for more value, recognition and benefits that can be used across the holiday journey.
TUI Smiles also gives TUI a better understanding of what customers value across their holiday journey. Over time, that insight will help TUI serve customers in a more personal and relevant way, from better-timed rewards to bespoke offers that reflect how members travel, book and engage with the brand.
Free to join with a my TUI account, TUI Smiles Rewards Club is designed to give customers more value from the moment they join while helping TUI make the holiday experience feel more personal, useful and relevant before, during and after travel.
Members can access practical rewards across the holiday journey, from money off selected bookings and excursions to offers from brands including Boots, Ray-Ban, Antler, Papa Johns and National Geographic Kids.
Members collect Smiles when they make eligible bookings across TUI holidays, TUI Airways flights, Marella cruises, hotels and TUI Musement experiences. Smiles help customers progress through three membership levels, with each levels unlocking greater perks and recognition.
The three levels are based on how customers book and engage with TUI, giving members a simple way to move up through the club and access more relevant benefits over time. Higher levels can unlock additional perks across the holiday journey, including enhanced service benefits and selected travel extras.
Customers receive 200 bonus Smiles when they join, meaning members can start accessing benefits straight away. Smiles recognise customer activity with TUI and help members reach and retain their level, rather than acting as points to spend.
Interactive games include Spin the Globe, which offers prize draw entry to win a holiday voucher or bonus Smiles, Eligible members at higher levels with upcoming TUI flights or Marella Cruises can also access Pack Your Bag benefits, including selected food and drink discounts, spa savings and free WiFi.
Neil Swanson, Managing Director, TUI UK & Ireland, said:
“This is just the beginning. With such strong momentum already, we will continue to add more partners, more personalised benefits and more ways to recognise our customers before, during and after their holiday.”
“Customers can now access those rewards straight away, from selected holiday savings and TUI Musement discounts to partner offers, games, prizes and enhanced service benefits. It gives customers more ways to stay connected with TUI, making the TUI Smiles relevant across more of the travel journey.”
“Millions of UK customers choose TUI year after year, and many families have been travelling with us for generations. TUI Smiles Rewards Club is an important step in recognising that loyalty and saying thank you.”
The strong early response follows recent industry recognition for TUI Smiles Rewards Club, which was named “Best Loyalty Newcomer in Europe 2026” at the European Loyalty Awards 2026. The awards recognise the most innovative and effective loyalty programmes, initiatives and organisations from across Europe, celebrating excellence in customer loyalty, engagement and retention.
TUI Smiles Rewards Club is being introduced across TUI markets as part of a phased global rollout. The UK&I launch is the latest stage, with around 800,000 UK customers already signed up and further customer communications, advertising activity and programme enhancements planned as the club continues to grow.
