If you've booked with TUI lately, there's a decent chance you've already been pulled into its new loyalty scheme. The company's Smiles Rewards Club, only launched in May, has signed up one million members in under six months — a pace the tour operator says shows real appetite among holidaymakers for something more than a points-for-perks afterthought.
The idea is straightforward. Guests earn points, called Smiles, on eligible bookings across TUI's whole range: flights, hotels, package holidays, cruises and add-on experiences. Those points can then be swapped for rewards and benefits, with TUI positioning the programme as spanning the entire holiday journey rather than just rewarding the initial purchase.
The early numbers are striking. According to TUI, 92 percent of members say they'd recommend the club to a friend, and 38 percent have already booked their next TUI product while enrolled — a sign the scheme is driving repeat bookings, not just collecting dormant accounts. The programme also picked up the Best Loyalty Newcomer in Europe 2026 title at the European Loyalty Awards, which TUI will no doubt be mentioning in its marketing for months.
Executives have framed the milestone as a starting point rather than a finish line. Marco Ciomperlik, TUI Group's chief operating officer, called the one-million figure proof of enthusiasm for a stronger relationship with the brand, while Anuja Chauhan, director of customer solutions, CRM & Loyalty, said the ambition goes beyond rewarding transactions to recognising customers and making every interaction more relevant.
Rollout has been staged. The club launched first in the Nordic countries, then expanded to the UK and Ireland, and has now gone live in Germany, Austria and Switzerland. More markets are set to follow in phases, and TUI says members can expect new benefits, partnerships and programme enhancements as it grows.
Why does this matter if you're planning a holiday? Simple: if you book with TUI in any of the live markets, signing up is now effectively free value on your next trip. Because Smiles accrue on everything from a flight to a pre-booked excursion, even a modest package holiday can build a points balance — and with the scheme still young, joining early means you'll be first in line for whatever partnerships and perks get added as the rollout continues. Anyone booking with TUI outside the current markets should keep an eye out, since further launches are promised.
