Tui loyalty programme ‘open to all customers regardless of how they book’

Tui has launched its first global loyalty programme, enabling customers to collect ‘Smiles’ rewards and perks.

Tui Smiles Rewards Club was piloted in Finland and has been introduced to Denmark, Norway and Sweden – with plans to be available in the UK and Ireland later this year.

Asked about bookings made via agents, a spokesperson for Tui in the UK said: “Tui Smiles Rewards Club is open to all customers, regardless of how they book.

“For customers who choose to book through an independent travel agent, that relationship remains firmly with the agent and the programme is not designed to change that.

“Customers can choose to sign up to the Tui Smiles Reward Club directly with Tui and, if they wish, manually add their booking to collect rewards.

“This process requires the customer to actively opt in and does not automatically enrol bookings made via third-party agents.

“The experience for third-party bookings is intentionally less automated, reflecting that the booking relationship sits with the agent.

“However, the programme can still add value by giving customers additional reasons to choose a Tui holiday, which agents can benefit from as part of their overall offer.

“We continue to support our trade partners with dedicated offers and incentives, as we do today.”

The scheme is free to join and gives customers access to members-only rewards, exclusive offers, partner benefits and Tui-only treats.  

Amber Pine, Tui chief marketing officer, said it creates “more reasons for customers to return and engage more meaningfully with Tui, and rewarding them for choosing us time and again”.

“It supports our strategic shift towards a more personalised, technology-driven customer experience that delivers long-term value for both our customers and our business,” she said.

Tui also said it “creates a valuable opportunity for travel retail stores and franchise partners to further strengthen their role as trusted advisors”.

“The programme gives frontline teams a compelling new story to share with both existing and prospective guests: that choosing Tui is not just about booking a holiday, but about entering a more rewarding, long-term travel relationship where loyalty is consistently recognised,” said the group in a statement.

Commenting on the scheme last week, Tui group chief executive Sebastian Ebel said: “This helps customers to stay in the Tui ecosystem, and it is a very cost-efficient way forward.

“If we give a ‘gold’ customer a free coffee on the plane, it doesn’t cost us much.”