TUI’s Loyalty Club Hit a Million Members in Under Six Months

TUI says its TUI Smiles Rewards Club has reached one million members in under six months. The loyalty program launched in May 2026 and lets members earn points, called Smiles, on eligible bookings of flights, hotels, packages, cruises and experiences. Those points can then be redeemed for rewards and benefits across the travel group.

The rollout has been staged. TUI Smiles started in the Nordic countries, expanded to the United Kingdom and Ireland, and most recently reached Germany, Austria and Switzerland. Further markets are being added in phases. TUI says members can expect new benefits, partnerships and program enhancements as the expansion continues, though it has not detailed what those will be or when they will arrive.

TUI also shared satisfaction figures. More than 92 percent of members say they would recommend the program to a friend, and 38 percent have already booked their next TUI product. The program was named Best Loyalty Newcomer in Europe 2026 at the European Loyalty Awards. These are company-reported numbers, so they say more about early engagement than about the value of the rewards.

Marco Ciomperlik, TUI Group’s chief operating officer, called the milestone “exciting.” Anuja Chauhan, who leads customer solutions, CRM and loyalty, said the goal “goes beyond rewarding transactions” and described a million members as an important first step. For travelers who already book with TUI, signing up is likely to be the low-effort way to start earning on trips they were planning anyway.

Sources: Cruise Industry News