TUI has launched what it says is its first-ever global loyalty program, the TUI Smiles Rewards Club.

The club, which is free to join, allows guests to collect Smiles, or points, across the company’s portfolio, by purchasing flights, hotels, packages, cruises and experiences. These can then be turned into access to members-only rewards, offers, partner benefits and TUI-only treats.

In a press release, the company said the club was first introduced in Finland as a pilot, and its core features have since been launched across the Nordics in Denmark, Norway and Sweden.

Amber Pine, Chief Marketing Officer at TUI said: “With the launch of TUI Smiles Rewards Club, we are redefining what loyalty means in leisure travel – creating more reasons for customers to return and engage more meaningfully with TUI, and rewarding them for choosing us time and again.

“At the same time, it supports our strategic shift towards a more personalized, technology-driven customer experience that delivers long-term value for both our customers and our business.”

The program combines progression-based rewards, member‑exclusive offers and gamified elements, allowing guests to unlock benefits by collecting Smiles as they engage with TUI.

It has three levels:

• Level 1 – exclusive benefits and personal offers from partners and the world of TUI, open to all.
• Level 2 – more Smiles unlock more benefits, such as faster service through Priority Live Chat.
• Level 3 – enjoy most benefits, including all the above and Priority Call Support.

Additional functionalities will be rolled out across the Group, with further markets, partners and business areas to be introduced throughout 2026.