TUI Smiles Rewards Club has reached one million members in less than six months after the program was launched.

TUI said in a press release that the rapid growth reflects strong customer interest in a program designed to offer greater value, recognition and more relevant experiences across the holiday journey.

With TUI Smiles Rewards Club, which was launched in May, guests collect points called Smiles through eligible bookings, by purchasing flights, hotels, packages, cruises and experiences, and exchange them for rewards and benefits.

“One million members in less than six months is an exciting milestone and demonstrates the enthusiasm among our customers for a stronger and more rewarding relationship with TUI”, said Marco Ciomperlik, chief operating officer, TUI Group.

Since its launch, over 92 percent of members say they would recommend TUI Smiles Rewards Club to a friend, and 38 percent of members have already booked their next TUI product.

According to TUI, this indicates that members are not only joining the program, but also actively engaging with TUI and its travel products.

“Our ambition goes beyond rewarding transactions”, said Anuja Chauhan, director customer solutions, CRM & Loyalty.

“We want TUI Smiles Rewards Club to create genuine value throughout the customer journey recognizing our customers, understanding what matters to them and making every interaction with TUI increasingly relevant and rewarding. Reaching one million members is an important first step, and we are only at the beginning of what this program can become.”

The program was also recently named Best Loyalty Newcomer in Europe 2026 at the European Loyalty Awards.

Following its initial launch in the Nordic countries and subsequent expansion to the UK and Ireland, the program recently launched in Germany, Austria and Switzerland, and will continue to reach more customers in additional markets in a phased rollout.

Guests can expect new benefits, partnerships and program enhancements as the rollout progresses.