Holiday operator TUI, which serves six million Brits annually, is set to introduce its first ever loyalty scheme. The TUI Smiles Rewards Club will be rolled out in the UK this summer or autumn, following a successful pilot in Finland. The scheme aims to drive engagement and traffic for the German holiday operator.
How the TUI Smiles Rewards Club Works
While full details are yet to be released, the basic structure is known. The club will have three tiers, each with tailored bonuses, personalised rewards, and offers. Joining is free and open to anyone over 18, even those who have not previously booked with TUI. All you need is a myTUI account.
Once enrolled, customers collect Smiles points automatically every time they book with TUI—whether it is a travel package, flight, hotel stay, or experience. The same email address used for the myTUI account must be used when booking for points to appear two to three days later.
As customers accumulate points, they move up membership levels, unlocking better benefits. These include products, cruise and in-hotel benefits, although specifics have not been announced. Higher tier members get priority live chats and priority call support.
Monthly Games and Prizes
A monthly online game will encourage frequent logins and offer great prizes. In Finland, where the scheme is active, there are two games. Spin the Globe is available to all tiers, offering one spin per month to win more Smiles points or enter a free draw for prizes like a week’s holiday. Pack Your Bags is available to tier two members after a booking, with one chance to play per departure and a guaranteed win.
Fine Print from Finland
In the Finland scheme, Smiles points are valid for 12 months from the date earned and cannot be extended. Customers must continue booking with TUI to maintain their membership level; otherwise, they keep the level for 12 months from advancement. The UK version may differ.
Other Travel Loyalty Schemes
TUI is not the only operator with a loyalty scheme. The British Airways Club awards one point per £1 spent on eligible purchases like plane tickets, seat selection, and extra baggage. As of April 1, 2025, BA Gold status requires 20,000 tier points per year, Silver requires 7,500, and Bronze requires 3,500—significant increases from previous thresholds.
Ryanair axed its Prime subscription service last year after making a loss. The service, launched in March 2025 at £79 per year, included free reserved seats, travel insurance, and monthly seat sales. Forecasted savings were £420 per member for 12 flights per year, but the company canned it.
