TUI has not ruled out giving agents direct access to its TUI Smiles Rewards Club loyalty programme interface, potentially allowing them to log customer bookings on their behalf.
Customers currently sign up to the programme directly with TUI but can manually add bookings made through independent travel agents. Agents can also join for their own personal use.
But at a press briefing attended by Travel Gossip aboard the new TUI Musement Riverboat on the Thames, TUI Director of Digital Marketing and eCommerce Will Prosser said it would be ‘interesting to explore’ opening up the loyalty interface to agents, adding that the platform could be ‘easily expanded’ in that direction. He stressed, however, that the programme was still in its ‘first iteration’.
TUI Head of Loyalty Alex Swift added that the platform was designed to be as ‘easy as possible’ for customers to log bookings made both with agents and independently.
The operator confirmed in June that the programme would be available to all customers, having initially said that since ‘contractual arrangements differ between countries’ it wasn’t sure if it would extend to those booking via independent agents.
A spokesperson previously 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.”
They added: “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.”
Around 800,000 UK customers have signed up to TUI Smiles Rewards Club, which is now fully live since its soft launch in June.
The loyalty club has three levels, each unlocking enhanced bonuses, including exclusive ‘Smiles’ offers and personalised rewards. Rewards include TUI products and on-board and in-hotel added benefits.
TUI UK and Ireland Managing Director Neil Swanson said: “This is just the beginning. With such strong momentum already, we will continue to add more partners, more personalised benefits and more ways to recognise our customers before, during and after their holiday.
“Customers can now access those rewards straight away, from selected holiday savings and TUI Musement discounts to partner offers, games, prizes and enhanced service benefits. It gives customers more ways to stay connected with TUI, making the TUI Smiles relevant across more of the travel journey.
“Millions of UK customers choose TUI year after year, and many families have been travelling with us for generations. TUI Smiles Rewards Club is an important step in recognising that loyalty and saying thank you.”
It is being introduced across TUI markets as part of a phased global rollout.
