TUI UK is seeking clarity on whether its new loyalty programme will only be available via direct customers or whether customers booking through independent agents will also be able to access the scheme.
The operator has released more details about the TUI Smiles Rewards Club, which Travel Gossip reported on last week. However, because contractual arrangements differ between countries, it’s not currently clear whether the loyalty programme will be available for bookings made via independent agents.
A spokesperson said TUI is checking across departments to confirm if the scheme will be available via independent agents. Travel Gossip is expecting confirmation later today.
The three-tier loyalty programme will offer ‘treats’, priority service and partner perks, with more rewards available each time customers move up a tier.
TUI said the club, which is the operator’s first globally loyalty programme, is free to join, with customers ‘enjoying benefits instantly’.
It is already live in Sweden, Denmark, Finland and Norway.
“Loyalty is a key driver of TUI’s long‑term, relationship‑led growth,” said TUI. Customers can collect ‘Smiles’ across its portfolio, including flights, hotels, packages, cruises and experiences.
“The programme is designed to give customers greater value across TUI Group by rewarding them for choosing TUI,” the operator added.
“By introducing the loyalty programme, TUI moves beyond transaction-based promotions towards ongoing interactions with customers and a more seamless, relevant and sustainable customer experience.”
TUI added the scheme would be a ‘valuable opportunity’ for its travel retail stores and would ‘further strengthen their role as trusted advisors’.
“The programme gives frontline teams a compelling new story to share with both existing and prospective guests: that choosing TUI is not just about booking a holiday, but about entering a more rewarding, long-term travel relationship where loyalty is consistently recognised,” it said.
TUI Group Chief Marketing Officer Amber Pine 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 personalised, technology-driven customer experience that delivers long-term value for both our customers and our business.”
Amber added: “By shifting our focus from one-off transactions to long-term relationships, TUI Smiles Rewards Club strengthens customer retention and repeat travel in an increasingly competitive market. This approach enables scalable, data-driven growth across TUI’s global ecosystem.”
