TUI Group is to launch a loyalty programme in the UK and across Europe this year, following a successful pilot in Finland.
Group CEO Sebastian Ebel said the TUI Smiles Rewards Club will be rolled out in the UK ‘this summer or autumn’.
At a press briefing to announce its half-year results this morning (13 May), TUI said the rewards club would ‘drive engagement and traffic’ and would create ‘higher conversion and lower distribution cost’.
The loyalty club will have three levels, each unlocking enhanced bonuses, including exclusive ‘Smiles’ offers and personalised rewards. Rewards will include TUI products and on-board and in-hotel added benefits.
There will also be a monthly game, encouraging repeat logins with ‘great prizes’.
Higher tier members will have access to service enhancements such as priority live chat and priority call support.
More details on the programme are being announced later this week.
