Tui Loyalty Programme ‘open to All Customers Regardless of How They Book’

Tui’s Loyalty Play in the Travel Game

Back in 2026, Tui took a bold step into the loyalty arena with its new global programme, Tui Smiles Rewards Club. This move wasn’t just about adding another layer to their brand; it was a strategic play to deepen customer relationships and ensure that every booking—be it through an agent or directly with Tui—is part of this rewarding ecosystem.

Not Always Seamless

You might think this is new, but in the travel industry, loyalty programmes are far from novel. What sets Tui apart isn’t necessarily the idea itself but how they’re executing it. For customers booking through agents, Tui acknowledges that their relationship with those agents remains unbroken. This means that while the programme offers incentives for direct bookings, third-party bookings still sit firmly within the agent’s purview.

Value on Both Sides

The scheme is free to join and grants access to exclusive rewards and partner benefits. Amber Pine, Tui’s CMO, sees it as a way to “create more reasons for customers to return.” But it’s not just about the customer; this also offers agents an additional selling point, making Tui a more attractive option within their overall portfolio of services.

More Than Just Booking

Tui isn’t just banking on the allure of rewards. The group sees this as an opportunity to create “a valuable opportunity for travel retail stores and franchise partners to further strengthen their role as trusted advisors.” This is a subtle but potent move, aiming to transform every booking into a more rewarding experience, whether it’s through Tui directly or via an agent.

Sebastian Ebel, the group CEO, emphasized that this approach isn’t just cost-efficient; it’s strategically sound. “If we give a ‘gold’ customer a free coffee on the plane, it doesn’t cost us much.” This statement encapsulates the essence of Tui’s new strategy: small gestures can have big impacts when scaled.