The operator lifted the lid on its Tui Smiles Rewards Club on Tuesday (19 May) following a soft launch in Finland, which has since been extended to the rest of its Nordics region.
Free to join, it is Tui's first global loyalty programme; once fully rolled out, it will allow customers to collect rewards ("smiles") on package, flight, hotel, cruise and experience bookings. It also opens up perks including instant access to member-only rewards, exclusive offers, partner benefits and "Tui-only treats".
Tui said loyalty and the business's "move beyond transaction-based promotions" would be "a key driver of long-term, relationship-led growth".
