TUI’s Smiles Rewards Club has surpassed one million members less than six months after its launch in May.
The program lets members earn Smiles points through eligible purchases, including flights, hotels, holiday packages, cruises and experiences. Points can be exchanged for rewards and other benefits.
TUI said the milestone reflects strong customer interest. More than 92% of members surveyed said they would recommend the program, while 38% have already booked another TUI product.
The club was recently named Best Loyalty Newcomer in Europe at the 2026 European Loyalty Awards. After launching in the Nordic countries and expanding to the UK and Ireland, it has since rolled out in Germany, Austria and Switzerland. TUI plans to introduce it in more markets in stages, with further benefits and partnerships to follow.
Read about the program’s launch
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