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Holidaymakers earn points when making bookings across the TUI brands

British holidaymakers can reap more benefits on their next getaway as TUI launches its first rewards programme for customers in the UK and Ireland.

TUI Smiles Rewards gives access to tailored savings, discounts, prizes, and other benefits across their travel journey.

It is free to join for anyone with a my TUI account, with members able to start accessing benefits as soon as they sign up.

Some 800,000 UK customers have already signed up since the scheme quietly rolled out at the end of June, and it has already received industry recognition, winning the title of "Best Loyalty Newcomer in Europe 2026" at the European Loyalty Awards 2026.

How does it work?

The programme offers a range of rewards, including money off selected TUI holiday bookings and excursions, discounts through TUI Musement and deals from partner brands including Boots, Ray-Ban, Antler, Papa John's and National Geographic Kids. Many discounts are reusable, meaning holidaymakers can save again and again.

Members can also collect Smiles when making eligible bookings across TUI holidays, TUI Airways flights, Marella cruises, hotels and TUI Musement experiences.

Rather than being points that customers can spend, Smiles are used to help members progress through three different membership levels. Customers can move through the levels based on how they book and interact with TUI, with higher tiers opening up more perks.

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Those benefits can include enhanced service and selected travel extras. All customers joining the programme are also given 200 bonus Smiles.

There are also interactive elements to the programme, including a monthly Spin the Globe game, which gives members the chance to enter a prize draw for a holiday voucher or bonus Smiles.

Some higher-level members with upcoming TUI flights or Marella Cruises can access another game: Pack Your Bag. This offers up the chance to win selected food and drink discounts, spa savings and more.

The prizes are tailored to your holiday, so expect offers that can be redeemed on your specific trip, whether that's a free hot drink on your TUI flight, or free Wi-Fi on your Marella cruise.

TUI added the rewards club will allow it to better understand what its customers value, meaning more relevant rewards and offers could be coming in the future.

Managing director, TUI UK & Ireland, Neil Swanson, said: "This is just the beginning. With such strong momentum already, we will continue to add more partners, more personalised benefits and more ways to recognise our customers before, during and after their holiday.

"Customers can now access those rewards straight away, from selected holiday savings and TUI Musement discounts to partner offers, games, prizes and enhanced service benefits. It gives customers more ways to stay connected with TUI, making the TUI Smiles relevant across more of the travel journey.

"Millions of UK customers choose TUI year after year, and many families have been travelling with us for generations. TUI Smiles Rewards Club is an important step in recognising that loyalty and saying thank you.”

The UK and Ireland launch forms part of TUI's wider international rollout of the rewards programme, which was first announced by TUI Group earlier this year.