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".
Several years ago, as Tui renewed its relationship with third-party agents, it said it would also seek to channel more online customers towards its app, which is where the Tui Smiles Rewards Club will reside.
At launch, Tui didn't specify whether customers booking via third-party agents would be eligible for the scheme. It has since clarified the Tui Smiles Rewards Club "is open to all customers, regardless of how they book".
A spokesperson also confirmed bookings made via the trade wouldn't be automatically enrolled with the scheme and that it would be up to individual customers to decide whether they wanted to opt in.
"For customers who choose to book through an independent travel agent, that relationship remains firmly with the agent and the programme is not designed to change that," said the spokesperson.
“Customers can choose to sign up to the Tui Smiles Rewards Club directly with Tui and, if they wish, manually add their booking to collect rewards. This process requires the customer to actively opt in and does not automatically enrol bookings made via third-party agents.
"The experience for third-party bookings is intentionally less automated, reflecting that the booking relationship sits with the agent."
The spokesperson continued: "However, the programme can still add value by giving customers additional reasons to choose a Tui holiday, which agents can benefit from as part of their overall offer."
They added: "We continue to support our trade partners with dedicated offers and incentives, as we do today."
Tui said the programme would increase customer life-time value, repeat engagement and personalisation "at scale", with "smiles" available across its entire product range.
In addition, it said the programme supported Tui's preparations for an "increasingly agentic future". "By connecting customer interactions across Tui’s products, services and touchpoints, the club strengthens Tui’s ability to build richer, connected customer data and insights at scale," said the operator.
The scheme will also feature gamified elements, curated perks and partner benefits designed to add value before, during and after travel. Users will be able to progress through three levels of membership, unlocking additional benefits including priority live chat and priority call support.
