TUI is set to introduce its first ever loyalty program, offering a range of complimentary perks for holidaymakers. Group CEO Sebastian Ebel confirmed that the TUI Smiles Rewards Club will be launched in the United Kingdom during the summer or autumn of 2026.
Details of the Loyalty Program
The rewards club is designed to drive engagement and traffic while achieving higher conversion rates and lower distribution costs, according to TUI, which competes with Easyjet, Jet2, Ryanair, and other carriers. The program will feature three levels, each unlocking enhanced bonuses, including exclusive Smiles offers and personalised rewards. Perks will encompass TUI products as well as added benefits onboard and in hotels.
Additional Features
Members will also have access to a monthly game that encourages repeat logins with attractive prizes. This announcement coincides with news from Marella Cruises, TUI UK&I's ocean cruise line, which has published a definitive list of signs indicating readiness for travel. These signs include spending hours researching activities online (41 percent), packing suitcases weeks in advance (32 percent), ordering numerous holiday outfits online (24 percent), and repeatedly checking passport validity (23 percent).
Marella Cruises Appoints Chief Chill-out Officer
To complement this research, Marella Cruises has appointed Denise van Outen as its first Chief Chill-out Officer. The Channel 4 Celebrity Gogglebox star will assist holidaymakers in achieving instant relaxation before their departure. Van Outen expressed her enthusiasm for the role, stating, "I'm thrilled to be Marella Cruises' first ever Chief Chill-out Officer and help Brits switch on their 'mental out of office' sooner. We all deserve to maximise our precious holiday time and I'm excited to share our lazy hacks to help people relax faster and fully embrace the Marella Cruises lifestyle before they set sail."
Research indicates that Britons take an average of two foreign holidays annually and begin thinking about their next trip just 37 days after returning from the last one. The study of 2,000 Brits was commissioned by Marella Cruises and conducted by Perspectus Global in March 2025.
