Holiday operator serving 6,000,000 Brits to launch ‘first ever’ loyalty scheme

TUI is introducing a loyalty scheme for UK customers this year (Picture: Getty) There’s nothing like the feel-good feeling of rocking up to the airport to jet off to a sandy European beach, or boarding a cruise and feeling it set sail. But that experience could taste a little sweeter for some holiday goers as a major UK holiday operator, which serves six million Brits annually, is set to introduce its first ever loyalty scheme. For those booking flights or holiday packages with TUI they will be able to access the TUI Smiles Rewards Club which will be rolled out in the UK ‘this summer or autumn’. The scheme has had a successful pilot in Finland and is intended to ‘drive engagement and traffic’ for the German holiday operator. What do we know about it so far? While the full details of the UK scheme are yet to be released, we have a basic idea of how it’s going to work. Best of Metro Deals Get exclusive discounts with Metro Deals – save on getaways and spa days. Powered by Wowcher Bannatyne Spa: Spa day for two with treatments, lunch & prosecco — save up to 57% off. Get deal now Mystery Escape: Hotel stay with return flights from as low as £92pp — save on worldwide holiday packages. Get deal now Beach Retreat (Lanzarote): 4* Lanzarote beach holiday with flights — save up to 58%. Get deal now The TUI Smiles Rewards Club will have three tiers, each with their own tailored bonuses, personalised rewards and offers. Joining the club is free and open to anyone as long at they’re over the age of 18 – even if you’ve not previously booked anything with TUI. All you need is a myTUI account. Brits will be able to earn Smiles points when they book things like a TUI Cruise (Picture: Getty Images) Once you’ve joined the scheme you can collect Smiles points, according to the company site. You automatically collect these points every time you book with TUI, whether it’s a travel package, flight, hotel stay or experience. Importantly, you must use the same email address as your myTUI account when booking, in order for the points to appear in your account two to three days after. As customers accumulate these they move up the membership levels, in turn getting better benefits. These include products, as well as cruise and in-hotel benefits, although the specifics have not been announced at this time. Higher tier members will have access to priority live chats and priority call support to ensure any issues or queries are solved as soon as possible. A monthly online game will also be available, which is intended to encourage frequent logins and offers ‘great prizes’. For customers signed up to this scheme in Finland where it’s already active, there are a couple of games available. Spin the Globe is available to all tiers, and you get one spin a month where you could win more Smiles points or enter a free draw to win great prizes, such as a week’s holiday. Pack Your Bags is another game available to tier two members when they’ve made a booking. You get one chance to play for each departure and you’re guaranteed to win something. These developments were announced by Group CEO Sebastian Ebel at a press briefing on May 13, and more details are expected to come later this week. The fine print of the Finland TUI loyalty scheme In the scheme that was rolled out in Finland in March, the Smiles points are valid for 12 months from the date you earned them, so they do have an expiry date. TUI flights can also be used to earn points (Picture: Getty Images) Now, the details of the UK version of the scheme could differ, but if it works the same way, here’s the catch you need to know. You can’t extend the 12 month point expiry date, and you must continue to make bookings with TUI to maintain your membership level. Otherwise you will only keep the level you’ve achieved for 12 months from the moment you advance to it. Other travel loyalty schemes TUI isn’t the only airline that has a loyalty scheme that could benefit customers. The British Airways Club, which is separate to Avios, sees customers awarded one point for every £1 they spend, with eligible purchases including plane tickets, seat selection and extra baggage. This new system came into effect on April 1, 2025, so now, to achieve BA Gold status (which offers benefits like first class lounges and enhanced luggage allowance) you’ll need to rack up 20,000 tier points in a year. This is a significant change from the 1,500 points currently needed. For Silver – which offers Club lounge access, free choice of seats at the time of booking and additional baggage allowance – you’ll need 7,500 tier points. Currently, members only need 600. Meanwhile, reaching Bronze level – which includes preferential check-in, priority boarding and seat selection a week ahead of travel – will require 3,500 tier points – a significant jump from the 300 points currently needed. Unfortunately Ryanair axed its loyalty scheme last year due to customers getting too many cheap flights. British Airways updated its loyalty scheme last year (Picture: Getty Images) The airline’s Prime subscription service launched in March 2025, costing members £79 per year, and was hailed as a ‘game-changer’ for air travel. It included benefits such as free reserved seats, free travel insurance and access to 12 annual member-exclusive seat sales (one booking per month). Our Top Shopping Picks K-beauty is taking over skincare in 2026 – and this new serum is leading the way The best outdoor candles to buy now for alfresco dining and bug-free nights This tablet recreates the feeling of writing on paper – without the mess Shopping for new bedding? Simba Sleep’s latest launch has options for every sleeper Buy one, get 50% off – stock up on SPF for less with iHerb's limited time deal When it first launched, the potential savings forecasted were £420 per member, if they flew 12 times per year. Sadly, the company canned it after making a loss. Do you have a story to share? Get in touch by emailing MetroLifestyleTeam@Metro.co.uk. Arrow MORE: This genius hiding place meant I avoided airplane luggage fees Arrow MORE: My honest review of the Banksy exhibition that’s wowed 3,500,000 people in 36 cities Arrow MORE: Major change coming to UK airport gates set to affect 1,500,000 Brits The Getaway Expert Your exclusive seven-day guide to travelling with confidence from Metro's resident travel expert, Alice Murphy.