TUI is gearing up to introduce its inaugural loyalty program in the UK, offering holidaymakers a host of exclusive perks. Group CEO Sebastian Ebel revealed that the TUI Smiles Rewards Club will officially launch this summer or autumn, marking a significant milestone for the travel giant.
Facing competition from airlines like EasyJet, Jet2, and Ryanair, TUI aims for the rewards club to boost customer engagement and traffic while enhancing booking conversions and reducing distribution costs.
The loyalty program will feature three membership tiers, each unlocking increasing benefits such as exclusive “Smiles” offers and personalized rewards. Members will enjoy a range of added advantages across TUI products, including onboard services and hotel stays.
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To keep members engaged, the club will also host a monthly game with attractive prizes, encouraging repeat interaction and rewarding loyalty.
In related news, Marella Cruises, TUI UK&I’s ocean cruise line, highlighted telltale signs that travelers are ready to embark on a vacation— such as extensive trip research, early suitcase packing, online shopping for holiday attire, and frequently checking passport validity.
As part of its campaign, Marella Cruises appointed celebrity Denise van Outen as its first Chief Chill-out Officer. The Channel 4 Celebrity Gogglebox star will offer relaxation tips aimed at helping holidaymakers unwind and fully enjoy their cruise experience from the moment they set sail.
Van Outen expressed her excitement about the role: “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 look forward to sharing simple tricks to help people relax faster and embrace the Marella Cruises lifestyle.”
Research commissioned by Marella Cruises and conducted by Perspectus Global in March 2025 surveyed 2,000 UK travelers, revealing that Brits typically take two foreign holidays per year and begin planning their next trip just 37 days after returning.