TUI is launching a new global customer loyalty programme , through its myTUI platform , offering travellers the opportunity to collect rewards across a range of services, including holiday packages, flights, hotels, cruises and experiences. The new initiative is expected to expand to the UK and Ireland later this year.
The program, which is already available after its initial implementation in Finland and its expansion to the rest of the Nordic markets, allows customers to collect reward points every time they choose TUI products and services . At the same time, members have access to exclusive offers, special partner privileges and additional benefits that are only available through their account.
TUI says the new strategy is not just about direct bookings, but about building a stronger relationship with travelers at all stages of the journey. Through the program, the group seeks to boost repeat customer bookings, offer more personalized services and create a more complete experience before, during and after the holiday.
Does not affect travel agencies
At the same time, the company wanted to reassure independent travel agencies, assuring them that the new program is not designed to change their relationship with their customers. TUI clarified that bookings made through third-party partners will not be automatically enrolled in the program and that participation will only take place if the customer chooses to register.
A company spokesperson said that customers who choose to book through an independent travel agent will continue to maintain their relationship with that partner. To receive the program's rewards, they will need to create a TUI account and add their booking themselves, with no automatic transfer of details or contact information.
TUI underlines that the new program can also work complementarily for its partner network, as it offers customers more incentives to choose the group's products. At the same time, the company notes that it continues to support its commercial partners through special offers and incentives, maintaining their role as an important part of the sales model. The rewards program also includes interactive elements, different levels of membership, and additional benefits, such as priority service via live chat and phone support. Users can progress through three membership levels, unlocking more benefits as their membership increases.
TUI 's move reflects a broader trend in the European tourism industry, where major groups are investing in loyalty programs and digital tools to create stronger ties with travelers. The challenge for the company will be to combine strengthening the direct relationship with its customers while maintaining a strong network of partners that remains a key part of the European travel market.
(Source: ttgmedia)
This article first appeared, in Greek, in the most recent edition of Hermes Airports' online newsletter, Flight Mode. Click here to view it.
