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TUI Expands MAX Fleet, Launches Loyalty Program

June 2, 2026

2 min read

Key Takeaways

TUI Group grows Boeing 737 MAX fleet for longer leisure routes.
737-8 allows nonstop flights with full payloads.
TUI expects 20 additional 737-8s in 2026.
TUI Smiles Rewards Club launched for customer retention.

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Strategic Implications

TUI's MAX fleet expansion may indicate a shift towards more efficient, longer-haul leisure routes. The introduction of the 737-10 could help the airline grow capacity despite slot constraints, which suggests a focus on optimizing fleet utilization and customer loyalty.

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What Happened

Leisure Carrier Eyes Growth Through Fleet Renewal And Customer Retention

TUI Group is pursuing growth through fleet renewal and customer loyalty initiatives, with its growing Boeing 737 MAX fleet improving the viability of longer leisure routes. The company expects to receive 20 additional 737-8s this year and is preparing to introduce the larger 737-10, with the first aircraft to be based at Amsterdam Schiphol Airport. TUI has also launched its first group-wide loyalty program, TUI Smiles Rewards Club, to strengthen customer retention across its broader travel business. This was first reported by Aviation Week.

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