en.Wedoany.com Reported - TUI Group is leveraging the enhanced performance of its Boeing 737 MAX fleet to expand operations on longer leisure routes, while driving growth through fleet renewal and customer loyalty programs.

Speaking at Routes Europe 2026 in Rimini, Italy, TUI's Director of Communications Aage Dünhaupt noted that on the 737-800NG fleet, flights from Germany to Cape Verde were restricted when using the -800 model, unable to sell all 189 seats and limited to 165. The 737-8 enables TUI to operate these flights at full payload, including routes from Stockholm to Cape Verde, covering a distance of 3,633 miles (3,157 nautical miles).

TUI currently operates approximately 130 aircraft, including 110 737-800/-8s, 18 787-8/9s, and three Embraer 195-E2s. Due to delivery delays in 2025 limiting fleet growth, the company expects to receive around 20 more 737-8s this year. Dünhaupt stated that TUI received no MAX aircraft last year but has received 20 this year.

TUI is also preparing to introduce the larger 737-10 model, with the first aircraft expected to be deployed at Amsterdam Schiphol Airport. The company aims to increase capacity through larger aircraft amid slot constraints at the airport. Dünhaupt noted that Amsterdam is slot-constrained, and TUI's growth in that market relies on aircraft size rather than additional slots, with all MAX 10s to be deployed in Amsterdam. TUI expects to be among the first European operators of the MAX 10 once certification is completed.

To enhance customer retention across its broader tourism business, TUI has launched the TUI Smiles Rewards Club, its first group-wide loyalty program. The program allows customers to collect "Smiles" on flights, hotels, package holidays, cruises, and experiences, with rewards tied to a three-tier structure offering exclusive benefits, partner perks, and destination experiences. Dünhaupt stated that the program differs from traditional airline frequent flyer programs like MileagePlus or Miles & More, focusing more on immediate vacation benefits rather than long-term mileage accumulation, aiming to provide destination perks for customers loyal to TUI products.

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