TUI Group says its growing Boeing 737 MAX fleet is improving the viability of longer leisure routes as the company pursues growth through fleet renewal and customer loyalty initiatives.
“Germany to Cape Verde with the -800 was limited,” Director of Communications Aage Dünhaupt said at Routes Europe 2026 in Rimini, Italy, referring to the 737-800NG fleet. “We could not sell 189 seats. We could sell 165 seats.”
The 737-8 now allows TUI to operate those flights nonstop with full payloads, including services from Stockholm to Cape Verde, which covers 3,633 mi. (3,157 nm).
TUI currently operates around 130 aircraft, including 110 737-800/-8s, 18 787-8/9s and three Embraer 195-E2s. The company expects to receive about 20 additional 737-8s this year after delivery delays constrained fleet growth in 2025. “Last year we didn't get any MAXs and this year we get 20,” Dünhaupt said.
TUI is also preparing to introduce the larger 737-10, with the first aircraft expected to be based at Amsterdam Schiphol Airport as the airline looks to grow capacity despite slot constraints at the airport.
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“Amsterdam is restricted, so that means when we want to grow in Amsterdam, we have to do it via the airplane size and not via additional slots,” Dünhaupt said. “All the MAX 10 will go into Amsterdam, helping us to grow.”
The company expects to become one of the first European operators of the MAX 10 once certification is completed.
TUI is also seeking to strengthen customer retention across its broader travel business through the launch of TUI Smiles Rewards Club, the company’s first group-wide loyalty program. The scheme allows customers to collect “Smiles” across flights, hotels, package holidays, cruises and experiences, with rewards linked to a three-tier structure offering exclusive offers, partner benefits and in-destination experiences.
Dünhaupt said the program differs from traditional airline frequent-flyer schemes by focusing on immediate vacation benefits rather than long-term mileage accumulation.
“It's not like MileagePlus or Miles & More,” he said. “It's more a program where when you stay loyal to the TUI product, you get benefits in destination.”
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