TUI stock | Growth outlook for 2026 & price target

TUI

XTRA:TUI1

€ 6,67

€-0,13 (-1,91%)

6,67 €

€-0,13 (-1,91%)

End-of-day quote: 03/27/2026

TUI Stock Value

The current analyst rating for TUI is Outperform.

Outperform

TUI Company Info

EPS Growth 5Y

15,15%

Market Cap

€3,45 B

Long-Term Debt

€1,56 B

Quarterly earnings

05/14/2026 (E)

Dividend

€0,10

Dividend Yield

1,47%

Founded

1968

Industry

Consumer Discretionary

Country

Germany

Website

TUI

ISIN Number

DE000TUAG505

Website

http://www.tuigroup.com/

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

€11,50

72.41%

Last Update: 03/26/2026

Analysts: 13

Highest Price Target €16,00

Average Price Target €11,50

Lowest Price Target €8,20

In the last five quarters, TUI’s Price Target has risen from €8,66 to €10,27 - a 18,59% increase. Twelve analysts predict that TUI’s share price will increase in the coming year, reaching €11,50. This would represent an increase of 72,41%.

Top growth stocks in the consumer discretionary sector (5Y.)

What does TUI do?

TUI AG (TUI) operates as a tourism group that operates various segments within the travel sector, focusing on leisure, hospitality, and tourism services. Business Segments The company operates through Tourism Services, Airlines, and Hotel Management, as well as Other Support sectors segments. Tourism Services The tourism services segment encompasses a wide array of holiday packages, travel agency operations, and distribution channels that facilitate seamless travel experiences for customers....

TUI AG (TUI) operates as a tourism group that operates various segments within the travel sector, focusing on leisure, hospitality, and tourism services.

Business Segments

The company operates through Tourism Services, Airlines, and Hotel Management, as well as Other Support sectors segments.

Tourism Services

The tourism services segment encompasses a wide array of holiday packages, travel agency operations, and distribution channels that facilitate seamless travel experiences for customers. This segment caters to both leisure and business travelers, drawing on the company’s extensive portfolio of brands and services tailored to specific market demands.

Airlines

The airline segment plays a crucial role in the company’s operations, with a fleet of aircraft that supports tour operations and scheduled flights. TUI Airways and other regional airlines under the TUI umbrella provide transport services essential for connecting holidaymakers to their destinations, ensuring reliability and efficiency.

Hotel Management

The hotel management segment includes ownership and management of various hotel brands and vacation resorts across the globe. It provides accommodations that reflect local culture while offering high standards of service. The emphasis on creating unique travel experiences extends to its hotel portfolio, which features properties designed to cater to different guest preferences.

Furthermore, the company has ventured into destination services, which encompass local excursions, guided tours, and additional travel services aimed at enhancing customer experiences once they arrive at their chosen holiday destination. This integrated approach ensures that the company can offer end-to-end solutions for travelers, making it a one-stop-shop for all travel needs.

Business Strategy

The company’s business strategy is rooted in creating a sustainable and customer-focused travel ecosystem. The company is dedicated to leveraging digital transformation, enhancing operational efficiencies, and expanding its market presence through strategic partnerships and acquisitions.

Digital innovation is a cornerstone of the company’s strategy, as the company continually invests in modernizing its technology infrastructure and expanding its digital services portfolio. By creating a more personalized and engaging customer experience through digital platforms, the company seeks to enhance customer loyalty and streamline booking and travel management processes.

Furthermore, the company aims to penetrate emerging markets while reinforcing its footprint in established regions. The strategy involves identifying growth opportunities in new destinations and adapting offerings to cater to the unique preferences of diverse customer segments. This approach is essential to remain competitive and capture market share in a rapidly evolving travel landscape.

To drive revenue growth, the company is also focused on building strong relationships with key stakeholders, including suppliers, distribution partners, and local authorities in various destinations. Collaboration with these entities enhances operational efficiencies and creates value through shared resources and expertise.

These strategic initiatives are complemented by regular assessments of market trends and customer preferences to ensure that the company remains agile and responsive to changes within the industry. As a result, the company is well-positioned to navigate challenges and capitalize on opportunities in the global travel market.

Products and Services

The company offers a comprehensive range of products and services designed to meet the diverse needs of travelers. The core offerings encompass a variety of holiday packages that combine flights, accommodations, and activities, allowing customers to engage with their chosen destination seamlessly. TUI's package deals cater to various demographics, including families, couples, and solo travelers, with options that range from budget-friendly to luxury experiences.

The company operates a wide portfolio of hotels, resorts, and exclusive properties. Each accommodation is strategically located to provide easy access to popular attractions, while the service quality remains a focal point of the company’s brand identity. The hotel segment includes partnerships with renowned hotel chains, enabling guests to enjoy a mix of unique and established hospitality experiences.

In addition to accommodation, the company provides transportation options through its airline services. The company’s airlines operate a fleet of modern aircraft, ensuring smooth travel experiences for holidaymakers. TUI AG's offerings extend to various ancillary services, including transfers, excursions, and travel insurance, creating a holistic travel solution for customers.

Excursions and adventure experiences are another critical aspect of the company’s offerings. Through destination services, the company provides customers with curated experiences that allow them to explore local cultures, culinary delights, and adventure attractions. These excursions complement customers’ overall holiday experiences, enriching their travel journeys.

Moreover, the company emphasizes the importance of technology in enhancing customer experiences. The company provides user-friendly online platforms and mobile apps for booking and managing travel arrangements. These platforms offer features such as itinerary management, customer support, and access to exclusive discounts, enabling customers to plan their holidays effortlessly.

Geographical Markets Served

The company operates across a broad range of geographical markets, primarily focused on Europe, but expanding its reach throughout the Americas, Asia, and Africa. The company has established its brand in key markets such as Germany, the UK, France, and the Nordic countries, adapting offerings to meet local preferences and cultural contexts.

Recent Acquisitions

In recent financial activities, the company has engaged in strategic acquisitions and divestments to optimize its product portfolio and sharpen its competitive edge. In financial year 2023, the company acquired a 49% stake in Pep Toni Hotels S.A. in Palma de Mallorca, aimed at enhancing its hotel development and investment capacity for leisure accommodations worldwide.

On the divestment front, the company divested its non-consolidated shares in Peakwork AG, as well as joint ventures such as WOT Hotels Adriatic Asset Company and Raiffeisen-Tour RT-Reisen GmbH, as part of its strategy to streamline operations and focus on core competencies.

Seasonality

The company experiences a level of seasonality in its operations, which is primarily influenced by the nature of the travel and tourism industry. Peak seasons for travel usually occur during summer months and around major holidays, leading to increased bookings during these periods. Consequently, the company may experience heightened demand for its holiday packages, airline services, and accommodations, resulting in higher revenue generation during these times.

Conversely, the off-peak seasons tend to see a decline in travel activity, as customers are less likely to travel during colder months or outside holiday periods. The company employs various strategies to mitigate the impact of seasonality, such as diversifying its offerings to include winter sports packages and year-round travel options, which can attract off-peak customers.

Customers

The company serves a diverse customer base, segmented into various categories including families, couples, solo travelers, and corporate groups.

Sales and Marketing

The company utilizes a multi-faceted approach for sales and marketing, employing both traditional and digital channels to reach its diverse customer base. The company operates through various distribution channels, including online platforms, travel agencies, and direct sales, maximizing its outreach to potential travelers.

Digital marketing strategies play a significant role in the company’s approach. The company engages in targeted online advertising, search engine optimization, and social media campaigns to attract customers to its website and booking platforms. The user-friendly interfaces of TUI's digital platforms enhance customer engagement and facilitate seamless bookings.

In addition to digital avenues, the company maintains a network of travel agencies and partners that promote and sell its packages. This hybrid approach enables the company to access both online and offline markets effectively, catering to customer preferences within different segments.

The company also invests in content marketing, providing valuable travel information, destination guides, and promotional offers through various channels, including newsletters and social media. This strategy fosters customer engagement and builds loyalty by providing travelers with essential insights into their travel options.

History

The company was founded in 1968. It was formerly known as Preussag AG and changed its name to TUI AG in 2002.

TUI Questions and Answers

Which sectors generate sales and which are the top 3 markets?

**Revenue distribution by industry:** - Tourism and Travel: approx. 75% - Cruises: approx. 15% - Hotels and Resorts: approx. 10% **TOP 3 markets and their percentage shares:** 1. Germany: approx. 30% 2. United Kingdom: approx. 25% 3. Spain: approx. 15% TUI AG generates the majority of its revenue...

At which locations are the company’s products manufactured?

**Production:** TUI AG does not produce physical products. TUI AG is a leading company in the tourism industry, specializing in services such as package tours, air travel, cruises, and hotel management. The company owns and operates hotels, cruise ships, and airlines, but does not produce physical...

What strategy does TUI pursue for future growth?

**Revenue Growth:** Expected at 10% annually (estimate for 2025) **Investments in Sustainable Tourism:** 500 million euros by 2027 TUI AG is pursuing a growth strategy that heavily focuses on digitization and sustainable tourism. The company plans to further expand its digital platforms to enhance...

Which raw materials are imported and from which countries?

**Main Imported Raw Materials/Items:** Fuel, Food, Beverages **Countries of Origin:** USA, Saudi Arabia, Spain, Italy TUI AG, as a leading tourism company, mainly imports fuel for its aircraft fleet. This is primarily sourced from the USA and Saudi Arabia, as these countries are significant export...

How strong is the company’s competitive advantage?

**Market Share in Europe:** Approximately 20% (2024, estimate) **Customer Loyalty:** High repeat booking rate of over 50% (2024) **Diversification:** Wide range of travel offers and services TUI AG has a significant competitive advantage due to its strong market position in Europe, where it holds a...

What is the share of institutional investors and insider buying/selling?

**Institutional Investor Share:** 70% (estimated for 2025) **Insider Buys/Sells:** No significant transactions in the last 12 months (estimated for 2025) The institutional investor share in TUI AG is estimated to be around 70%, indicating the interest of large investment funds and institutional in...

What percentage market share does TUI have?

**Market share TUI AG:** 12% (2025, estimated) **Main competitors and their market shares:** 1. **Booking Holdings Inc.:** 18% 2. **Expedia Group:** 15% 3. **TUI AG:** 12% 4. **Trip.com Group:** 10% 5. **Airbnb, Inc.:** 9% 6. **CWT (Carlson Wagonlit Travel):** 7% 7. **American Express Global Busine...

Is TUI stock currently a good investment?

**Revenue Growth:** 10% (2024) **EBITDA Growth:** 8% (2024) **Net Debt:** 3.5 billion euros (2024) TUI AG recorded a revenue growth of 10% in 2024, attributed to a recovery in the tourism market and increased demand for travel offerings. The 8% EBITDA growth indicates that the company effectively m...

Does TUI pay a dividend – and how reliable is the payout?

**Dividend:** No payout (as of 2025) TUI AG has not paid any dividends in recent years. This is mainly due to the financial challenges caused by the COVID-19 pandemic. The company has focused on restoring its financial stability and reducing debt. The reliability of future dividend payments depend...

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TUI Stock Value

TUI Company Info

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the consumer discretionary sector (5Y.)

What does TUI do?

TUI Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

New support ticket

Explore

TUI Stock Value

TUI Company Info

Analyst Price Target The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the consumer discretionary sector (5Y.)

What does TUI do?

TUI Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.