TUI Stock: Attack on the High
TUI Group is seeing strong growth in both its business and stock performance. The travel company’s shares are now trading at €9.10, just 2% below their 52-week peak. This rise comes as demand for holidays remains high, with bookings for Easter 2027 already open.
Under CEO Sebastian Ebel, TUI has undergone a major strategic shift. The company is focusing on a vertically integrated model, expanding its own hotel and cruise brands while cutting net debt. Investments in digital transformation and AI are also a priority, aiming to make holiday offers more personalised and bookable through AI-driven platforms.
The stock’s recent strength reflects this progress. Currently, it sits over 20% above its 200-day moving average of €7.56, with a relative strength index (RSI) of 45—well below overbought levels. Investors have also welcomed the return of dividends, with a yield of around 1.12%, marking the first payout since the pandemic.
TUI is now expanding operations, including at Hanover Airport, due to high capacity use. The company is also reducing its dependence on search engines like Google. Ebel predicts that, in time, half of all bookings will come through AI-powered systems.
TUI’s stock performance and operational growth highlight its recovery since the pandemic. The company’s focus on AI, direct bookings, and vertical integration is reshaping its business model. With demand for travel staying strong, the group is positioning itself for further expansion in the coming years.
