TUI Splashes Out on Water Park Brand as Last-Minute Demand Lifts Shares to Key Moving Average
25.06.2026 - 16:36:36 | boerse-global.de
TUI shares surged 4.72% on Thursday to €7.67, gracing the closely watched 200-day moving average, as the travel group pushes ahead with a new family-focused product line and capitalises on a late-summer booking rush. The stock’s move above that technical threshold underscores growing investor confidence in the company’s ability to fill its expanded hotel portfolio at favourable rates.
The centrepiece of that portfolio is Splashworld, a newly launched brand bundling 25 hotels with water parks across Turkey, Greece, Spain and the Caribbean. TUI aims to use the concept to improve occupancy and margins in the fiercely competitive summer market, complemented by continued expansion of its TUI Blue hotels and dedicated Kids Clubs. Management signalled as early as May that filling own capacity takes absolute priority, and the Splashworld rollout is the clearest example yet of that strategy in action.
More than half of total summer seats are already booked, but the remaining inventory is increasingly uneven. On the Spanish mainland, Lanzarote and several small Greek islands, beds are becoming scarce. Late-decision travellers are accordingly redirecting to Antalya, Crete and Bulgaria, while Turkey and Egypt are staging a notable last-minute comeback at attractive price points. The luxury arm airtours, meanwhile, reports rising demand for tailor-made itineraries, with Hawaii emerging as a favoured bespoke destination.
Should investors sell immediately? Or is it worth buying TUI?
TUI is also leaning into ancillary revenue to improve per-customer earnings. The experiences division, TUI Musement, sold 1.6 million units in the second quarter – a 6% year-on-year increase – driven by the integration of multi-day discovery tours and safaris into classic beach packages. These extras are critical to hitting the group’s full-year target of an adjusted operating result between €1.1 billion and €1.4 billion.
On the distribution side, the company is sticking with its long-standing agency commission model, offering a base rate of 10% once partners hit a specific turnover threshold, plus a bonus of up to two percentage points. To secure future talent, TUI’s in-house academy has trained more than 27,000 young people from disadvantaged regions since 2016, building a pipeline of skilled workers for the tourism industry.
The stock’s technical picture has brightened considerably: Thursday’s close lifted the 30-day gain to nearly 14%, and the shares now trade comfortably above the 50-day moving average. The relative strength index sits at 60.8, suggesting upward momentum without overheating. Yet the year-to-date performance remains negative, with the stock down roughly 18% from its 2024 high of €9.50. Sustaining a break above the 200-day line will require continued buying interest – and the summer booking dynamic, bolstered by the arrival of Splashworld and the last-minute surge, offers the strongest fundamental argument investors have seen in months.
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