TUI Locks In Bulgaria Pact and Loyalty Launch as Barclays Trims Target
Published on 10/07/2026 at 19:10 | Editorial boerse-global.de
TUI is stacking up long-range commitments across its European footprint, pairing a government-level tourism deal in Bulgaria with the rollout of a group-wide loyalty scheme and fresh cruise itineraries stretching into 2028.
The Hannover-based travel group signed a memorandum of understanding with Bulgaria's tourism ministry on 24 September, committing both sides to a strategic partnership running through 2030. The agreement is designed to lift visitor numbers to the Balkan destination and deepens TUI's presence across Southeast European holiday regions in the seasons ahead.
Loyalty Push Targets One Million Members
Closer to the customer, TUI will launch its Smiles Rewards Club on 13 October across Germany, Austria and Switzerland. Members collect so-called "Smiles" and unlock extra perks when booking trips, a mechanism management hopes will tether holidaymakers to the company's own platforms. More than a million customers had already registered ahead of the go-live.
The logic is straightforward: direct bookings trim distribution costs and give the group steadier load factors across its core markets.
Cruise Arm Sets Course for 2028
Planning further out, TUI unveiled the summer 2028 programme for its Marella Cruises brand, adding new routes and Patras as an additional Greek port of call. Such early scheduling reflects the long lead times inherent to the cruise business — operators typically must lock in capacity and itineraries years ahead to secure berths in sought-after harbours.
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There is also a changing of the guard in the luxury segment. At subsidiary Hapag-Lloyd Cruises, Salika Kebschull will take over the management board, joining on 1 November 2026 and succeeding Isolde Susset on 1 January 2027. Susset, who is retiring, will leave the company at the end of the year.
Barclays Cuts Target but Keeps Overweight Rating
Analysts are tracking the moves closely. According to media reports, Barclays lowered its price target to EUR 8.75 from EUR 9.75 while maintaining an "Overweight" rating. Analyst Andrew Lobbenberg trimmed his estimates but singled out the travel group's improved pricing discipline as a positive.
That discipline, combined with the direct-sales push, remains the central lever for TUI as it looks to shore up its earnings base in European travel.
Insider Buying Offers a Signal
Support has also come from the top floor. Roughly two weeks ago, chief executive Sebastian Ebel and board member Sybille Reiß bought shares in the group. The stock has gained 3.1 percent since then. Weakness seen in Wednesday's session, however, had no specifically substantiated company-related trigger, according to media reports.
Shares Still Deep in the Red for the Year
In the market, the equity was trading at EUR 6.82 on Wednesday, down 0.6 percent on the day. Since the start of the year, the decline amounts to 24 percent.
The next hard catalyst for investors arrives on 9 December, when TUI has scheduled the release of its figures for the 2026 financial year — a date that will give shareholders their clearest read yet on the group's operating progress.
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