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TUI AG (TUIFF) fair value: what the stock is really worth
As of Oct 2, 2026: fair value of TUI AG $37.04, price $7.75, upside +377.9%, quality 46 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
- Fair value above price? Yes
- Good quality? No
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Thin data
Sep 24, 2026
Thin data
Sep 24, 2026
TUI AG
TUIFF · USCheap, value-trap riskThe stock looks deeply undervalued, but low quality raises value-trap risk.
✓Fair value $37.04 · Strongly undervalued (+377.9%)
!Quality 46/100
!Mixed Growth (revenue 5y +29.0 %/yr)
!Thin margins · 2.9% net margin (TTM)
✓Moderate debt · generates free cash flow
✓1.3% dividend yield · Well covered
!Narrow moat 40/100
!Evidence only low, so the estimate is less certain
What runs behind every stock
26
valuation models
8 families, DCF to NCAV
37
quality factors
margins, balance sheet, cashflow, debt
6
AI factors
moat, what no ratio measures
2,000+
data points
verified, per stock, median
69 individual criteria per stock, every one traceable See the method →
Price vs Fair Value
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 24, 2026.
How to read this chart
60‑month range $4.75 – $39.52 · fair‑value band $27.78 – $48.52 · the $7.75 price screens below the $37.04 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). 2 fiscal years are left out: there the valuation rested on only a fraction of the usual models. Dashed = 300-day average. As of Sep 24, 2026.
Company profile
TUI AG, together with its subsidiaries, provides tourism services internationally. The company operates hotels and resorts under the Mora, Royalton, Riu, Robinson, TUI Blue, TUI Magic Life, Atlantica, Grupotel, Iberotel, Akra, TUI Suneo, and AQI brands; and cruises under the TUI Cruises, Hapag-Lloyd Cruises, and Marella brands.
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TUI AG, together with its subsidiaries, provides tourism services internationally. The company operates hotels and resorts under the Mora, Royalton, Riu, Robinson, TUI Blue, TUI Magic Life, Atlantica, Grupotel, Iberotel, Akra, TUI Suneo, and AQI brands; and cruises under the TUI Cruises, Hapag-Lloyd Cruises, and Marella brands. It also provides an online market for tours and activities, including experiences and tours; and operates aircraft. It distributes its services through markets and airlines, direct to customers, and via third parties, such as online travel agents and tour operators. The company was formerly known as Preussag AG and changed its name to TUI AG in June 2002. TUI AG was founded in 1968 and is headquartered in Hanover, Germany.
Stock analysis
TUI AG (TUIFF) currently trades at $7.75, while our model-based Fair Value estimate is $37.04, implying the stock looks roughly 79.1% undervalued today.
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Valuation
Bull case: the DCF Models group reads highest at a median of $53.29 per share, and 25 of the 26 models we run sit above the $7.75 price.
Bear case: the Economic Profit group reads lowest at $10.99, and 1 of the 26 models stay below the price. Evidence for this calculation is low.
Scenario range: $27.78 (bear) to $48.52 (bull), the price of $7.75 sits below it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 46/100 (below-average quality), in the Consumer Cyclical sector.
Mixed Growth: Revenue is growing, but margins or cash flow do not fully confirm the trend.
TUI AG reported revenue of €28.4B in FY2025 versus €4.7B in FY2021, a compound +56.5%/yr. Reported net income was €746M in FY2025.
Key figures
Market cap $4.3B · P/E ratio 5.2 · P/S ratio 0.14 · EPS (TTM) $1.49 · Dividend yield 1.3% · Net margin 2.6% · Return on equity 38.1% · Return on assets (EBIT) 0.5%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 38 out of 100 (medium confidence).
What moves the price
The share trades about 29% below its 52-week high and 9% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 10% fair-value upside, at 378%, TUIFF screens cheaper than that median.
Fair Value models
Bear $27.78
Fair Value $37.04
Bull $48.52
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model. Based on fiscal year 2025 figures (about 12 months old). Earnings retained since then ($1.39 per share) are deliberately not added.
Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.
Evidence ⓘEvidence = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Highest evidence
FCF DCF
$41.47
$68.02
$110.27
79
Growth DCF
$41.44
$66.34
$104.91
77
Owner Earnings
$31.06
$50.64
$81.79
75
All 26 models by family
DCF Models
FCF DCF
$41.47
$68.02
$110.27
79
Owner Earnings
$31.06
$50.64
$81.79
75
5Y Revenue Exit
$33.42
$53.29
$79.33
72
5Y EBITDA Exit
$42.49
$71.32
$106.39
74
5Y P/E Exit
$31.74
$49.96
$69.85
70
10Y Revenue Exit
$35.04
$54.24
$81.71
66
10Y EBITDA Exit
$41.72
$66.88
$103.08
67
10Y P/E Exit
$34.85
$51.90
$74.22
64
Earnings-Based
Graham-Dodd
$11.26
$45.65
$62.11
64
Lynch FV
$11.41
$16.31
$21.20
61
PEG = 1.0
$11.41
$16.31
$21.20
57
EPV
$25.40
$29.12
$32.32
74
Dividend Discount
Gordon GGM
$20.71
$41.27
$62.49
67
DDM Multi-Stage
$20.71
$35.67
$43.56
67
Multiples
P/E Multiple
$27.31
$36.42
$45.52
63
P/S Multiple
$21.11
$28.14
$35.18
58
P/B Multiple
$11.73
$15.64
$19.55
55
EV/EBIT
$43.58
$57.49
$71.40
66
EV/EBITDA
$47.24
$62.37
$77.50
67
EV/Revenue
$29.98
$42.04
$54.09
54
Asset-Based
NCAV (Graham)
$1.96
$2.62
$3.91
54
Growth DCF
Growth DCF
$41.44
$66.34
$104.91
77
Rev-Margin DCF
$33.42
$53.19
$77.72
72
Economic Profit
Residual Income
$9.12
$10.99
$19.11
73
ROIC Compounder
$26.21
$30.99
$35.76
72
Growth Earnings
Growth-Adj P/E
$20.42
$29.18
$37.93
67
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Set up alert →Quality Score breakdown
Overall quality
46/100
Of which business quality 45 · Market factors (momentum, volatility) 29
Profitability
57
Margins and returns on capital today
Quality Growth
68
Are margins and returns improving?
Cashflow
51
Earnings quality: real cash, not paper profit
Fin. Strength
23
Balance sheet, leverage, solvency risk
Investment
82
Disciplined investing over empire-building
Low Volatility
16
Calm price path (market factor)
Momentum
34
Price trend over the last 3–12 months (market factor)
52W Momentum
35
Distance to the 52-week high (market factor)
Net Issuance
0
Share count: buybacks or dilution?
Revenue & earnings trend
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.
82/100
Revenue is growing, but margins or cash flow do not fully confirm the trend.
Revenue growth 1 year
+22.5%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+19.7%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+29.0%
Start year 2020 (pandemic). Over 10 years: +3.6% a year
Revenue growth 22 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+1.8%
’14
’15
’16
’17
’18
’19
’20
’21
’22
’23
’24
’25
What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.
≈ −6.4%
Earnings growth per share plus dividend.
Earnings per share, growth per year−7.7%
Dividend (yield on the price)1.3%
Pace: 5 vs 10 years ⓘTwo data points, not a trend model: earnings growth per share over the last 5 fiscal years against the last 10. Labelled "steady" when both rates are within 3 percentage points of each other, otherwise picking up or flattening. Shown only when ten years of history exist.−7.7% vs −3.2%, slowing
Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.−35% → 5%
Start year 2020 (pandemic)
⚠ Revenue per share shrinking 12.1%/yr over ~10Y (margins intact) ⓘStructural-decline marker: revenue PER SHARE has fallen over the last decade (robust median trend, not a single year). Backtested across 2005 to 2017, such businesses trailed the market by about 2.5 percentage points per year. Display only: it does not change the fair value or the quality score.
⚠ Approximate: the rate leans on 2025, which sits 54% above its own trend.
Growth Forecast
Little optimism in the price
The price assumes less growth than the company has delivered so far and less than analysts expect.
What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).
−23.9%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect ⓘAnalysts publish sales forecasts for the next two fiscal years. For the years after that, growth slows evenly to 2 % a year by year ten (2 % is the long-run rate our models use). Projected years are marked as such.
−5.4%
Yearly sales growth analysts expect, extended to five years.
After inflation (figures in EUR, euro area: IMF forecast 2.2% a year to 2030, 2.6% from 2016 to 2025) that is about −25.6% a year for the price and −7.4% for the forecasts.
Forecast 2026 (sales)−6.7%
Forecast 2027 (sales)−6.7%
Projected 2028 (sales)−5.6%
Projected 2029 (sales)−4.5%
Projected 2030 (sales)−3.4%
Watch TUIFF, get fair value alerts →
Earlier news
News mood ⓘNews mood, the average tone of recent news (98 articles), rated against how stocks are usually covered. 🚀 Hype = unusually upbeat · 🙂 Positive = above average · 😐 Neutral = typical · 🙁 Negative = below average · 😨 Very negative = unusually downbeat. It reflects the tone of coverage, not our valuation.
Neutral
Recent news coverage is roughly neutral, about typical for how stocks are covered.
- TUI AG (TUIFF) (Q3 2026) Earnings Call Highlights: Resilient Cruise and Hotels Offset Market ...
- TUI AG (TUIFF) Q2 2026 Earnings Call Highlights: Strong EBIT Growth Amid Market Challenges
- TUI AG (TUIFF) Q1 2026 Earnings Call Highlights: Resilient Performance Amid Challenges
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Context: sector, industry, market
- P/E, EV/EBITDA and margins by industry (reference tables)
- Undervalued stocks: US Stocks
- Valuation of the USA market
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
None of the checked exposures detected
Similar stocks
10 more Travel Services stocks, each showing price versus our Fair Value estimate.
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| Booking Holdings BKNG | $162.91 | $192.97 | +18% |
| Airbnb, Inc ABNB | $160.65 | $176.72 | +10% |
| Royal Caribbean Cruises Ltd RCL | $265.86 | $209.94 | −21% |
| Viking Holdings VIK | $79.30 | $87.23 | +10% |
| Expedia Group EXPE | $264.17 | $290.59 | +10% |
| Carnival Corporation CCL | $25.07 | $36.68 | +46% |
| Trip.com Group 9961 | HK$309.20 | HK$679.42 | +120% |
| Norwegian Cruise Line Holdings NCLH | $14.80 | $20.28 | +37% |
| Global Business Travel Group GBTG | $9.50 | $5.23 | −45% |
| MakeMyTrip Limited MMYT | $46.75 | $34.50 | −26% |
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Frequently asked questions
Is TUI AG (TUIFF) overvalued or undervalued?
As of Sep 24, 2026, our model estimates a fair value of $37.04 versus a price of $7.75, about +378% upside (undervalued).
What is the fair value of TUIFF?
Our model-based fair value for TUI AG is $37.04 (as of Sep 24, 2026), built from audited fundamentals. The current price: $7.75.
What is the quality score of TUIFF?
TUI AG has a Quality Score of 46/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for TUI AG (TUIFF)?
Our model-based price target is the fair value of $37.04 (as of Sep 24, 2026) from 26 valuation models. Cautious scenario $27.78, optimistic scenario $48.52. It is a calculation from audited fundamentals, not an analyst target.
What is the TUI AG stock forecast for 2026?
Our models put fair value at $37.04, about +378% upside versus a price of $7.75 (undervalued). Cautious scenario $27.78, optimistic scenario $48.52. The calculation is refreshed regularly with new filings.
What is the revenue of TUI AG (TUIFF)?
TUI AG reported trailing-twelve-month revenue of about €24.2B (latest available figure, as of Sep 24, 2026).
Does TUI AG pay a dividend?
TUI AG currently shows a dividend yield of about 1.29% relative to its recent price (as of Sep 24, 2026).
What growth is priced into TUI AG (TUIFF)?
For today's price to be fair in a discounted-cash-flow model, TUI AG would have to grow free cash flow by -23.9 % per year for five years (discount rate 10.7 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +29.0 % per year. As of Sep 24, 2026.
What discount rate (WACC) does the fair value of TUIFF use?
Our models discount TUI AG at 10.7 %: a base by market capitalisation (mid), damped by beta 1.40, country premium for USA. The same rate applies in all 26 models.
What is a reverse DCF?
A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For TUI AG that is -23.9 % per year a year over ten years, using the same discount rate (10.7 %) and the same formula as our fair value.
How much growth has TUI AG (TUIFF) delivered so far?
Over the past 5 years revenue at TUI AG grew +29.0 % a year. The price currently implies -23.9 % per year free-cash-flow growth a year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.
How fast is the sector of TUI AG (TUIFF) growing?
The median revenue growth in the sector is +3.9 % a year. That is the yardstick for the growth priced into TUI AG (-23.9 % per year a year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of TUI AG (TUIFF)?
The free-cash-flow yield on the price is 30.22 %: that much free cash flow TUI AG produces per unit of market value. When it exceeds the discount rate of our models (10.7 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of TUI AG (TUIFF)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For TUI AG it is $37.04 per share (as of Sep 24, 2026), against a price of $7.75. It is the blended result of 26 valuation models (cash flow, earnings, asset, dividend).
Is TUI AG stock overvalued or undervalued in 2026?
As of Sep 24, 2026, TUIFF trades below its calculated fair value: price $7.75, fair value $37.04, a gap of about +378% (undervalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of TUIFF?
No. The price is what the market pays today ($7.75); the fair value is what the company's own numbers justify ($37.04). For TUI AG the two are $29.29 per share apart. That gap is exactly why we show both numbers side by side.
How much is TUI AG worth?
The market values TUI AG at about $4.3B (market capitalisation, as of Sep 24, 2026). Per share that is $7.75; our models calculate a fair value of $37.04 per share.
What do the bullish and bearish scenarios say about TUIFF?
Our models span a range for TUI AG: cautious scenario $27.78, base $37.04, optimistic $48.52 per share (as of Sep 24, 2026, price $7.75). The range comes from different growth and margin assumptions, not from analyst opinions.
How far is TUIFF from its 52-week high?
TUI AG trades at $7.75, about 29% below its 52-week high of $10.86 and 9% above the low of $7.10 (as of Oct 2, 2026). Distance from the high says nothing about value: that is what the fair value of $37.04 is for.
Which stocks are comparable to TUI AG?
From the same area (Consumer Cyclical) we also value Booking Holdings, Airbnb, Inc, Royal Caribbean Cruises Ltd, Viking Holdings, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is TUI AG stock attractive at the current price?
The data as of Sep 24, 2026: price $7.75, calculated fair value $37.04 (+378%), Quality Score 46/100, from 26 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of TUIFF calculated?
We run TUI AG through 26 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of $37.04, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 14.5 % above its aggregate fair value. TUI AG currently trades 79 % below its own fair value, and the market average says nothing about that. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of TUI AG (TUIFF)?
The closing price on Oct 2, 2026 was $7.75. Our model-based fair value is $37.04, about +378% upside (undervalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with TUI AG right now?
The price is below even our cautious bear case ($27.78). The market is more pessimistic than our downside scenario. The large gap to fair value rests on thin data (low evidence): fewer applicable models and a shorter history. Read it with extra caution. Solid quality (46/100) at a price below fair value, the discount is the argument here, not the business quality.
Where does the earnings growth of TUI AG (TUIFF) come from?
Earnings per share at TUI AG grew −11.0 % a year from 2014 to 2025. Broken into its drivers: revenue per share −8.9 %, EBIT margin −0.6 %, tax rate +0.1 %, residual (interest, one-offs) −1.8 %. The four rates multiply to the earnings growth rate, they do not add up. Start and end are three-year averages so a single exceptional year does not distort the result.
Key figures of TUI AG
How large is the market capitalisation of TUI AG (TUIFF)?
The market capitalisation of TUI AG is $4.3B. The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/E ratio of TUI AG (TUIFF)?
The price-to-earnings ratio of TUI AG is 5.2. Price to earnings: how many years of current profit you pay for the stock. A P/E of 10 means ten years of profit.
What is the P/S ratio of TUI AG (TUIFF)?
The price-to-sales ratio of TUI AG is 0.14 (P/E × margin). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of TUI AG (TUIFF)?
Earnings per share at TUI AG are $1.49 (price ÷ EPS = P/E 5.2). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of TUI AG (TUIFF)?
The dividend yield of TUI AG is 1.3% (payout 6.7%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of TUI AG (TUIFF)?
The net margin of TUI AG is 2.6% (fiscal year 2025). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of TUI AG (TUIFF)?
The return on equity (ROE) of TUI AG is 38.1% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of TUI AG (TUIFF)?
On an EBIT basis the return on assets of TUI AG is 0.5% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of TUI AG (TUIFF)?
The operating margin of TUI AG is −8.2% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at TUI AG (TUIFF)?
Revenue at TUI AG is growing −0.1% versus a year earlier (3y avg +19.7%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at TUI AG (TUIFF)?
Earnings per share at TUI AG are growing +4.3% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does TUI AG (TUIFF) carry?
The net debt of TUI AG is €2.0B (fiscal year 2025, ≈ 1.8 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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