TL;DR
- TUI posted its best-ever first quarter with underlying EBIT of €77.1 million, up from €50.9 million last year
- Revenue held steady at €4.9 billion with 7.1 million customers travelling in Q1
- Hotels ran at 81% occupancy, cruises hit 98%
- The operator reaffirmed full-year guidance despite German market softness and a €10 million Jamaica hurricane hit
- Strong last-minute bookings and firm pricing suggest healthy UK holiday demand continues
The Numbers Worth Knowing
TUI Group has kicked off 2026 with its strongest first quarter on record. Underlying EBIT came in at €77.1 million, beating analyst forecasts and marking a solid jump from €50.9 million in the same period last year.
Revenue stayed at around €4.9 billion, with 7.1 million customers travelling across the quarter. Hotels & Resorts held 81% occupancy, up one percentage point year-on-year, while Cruises were the real head-turner, with EBIT surging 71% to €82.3 million on the back of 98% occupancy and fleet expansion. Net debt improved by half a billion euros to €3.6 billion, and the company confirmed a €0.10 per share dividend.
Reading the Market
Despite headwinds in the German market and a €10 million hit from hurricane damage to Riu and Royalton properties in Jamaica, TUI held firm on its full-year guidance of 2-4% revenue growth and a 7-10% rise in underlying EBIT.
Last-minute bookings stayed strong, pricing held, and customers kept travelling. Popular destinations like the Canaries, Cape Verde, Türkiye, Egypt, and Mexico continued to pull in travellers, with 2.3 million experiences sold during the quarter.
That cruise figure is worth sitting with for a moment. 98% occupancy, combined with three percentage points of growth, suggests travellers are keen on longer, higher-value holidays. Hotels & Resorts saw average daily rates at €92, with the focus leaning towards quality over quantity.
For Your Client Conversations
TUI’s vertical integration means your clients benefit from a supplier that owns hotels, runs airlines, and operates excursions. When disruptions happen (like the Jamaica situation), they can move resources around more efficiently.
Those occupancy rates in both hotels and cruises tend to mean better on-the-ground service for clients. Full properties mean trained staff, smooth services, and a better guest experience. It also means availability could get tighter as summer approaches, so getting quotes out sooner rather than later is a sensible move.
The uptick in experiences sold (2.3 million, up 1%) points to clients wanting more than sun and a lounger. That’s where your knowledge of destinations and add-ons becomes a real asset. Dynamic packages to the Canaries or Egypt, bundled with tours or activities, play nicely into this trend.
The Helpful Bit
When clients ask about value, you can point to a supplier posting record results while maintaining competitive pricing. For those eyeing cruises, 98% occupancy tells them ships are full and lively. For families or groups considering Türkiye or Cape Verde, 81% occupancy suggests properties will be buzzy but not overwhelmed.
Net debt falling by €500 million is also reassuring. It signals financial stability that protects your clients’ bookings and your commission.
A Little Context for Summer
TUI’s confident outlook gives you a solid foundation for summer conversations. When a major supplier is performing well across hotels, cruises, and experiences, it makes recommending their packages that bit easier, especially when clients are weighing up their options or sitting on a quote.
