April 3rd, 2025 | 08:15 CEST
Leisure time in focus: TUI, naoo AG and PUMA share under the microscope
Leisure time and vacations shape the quality of life – and offer opportunities for investors. Whether travel, shared experiences, or sporty fashion, the desire for recreation, experiences, and an active lifestyle provides companies such as TUI, naoo, and PUMA inexhaustible customer groups. As a travel provider, TUI stands for the classic vacation dream and scores with package tours in the upper segment, as well as a billion-dollar cruise deal that has boosted its share price. The Swiss company naoo AG combines everything that makes up social media today in its leisure app: events, games and, most recently, influencer marketing. No wonder the share price is on a growth trajectory. PUMA has discovered the circular economy and is now combining sporty fashion with sustainability. Which strategy is most convincing to investors?
time to read: 4 minutes
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Author:
Juliane Zielonka
ISIN:
TUI AG NA O.N. | DE000TUAG505 , NAOO AG | CH1323306329 , PUMA SE | DE0006969603
Table of contents:
Author
Juliane Zielonka
Born in Bielefeld, she studied German, English and psychology. The emergence of the Internet in the early '90s led her from university to training in graphic design and marketing communications. After years of agency work in corporate branding, she switched to publishing and learned her editorial craft at Hubert Burda Media.
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TUI share price rises: Buy recommendation and cruise deal provide momentum
The TUI share rose significantly on Tuesday: After a "Buy" recommendation from the private bank Hauck Aufhäuser Investment Banking, the security gained 4.1%. Analyst Marie-Therese Gruebner sees a target price of EUR 10 and praises the travel company's robust business model. Although the share lost over 17% last week, this increase indicates a possible turnaround. A multi-billion order for new cruise ships, which cements TUI's position in the leisure and holiday market, is providing additional momentum.
The travel industry is under pressure. Economic uncertainties, especially in the US, and weak demand for transatlantic flights have weighed on the sector. But TUI stands out: Gruebner emphasizes the benefits of scale and the strong brand, which is seen as a "highly valued seal of quality". She expects demand for travel to outstrip global economic growth – an advantage for TUI's package deals.
Another boost comes from Bella Italia: Earlier this week, TUI signed a memorandum with Fincantieri to build two cruise ships for Marella Cruises, thereby expanding its cruise portfolio. According to Reuters, the deal is worth EUR 2.5 billion and includes environmentally friendly ships that will be delivered in 2030 and 2032.
Analysts are divided: Hauck Aufhäuser recommends "Buy", JPMorgan gave a positive vote of "Overweight" in March, and Deutsche Bank advises buying. Barclays remains at "Underweight", while UBS, Bernstein and Jefferies rate "Neutral". For investors, TUI offers an exciting opportunity for recovery in the leisure market. TUI's share price is EUR 6.52.
Leisure app naoo AG: Android update and influencer power drive growth
The Swiss leisure app from naoo AG is taking off: Since February 25, 2025, the new Android version of its social media app has offered full functionality, thereby boosting user numbers significantly. Interactive maps show events, offers, and geo-based games that are captivating thousands of users. In addition, the app now features high-privacy in-app messaging, allowing users to chat and easily coordinate meetups for shared events. The rollout of the Android app update has seen the Zug-based company report a 70% increase in Android sessions. This clearly signals to investors that naoo continues to grow in the leisure and experience market.
The naoo team made another strategic move by acquiring Kingfluencers AG on March 17. naoo now holds 87% of the shares in the largest Swiss influencer agency, which serves clients such as Nestlé, Migros, and UBS. The deal was paid for with 81,092 naoo shares, and further steps towards a full takeover are planned. In the B2B sector, Kingfluencers' influencer marketing is designed to strengthen the networking of end customers with leisure activities offered by tradespeople. For 2025, naoo management has set an ambitious goal: A turnover of around CHF 10 million is on the cards.
The outlook is positive, as naoo is benefiting from the trend towards gamified, personalized leisure experiences. The Android app makes it easier to enter markets in neighboring countries such as Germany, where over 70% of smartphone users use Android. Kingfluencers brings marketing know-how – in 2024, revenues were CHF 7 million. For investors, naoo offers an exciting mix of technology and leisure with international potential. The share is currently trading at EUR 13.90.
PUMA: Sustainability boosts the share
PUMA is driving the circular economy forward and has signed a letter of intent with RE&UP Recycling Technologies. The aim is to convert textile waste into high-quality recycled fibers. The RE:FIBRE program is already producing football jerseys with more recycled material, which is leading to greater waste avoidance. By 2030, PUMA aims to source 30% of the polyester in its apparel from fiber-to-fiber recycling. The program seems to be well-received by investors. Earlier this week, the stock rose by 2.3%.
Howard Williams, Director Global Innovation at PUMA, says: "We need materials that perform and are sustainable." PUMA is now expanding RE:FIBRE to the Americas, integrating RE&UP's raw materials into the local supply chain. Özgür Atsan from RE&UP emphasizes: "With 80,000 tons of capacity annually and renewable energy, we are setting new standards in the circular economy." For investors, the Company's future viability is also becoming apparent. The share is currently trading around EUR 22.92.**
Despite inflationary pressure, PUMA remains strong. Goldman Sachs analyst Richard Edwards recommends a "Buy". PUMA's focus on sustainability makes it attractive. For investors, the stock is a reliable option with potential, combining innovation and responsibility in the leisure market.
With the cruise deal, TUI is showing strength in the leisure market despite industry-wide uncertainties. For investors, the Company offers a slight chance of recovery should demand for travel continue to rise. Patience and risk awareness are key here. With the Android app update and the acquisition of the Kingfluencers influencer marketing platform, the Swiss social media company naoo AG is reaching new heights on its current growth path. The combination of technology and leisure trends makes the stock interesting for investors looking for innovation and international scaling. PUMA scores with sustainability and solid revenue growth in the booming circular economy segment. For investors, the stock is a stable choice with moderate upside potential – ideal for those looking to combine responsibility and performance in the leisure market. While TUI's established market presence appeals to conservative investors, naoo AG's innovative drive attracts growth investors, and PUMA convinces with sustainable growth.
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