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On The Beach Group PLC (OTB) is a leading online retailer of beach holidays operating in the UK. The company sells low-cost beach package holidays and luxury breaks to destinations across the Mediterranean, Canary Islands, Asia, Indian Ocean, and the Caribbean.

This article will provide an overview of the OTB share price performance over 2023, discuss the factors impacting its share price, and determine how to spot if a stock is undervalued. 


Brief Overview of OTB PLC

Founded in 2004, On The Beach Group is headquartered in Manchester, UK. OTB sells pre-arranged accommodations, flights, airport parking, hotel, and lounge passes.

The company’s business model focuses on offering value beach holidays to customers, with no requirement for booking fees or credit card charges. OTB works with over 440 airline and accommodation partners to provide dynamic holiday packages to customers.

As of 2022, On The Beach Group has over 4.5 million returning customers and continues to expand its market share in the beach holidays segment.


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OTB Share Price Forecast

The OTB share price started at 192.19p in January 2023 and commenced a steep downward slide over the next several months. By May, the OTB share price had cratered to just 98.30p, marking a massive 49% decline from January’s high.

This plummeting share price aligns with the huge challenges and uncertainties the travel industry faced after the COVID-19 pandemic. With many countries easing travel restrictions in early 2022, OTB likely saw a surge of pent-up demand from consumers desperate for a beach holiday after two years of lockdowns. 

However, as 2023 progressed, high inflation, cost-of-living pressures, and recession fears increasingly squeezed discretionary spending budgets. Beach holidays are luxuries, not necessities, so OTB saw demand slacken considerably. Its revenues and profits likely dropped substantially year-over-year, resulting in a massive share price decline.


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Fortunately, the OTB share price found a bottom in July at 89.00p and has since rebounded strongly. The company seems to be adapting well to the post-pandemic economic environment. Consumers still want beach getaways, just at more budget-friendly price points. 

OTB has likely adjusted its holiday package offerings to cater to more value-focused travellers. The company also continues expanding geographically, announcing new partnerships and destinations. These strategies appear to be paying off, with the OTB share price recovering to 96.60p in August and climbing to 105.80p by September.

Some volatility returned in October-November, but the overall trajectory seems positive. As of December, the OTB share price has reached an 11-month high of 174.00p, not far from January 2023’s peak. The company’s fundamentals and industry outlook seem substantially improved.

Broader economic conditions remain a wildcard. A recession in major markets like the UK could impact discretionary spending and the OTB share price performance. But the company has proven its resilience and adaptation skills, promising a brighter future after a turbulent 2022-2023.

Give this article a read: What Are Cyclical Stocks?


Factors That Could Influence Share Price Outlook

Looking ahead, here are some of the factors that could impact the OTB share price performance in 2024 and beyond:

Post-Pandemic Demand Recovery


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As pandemic restrictions ease further in 2023, pent-up leisure travel demand could surge beach holiday bookings. This would significantly boost OTB’s sales and profits, catalyzing the next major OTB share price uptrend. If travel demand bounces back vigorously, it could propel OTB’s stock to new highs.

New Product Development

New product development and customer experience enhancements could also help OTB gain a competitive advantage and market share. Innovation and refreshed offerings would showcase OTB’s strategic execution, supporting share price outperformance.

Macroeconomic Challenges

Risks like recession, high inflation, supply chain disruption, and geopolitical instability remain ongoing threats. These macroeconomic and geopolitical challenges could negatively impact leisure travel demand, booking volumes, and the OTB share price outlook. 

Additional COVID waves, terror events, war, or political instability remain critical risks for the travel sector.

Financial Performance

OTB’s fundamental financial performance will drive the share price over the long run. Strong bottom-line execution will be essential to sustaining positive share price momentum. 

If OTB delivers on profitable growth, the stock could continue to trend higher. But any stumbles in core earnings growth would likely weigh on valuation.

Check this interesting article: What is the Main Difference Between CFD and Share Trading?


How Do I Know If a Stock is Undervalued?

When investing in stocks, it’s essential to find undervalued stocks priced lower than their intrinsic value. There are several ways investors can determine if a stock may be undervalued:

1. Look at the Price-To-Earnings (P/E) Ratio

This ratio compares the company’s current share price to its earnings per share. A lower P/E ratio could indicate a stock is undervalued. However, comparing P/Es within the same industry is important, as different sectors will have different typical P/E ranges.

2. Analyze the Price-To-Book (P/B) Ratio

The P/B ratio compares the stock price to the company’s book value per share. A lower P/B ratio could mean the stock is trading at a discount to the value of its assets. A P/B below one can indicate undervaluation.

3. Examine the Price-To-Sales (P/S) Ratio

This measures the company’s market capitalization against its total sales or revenue. A lower P/S ratio can suggest a stock is undervalued. Comparing P/S ratios within the same industry is a better practice to consider.

4. Review Dividend Yield

Higher dividend yields can sometimes indicate an undervalued stock. However, yields shouldn’t be considered in isolation, as high yields can also indicate issues with the business.

5. Consider Using Valuation Models

You can use valuation models like discounted cash flow analysis to estimate a stock’s intrinsic value. If the market price is below this calculated value, it may be an undervalued opportunity.

Doing thorough research into a company’s financials and comparing its valuations to industry peers and historical averages can help identify if a stock may be undervalued. 

No single metric provides the full picture, so analyzing a combination of valuation ratios is often most useful when looking for potentially undervalued stocks.

Here’s an interesting read for you: Index Rebalancing - Why Do Indices Get Rebalanced?


Closing Thought

For traders evaluating OTB as a potential investment, it is essential to thoroughly research the company, its financials, competitors, and industry dynamics before making any buy or sell decisions. While the OTB share price recovery is encouraging, the stock still faces macroeconomic uncertainties. 

Traders should carefully weigh the potential upsides and downsides while continuously staying updated on travel sector news and OTB’s latest quarterly results. Learning more about technical analysis and chart reading to help time entry and exit points is also prudent. 

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“When considering “CFDs” for trading and price predictions, remember that trading CFDs involves a significant risk and could result in capital loss. Past performance is not indicative of any future results. This information is provided for informative purposes only and should not be considered investment advice.”

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