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Saga's stock soars to a five-year high after pandemic recovery

From near-collapse in 2020 to record highs in 2026—how Saga defied the odds. Investors like Kelso Group are betting big on its turnaround.

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1 min read
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The image shows a bustling city street with vehicles on the road, a footpath on the right side, electric poles with wires, buildings, trees, and a sky with clouds in the background. In the foreground, there is a building with a sign that reads "Capas Public Market".

Saga's stock soars to a five-year high after pandemic recovery

Saga plc has witnessed a sharp surge in its share price, climbing to a five-year peak of 550p in early 2026. The company's market capitalization has soared to over £800 million, up from £551.5 million just weeks prior. Investor confidence has strengthened following robust financial updates and a steady recovery since the pandemic.

Saga's trajectory on the stock market has been tumultuous. After its 2004 IPO at £2.3 billion, its value peaked near £3 billion in 2015. The COVID-19 crisis then drove it below £100 million in 2020. By February 2026, it had rebounded to around £1.2 billion, fueled by high demand for insurance, a revitalized travel division, and successful debt refinancing.

In December 2025, Kelso Group Holdings invested £2.1 million in Saga by acquiring shares at 386.5p each. On January 6, 2026, the firm bought an additional 400,000 shares at the same price. Within a month, Kelso's stake had grown by over 40%, mirroring Saga's rising valuation.

The company's recent trading update projected higher underlying profits for the year. Kelso lauded Saga's leadership, particularly chairman Sir Roger De Haan, for piloting the recovery. Meanwhile, Kelso intends to disclose further investments in 2026, expanding its portfolio beyond Saga, NCC Group, and THG.

Saga's share price has leaped 5% to 550p, boosting its market cap above £800 million. The gains follow improved earnings, a stronger travel sector, and investor backing from firms like Kelso. With sustained growth, the company seems to have turned a corner after years of fluctuation.

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