This research project examines the influence of digital technology, particularly social media marketing, on customer awareness and decision-making in the travel and tourism sector, focusing on TUI Group. The study utilizes qualitative research methods and thematic analysis to analyze data collected through a questionnaire survey of TUI customers. The findings highlight the significant role of social media in shaping customer perceptions and influencing their travel choices. The project concludes with recommendations for TUI to leverage social media effectively for business growth and customer engagement.