This research project investigates the influence of digital technology on customer decision-making processes within the travel and tourism sector. Focusing on the TUI organization, the study aims to understand how technology impacts customer engagement, booking behavior, and overall satisfaction. The research utilizes a mixed-methods approach, combining quantitative data analysis from surveys with qualitative insights from interviews. The findings highlight the significant role of technology in shaping customer preferences and providing greater flexibility in travel planning. The research concludes with recommendations for TUI to leverage technology effectively to enhance customer experience and drive business growth.