This report presents an analysis of the impact of social media marketing on TUI Travel, focusing on customer awareness and brand loyalty. The research, conducted on a qualitative basis, utilizes questionnaires to assess the influence of social media on customer behavior. Key findings reveal that customers spend a significant amount of time on social networking sites, with Facebook being a preferred platform for marketing. Advertisements on social media platforms are shown to enhance brand awareness and influence customer decision-making, providing detailed information for comparison among different brands. The study also acknowledges the impact of customer feedback and reviews, including negative comments, on consumer decision-making. The report concludes that social media marketing, particularly through platforms like Facebook, is an effective and cost-efficient method for promoting TUI's services and fostering customer engagement.