This research project investigates the impact of social media on consumer behavior and purchase decisions within the hospitality sector, focusing on Thomas Cook PLC. The report begins with an introduction to social media's influence, consumer behavior, and the context of the hospitality industry, highlighting the significance of platforms like Facebook and Twitter. The methodology section details the interpretivism research philosophy, explanatory research design, and inductive research approach used, along with data collection methods involving a questionnaire survey of 20 consumers. The data analysis and results section presents findings through tables and interpretations, revealing that a significant percentage of consumers use social media for information, believe the information is accurate, and are highly dependent on social media for purchasing decisions. The report also assesses the extent to which Thomas Cook provides relevant information on social media. Finally, the report discusses the findings, draws conclusions, and offers recommendations for Thomas Cook to improve its social media strategies, and acknowledges the limitations of the study.