This study explored the concept of phygital within enrollment management, examining its transformative impact on the student journey. Phygital, a blend of physical and digital experiences, serves as a focal point of this research in addressing a notable gap in existing literature. This research involved a two-phase exploratory qualitative study with eight participants working in enrollment management. Interviews gathered perspectives and experiences integrating digital technology in recruiting new students, focusing on the student lifecycle phase from pre-matriculation to matriculation. The guiding question was to explore the opportunities and challenges presented by adopting a phygital approach within the student journey, particularly aimed at attracting traditional-age students. Data was collected from interview transcripts, field notes, and questionnaire responses, and was analyzed using exploratory and thematic coding to identify key themes. From the data analysis, four primary themes emerged: Interpretations of the Phygital Concept, Phygital Opportunities, Phygital Challenges, and Digital Change. The findings outlined promising opportunities and notable challenges, providing valuable insights to refine enrollment practices and enhance student satisfaction. The study recommends further in-depth research to support the development of the phygital phenomenon and to address the significant organizational changes necessitated by digital transformation in enrollment management. The findings outlined promising opportunities and notable challenges, providing valuable insights to refine enrollment practices and enhance student satisfaction. The study recommends further in-depth research to support the development of the phygital phenomenon and to address the significant organizational changes necessitated by digital transformation in enrollment management. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]