In present scenario market is currently focusing on prospective customers whether its investment market or service sector. For enhancing the experience of customers and provide high value, CRM provide base to different sectors to support them. Its a strategy or tactics for managing the relationship between two of them. Basically CRM is working in a combination of system that helps companies to stay connected to customers, streamline processes, and improve profitability and market value by expanding the large customer base. Its a customer-centric business philosophy and to support effective marketing, sales, and service processes. CRM requires because of managing good customer base that increases customer loyalty. In current scenario Customer loyalty decreases due to various channels and transparent market. It decreases due to fast internet growth economic globalization and comparable quality. In hotel sector, the basic product is hotel room that is very similar, to competitors when comparing the same quality level. CRM not only focus on the existing and frequent customer base but also to acquire new prospective customers. It needs to manage all customers of the organization. Return of CRM investment strategy is customer satisfaction, decrease marketing cost.