Abstract
Based on research conducted at Hotel X at West Bandung Regency, this paper examines the use of CRM to boost customer loyalty. The Bandung area, which includes Subang, has become a more popular tourist destination recently due to the construction of numerous hotels in the vicinity. But the rivalry is now more fierce than it was previously. 
 In order to compare the topic under investigation with the real conditions at Hotel X at West Bandung Regency, the researcher conducted a literature analysis on Customer Relationship Management and spoke with five managers about it. The three programs that the researcher determined had an impact on CRM were the Partnering Program, Continuity Marketing, and One-to-One Marketing. The researcher has examined the program and connected it to theory through primary research employing qualitative approaches.
 While nearly every program has been implemented, Hotel X at the West Bandung Regency did not adopt a branding program, according to the results of the interview session.
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