CRM has become an inevitable part of the business of most trades, from the smalles with few staff, to the largest, multinational companies. The strategic advantages that CRM brings in the segment of customer segmentation, marketing activities, forecasts of future revenues, costs, final balances, corporate financial statements and easier monitoring of important than the most important service users in the company and the taking of actions accordingly, are consequently undetectable in numbers. This paper has shown that CRM is a sophisticated software solution that requires great training, technological investment and constant human and technological advancement to maximize its use and maximize all the benefits of its introduction into business. But this paper has also shown that CRM is more than one of many new technological solutions for business facilitation and that it primarily requires full human resource collaboration from top management to the bottom (operational tasks) and that is most important for success. Large sums of money, especially in smaller crafts, are not necessary to extract all the benefits of this strategy, but only knowledge and minimal technological improvements. However, through this work it has been crystallized that small hotels in the area of the surveyed Split-Dalmatia County are still not thinking about introducing this tool or strategy into business. CRM's knowledge is still not at a high level or they do not see the necessity of introducing something new, unknown in business especially when hotels are satisfied with the current situation. CRM is still a new term for most hotels and will take some time, at least in the territory of Croatia, or Split- Dalmatia County, until it is accepted, in larger hotels, and especially in smaller ones.