is widely used in travel and tourism, due to the targeted and de tailed customer services offered to the client. with so many types of travel and tourism options available today, and with no two travelers being alike, CRM allows the monitoring unit to "customize" an offering to guests on a daily basis . CRM is very database dependent. all the data has to be stored somewhere. However,technology is arguably not the most important part in CRM. The most important factor toward making CRM a success is the organization that actually uses it correctly, it can result in misspent funds. Think about all the different and if used points where guest interaction takes place in travel and tourism : phone, airline check-in car rental desk, hotel check-in, spa use and high roller wagering at blackjack. it the different units of an enterprise collaborate, a real snapshot of a customer car be attained. however, this profile of your customer can only be attained if the staff is observant is using the system correctly in entering the applicable observation (i.e., prefers window seat, midsize car, room with view, vodka martinis at the gaming table).