D'Senopati Malioboro Grand Hotel is a 3 star hotel in Yogyakarta. In the age of just turned two years, D'Senopati Malioboro Grand Hotel recorded a high rate in room reservations, especially in the travel agent customer segments. It is quite high up in age is still quite young. The purpose of this study was to determine the strategy of Customer Relationship Management (CRM) Business to Business conducted by D'Senopati Malioboro Grand Hotel. The method used in this research is descriptive qualitative case study on the strategy of Customer Relations Business to Business is done by D'Senopati Malioboro Grand Hotel in 2017-2018. The qualitative data in this study were obtained by interview and documentation with the object of research D'Senopati Malioboro Grand Hotel. Results from the study showed that the CRM conducted has performed quite well. CRM conducted in several stages namely travel agent data collection, analysis and identification of target travel agent, CRM program development, implementation, and evaluation. However, there are still shortcomings in terms of analysis and identification of target customers are mainly in the identification of the best customers for not using the concept of Life Time Value (LTV) as its foundation. Next up is the lack of innovation which appear in the CRM activities and lack of comprehensiveness of evaluations conducted so that a flaw that exists in CRM undertaken.