The hotel industry, a subset of the hospitality industry, integrates accommodation, food, and beverage services. It exemplifies catering services through its spatial, technical, and organizational capabilities, facilitating comprehensive services within one establishment (Djordjevic & Jankovic, 2015). Catering and Conference Services under the Sales and Marketing Department play a crucial role, with hotels customizing their event services based on amenities like room count, meeting space capacity, and catering scale to meet client demands effectively (Patterson & Ashrapov, 2022). Events are a significant revenue source for hotels, often surpassing room sales, especially for weddings, business meetings, and conferences.

Weddings are culturally and economically significant in Indonesia, often involving elaborate celebrations regardless of social class, reflecting the country's ethnic diversity and cultural heritage (Siregar et al., 2023). These events necessitate large teams, including hotel salespeople, wedding organizers, caterers, and various vendors.

The economic growth of Indonesia, achieving upper-middle-income status, aligns with Raffles Jakarta's market, targeting upper-middle to upper-class clients. Raffles Jakarta, with its limited rooms and expansive event spaces, focuses more on event revenue than room sales. The hotel's success relies on skilled personnel with strong soft skills, crucial in Sales and Marketing for effective Customer Relationship Marketing (CRM) (Malhotra & Agarwal, 2021). This involves maintaining relationships with clients and wedding vendors to secure bookings and ensure high service quality.

This study aims to explore the increase of wedding revenue generation at Raffles Jakarta, focusing on the role of Customer Relationship Marketing (CRM). The study will investigate how effective CRM is in achieving revenue targets, considering the contributions from vendor referrals and walk-in clients. Raffles Jakarta seeks to become the top choice for upscale weddings by building strong relationships with vendors and clients, potentially enhancing its reputation and generating revenue through various channels. Vendor collaborations might lead to favorable terms and increased profitability, creating a positive cycle of satisfaction and business growth. Despite the challenges, prioritizing CRM for walk-in clients could boost customer loyalty and help meet revenue goals, thereby giving Raffles Jakarta a chance to solidify competitive position in the wedding market. Thus, the research title is "Evaluating Customer Relationship Marketing on Increasing Wedding Revenue: A Case Study of Raffles Jakarta."