This paper presents the findings of the study of HRM in the hospitality industry in Russia. The study investigates the level of development of HRM system and its influence on the behavior of consumers of hotel services. Quantitative data was collected from 112 hotels by polling their managers, employees and customers. The sample consists of various types of hotels located in various regions of Russia. For data processing correlation analysis, regression analysis and aggregated indicators analysis were used. The study shows that in the hotels with a high level of development of HRM system there is a higher level of customer loyalty. According to the research results HRM has a positive influence on customer loyalty only if it is implemented systematically and comprehensively. HRM system must comply with the overall strategy of the organization, include a wide range of instruments and be flexible and adaptive.