This chapter explores the role and importance of internal marketing and relationship marketing programmes in tourism and hospitality marketing. The chapter begins with a discussion of why internal marketing (marketing that addresses employees inside the organisation) is important. Next, the role of internal marketing and the components of the internal marketing programme are discussed. The second section in the chapter discusses relationship marketing. We outline the different levels of relationships and discuss the importance of relationship marketing. The third section of the chapter focuses on service quality delivery, and discusses the link between service quality and customer satisfaction. The various techniques used to measure service quality, including the SERVQUAL model and the importance–performance analysis (IPA) model are examined. The chapter’s case study examines the customer service policy and internal marketing activities of Hays Travel.