ABSTRACT: In order to become more capable in providing great experience for the customers and maintain or even increase the reputations, hotels can try to leverage technology by creating some strategies regarding their operational business management based on the customer voices besides speculating independently from another information sources, so the actions that are taken can be more precise. One of the ways to do that is by conducting a sentiment analysis. This research specifically discusses a sentiment analysis of Grand Paradise Hotel, where the hotel has a luxurious architecture, but its stars are actually just three, and its ratings turned out to be not really high in several reputable travel and review platforms. Based on the online customer reviews that were being modelled by an 80% accuracy of Naive Bayesian Classifier machine learning model, the three-star and low ratings of Grand Paradise Hotel is studied to be caused by its deficient operational business management, which covers the atmosphere, comfortableness, exterior, interior, and facilities of the hotel. Thus, the management team of the hotel needs to run some strategies about that in order to become more capable in providing great experience for their customers and make their reputation better.

KEYWORDS – hotel, reputation, reviews, sentiment analysis, strategies.