NaïVe Bayes-Based Data Analysis on Online Travel Agency's Guest Review of Sheraton Bandung Hotel & Towers

Staycation has become an increasingly popular vacation trend among Indonesians, leading to the rapid growth of the hospitality industry and intensifying competition among hotels. Therefore, hotels must differentiate themselves by considering guest reviews as valuable feedback to maintain strength and enhance areas that need improvement. This study aims to analyze consumer reviews on Online Travel Agent (OTA) platforms regarding a five-star hotel, namely Sheraton Bandung Hotel & Towers, using the Naïve Bayes algorithm and sentiment analysis. A total of 1,367 reviews were collected from Traveloka, Tripadvisor, and Agoda. The study results show that the majority of reviews, namely 79.1 %, are positive, while the rest are negative reviews. The most frequently highlighted aspects include service quality, hotel facilities, and comfort. These data were then analyzed using Word Cloud visualization and RapidMiner to determine the proportion of positive and negative reviews and identify key aspects frequently mentioned by consumers. The findings will serve as a suggestion for hotels in Indonesia to improve their hospitality services.