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Hotels are a form of building or accommodation business that provides lodging services, as well as other facilities where all services are for the general public. Reducing the risk of the hotel business can be done by building strategies or actions that are continuously carried out based on the perspective of what is expected by customers in the future. This study uses a SWOT analysis by realizing the use of cluster analysis to provide an overview of the location and reduce the risk of loss in the hotel business in Central Sulawesi Province. From the internal and external results of SWOT in the hotel business, it can be concluded that investors must improve their strategy by prioritizing geographical location in building hotels by calculating that disasters can occur at any time.

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