Sofitel Bali Nusa Dua is a luxury 5 stars beachfront resort located at Kawasan Pariwisata ITDC Lot N5, Badung, Bali, Indonesia. The main problem happened in the front office of Sofitel was the dissatisfaction of the guests towards the service at the front office area, while actually for a 5 stars hotel like Sofitel, those problems in the front office should not happen. Thus, researcher is interested to analyze the strategy to improve the service in front office area for foreign guests at Sofitel Bali Nusa Dua. The research design in this research is qualitative, which uses 2 methods, which are interview and observation method. Researcher did the interview with the front office staff and did the observation for 6 months in the front office area. The data analysis which is being used is SWOT and TOWS analysis. The result of the research is researcher found that the main complaints in the front office area are the room matters and service quality. For the room readiness matter, it is being advised to use the S-T strategies. For the service quality matter, it is being advised to use the S-T strategies, W-O strategies and W-T strategies.