REMODEL aims to strengthen BUU R&I capacity and skills through leveraging the experience and state-of-the-art knowledge and digital tools made available by twinning partners ULE and ATU in business model innovation (BMI). BUU staff will significantly enhance their management and administration skills, thanks to the capacitation and networking activities. A novel BMI laboratory (BMI Lab) will be created leveraging and combining the strengths of ULE consumer behaviour analysis laboratory and ATU DiceLabs, and will become instrumental for the execution of the R&I part of the project by applying the acquired knowledge and skills in consumer behavioural analysis, neuromarketing, research management, business innovation, leadership and entrepreneurship, developing business models for 10 Turkish SMEs in the hospitality sector in the context of COVID-19 pandemic. The BMI Lab will be an R&I pole for BUU academic staff and will bring benefits to SME in all sectors, contributing to business sustainability and employment creation. A long-term scientific strategy will be developed including staff exchanges, the definition of common joint R&I programmes related to BMI and the creation of an international master on business management in the hospitality sector. REMODEL goals are perfectly aligned to the expected topic outcomes and impacts, as will increase staff capacitation and scientific excellence and will provide a state-of-the-art BMI Lab to transform BUU in a leading institution in Turkey on BMI in the hospitality sector, boosting HE-Industry cooperation, the preparation and leadership of EU funded proposals, increasing its reputation within a defined network collaborators under a long-term cooperation strategy, and advocating novel R&I incentives schemes to Turkish funding agencies and policy makers. This strategy will sustain R&I, facilitate the exchange of students, researchers and academic staff, and increase the mobilization of resources at national and EU-levels.