Adam Smith Business School

Professor Bowei Chen’s research explores how artificial intelligence (AI) and natural language processing (NLP) can transform the hospitality and tourism industry. The project focuses on unlocking the potential of data, particularly customer reviews and operational metrics, to enable businesses to make more informed decisions and deliver enhanced experiences.

Hospitality and tourism generate vast amounts of information every day, from online reviews and booking data to performance indicators and market trends. Traditionally, much of this data has remained underutilised. Professor Chen and his team aim to change that by developing AI-powered tools that turn this information into actionable insights. By applying advanced machine learning techniques, the research seeks to answer key questions: How can hotels and accommodation platforms like Airbnb optimise revenue? How can they improve customer satisfaction and streamline operations?

The project combines multiple data sources, including hotel performance metrics, Airbnb listings, and wider market data, with cutting-edge analytics. The goal is to create a comprehensive platform that supports strategic decision-making for hospitality businesses. For example, understanding patterns in guest feedback can help hotels adjust pricing strategies, improve service quality, and anticipate market shifts.

This research is a collaborative effort. Within the Adam Smith Business School, Professor Chen works alongside Dr Wei Yang and Professor Trevor Buck. The team also partners with leading academics from other institutions, including Professor Thomas Anker (University of Stirling), Dr Xiaoning Liang (Trinity College Dublin), and Dr Rodion Skovoroda (Open University). Together, they bring expertise in AI, business strategy, and hospitality management to ensure the project delivers practical and impactful solutions.

This research is not just theoretical. The team has partnered with the Glasgow Grosvenor Hotel to co-develop and pilot the analytics tool in a real-world setting. This collaboration ensures that the solutions are practical, scalable, and aligned with industry needs. The project has received support from the Innovation Audit and the Knowledge Exchange Innovation Fund, underlining its potential impact on both academia and business.

Ultimately, Professor Chen’s work demonstrates how technology and society intersect in meaningful ways. By harnessing AI for hospitality and tourism, the research aims to empower businesses to thrive in a competitive market while enhancing the experiences of millions of travellers worldwide.

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For further information, please contact business-school-research@glasgow.ac.uk 

First published: 18 November 2025