• Why is China an attractive market for online travel distribution?
• What is the size of the China travel market opportunity?
• Who are the key players shaping the China online travel market?
• What do global travel companies need to consider as they enter China?

• Lufthansa's experimentation on creation of partnership with Xiaonei.com (creation, development, present activities, traffic figures, future outlook)
• How Elong integrates its social networking sites Lohoo.com in its overall marketing plan?
• Baidu will share their in-depth research and innovative solutions tailored for China social network marketing.

The present economic downturn is an unstoppable wind of change that is causing great upheaval worldwide. Across the globe, almost every business is experiencing a direct or indirect and unprecedented impact. Even Chinese travel suppliers have not been spared.

However, the measure of a strong and successful business is to look at the way it reacts to the winds of change. Some will stick fiercely to the old methods of doing things. Others will transform the way things are done to adapt to the new environment, and very often one of the most effective means available is the introduction of new technology and innovation.

Amadeus has demonstrated this with the business successes our customers and partners are experiencing. Any business can become a leader and differentiate one’s business by embracing innovation.

• Hear how Singapore based Wego.com is meshing meta-search and semantic search technologies to support its users in finding the product best suited to their individual preferences beyond just price.
• Listen how Circos guides brands to develop a framework for managing social media, unifying brand messaging, and turning user generated content into a powerful resource for businesses to increase brand equity and revenue.
• Oyesgo.com will share their insights into how travel search engines and travel companies could develop the win-win partnership.
• Key learning from Qunar will reinforce the notion that online comparison sites are moving beyond price into content, context, and customization.

Video now has significant impact on travel searching, shopping and buying. This session will cover the current industry statistics on the impact of video to customer retention and sales conversion.

• How to best use rich media content to educate, inspire and compel consumers about their travel decisions.
• The main challenges of internet, video and travel: opportunities for the travel industry - best cases and tips for the audience
• Various video strategies will be considered and the latest technologies available will be reviewed

• CHINAonline and DerbySoft are the major force of driving Chinese independent hotels' online sales. Will they be partners or competitors to OTAs?
• The role of OTAs in distribution as it relates to hotel owned web site, channel partners, and seamless distribution.
• The panelists will share an open view of the natural "co-opetition"
  (simultaneously, competing and cooperating with distribution partners)

As a successful entrepreneur in travel and hospitality business, Hai Wu will offer his insights on the challenges and opportunities of founding a new travel business in China.

From 1997 to 2000, Wu Hai co-founded SmartTravel, serving as CEO through its acquisition by BizExpress in December 1999. In 2001 Wu Hai founded Fortunetrip, serving as Chairman & CEO through its acquisition by Sina in 2004. Wu Hai continued to serve as CEO of FortuneTrip until the acquisition of FortuneTrip by eLong (NASDAQ:LONG), after which he served as a VP, Sales through 2006.

A recent survey by Hudson Crossing of the venture capital and private equity community indicates that despite the challenging credit environment, investors remain bullish about the long-term prospects of travel as an investment category.

China has been the hotbed for international investment over the past 10 years. The most successful Chinese travel and hospitality companies, such as Ctrip, Elong, Qunar, Kuxun, Home Inns, 7 days Inn and Orange Hotel are all backed by venture capitals. Japan's largest online retailer Rakuten achieved 360% return over three years on its initial investment of US$110 million of Ctrip.

But not all investors are lucky enough to make money from their investment in China. So what are the main challenges and opportunities of making investment in China's travel industry? What kind of travel business you would be interested to invest in the short term and long term? And why?

Listen to the "Gurus", Travel's most successful investors and discover where the leaders in your field are investing and why.