During tough times, the world's travellers behave in similar ways, whether they live in Zurich or Shanghai and fortunately for the world's travel markets, that means they are seeking better value for money, but will continue to book airfares and hotel rooms.

Speaking at Tuesday's 'Audience with the CEOs' panel at Web In Travel, chief executives from Switzerland and China echoed a theme that will be heard on every floor of Singapore's Suntec City Convention centre this week – that travellers this year are seeking a good deal.

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