UNSW Business School
Professor of Practice, School of Marketing, School of Information Systems and Technology Management, AGSM

School of Marketing - MBA, AGSM, UNSW, Sydney | Master’s degree in Computer Science Applied to Business Management, Denis Diderot University, Paris | Maitrise (Honours) in History, Sorbonne University, Paris

Nicolas Chu joined UNSW Business School in October 2018 as an esteemed Professor of Practice. He contributes to the intellectual life and public profile of the School of Marketing, the School of Information Systems and Technology Management and the Australian Graduate School of Management. He is responsible for developing innovative research questions, advising faculty on their research projects, assisting in course content development and serving as a liaison between the University and industry members.

A global digital thought-leader, Nicolas has extensive experience in managing technology businesses, from start-ups to large corporates in Europe, the US and Asia Pacific.

He is the CEO and founder of Sinorbis, the multi-award-winning company that revolutionizes the way businesses and organisations enter the Chinese market through technology. He is also an active mentor for a number of technology and digital initiatives in Asia Pacific.

Prior to Sinorbis, he was the global President of HotelClub and Ebookers, two leading global companies operating in more than 30 markets with an annual turnover of US$2.5 billion. HotelClub and Ebookers were part of Orbitz Worldwide, which was acquired in 2015 for US1.6bn.

Nicolas also spent eight years at the global online travel group Expedia, holding executive positions in Europe and Asia Pacific. For several years he led the APAC retail and product strategy for the group and then was the Managing Director of Expedia Australia and New Zealand. Under his leadership, the company became the leading online travel agency in the region.

He began his career by launching a business incubator in Europe, helping many online ventures to get set up, and was responsible for numerous online projects including for the French Ministry of Education and several French universities before joining Amadeus to take charge of their online and e-commerce projects in France.

Nicolas is a frequent keynote speaker at global conferences and is the author of the book "Reussir un Projet de Site Web" (6th Edition).


  • New Product Innovation, Australian Business Awards, August 2018
  • Marketing Technology Company of the Year, Mumbrella Awards, June 2018

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