InterContinental Hotels Group said on Aug 14 it is launching its first flagship e-store on one of China's leading online travel booking platforms.

Chinese consumers will now be able to use Taobao Travel, which is operated by Taobao Marketplace, to book their IHG hotels.

The website will redirect to the hotelier's new China booking website cn.ihg.com, where consumers will confirm their bookings.

The collaboration marks a trend where hotel brands are starting to tap the country's booming online tourism market, propelled by an increasing middle and upper middle class, growing usage of credit cards and electronic-payment services, and soaring Internet-based consumption.

wangzhuoqiong@chinadaily.com.cn