The aim of the launch, announced at the World Cultural and Tourism Forum in China, is to bring together high-end Chinese hotels under one banner and improve their performance with 'big data analysis' backed by Ctrip. In some ways hotel management is a natural progression from the marketing and distribution already undertaken by Ctrip and other OTAs on behalf of the hotels they work with. Indeed, Peter O'Connor of ESSEC Business School suggested last year that rapidly rising franchise fees could lead hotels to abandon their chain affiliation in favor of simply handing the reins to their OTA partners. Get the full story at Triptease