China's online tourism sector is witnessing a boom, and firms in the business are growing rapidly, on the back of Chinese wanderlust.

To exploit the emerging opportunities, online travel agencies or OTAs are offering new, customized products and services.

Sensing a maturing market, existing players have started consolidating or expanding their operations. In fact, the market itself is seeing a bit of restructuring as the number of players gets rationalized, with a few major firms set to dominate proceedings from now on.

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