Alibaba’s travel unit Fliggy is taking aim at a niche market share composed of millennials, digital technology, and premium services. It will be a hefty task to try and unseat the travel sector champion Ctrip, which boasts he largest consolidator of hotels in volume of rooms booked, covering over 500,000 hotels in China and 750,000 worldwide.

That’s just the tip of the iceberg for Ctrip. The company also offers air, rail, bus, and other transportation services with China and globally, offers vacation packages and tours, insurance, visa services, and attraction tickets.