Accor and Chinese retail commerce gaint Alibaba Group have announced a strategic collaboration to develop a series of digital applications and loyalty programs to improve the consumer and traveler experience over the next five years.

Accor will leverage Alibaba’s nearly 700 million consumers across its China retail marketplaces to create hotel bookings within Alibaba’s comprehensive ecosystem. Alibaba’s travel arm Fliggy will allow consumers to book hotels, access catering services, book entertainment and take advantage of other lifestyle services. Payments can be made using Alipay, a digital payment service operated by Alibaba affiliate Ant Financial.

Accor will also offer Chinese consumers a hassle-free hotel experience through its “Haoke” program, which ensures hotels offer Chinese amenities and services.

Note: undeniably a great business idea, but where is the individuality and choice in this? 700 million people in their own bubble, booking the same chain hotels with amenities exactly catered to them. A sort of new (Chinese) Club Med; paying with their Alibaba phone in stead of plastic bar beads.