Alibaba Group, the largest Internet company in China by market value, launched its travel website as an independent brand and business unit on Tuesday.

The website, which will break the pattern of competition in the market, has been renamed from Taobao Travel to Alitrip and will have its own website address separate from Taobao.

Alitrip's core strategy will focus on mobile devices to provide holiday tourism products. By launching the website, the Internet giant shows its ambition to increase its presence in the online tourism market.

Supported by huge capital from the group, Alitrip will provide innovation services, such as refunding air tickets in hours rather than weeks and paying for hotel rooms after staying.

The current players in online tourism market will have to strengthen their strategies, as the powerful newcomer will make the competition much stiffer, analysts said.

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