Marriott International has formed a joint venture with Chinese e-commerce giant Alibaba Group Holding to sell online travel bookings and loyalty program deals in China, the latest move by the American hotelier to expand business in the booming Asian market.

In the deal, the Marriott-Alibaba joint venture will run Alibaba’s online travel booking site, Fliggy, and “provide a link” between Marriott and Alibaba’s loyalty programs, the companies announced Monday. The newly vamped site will show and market programs and promotions customized for Chinese travelers, particularly at Marriott hotels.

Marriott also expects to draw more Chinese travelers to its hotels through the deal and lower distribution costs paid to booking sites.

Shares of Marriott, based in Bethesda, Md., rose 1.3% on Monday morning to $106.43.

With China’s middle-class earning higher wages and traveling in great numbers, international travel companies have been aggressively pouring investment and developing hotels in the country in hopes of instilling brand loyalty. As domestic travelers rack up mileage and increasingly go abroad, Marriott and Alibaba are banking on greater demand for higher-quality hotels and better online booking experience. China’s travelers will make about 700 million trips in the next five years, Marriott estimates.

More specifically, the joint venture plans to make it easier for travelers to buy shopping, dining and sightseeing deals as they book flights and hotels on Fliggy.

Marriott also will try to sell some selected events, such as concerts, court-side seats at games and other family events offered at its Marriott and Starwood loyalty programs.

Alibaba’s online payment service, Alipay, will be accepted at Marriott hotels in some countries.

“By forming this partnership, we are pairing our hospitality expertise with Alibaba’s digital travel platform, retail expertise and digital payment platform, Alipay, and driving membership to our loyalty programs,” Marriott CEO Arne Sorenson said in a statement.