Alibaba Group’s travel-services platform, Fliggy, has launched the Feizhu Hotel Alliance to better connect China’s independently operated hotels with the country’s increasingly travel-happy consumers, while also offering benefits to those travelers.

Since sign-ups began in September, the new campaign has attracted 15,000 of these hotels in more than 300 Chinese cities, the company said. Alliance hotels, which can join for free, get access to Alibaba and Alipay’s combined 960 million annual active consumers in China as well as marketing support from Alibaba and a range of online tools to hotel management. Fliggy said it is hoping to raise the occupancy rate of the alliance’s 600,000 rooms by 10%.

“The core of the alliance is to empower independent hotels with a shared membership pool and to leverage Alibaba’s critical advantage in online traffic to boost their bookings and brand awareness,” said Zhuang Hai, head of the alliance and Fliggy’s Future Hotels division.

In addition to recognition for their competitive rates, comfort and quality, alliance hotels will receive special labels on the Fliggy app, while maintaining their original branding and style. Users of the app can apply the Feizhu filter to browse and book rooms from alliance hotels, with prices typically between RMB150 and RMB400 ($21-$57) a night. Additionally, Fliggy will equip alliance hotels with Alibaba tools and technologies to streamline their operations, such as booking management, membership retention and finance.