Expedia-owned Chinese OTA eLong is partnering with ArrivalGuides, a Europe-based destination content specialist, in a bid to overhaul and improve the site's destination information.
As part of the partnership, ArrivalGuides will translate about 50-100 of its most popular destinations into simplified Chinese.
The content integration will be launched on the international sites of eLong, followed by its Chinese website once the simplified Chinese destinations are live.
ArrivalGuides already provides its destination content service to 170 travel companies, that includes SAS, Lufthansa Systems, Ryanair, Expedia owned Venere.com, Jetstar, Airberlin, Germanwings, Qatar Airways, British Airways, Booking.com and TUIFly.
Ola Zetterlof, director of distribution at ArrivalGuides, says:
"This breakthrough signals that Chinese travel suppliers put a key value on destination content solutions as a business driver."
The partnership comes as the subject of travel content on the web reverberates around both the B2B and consumer-facing worlds.
Last week BBC relinquished its controversial hold on Lonely Planet and sold the guidebook business to NC2 Media and Google is phasing out the B2B division of Frommers, putting a string of well known online travel retailers on alert to find new content partners.