(Yicai Global) Oct.18 -- Chinese aviation-focused conglomerate HNA Group Co. will carry out a strategic transformation by investing CNY50 billion (USD7.575 billion) to create a new digital tourism platform HiApp, the company said in a press briefing yesterday.

HiApp can accompany its users whenever and wherever, and take them on a worldwide journey through the use of artificial intelligence and other advanced technologies, state-run China News Service cited Zhang Ling, director, as saying yesterday.

The company put forward a model for travel services called MTS (Mobile Travel Services), which enables the in-depth bonding of requirements under different scenarios in real time, to provide smart travel services and an upgraded user experience.

HNA Group boasts an abundance of offline resources and rich experience in the air travel market, including aviation, hotels and airports. It also provides tourism, finance, science and technology, logistics and other services and possesses huge potential data assets. 

Extending offline-to-online services is a strong part of the company's transformation to further improve user experience and integrate customer, business and data flows.