Etao, the shopping search service under Alibaba Group, announced today to make inroads to online travel search, starting with a hotel search service. It sounds like a direct competition to Qunar, the online travel search majority-owned by Baidu. Hotel.etao.com has indexed 300 thousand entries of hotel information from Ctrip and other five less-known online travel services. With Etao, Alibaba has stepped further into the search sector. So Alibaba is to a large extent a search business in terms profits.