The week-long Chinese Labor Day holiday begins on May 1, and online travel company Yoee.com is launching a new airline seat reservation service to compete with rivals Ctrip and eLong.

In the past, passengers could only choose their seat location on a plane when they arrived at the airport to check-in. Now airlines passengers can choose their seats online, even before they get to the airport.

China has three "Golden Week" holidays each year–Spring Festival, May 1, and October 1. During these weeks, much of China is on holiday, causing travel headaches for vacationers and great revenue for tourism businesses. Yoee, Ctrip, and eLong are each vying to be the online booking engine of choice for the tens of millions of holiday-goers during these periods.