Hilton, one of the world's largest hotel groups, will launch more lifestyle-oriented properties in the country, following changes in this dynamic market, according to the company's top management.

Hilton introduced Canopy, a brand focusing on lifestyle and neighborhood in Chengdu, Sichuan province, in January this year, the first of its kind in Asia.

"And the second Canopy is expected to open in Hangzhou in the second half of this year," said Wendy Huang, senior vice-president and commercial director at Hilton Greater China and Mongolia. "We are actively looking for opportunities in other key second-tier cities to introduce more Canopy, to meet rising local demand for lifestyle-driven tourism."

According to a survey released by Hilton on Thursday, Chinese customers now value experiences over obligatory visits to landmarks and are more willing to spend on local dining and cultural activities.

Through a survey of 1,000 Chinese citizens across different age groups and regions who have stayed in an upscale hotel at least once, the survey identified four new key traits that have emerged among today's Chinese travelers: a total of 83 percent of respondents are "keen to explore "different local cultures; 82 percent enjoys "self-pampering"; 77 percent are "open" to socializing with locals; 77 percent are "self-expressive "by seeking out new experiences.

"Bolstered by higher disposable income, wider international exposure and easier accessibility of travel, Chinese consumers are more confident in exploring new destinations and looking to gain new experiences when they travel. Through the survey, Hilton is able to deepen our connection with guests and present innovative offerings – including our Canopy by Hilton brand – that focus on their tastes and preferences," said Huang. "We are in a golden age of travel, and we should grasp the opportunity by meeting customers' new demands."

As China's expanding economy shifts from an export and investment-led model to be consumption and services driven, the country's tourism sector continues to experience a major boom. The number of domestic tourists reached 2.83 billion in the first half of 2018, up 11.4 percent year-over-year, while outbound travelers surged 15 percent over the previous year to hit 71.3 million, according to the China Tourism Academy.

Li Jingya contributed to this story.