An aerial image shows Huzhou Hilton in Zhejiang province. The hotel chain will expand further in the Chinese market. CHINA DAILY

Hilton Group has unveiled plans to double its number of luxury hotel brands in the Chinese market in the coming years amid rising demand for high-end travel experiences among domestic and inbound travelers.

The company will see the number of luxury brands expand, with efforts to move into key tourist destinations in China such as Xi'an, Shaanxi province, and Suzhou and Nanjing, Jiangsu province — full of iconic cultural and historical sites for international travelers.

Qian Jin, president of Hilton Greater China and Mongolia, said: "As consumer attitudes and lifestyles evolve, the needs of luxury travelers are becoming more diversified. Responding to this trend, we are aiming to bring unique and unforgettable experiences to more gateway cities and iconic resort destinations across China."

Currently, Hilton operates 19 luxury hotels in China under its Waldorf Astoria and Conrad brands. Its high-end brands also include LXR Hotels & Resorts, NoMad Hotels, and Signia by Hilton.

The Waldorf Astoria Qiantan in Shanghai, set to open next year, will make Shanghai the second city in the world to host two Waldorf Astoria hotels. New Waldorf Astoria hotels are also planned for Xi'an and Hangzhou, Zhejiang province by 2026.

This July, The Conrad Chongqing opened, marking the 15th Conrad hotel in the Chinese market. More Conrad hotels are under development in Suzhou and Chengdu, Sichuan province.

Hilton's 2024 Trend Report also sheds light on emerging travel preferences.

According to the report, 77 percent of respondents from Asia expressed a desire to better understand local traditions through travel. Dining remains a top priority for travelers worldwide, with 75 percent of respondents hoping to understand more about other Asian cultures. About 88 percent are enthusiastic about local culinary experiences.

Candice D'Cruz, Hilton's vice-president of luxury brands for the Asia-Pacific region, said during the 10th anniversary of the Waldorf Astoria Beijing recently, "Today's travelers seek personal growth through authentic, customized experiences."

As China now offers an optimized visa policy which includes 144-hour visa-free entry for visitors from 54 eligible countries, inbound tourism is on the rise, with over 14 million international travelers entering the country in the first half. Among them, the China Tourism Academy estimates that about 11 million such trips were for tourism purposes.

Dai Bin, president of the China Tourism Academy, estimates that in the second half, inbound tourism is expected to recover to 2019 levels.

"The satisfaction level of international tourists in the first two quarters of this year exceeded the historical average level," Dai said.

However, the origin and travel patterns of these visitors are critical, Qian said.

"Long-haul travelers from regions like Europe and the United States present more valuable opportunities for the luxury hotel market," Qian said last month.

Hilton views China as its largest market outside the US and one of the fastest-growing markets globally, said the president.

At present, the group has 700 hotels in over 240 destinations nationwide, spread over 10 brands. The company has added more than 100 new hotels every year for five consecutive years in China. "With the strong purchasing power of Chinese consumers, we remain optimistic about the economic and tourism prospects in the region," Qian said.