Chinese tourists are more independent, with more choosing solo adventures over travelling in groups, a survey shows.
Results of the Chinese International Travel Monitor (CITM) survey, released on Wednesday, found nearly two thirds of the 3000 Chinese polled preferred to travel independently.
While 70 per cent of the 1500 hoteliers surveyed said they'd noticed a rise in the number of Chinese travelling on their own.
Chinese tourists were more confident and were able to understand and speak English better than five years ago, hotel owners said.
"Increasingly, we are seeing travellers from China looking to create their own tailor-made itineraries," Tourism Australia (TA) boss Andrew McEvoy said.
"China is the single most important market for Australian tourism to achieve its long-term plans for growth."
TA recently launched a Chinese version of its website tailored to that country's preferred Australian travel experiences.
The CITM survey also revealed Chinese tourists want more hotels to accept Chinese payment methods.
They also want translated TV shows, newspapers and magazines and would like hotel owners to hire more Madarin speaking staff.
Johan Svanstrom, boss of Hotels.com which carried out the survey, said growth in the Chinese market appeared to be outstripping the pace of change in the hotel industry.
About a quarter of hoteliers said they offered cultural awareness training to staff and just one in 10 had welcome signs and entertainment in Mandarin.
"Hoteliers are making positive steps towards catering to an increasingly mobile and savvy Chinese travel market," Mr Svanstrom said.
"But the global hotel industry needs to adapt facilities and services to cater to the world's largest market of travellers."
About one in 10 tourists to Australia now come from China.
The number of Chinese heading Down Under has almost tripled over the past decade, with more than 630,000 arriving in Australia last year.