Chinese e-commerce giant Alibaba changed the name of its travel website to cater to the younger generation, its primary customer group, the company announced on Tuesday.

The group announced last week that it was rebranding its travel portal, changing the name of the website from Alitrip.com to Fliggy.com. The new name is feizhu, or "flying pig" in Chinese. The company also introduced a cartoon-like image of a pig as its new logo.

"A key goal of the rebranding is to appeal to a younger demographic that accounts for more than 80 percent of our customer base," Alibaba said in a statement.