After graduating from Fudan University’s prestigious MBA programme this year, Dong Wenxin wants to keep in touch with his fellow students. The 30-year-old figured many former students probably felt the same way – eager to reconnect even when scattered across China.

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Living in Shanghai, a major global port city with regular cruise ship departures, gave him an idea. Dong saw business potential in organising group trips that would bring former students back together for quality time at sea.

Over the past three years, he has organised weeklong round-trip cruises for groups ranging from four to 30 people, with some journeys reaching as far as Japan. Travellers pay between 3,000 (US$418) and 10,000 yuan each, depending on the ship’s level of luxury.

Dong’s venture is part of a growing trend among younger Chinese travellers – particularly high school and university graduates – who are increasingly embracing ocean cruises as a social way to travel, analysts have found.

Cruise ships provide a unique environment for groups to bond, with recreational activities and shared spaces without the limitations of crowding into a rented apartment.

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“It’s not quite a road trip or hiking – [passengers] can’t do that on ships, so those are the limitations,” Dong said. “But they can be in a communal space enjoying lots of activities.”