Tinder Rolls Out Group Dating Feature in Latest Nod to Younger Users

Tinder is launching a new feature called Group Hangouts designed to take the pressure off one-on-one dates, marking its latest effort to court younger users who have otherwise grown jaded with dating apps.The feature will roll out gradually in select US markets starting Wednesday, the company said in a statement. Group Hangouts, which Bloomberg first reported on in May, offers an approach to matchmaking that hones in on shared activities and interests. It builds on the success of earlier initiatives from Tinder such as double dates and in-person events, which also attempt to provide a low-pressure way for users to connect in real life outside the app.

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Group Hangouts is also part of an ongoing effort by Tinder to rebrand itself as more than just a hookup app. With more than 60% of its user base under age 30, Tinder has in recent months been testing social-dating features in a bid to boost user engagement and spur new sign-ups. The app accounted for more than half of parent Match Group Inc.’s total revenue last year, although Hinge — a platform known for connecting people seeking long-term relationships — is the fastest-growing in the company’s portfolio.

Chief Product Officer Mark Kantor said the company had received feedback from young people who indicated they want their friends to be part of the experience. “People don’t all want to meet the same way,” he said in an interview. “Over the past year, we’ve been giving them more ways, whether it’s one-on-one, Double Date or at an event or now Group Hangouts.”To start, one user can create a group, select an activity and invite at least two friends to join, with a maximum of 15 people per group. Once formed, the group’s profile becomes discoverable to other groups, based on relevant interests. When mutual interest is expressed by one user via a “like,” a group chat opens where members can talk and coordinate plans to gather in person. A group can also signal what activity they’d be up for after an invite is sent — say, grabbing drinks or a round of mini golf.

“We wanted to take what people are already doing and trying to do to make it easier within Tinder,” Kantor said. “When someone says they are interested in a fitness activity versus a bar,” that helps with the initial planning and “sparks that conversation,” he added.

Group sizes vary, reflecting natural friend dynamics, the company said. They can be coed and include people of different sexual orientations. Users can view individual profiles as well. Early testing of Group Hangouts in Australia showed strong engagement, with women being more than twice as likely to “like” a group profile compared with an individual’s standalone profile, the company said.

Kantor said the platform is working on a functionality that would allow users to invite their groups or Double Date matches to Tinder-hosted in-person events. It’s also developing a group planning tool that people could use to work out logistics for attending gatherings, like wine tastings, for example, or sporting events.

Tinder is also adding safety controls, Kantor said, including the ability for members to leave a conversation without leaving the whole friend group.