Tinder gears up for Spring Break – a “match” made in heaven?
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Tinder gears up for Spring Break – a “match” made in heaven?

Tinder’s going on Spring Break with a new mode aimed at hedonistic college students enjoying an American tradition. If you’ve never heard of Spring Break, it’s essentially a week-long Easter vacation characterised by groups of college-aged people travelling to warm locales like Daytona Beach, Florida and Cancun, and partying riotously. As you can imagine when youth, sun, socialising, and alcohol mix, it’s the ideal opportunity for hook-up app Tinder to bring people closer together.

Tinder-owner Match Group has seen its share price soar year to date

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Source: Yahoo Finance

Starting Monday, Tinder U (the app’s student-facing service) users will find themselves in possession of a Spring Break card, which will let them add their vacation destination to see who else is going to be there. “Staycation” is an option too, so if a holiday at home is all that’s on the books, students will still have an option to use the Spring Break service. The idea behind it is that users can start chatting before they meet in person, getting to know the people that they’ll be partying with.

In a statement, Tinder’s chief marketing officer, Jenny Campbell, said: “Spring break, like Tinder, is a staple for many college students across the country. We’ve historically seen huge upticks in Tinder usage during spring break in these destinations, and we are excited to give users the unique experience to connect before they pack their bags.”

Tinder ended 2018 with more-than 4.3 million subscribers, making it a jewel in the crown of online dating giant Match Group (which also owns a variety of other digital matchmakers like Match.com). Tinder U is a recent iteration of the ground-breaking hook-up app. Launched last August, you need a .edu email address to take part.

Disclosure
Dominion holds Match Group, the parent of Tinder, in its Global Trends Ecommerce Fund.


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