OARS Achieves Record-Breaking Online Growth in 2025

Overview

OARS operates rafting experiences across multiple rivers around the world, each with its own competitive dynamics, traveler demand patterns, and booking seasonality. Historically, many marketing efforts treated the brand as a single entity, limiting the ability to optimize for the unique opportunity within each destination.

At the same time, the adventure travel market was becoming more competitive. Travelers were researching and booking trips online more than ever, while advertising costs continued to rise. OARS needed an updated digital strategy that could drive more direct bookings while maximizing the efficiency of every marketing dollar.

TOMIS worked with OARS to implement a fully segmented marketing strategy, treating each river corridor as its own business unit. Campaigns and budgets were aligned with detailed revenue analysis, competitive positioning, and growth potential for each destination.

The strategy also included a refocused SEO program prioritizing high-intent trip and destination pages designed to capture revenue-driving searches rather than primarily top-of-funnel blog traffic.

On paid social, the team introduced a video-first creative approach, supported by static and carousel formats designed to convert lower-funnel travelers actively considering rafting trips.

Results

The shift to a segmented, performance-focused strategy delivered immediate results.

Across the business, online revenue increased 78% year-over-year, driven by stronger alignment between marketing campaigns and high-intent travel demand.

Paid media performance improved dramatically. Google Ads campaigns achieved a 13x return on ad spend, while Meta campaigns generated a 10x ROAS, allowing OARS to scale bookings while maintaining strong profitability.

Paid social efficiency saw particularly strong gains. Through improved targeting and creative strategy, paid social revenue increased 47% year-over-year while overall spend decreased by nearly 30%, significantly improving cost efficiency.

Website performance also improved substantially. The number of AI-driven website sessions increased by an astounding 926%, helping OARS engage and convert more high-intent travelers during the booking journey.

Together, these results helped OARS capture more demand across its destinations while building a scalable digital marketing foundation for continued growth.