Data Axle Expands Partnership with Overseas Adventure Travel to Drive Customer Acquisition

AI-Powered Data Solutions Strengthen Engagement for Small-Group Adventure Travel

DALLAS, April 15, 2025 /PRNewswire/ -- Data Axle, a leader in data solutions that drive meaningful connections between companies and people, has expanded its partnership with Overseas Adventure Travel (O.A.T.), a tour operator specializing in immersive, small-group adventures for travelers 50+. This collaboration builds on a successful 2024 launch and reflects O.A.T.'s ongoing investment in modernizing its marketing strategy and customer acquisition model.

With a growing demand for personalized, experience-driven travel—especially among experienced travelers and solo adventurers—O.A.T. saw an opportunity to build on its strong foundation of traveler referrals and scale its outreach through more sophisticated data-driven targeting. By leveraging Data Axle's AI-powered data intelligence and omnichannel marketing capabilities, O.A.T. has been able to connect with more travelers in a highly targeted and impactful way.

Since launching the partnership in 2024, Data Axle has driven meaningful results across key marketing channels, including:

• Cross-channel campaign execution: Unified email, direct mail, social, and display for consistent, targeted messaging.
• Immersive content storytelling: Showcased real traveler moments through video and photography on YouTube and social platforms.
• Personalized traveler journeys: Delivered tailored destination content to inspire exploration at every stage of decision-making.

"Data Axle's expertise in data-driven strategy and media optimization has helped us do more than reach travelers—it has allowed us to connect with them in a meaningful way before they even book," said Brian FitzGerald, Chief Executive Officer of Overseas Adventure Travel. "By leveraging data-driven personalization and immersive digital storytelling, we're bringing destinations to life and driving stronger engagement across every channel."

To deepen traveler engagement, O.A.T. has prioritized bringing its custom adventures to life through rich digital storytelling. By highlighting authentic moments and cultural connections through vivid content, O.A.T. offers prospective travelers a glimpse into the unique experiences that await. These efforts reflect its commitment to meaningful exploration and fostering a deeper understanding of each unique destination.

"As travel brands navigate a competitive digital landscape, our partnership with O.A.T. exemplifies how data-driven personalization can redefine how brands reach their target audiences," said Andrew Frawley, CEO of Data Axle. "Understanding how each individual interacts with content enables us to create more compelling, conversion-focused campaigns that drive measurable business results."

The expanded partnership between Data Axle and O.A.T. underscores the role of strategic data application in elevating brand storytelling, enhancing traveler engagement, and driving customer acquisition in today's dynamic travel industry.

For more information, visit www.oattravel.com or www.data-axle.com.

About Data Axle
Data Axle is a leader in data solutions that drive meaningful connections between companies and people. We harness data, AI, and technology to create authentic, personalized experiences to improve our clients' business performance. Recognized for delivering innovative B2B and B2C solutions and exceptional service for more than five decades, our global team is dedicated to helping businesses and nonprofits of all sizes thrive. Visit www.data-axle.com to learn more.

About Overseas Adventure Travel
Founded in 1978, Overseas Adventure Travel (O.A.T.) offers small-group adventures by land and small ship for Americans 50+, with an emphasis on cultural connection and cross-cultural understanding. O.A.T. is part of the Grand Circle Corporation family of travel brands.

About Grand Circle Corporation
Grand Circle Corporation, founded in 1958, is a global leader in travel for Americans 50+, offering guided land tours, small-ship ocean cruises, and river cruises through its family of brands: Overseas Adventure Travel (O.A.T.), Grand Circle Travel, and Grand Circle Cruise Line.

SOURCE Data Axle