Seasons
Demand arrives in waves
Early booking, the summer peak, last-minute departures and winter sun each bring a different traveller and price. A flat monthly budget overspends in quiet weeks and runs out when people are ready to book.
Tour operators & travel agencies · Lithuania · Latvia · Estonia
Travel marketing agency for tour operators selling in the Baltics
APG Media runs Google Ads, Meta ads, SEO and AI search visibility for tour operators and travel agencies in Lithuania, Latvia and Estonia. We plan budgets around booking seasons, write ads that show the price a traveller will actually pay, and track bookings, not just clicks, in each market.
- Google Premier Partner
- Total-price ads under EU travel rules
- From €990/month excl. VAT, ad spend separate
- Ad accounts and data stay in your name
In short
APG Media is a performance marketing agency in Vilnius that grows tour operators and travel agencies in Lithuania, Latvia and Estonia. It runs Google Ads, Meta ads, SEO and AI search visibility work (GEO, AEO and ChatGPT ads), writes ads that show the total price under EU package travel rules, and sets up GA4 and server-side tracking so bookings and their value are measured in each market.
Work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. APG Media is a Google Premier Partner, part of All Digital Group, and the organiser of EcomExpo, an e-commerce conference in Vilnius. For travel apps and booking tools, see app marketing in the Baltics.
Updated 28 October 2026
Why travel needs its own plan
Travel sells on season, price and trust.
A tour operator in the Baltics sells the same beach, city or tour against other operators, booking sites and airlines, often to the same traveller. Four things decide whether marketing pays.
Price
Travellers compare the total price
People check the same hotel and dates with several operators and booking sites. A 'from' price that grows at checkout costs trust, and EU rules require unavoidable charges in the advertised price.
Trust
The licence and guarantee are part of the offer
Package holidays are paid for weeks or months before departure. Each Baltic country requires insolvency protection, and travellers can look you up in a public register. Ads should run only for trips your licence and security cover.
Measurement
The booking is not where the sale ends
A trip may be researched online and booked by phone, in an office or through a partner agency, deposit first and balance later. If tracking sees only online deposits, the campaigns that fill seats look expensive and get cut.
Selling trips in more than one Baltic country? We'll check offers, prices and tracking before next season's budget goes live.
Ask for a season reviewPrices and compliance
Ads that show the price the traveller will pay.
The same EU rules apply in Lithuania, Latvia and Estonia, across search ads, social ads, catalog feeds and booking pages. Before the first campaign we build an offer sheet: what each price includes, how much is available at the 'from' price, and when the offer really ends.
Dir. (EU) 2015/2302, Art. 5–6
Total price before booking
Before a traveller is bound, the organiser must state the total package price, including taxes and all additional fees and charges. A fee that was not disclosed cannot be charged. We keep ads, landing pages and booking steps on the same total.
Dir. 2005/29/EC · Guidance 2021/C 526/01
'From' prices, discounts and urgency
A 'from' price must be bookable in reasonable quantities for the scale of the advertising. An offer is time-limited only if it really ends, and a cheaper date is not a discount. The EU 30-day prior-price rule covers goods, not services, so travel discounts fall under these rules.
Dir. (EU) 2015/2302, Art. 17 · national law
Licence and insolvency protection
Organisers must secure travellers' payments, and their journey home, against insolvency. Lithuania (VVTAT), Latvia (PTAC) and Estonia (TTJA) each set their own rules. We check that the trips you advertise match the activity your security covers.
Google and Meta ad policies
Platform rules
Google's Misrepresentation policy covers unavailable offers and pricing that hides the full cost a user will bear. Meta's travel ads run from hotel, flight and destination catalogs, so catalog prices and availability must match the booking page.
We are a marketing agency, not a law firm. Contract terms, termination fees, insurance wording and new destinations go to your legal adviser before launch.
Licences and security
What each Baltic country asks of a tour organiser.
Advertising should start once you may legally sell the trips in that market. This is the short version we check for every new travel client.
| Country | Authority | Before selling packages | Insolvency protection | Where travellers check | Main airports |
|---|---|---|---|---|---|
| Lithuania | VVTAT (State Consumer Rights Protection Authority) | Tour organiser certificate; decision within 20 working days; fee €55 | Insurance or bank guarantee; for new applicants from €3,000 (domestic, inbound) to €200,000 (charter flights) | VVTAT list of licensed tour organisers | Vilnius, Kaunas, Palanga |
| Latvia | PTAC (Consumer Rights Protection Centre) | Licence and entry in PTAC's database; annual fee €60 for Baltic-only packages, otherwise €500 | Insurance policy or bank guarantee | PTAC register of tourism service providers | Riga |
| Estonia | TTJA (Consumer Protection and Technical Regulatory Authority) | Business activity notice in the register of economic activities (MTR) | Guarantee or insurance; with charter flights at least 7% of planned annual package sales and €32,000 | MTR register | Tallinn |
Checked on vvtat.lrv.lt, ptac.gov.lv, ttja.ee and riigiteataja.ee on 28 October 2026. Amounts depend on the activity you register, so confirm them before launch. Organisers established in another EU country follow their home country's rules.
What we do
Search, social and AI answers, planned around the booking calendar.
When Meta, Google and SEO are run by different people, each claims the same booking. We plan the channels together, from one offer sheet and one set of booking numbers.
Google Ads
Capture searches for destinations, trip types and your brand.
- Search and Performance Max by destination and departure airport
- Dynamic remarketing with a travel feed
- Brand campaigns so booking sites don't take your searches
Meta ads
Facebook and Instagram for inspiration and return visits.
- Creative tests by argument: destination, hotel, price or date
- Catalog ads for the destinations and hotels people viewed
- Audiences by departure city and season
SEO for travel sites
Rank destination, hotel and trip-type pages in each language.
- Keyword map per market and season
- Destination pages that answer flight time, weather and what is included
- Links from relevant local media
AI search visibility
Improve how ChatGPT, Gemini, Perplexity and Google AI Overviews describe your trips.
- Monthly prompt tracking per market
- Answer-ready destination and FAQ content
- ChatGPT ads where the numbers support it
Measurement
Numbers that count bookings, not clicks.
- GA4 set up for bookings and booking value
- Server-side tracking and Consent Mode v2
- Phone, office and partner bookings linked to campaigns where possible
Offer sheet and price check
Ads that sell and stay inside the rules.
- Total price, inclusions and fees for each offer
- 'From' price availability and real end dates
- Ad, feed and booking page aligned per market
What we don't do
We don't give legal advice, apply for licences or arrange security with VVTAT, PTAC or TTJA, negotiate with airlines or hotels, or run email, SMS, TikTok or influencer campaigns. We work with your adviser and partners on those.
How we work
From a clear offer to full departures.
Travel demand moves with the calendar. We work through five steps in this order for every market, and judge campaigns by booking value, not the cost of a click.
Check offers and permissions
We list your main trips and offers, how each price is built, and your licence status in each country.
Outcome: an offer sheet and a list of markets where ads can start.
Fix measurement
We audit GA4, Meta Pixel and Conversions API, Google tags and consent, and add booking value and offline bookings where possible.
Outcome: numbers that show bookings and their value, not just traffic.
Map demand by season and destination
We pull search volumes for destinations and trip types in each language, month by month, and check what Google and AI assistants show today.
Outcome: a booking calendar with priorities by market and destination.
Build and test
Campaigns go live per market and departure airport. Meta tests one argument at a time. SEO and answer-ready content start with the destinations in most demand.
Outcome: live campaigns and a dated testing plan.
Read, decide, reallocate
Monthly, and weekly in peak season, we review booking value, cost per booking and AI answer presence per market, then move budget where the next euro works hardest.
Outcome: written decisions for the next period.
Want this plan for your travel business? Bring your website, main destinations and markets to a 30-minute call.
Results
Travel results, with dates and limits.
We publish only results our clients have approved. Both come from travel businesses advertising on Google. Each figure is platform-reported, with its period and limits.
−60.1%cost per conversion
Conversion value +89.0%Ad spend +15.1%ROAS 29.82 → 48.97
Kelionių laikas is a travel business in Lithuania. In the summer period its Google cost per conversion was 60.1% lower than in the March period, and conversion value rose 89.0% on 15.1% more spend.
Period: summer period vs March period, as published in the case study.
Limits: summer is a high-demand travel season, so part of the change is seasonal. The case study does not give exact dates.
+19.3%conversions
Ad spend +0.5%Cost per conversion −15.8%Conversion value +21.8%
RatePunk is a digital travel deals product. In the April period it recorded 19.3% more Google conversions than in March on almost the same budget.
Period: April 2026 period vs March 2026 period.
Limits: a single month-on-month comparison for a digital product, not a tour operator. Markets are not broken out.
Conversion value is the value an ad platform attributes to ads, not revenue confirmed in your accounts. All 14 client and market stories
Choosing an agency
Choosing a travel marketing agency for the Baltics
Travel businesses here usually compare three kinds of agency. This is how they tend to differ on what matters in these markets.
| What to check | International travel marketing specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Baltic languages and departure markets | Usually translated from English | Strong in one market | Campaigns and keywords per market in LT, LV and EE, by departure airport |
| Travel price rules | Strong in its home market | Varies | Offer sheet: total price, 'from' availability and real end dates |
| Licence and security checks | Rarely covered | Rarely covered | Status in each country checked before ads go live |
| Seasonal budget planning | Usually strong | Varies | Budget calendar by booking season, market and destination |
| Google and AI answers | Often strong on Google; AI rarely offered | Google usually covered; AI rarely offered | Google Premier Partner; SEO, GEO, AEO and ChatGPT ads in-house |
| Prices | Rarely published | Sometimes published | From €990/month, published |
International travel specialists are often stronger in hotel metasearch, airline distribution and large creative studios. If you need those, we'll plan the work with them.
Price and fit
What it costs, and who it suits.
From €990 / month, excl. VAT
Ad spend is paid directly to Google, Meta or OpenAI and is not part of the fee.
- A senior specialist leads strategy and decisions
- Management of the agreed channels and markets
- Measurement checks and a monthly written review
- Static and carousel creative as set in the proposal
The fee depends on the number of markets and languages, channels, destinations and offers, creative volume and tracking work.
A good fit
- Tour operators and travel agencies selling package holidays, tours or city breaks online
- Travel businesses selling in one Baltic country and planning the next two
- Travel brands from other EU countries selling to Baltic travellers
- Teams whose cost per booking rises every peak or whose bookings don't match ad reports
Not a fit
- Sellers without the licence or insolvency protection their activity requires
- Anyone who wants to advertise 'from' prices that can't actually be booked
- Anyone who wants guaranteed ROAS or guaranteed AI mentions
- Google Premier Partner
- Part of All Digital Group
- 15+ years, 200+ brands
- Organiser of EcomExpo, Vilnius
- Lithuanian AI Visibility Study 2026
FAQ
Travel marketing in the Baltics, answered.
Do tour operators need a licence in Lithuania, Latvia and Estonia?
Yes, in different forms. Lithuania requires a tour organiser certificate from the State Consumer Rights Protection Authority (VVTAT), which publishes a list of licensed organisers. Latvia requires a licence from the Consumer Rights Protection Centre (PTAC) and an entry in its database. Estonia requires a business activity notice in the MTR register, supervised by TTJA. All three require insolvency protection; organisers established in another EU country follow their home country's rules.
What price must a package holiday ad show?
Under the Package Travel Directive (EU) 2015/2302, the traveller must get the total price, including taxes and all additional fees and charges, before booking; undisclosed fees cannot be charged later. Under the Unfair Commercial Practices Directive, an advertised price must include unavoidable charges, and a 'from' price must be available in reasonable quantities.
Can we use 'last minute', 'early booking' and '% off' in travel ads?
Yes, if they are true. The EU 30-day prior-price rule covers goods, not services, so travel discounts fall under the Unfair Commercial Practices Directive. EU consumer authorities have told booking sites that a cheaper date is not a discount and that an offer is not time-limited if the price stays available afterwards. We set real end dates and check each claim against the booking page.
What changes with the revised Package Travel Directive?
Directive (EU) 2026/1024 was adopted on 29 April 2026. National rules must be adopted by 29 September 2028 and apply from 29 March 2029. Among other changes, a voucher can replace a refund only if the traveller chooses it, vouchers are valid for up to 12 months (extendable once by agreement), and refunds after termination are due within 14 days. Until then, current national rules apply.
Which Google and Meta formats work for travel?
Search campaigns by destination, trip type and departure airport reach people who are already planning. Google's dynamic remarketing supports Flights, Hotels and rentals, and Travel feeds. Meta's travel ads run from hotel, flight and destination catalogs. The right mix depends on your range and booking volume, so we test before scaling.
How much does travel marketing cost in the Baltics?
APG Media's work starts from €990 per month excluding VAT. Ad spend is separate and paid directly to the platforms. The fee depends on markets, languages, channels, the number of destinations and offers, creative volume and tracking work. You get a scoped proposal after a short review.
How can a travel agency get recommended by ChatGPT or Google AI Overviews?
AI assistants build answers from sources they trust: clear destination and trip pages, reviews, booking sites and media articles. We find the prompts in your market where competitors are named, make your pages easier to cite and work on the outside sources assistants read. Progress is tracked monthly. Nobody can guarantee a mention.
How do you measure bookings made by phone or in a sales office?
We set up GA4 and server-side tracking for online bookings and, where your booking system or CRM allows, send confirmed offline bookings back to Google Ads and Meta. Booking value is reported by market and departure month, so campaigns that fill seats through phone or office sales are not cut.
How soon will we see results?
Offer checks and measurement fixes come first. Travel demand follows the seasons, so we agree review periods around your booking calendar and plan each peak before it starts. SEO and AI visibility work usually needs three to six months to show a clear trend.
Next step
See where your travel business is losing bookings, market by market.
Send us your website, main destinations and markets. Within 24 hours we'll reply with what we'd check first: offers and prices, licence status, Google and Meta accounts, and how AI assistants describe you in each Baltic market.
- Your website and the markets you sell in
- Main destinations, departure airports and current offers
- Licence or registration details per country
- Monthly ad spend and bookings by channel for the last 12 months