Guide to Iceland
Guide to Iceland is a private Reykjavík-based online travel marketplace aggregating 2,000+ Icelandic travel service providers, offering tours, vacation packages, car rentals, accommodations, and flights to international leisure and corporate travelers worldwide.
- Company typePrivate
- Founded2012
- HeadquartersReykjavík, Iceland
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Guide to Iceland does
Guide to Iceland ehf. is a privately held, Reykjavík-headquartered online travel marketplace founded in 2012 that aggregates more than 2,000 Icelandic travel service providers—including tour operators, car rental companies, hotels, activity providers, and shuttle services—into a single consumer-facing booking platform. The company self-describes as Iceland's largest travel marketplace and has been named Iceland's Leading Travel Agency for eight consecutive years at the World Travel Awards. Its product surface spans guided day tours, multi-day guided tours, self-drive tour packages (rental car plus pre-booked accommodations plus suggested itineraries), bundled vacation packages (including honeymoon, Christmas, and city-break variants), standalone hotel and flight booking, and airport transfers, all distributed through its web platform and a native iOS/Android mobile app that supports offline itinerary access. The platform is backed by a best-price guarantee, free cancellation on most services, and 24/7 multilingual customer support delivered in 14 languages.
Underlying the marketplace is a standard aggregator architecture combining inventory ingestion, search and ranking, customer review aggregation, payment processing (Visa, Mastercard, American Express, Apple Pay, Google Pay, Alipay, WeChat Pay, PayPal, Klarna), and post-booking trip-management workflows. The company also operates a VIP Club loyalty program that extends exclusive discounts across partner restaurants, bars, and shops throughout Iceland, and an affiliate program that drives referral traffic from external content partners.
Guide to Iceland's revenue mechanics are anchored on marketplace commissions earned from local operators when bookings are transacted through the platform, supplemented by margin on bundled vacation packages (accommodations, tours, transportation, activities priced together versus their component costs) and referral fees from the affiliate channel. The customer base is a horizontal long-tail of individual travelers, families, groups, adventure seekers, seniors, honeymooners, and corporate travelers, predominantly international visitors planning inbound Iceland trips. The company employs 51–100 people, has raised one disclosed $20M funding round in 2018 (investor: State Street Global Advisors), and has no parent company or public listing.
Guide to Iceland firmographics
Firmographics- Name
- Guide to Iceland
- Legal name
- Guide to Iceland
- Website
- https://guidetoiceland.is
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Guide to Iceland is a private Reykjavík-based online travel marketplace aggregating 2,000+ Icelandic travel service providers, offering tours, vacation packages, car rentals, accommodations, and flights to international leisure and corporate travelers worldwide.
- Ownership category
- akta.pro rank
Guide to Iceland industry classification
Industry- Product category
- Online Travel Marketplace
- NAICS
- Travel Agencies (56151), Tour Operators (561520), Travel Arrangement and Reservation Services (5615)
- SIC
- Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)
- akta.pro secondary industries
- Escorted Coach & Bus Package Tour Operators (THAKADAA), Private Guided Tours & Personal Tour Guides (THAJALAA)
Keywords
Where Guide to Iceland is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices1 record
Markets served
Guide to Iceland business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations, Others
Revenue model
- Marketplace Commission: Guide to Iceland acts as an intermediary marketplace, earning commissions from travel service providers (tour operators, car rental companies, hotels, activity providers) when customers book through the platform. Revenue is generated through transaction fees/commissions on bookings made through the platform.
- Travel Package Bundling: The company bundles multiple services (accommodations, tours, transportation, activities) into pre-packaged vacation itineraries, earning margin on the bundled pricing versus individual component costs.
- Affiliate Referrals: The affiliate program generates referral revenue when partner websites drive bookings to the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Pay-as-you-go | Customizable vacation packages with tiered accommodation options |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Guide to Iceland product offering
Product offeringCore offering
Guide to Iceland operates Iceland's largest online travel marketplace, aggregating over 2,000 Icelandic travel service providers to offer travelers a single platform for searching, comparing, and booking tours, vacation packages, self-drive tours, car rentals, accommodations, and flights. The platform offers a best-price guarantee, free cancellation, and 24/7 multilingual customer support in 14 languages, complemented by a mobile app for trip management.
Product overview
Guide to Iceland operates as Iceland's largest travel marketplace, functioning as an aggregator platform that searches over 2,000 travel service providers to offer customers the best deals. The core product is the Iceland Travel Marketplace, complemented by Vacation Packages (pre-arranged holiday bundles), Self-Drive Tour Packages (rental car + accommodations + itinerary), Car Rental Marketplace, Guided Day Tours, Multi-Day Guided Tours, and Nature/Adventure Tour sub-categories. Additional services include Accommodation Booking, Flight Booking, and Airport Transfers. The VIP Club loyalty program provides exclusive discounts, and the Mobile App enables offline itinerary management. The Affiliates Program allows partners to earn commissions. All services are backed by a Best Price Guarantee, Free Cancellation policy, and 24/7 multilingual customer support in 14 languages.
Differentiator
Problem solved
Functional benefit
Products and services
- Vacation Packages
- Self-Drive Tour Packages
- Car Rental Marketplace
- Guided Day Tours
- Multi-Day Guided Tours
- Accommodation Booking
- Flight Booking
- Airport Transfers
- VIP Club Loyalty Program
- Mobile App
- Affiliates Program
Quantifiable outcome
- Recognized as Iceland's Leading Travel Agency for 8 consecutive years at World Travel Awards
- +1 more outcomes
Companies that use Guide to Iceland
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles3 records
Guide to Iceland technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
Guide to Iceland partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Troll ExpeditionscoreTour company based in Reykjavik focused on small groups and adventurous activities. Partnered with Guide to Iceland as a featured tour operator, consistently receiving positive reviews from customers referred through the platform.
- NiceTravelcoreFounded in 2012 by three Icelandic families, NiceTravel provides fun, well-organized tours led by friendly and knowledgeable local guides. Listed as a preferred tour operator on Guide to Iceland.
- Reykjavik ExcursionscoreThe largest and most prominent travel company in Iceland, operating various bus tours to well-known destinations. Also operates the popular FlyBus airport shuttle service. Featured as a key partner on Guide to Iceland.
- Blue Car RentalcoreFeatured car rental partner on Guide to Iceland's marketplace with 8.8 rating and 1014 reviews. Provides vehicle rentals for self-drive tours across Iceland.
- Viking WheelscoreLocal Icelandic car rental company praised for preparing customers for first-time driving in Iceland. Offers vehicles suitable for Icelandic road conditions.
- Lava Car RentalcoreCar rental partner with 8.6 rating and 277 reviews. Known for competitive pricing, clean vehicles, and easy shuttle service for customers.
- Ring Car RentalcoreFeatured car rental company explaining Icelandic driving rules and providing vehicles that performed well on Iceland's roads. Rated 8.8 with 339 reviews.
- VIP Club Partner Restaurants, Bars, and ShopsminorVarious Icelandic restaurants, bars, and shops offering exclusive discounts to Guide to Iceland VIP Club members. Creates mutual benefit through customer referrals and increased foot traffic.
- Markaðstorg FerðaþjónustunnarminorIcelandic tourism services marketplace (Tourism Market Square) linked as a partner, representing local Icelandic tourism businesses and service providers.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Guide to Iceland competitors and assessment
Company assessmentDirect peers
- Viator: Tripadvisor-owned marketplace for tours, activities, and attractions worldwide. Directly comparable marketplace model and supplier aggregation approach to Guide to Iceland, with overlapping inventory of day tours and experiences.
- TourRadar: Marketplace specializing in multi-day guided tours and package holidays from tour operators. Closely comparable to Guide to Iceland's multi-day package tours, vacation packages, and guided tour offerings.
- GetYourGuide: Global tours, activities, and attractions marketplace that aggregates thousands of local operators across destinations. Closely comparable to Guide to Iceland's marketplace model, with overlapping activity inventory and commission-based revenue.
- Klook: Asia-headquartered activities and travel services marketplace with strong presence in APAC inbound travel. Comparable marketplace aggregation, commission model, and reliance on experience-led destination content.
- Nordic Visitor: Iceland and Nordics-focused tour operator offering self-drive packages, guided tours, and accommodations. Directly comparable product mix and target customer to Guide to Iceland, particularly for self-drive Ring Road itineraries.
- Iceland Travel (by Icelandair): Iceland-based inbound tour operator (Icelandair subsidiary) offering vacation packages, self-drive tours, guided tours, and accommodations. Directly competes with Guide to Iceland in bundled Iceland travel products.
Broad incumbents
- Booking.com: Global OTA offering accommodations, flights, car rentals, and increasingly tours and attractions. Overlaps with Guide to Iceland on accommodation, car rental, flight, and attraction booking, with vastly greater scale and SEO reach.
- Airbnb Experiences: Experiences marketplace operated within Airbnb, offering tours and activities hosted by locals. Comparable marketplace mechanics for tours and activities, with distribution leverage from Airbnb's global traveler base.
Emerging players
- Withlocals: Marketplace for private, locally-guided tours and experiences across multiple destinations. Comparable activity marketplace model focused on guided tours, though smaller in scale and geographically broader than Guide to Iceland.
- ToursByLocals: Marketplace connecting travelers with private local tour guides. Comparable to Guide to Iceland's guided day tour and adventure offerings, particularly for higher-spend private guide experiences.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Guide to Iceland social profiles
Digital presenceGuide to Iceland financial estimates
Financial estimateRevenue estimate
Valuation estimate
Guide to Iceland leadership team
Management profileNumber of profiles
Profiles2 records
Guide to Iceland funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Guide to Iceland M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Guide to Iceland
What does Guide to Iceland do?
Guide to Iceland operates Iceland's largest online travel marketplace, aggregating over 2,000 Icelandic travel service providers to offer travelers a single platform for searching, comparing, and booking tours, vacation packages, self-drive tours, car rentals, accommodations, and flights. The platform offers a best-price guarantee, free cancellation, and 24/7 multilingual customer support in 14 languages, complemented by a mobile app for trip management.
Is Guide to Iceland a public or private company?
Guide to Iceland is a private company. It is classified as venture growth investor backed and is currently operating.
When was Guide to Iceland founded?
Guide to Iceland was founded in 2012. It employs 51 to 100 people.
Where is Guide to Iceland based?
Guide to Iceland is headquartered in Reykjavík, Iceland, in the Europe region.
How does Guide to Iceland make money?
Three revenue lines are on record. Marketplace Commission is the primary driver. The others are travel Package Bundling and affiliate Referrals.
Who are Guide to Iceland's main competitors?
Direct peers on record are Viator, TourRadar, GetYourGuide, Klook, Nordic Visitor and Iceland Travel (by Icelandair). Broad incumbents are Booking.com and Airbnb Experiences. Emerging players are Withlocals and ToursByLocals.
Does Guide to Iceland have an API?
No public API is recorded for Guide to Iceland.
What industry is Guide to Iceland in?
Guide to Iceland's product category is Online Travel Marketplace. Its primary akta.pro industry code is THAKAAAH, Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators), with a secondary code of THAKADAA, Escorted Coach & Bus Package Tour Operators. Its NAICS code is 56151 and its SIC code is 7900.