Getlocal

What Getlocal does

Getlocal ehf. is an Iceland-based travel technology company founded in 2016 that operates a dual-sided business targeting both end travelers and travel operators. On the consumer side, the company runs getlocal.is, a direct-to-consumer marketplace reselling over 1,000 tours and activities across Iceland — including Golden Circle, South Coast, whale watching, glacier, ice cave, Northern Lights, snorkeling, and helicopter tours — alongside a car rental comparison product and a content-rich travel advice blog. On the B2B side, Getlocal markets a white-label ecommerce platform (the Travel Sales Platform) with an integrated content management system and site builder, sold to tour suppliers, tour operators, and online travel agents globally; named clients include Bustravel, Iceland Guided Tours, Airport Direct, Reykjavik Sightseeing, Private Excursions, and Whale Safari.

The underlying technology stack is a web-based ecommerce platform API-integrated with Tripadvisor's Bokun booking system for tour inventory, SaltPay for payment processing, and SSL certificates from GlobalSign and Let's Encrypt for security. The company holds a fully licensed information and booking office designation from the Icelandic Tourist Board (Ferðamálastofa), a regulatory prerequisite for selling Icelandic tours, and is registered in Iceland with corporate ID 671016-0680.

Getlocal monetizes through two streams: (1) transaction-based margins on resold tours and services, with a stated "no booking fees, price you see is price you pay" pricing policy and a best-price guarantee, and (2) licensing of the white-label Travel Sales Platform to other travel businesses on an enterprise B2B basis. Customer acquisition is driven primarily by content marketing through the local-advice blog and an email newsletter. The company operates with 11-50 employees and a single disclosed 2016 seed funding round of approximately $439,490, suggesting a lean, largely bootstrapped operating profile with no subsequent institutional capital raised.

Name

Getlocal

Legal name

Getlocal ehf.

Website

https://getlocal.is

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Getlocal is an Iceland-based travel technology company that operates a direct-to-consumer platform for booking tours, activities, and car rentals in Iceland, and licenses a white-label ecommerce platform (Travel Sales Platform) to global tour operators and travel agencies.

Ownership category

akta.pro rank

Product category

Online Travel Agency

NAICS

Tour Operators (561520), Travel Agencies (561510), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industries

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Travel booking platform
• Tours and activities
• White label ecommerce
• Iceland travel services
• Online travel agency

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Tour and Activity Reselling: Getlocal resells tours and services from various tour operators and suppliers. They earn revenue by marking up or taking a margin on tours sold through their platform. The price customers see is the price they pay, with no booking fees.
2. White Label Platform Licensing: Getlocal offers their custom-made sales solution to travel companies that want to create websites with online booking capabilities. This is sold as a platform/solution to other travel businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Getlocal operates a travel booking marketplace reselling over 1,000 tours and activities across Iceland from local tour operators through its consumer-facing website. In parallel, it licenses a proprietary white-label ecommerce and online sales platform (Travel Sales Platform) to tour operators, tour suppliers, online travel agents, and travel agencies globally, enabling them to launch their own booking-enabled websites integrated with third-party booking systems such as Bokun.

Product overview

Getlocal operates a white label ecommerce and online sales platform for travel companies, connecting tour suppliers, operators and online travel agents. The core product portfolio includes: (1) a White Label Ecommerce Platform with integrated Content Management System for creating travel booking websites connected to Bokun booking system APIs; (2) a direct-to-consumer Tours & Activities Booking service offering over 1000 tours across Iceland (golden circle, south coast, whale watching, glacier/ice cave tours, snowmobile, hiking, diving, hot springs, and more); (3) Car Rental Search with price comparison across multiple rental companies; (4) Special Offers for discounted packages; and (5) a Travel Guide with local advice content covering destinations, driving tips, and cultural information. The company also resells third-party tours and services.

Differentiator

Problem solved

Functional benefit

Products and services

• Tours & Activities Booking Online marketplace where international travelers browse and book over 1,000 tours and activities across Iceland supplied by local tour operators, with best-price guarantee and no booking fees.
• Travel Sales Platform (White-Label Ecommerce Platform) B2B white-label ecommerce and online sales platform licensed to tour operators and travel agencies, including a content management system and site builder, with API integration to booking systems such as Tripadvisor's Bokun.
• Car Rental Search Online car rental comparison and booking service across multiple Icelandic car rental companies, with free cancellation and no added fees.
• Special Offers Discounted tour packages and special deals on Iceland travel experiences available through the Getlocal website.

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• SaltPaycoreTechnology or IntegrationGlobal payment processor and acquirer handling all payment transactions on the Getlocal platform. Provides secure payment processing infrastructure for online bookings.
• GlobalsigncoreTechnology or IntegrationSecurity certificate provider for SSL certificates ensuring secure online transactions and data protection.
• LetsEncryptcoreTechnology or IntegrationProvides SSL certificates for website and online booking process security.
• Tripadvisor BokuncoreTechnology or IntegrationBooking system API integrated with Getlocal's sales platform, enabling connection to Tripadvisor's booking ecosystem.
• Icelandic Tourist BoardcoreStrategic or Co-development PartnerRegulatory body that licenses Getlocal as both an information office and booking office, providing official recognition and credibility in the Icelandic travel market.
• Icelandic Tour SupplierscoreChannel Partner/ Reseller/ DistributorGetlocal resells tours from a wide variety of local tour suppliers and operators across Iceland, including some of the best and most experienced suppliers in the country.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• TourRadar: Marketplace specializing in multi-day guided tours and adventure tours across global destinations. Comparable marketplace + supplier aggregation model targeting international leisure travelers, including Europe and Nordic-adjacent operators.
• Peek: Online platform for booking tours, activities and experiences, with a complementary software offering for operators. Closely mirrors Getlocal's dual DTC marketplace + operator SaaS model.
• Headout: Curated tours, attractions and experiences marketplace with global inventory including Iceland. Comparable direct-to-consumer marketplace model with similar supplier-reselling economics and leisure-traveler customer base.
• Viator (Tripadvisor): Tripadvisor-owned tours and activities marketplace with global Iceland inventory. Directly comparable product (tour/activity booking marketplace) and overlapping suppliers, and also owns Bokun — the booking platform that Getlocal integrates with as an API partner.
• GetYourGuide: Global online marketplace for tours, activities and attractions. Getlocal directly competes in the same tours-and-activities booking category, including the same Iceland inventory categories (Golden Circle, South Coast, whale watching, Northern Lights) served to international leisure travelers.

Broad incumbents

• Klook: Asia-headquartered, globally-scaled tours, activities and travel-services platform. Operates as a broader incumbent in the same marketplace category as Getlocal, with overlapping Iceland inventory and stronger paid acquisition and mobile product.

Emerging players

• Bókun (Tripadvisor): Booking management software and distribution platform for tour operators and experience providers, owned by Tripadvisor. Direct integration partner of Getlocal's white-label platform; comparable as operator-side SaaS in the same Iceland supplier base.
• Stay22: Travel-tech platform offering affiliate-driven accommodation + experiences mapping for content publishers and travel companies. Compares as an adjacent B2B infrastructure player in the tours/activities distribution space that increasingly bundles with accommodation partners.

Regional players

• Reykjavik Excursions: Established Iceland tour operator offering airport transfers, sightseeing and day tours across the categories Getlocal resells. Comparable as a competing Iceland-native supplier and a potential white-label customer alternative to Getlocal's B2B platform.
• Arctic Adventures: Large Iceland-based tour operator offering the same Golden Circle, glacier, Northern Lights and adventure categories listed on Getlocal. Comparable as a competing Iceland supplier/operator with overlapping end customers in the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/getlcl
• Facebookfacebook.com/getlocal

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Getlocal