Troll Expeditions

What Troll Expeditions does

Troll Expeditions (legal entity Tröll Expeditions ehf) is a privately held Icelandic tour operator founded in 2016 and headquartered at Fiskislóð 45-H in Reykjavík. The company designs and sells guided adventure experiences across Iceland, with a portfolio centered on glacier hiking, ice cave exploration, Silfra Fissure snorkeling, glacier kayaking, northern lights viewing, and whale watching, structured as day tours, 2-8 day multi-day packages, private/custom tours, and self-drive add-on activities. Operations are anchored by certified expert guides operating small groups capped at 18-19 guests from bases including Skaftafell, Sólheimajökull, and Jökulsárlón, with a separate Mandarin-guided product line for Chinese-speaking tourists.

The business runs a direct-to-consumer e-commerce booking site (troll.is) supported by 24-hour customer service, multi-currency display (CAD, CNY, EUR, GBP, ISK, USD), and payment integrations including Alipay and WeChat Pay. Distribution is augmented through marketplace listings on GetYourGuide, Expedia, Viator, and Guide to Iceland, and the company has operated a content-marketing podcast (Tröll Pod) since 2023. Revenue is generated primarily through one-time tour bookings supplemented by gear rentals (hiking boots, waterproof outerwear), luggage storage, and optional add-ons such as single-supplement fees and private-tour premiums. The company is founder-led by Ingólfur (CEO), is fully licensed as an Authorised Iceland Travel Agency, and has accumulated 40,000+ reviews at a 4.8 average across major platforms, including TripAdvisor Best of the Best 2024 and 2025 and Travelers' Choice 2018-2026.

Name

Troll Expeditions

Legal name

Tröll Expeditions ehf

Website

https://troll.is

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Troll Expeditions is a private Icelandic tour operator founded in 2016 that sells small-group guided adventure experiences, including glacier hikes, ice cave tours, and Silfra snorkeling, to international tourists via direct booking and major OTAs.

Ownership category

akta.pro rank

Product category

Adventure Tour Services

NAICS

Tour Operators (56152), Tour Operators (561520), Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Other (4879), Scenic and Sightseeing Transportation, Other (487990)

akta.pro primary industry

Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

akta.pro secondary industries

Eco-Adventure Multi-Day Expeditions (Trekking, Hut-to-Hut, Pack Trips) (THAAAEAJ), Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB), Private Adventure & Expedition Experiences (Custom Hikes, Safaris, Backcountry) (THAJALAG), Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing) (THAAALAF)

Keywords

• Guided adventure tours
• Glacier hiking tours
• Ice cave tours
• Iceland tourism
• Multi-day tour packages

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Guided Tour Bookings: Primary revenue from selling guided adventure tours including day tours, multi-day tours, and private tours across Iceland. Tours include glacier hiking, ice cave exploration, snorkeling, kayaking, northern lights hunting, and sightseeing.
2. Gear Rentals: Additional revenue from renting hiking boots, waterproof jackets, waterproof pants, and other outdoor gear to tour participants.
3. Extra Services: Optional add-ons including luggage storage, beanie and gloves, neck warmers, caps, and national park fees.
4. Accommodation Supplements: Single supplement fees for solo travelers on multi-day tours requiring private room accommodation.
5. Private Tour Bookings: Revenue from private tours and customized private tours for groups larger than 12 passengers with different cancellation terms.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Troll Expeditions is an Icelandic tour operator that sells guided small-group adventure tours across Iceland, including glacier hikes, ice cave explorations, Silfra fissure snorkeling, glacier kayaking, northern lights tours, whale watching, and 2-8 day multi-day Ring Road itineraries. Multi-day packages bundle transport, certified guides, safety equipment, accommodation, and breakfast; day tours and private/custom tours are sold separately. The company also offers gear rentals, luggage storage, and Mandarin-language guided tours for Chinese-speaking visitors.

Product overview

Troll Expeditions (Tröll Expeditions) is an Icelandic tour operator offering adventure tours across Iceland. The company provides a comprehensive portfolio of guided tour products including Northern Lights tours, day tours (Golden Circle, South Coast, Snæfellsnes), multi-day tours (2-8 days Ring Road expeditions), self-drive activities, and specialized experiences. Core adventure products include Silfra snorkeling between tectonic plates, glacier hiking on Vatnajökull and Sólheimajökull, ice cave exploration (Katla and blue ice caves), glacier kayaking in Jökulsárlón, whale watching, and private/custom tours. Multi-day packages include accommodation, meals (breakfast), transport via minibus, certified English-speaking guides, and safety equipment. The company operates summer and winter-specific itineraries with add-on services for gear rental and luggage storage. Distribution occurs through troll.is direct bookings and third-party platforms (Get Your Guide, Expedia, Viator, Guide to Iceland), with payment support for international methods including Alipay and WeChat Pay.

Differentiator

Problem solved

Functional benefit

Products and services

• Northern Lights Tours

Quantifiable outcome

• Small group experience with maximum 18-19 guests per tour
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• GetYourGuidecoreChannel Partner/ Reseller/ DistributorMajor travel experience marketplace providing global distribution for Troll Expeditions tours. Allows customers to book Troll tours through GetYourGuide's platform.
• ExpediacoreChannel Partner/ Reseller/ DistributorLarge online travel agency providing OTA distribution channel for Troll Expeditions tour packages.
• ViatorcoreChannel Partner/ Reseller/ DistributorTripAdvisor-owned experience booking platform offering Troll Expeditions tours to millions of users.
• Guide to IcelandcoreChannel Partner/ Reseller/ DistributorRegional travel platform specializing in Iceland tours and activities, providing targeted distribution for Icelandic tourism.
• AlipayminorGTM or Marketing PartnerChinese payment platform integration to serve Chinese-speaking tourists with familiar payment methods.
• WeChat PayminorGTM or Marketing PartnerChinese payment platform integration for WeChat users to facilitate bookings for Chinese market.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Others

• Viator (Tripadvisor): TripAdvisor-owned experience marketplace where Troll listings live; both a distribution channel and an adjacent commercial reference point for tour operator scale economics.
• GetYourGuide: Global tours-and-activities marketplace that distributes Troll's products; a channel partner rather than a direct competitor, but a key distribution dependency for the company.

Broad incumbents

• Reykjavik Excursions: One of Iceland's largest and longest-running tour operators offering Golden Circle, South Coast, northern lights, and multi-day tours at scale — comparable activity mix but broader portfolio and larger fleet than Troll.
• Guide to Iceland: Leading Iceland-specialized online travel platform that both lists third-party tours and operates its own tour brand — comparable in that it reaches the same international tourists and overlaps on key attractions.
• Intrepid Travel: Global small-group adventure tour operator with multi-day itineraries in Iceland — broader geographic footprint but overlapping small-group adventure model and customer demographic.

Direct peers

• Midgard Adventure: Icelandic adventure operator focused on glacier hikes, ice climbing, and volcano tours from the South Coast base — directly comparable activity mix to Troll's glacier and ice cave offerings.
• Arctic Adventures: Major Icelandic tour operator offering glacier hikes, ice cave tours, snorkeling, and multi-day Ring Road packages to international visitors — directly comparable product portfolio, customer base, and distribution model to Troll Expeditions.
• Adventure Vikings: Icelandic small-group adventure operator offering glacier hikes, ice cave visits, and northern lights tours — comparable product mix and direct-to-consumer online booking model.
• Local Guide of Vatnajökull: Vatnajökull-based Icelandic operator specializing in glacier hikes and ice cave tours out of Skaftafell/Höfn — directly comparable niche product overlap with Troll's core offerings.
• Iceguide: Boutique Iceland tour operator specializing in glacier walks, ice caves, and private small-group adventures from the South Coast — highly comparable niche positioning to Troll.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/trollexpeditions
• Instagraminstagram.com/trollexpeditions
• LinkedInlinkedin.com/company/troll-expeditions

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Troll Expeditions