Hey Iceland

What Hey Iceland does

Hey Iceland (legal entity Ferðaþjónusta bænda hf.) is a Reykjavík-based travel booking platform founded in 1991 that curates and distributes Icelandic tourism inventory. The company previously operated under the name Icelandic Farm Holidays before rebranding, and now aggregates 270+ properties across multiple categories — 82 hotels, 99 guesthouses, 33 farm stays, and 56 cottages and apartments — alongside tours, activities, and car rentals. Its product offering spans self-drive packages, escorted multi-day tours, fly-drive combinations, and event-specific itineraries such as the 2026 Solar Eclipse packages.

The platform is structured as a curated marketplace with a proprietary Hey Guide companion mobile app that provides travelers with GPS navigation, weather alerts, and driving updates during self-drive trips across Iceland. The company also operates a B2B Marketplace that exposes its inventory to international travel agents and tour operators. Package pricing ranges from approximately 695 EUR to 3,350 EUR per person for multi-day escorted tours, reflecting a premium positioning within Icelandic inbound tourism.

Hey Iceland monetizes primarily through commission and markup on bookings routed through its platform, with revenue supplemented by B2B distribution fees and ancillary services. It serves two principal customer segments: long-tail individual travelers (B2C) planning Iceland trips, and travel agents/tour operators (B2B) sourcing Icelandic inventory. The company holds TripAdvisor Travelers' Choice 2025, Excellent in Iceland 2025, and the Icelandic President's Export Award (2011), and is led by Director Sævar Skaptason.

Name

Hey Iceland

Legal name

Ferðaþjónusta bænda hf. Hey Iceland

Website

https://heyiceland.is

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Hey Iceland is a Reykjavík-based travel booking platform, founded in 1991, that curates 270+ Icelandic accommodations and tours for individual travelers and travel agents worldwide, with pricing from 695–3,350 EUR per person.

Ownership category

akta.pro rank

Product category

Tour Operator and Travel Agency

NAICS

Tour Operators (561520), Traveler Accommodation (7211)

SIC

Services-Amusement & Recreation Services (7900), Hotels & Motels (7011)

akta.pro primary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

akta.pro secondary industries

Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF), Escorted Coach & Bus Package Tour Operators (THAKADAA)

Keywords

• Self-drive tours
• Guided tours
• Tour packages
• Accommodation booking
• Day tours

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Package Sales: Hey Iceland generates revenue through packaged tour sales combining accommodation, car rental, activities, and sometimes guided experiences. Tours range from short breaks (4 days) to comprehensive multi-week itineraries (15 days) across Iceland's regions including South Iceland, West Iceland, Westfjords, and Ring Road journeys.
2. Accommodation Bookings: Revenue from booking stays across their network of handpicked accommodations including hotels, guesthouses, farm stays, cottages, and apartments throughout Iceland's countryside.
3. Day Tours and Activities: Commissions and booking fees from day tours including glacier hiking, hot springs visits, whale watching, horse riding, and geothermal experiences operated by local partners.
4. Car Rental Integration: Car rental services bundled into self-drive tour packages, including unlimited mileage and CDW insurance, sourced through local rental partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hey Iceland is an Icelandic tour operator and travel agency that sells bundled self-drive and guided tour packages, short-break holidays, accommodation bookings across a handpicked network of 270+ countryside properties, car rental arrangements, and day tours and activities (glacier hiking, hot springs, whale watching, horse riding) operated by local partner operators. Travel is supported by the proprietary Hey Guide mobile companion app providing GPS navigation, weather and road-condition updates, and direct customer support.

Product overview

Hey Iceland operates as a travel agency and tour operator platform offering a comprehensive portfolio of Icelandic tourism products. The core offering centers on a tours platform featuring self-drive packages, guided bus tours, and short-break holidays combined with accommodation bookings and activity reservations. Key product modules include: the Self-Drive Tours system for independent road travel with pre-arranged vehicles and lodging; Guided Tours for professionally-led group experiences; Day Tours/Activities covering over 25 activity categories including glacier hiking, hot springs, whale watching, and cultural experiences; Accommodation Booking across hotels, guesthouses, farm stays, and cottages; the Hey Guide companion app providing GPS navigation and personalized itinerary support; and specialized Solar Eclipse 2026 packages. The platform also serves travel agents through the Hey Iceland Marketplace B2B portal and offers tailor-made group travel planning services.

Differentiator

Problem solved

Functional benefit

Products and services

• Self-Drive Tours
• Guided Tours
• Short Breaks
• Northern Lights Tours
• Solar Eclipse 2026 Packages Specialized tourism packages for witnessing the total solar eclipse on August 12, 2026, including eclipse viewing glasses, prime viewing locations, and flexible self-drive or guided itineraries across multiple variants (Snæfellsnes 3 days from 695 EUR, Westfjords 5 days from 1,070 EUR, Golden Circle 4 days from 895 EUR, Reykjavík Capital Views 3 nights from 945-1,495 EUR).
• Day Tours and Activities Individual activity bookings covering glacier hiking, ice cave tours, hot spring visits, whale watching, horse riding, geothermal bakery experiences, hiking, and cultural sightseeing; sourced from local partner operators.
• Accommodation Booking Booking service across a network of 270+ handpicked countryside properties including hotels, guesthouses, farm stays, cottages, and apartments throughout Iceland.
• Hey Iceland Marketplace Dedicated B2B portal that lets travel agents and tour operators access and book Hey Iceland's accommodation, self-drive, and tour products on behalf of their clients.
• Tailor-Made Groups Custom group travel planning service for special-interest groups, corporate retreats, or fully customized itineraries designed around a group's specific requirements.

Quantifiable outcome

• Ranked in top 10% of TripAdvisor properties globally
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• Icelandic Tourist Board (Ferðamálastofa)coreStrategic or Co-development PartnerHey Iceland holds a valid travel agency license from the Icelandic Tourist Board (Ferðamálastofa), Ministry of Culture and Business Affairs. This licensing is a fundamental requirement for operating as a travel agency in Iceland and demonstrates regulatory compliance and official recognition.
• Icelandic Travel Industry Association (SAF)coreStrategic or Co-development PartnerFerðaþjónusta bænda hf. Hey Iceland is a member of the Icelandic Travel Industry Association (SAF), the industry body representing and supporting Icelandic tourism businesses.
• TripAdvisormajorGTM or Marketing PartnerTripAdvisor serves as a key marketing and review platform for Hey Iceland, featuring their Travelers' Choice 2025 recognition and customer reviews that drive booking consideration and trust.
• Reykjavik Excursions / IcelandiamajorChannel Partner/ Reseller/ DistributorReykjavik Excursions (operated by Icelandia) provides guided bus tours and Solar Eclipse 2026 day tours sold through Hey Iceland's platform. They handle transportation, professional guides, and logistics for day tour experiences.
• Arctic AdventuresmajorChannel Partner/ Reseller/ DistributorArctic Adventures operates ice cave tours on Vatnajökull Glacier, sold through Hey Iceland. Tours include guided glacier experiences, equipment, and transport from Jökulsárlón Glacier Lagoon.
• EldhestarminorChannel Partner/ Reseller/ DistributorEldhestar provides horse riding tours from their farm in Hveragerði, including the Elfin Tour experience. Partnered for adventure activities in South Iceland.
• Hvammsvík Hot SpringsminorChannel Partner/ Reseller/ DistributorHvammsvík offers natural hot springs with eight pools, steam cave, and outdoor relaxation areas. Hey Iceland sells tickets and packages to this geothermal wellness experience.
• Laugarvatn FontanaminorChannel Partner/ Reseller/ DistributorLaugarvatn Fontana operates geothermal baths and Iceland's first geothermal bakery. Offers spa experiences and rye bread tours sold through Hey Iceland.
• Special ToursminorChannel Partner/ Reseller/ DistributorSpecial Tours operates whale watching tours from Reykjavík's old harbor with the largest whale watching boat in Iceland. They provide marine wildlife experiences sold through Hey Iceland.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Iceland Travel: Established Icelandic tour operator providing guided tours, self-drive packages, and accommodation across all regions. Directly comparable product offering and B2B/B2C distribution approach.
• Nordic Visitor: Iceland-focused tour operator offering self-drive packages, guided tours, and accommodation bookings across the Nordic region. Highly comparable bundle structure and target customer (international leisure travelers planning multi-day trips).
• Guide to Iceland: One of the largest Iceland-specialist tour operators and content platforms, offering self-drive packages, guided tours, accommodations, and activities. Closely comparable in product mix and DTC model, but with broader SEO-driven content reach.
• Iceland Tours: Iceland-specialist tour operator offering multi-day package tours, Northern Lights trips, and accommodation bundles. Directly overlaps Hey Iceland's core self-drive and short-break products.

Emerging players

• TourRadar: OTA specializing in multi-day guided tours and package holidays globally. Comparable on multi-day tour structure and travel-agent distribution model, though with broader geographic scope than Iceland-only.

Broad incumbents

• GetYourGuide: Global OTA for tours, activities, and experiences. Overlaps with Hey Iceland's day-tour offering and increasingly competes for self-drive package discovery, though at much broader geographic scale.
• Booking.com: Global accommodations and travel marketplace. Competes for Iceland lodging bookings and increasingly bundles activities and car rentals, overlapping with Hey Iceland's package model.
• Viator (a TripAdvisor company): Global marketplace for tours and activities, owned by TripAdvisor. Competes for activity bookings and leverages the same review platform that drives Hey Iceland's Travelers' Choice ranking.
• Intrepid Travel: Global adventure tour operator offering small-group guided trips. Comparable on adventure/responsible-tourism positioning and multi-day package tours, though operates globally rather than Iceland-focused.

Others

• Arctic Adventures: Icelandic adventure activity operator (glacier hikes, ice caves, snowmobiling) that is both a Hey Iceland channel partner and a partial competitor for direct activity bookings. Relevant as both supplier and adjacent operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/heyiceland
• Instagraminstagram.com/heyiceland
• Xx.com/heyiceland
• LinkedInlinkedin.com/company/hey-iceland

Compliance5 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 Hey Iceland