101 Hotel

What 101 Hotel does

101 Hotel is a boutique design hotel operating from a historic 1930s building at Hverfisgata 10 in downtown Reykjavik, Iceland. The property is a member of Design Hotels and takes its name from the city's oldest central postal code (101). It offers eight room categories ranging from a 24 m² Double Queen to a 60 m² Apartment Suite, all featuring Nordic minimalist design, underfloor heating, Aveda amenities, Bang & Olufsen Beoplay speakers, and Quagliotti linens. Ancillary operations include the Kastrup restaurant serving modern Scandinavian cuisine, a bar/lounge with glass ceiling, a spa with sauna, steam bath, and jacuzzi, in-room massage services, and event spaces including a board room for 10–12 and the Red Room for up to 40 guests. The hotel also operates an on-site art gallery displaying the owner's private collection of modern and contemporary Icelandic artists.

The business serves leisure travelers seeking design-led accommodation in central Reykjavik and a smaller segment of business travelers requiring meeting facilities and reliable business amenities. Distribution runs through a direct Synxis-powered booking engine on 101hotel.is, third-party online travel agencies including Booking.com, and a 24/7 reception handling phone and email reservations. Marketing is concentrated on Instagram (@101hotelreykjavik) and the hotel's own website. The company is a privately held single-property hospitality operator with no disclosed funding rounds, no parent company, and no subsidiaries.

Name

101 Hotel

Legal name

101 Hotel

Website

https://101hotel.is

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

101 Hotel is a privately held boutique design hotel in downtown Reykjavik, Iceland, offering eight room categories, a restaurant, bar, spa, meeting spaces, and an Icelandic art gallery, serving leisure and business travelers via direct and OTA booking channels.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Museums, Historical Sites, and Similar Institutions (7121)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Art & Culture (Gallery/Museum) Hotels (THAGADAC)

akta.pro secondary industries

Heritage & Historic Boutique Hotels (THAGADAD), Wellness-Lifestyle Boutique Hotels (THAGADAF)

Keywords

• Boutique hotel
• Design hotel
• Hotel accommodation
• Spa wellness
• Meeting events

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Room rentals: Primary revenue from hotel room accommodations across 8 room categories ranging from Double Queen (24m²) to Apartment Suite (60m²). Rooms feature amenities by Aveda, Bang & Olufsen speakers, and Quagliotti bed linens.
2. Food & beverage: Restaurant and bar services including Kastrup restaurant located around the corner, serving modern Scandinavian dishes in a bistro atmosphere. Bar with high walls and glass ceiling.
3. Spa & wellness services: Spa services including sauna, steam bath, jacuzzi, gym access, and in-room massage bookings.
4. Meetings & events: Event spaces including a board room (10-12 people) with conference calling and projector, and The Red Room lounge (up to 40 people) for meetings and special events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

101 Hotel is a boutique design hotel in downtown Reykjavík offering eight room categories (24-60 m²) with premium amenities, on-site restaurant and bar (Kastrup), spa and gym facilities, meeting and event spaces, and a curated gallery of Icelandic art. The hotel targets leisure and business travelers seeking design-led accommodation in central Reykjavík.

Product overview

101 Hotel is a boutique design hotel in Reykjavik, Iceland, operating as a single-property hospitality business rather than a technology platform. The hotel offers eight distinct room categories ranging from 24-60 m² (Double Queen through Apartment Suite), all featuring minimalist Nordic design, underfloor heating, Aveda amenities, and Bang & Olufsen audio equipment. Supporting services include Kastrup Restaurant for modern Scandinavian dining, a bar and lounge with glass ceiling, a spa with sauna/steam/jacuzzi facilities, meeting spaces (board room and Red Room for up to 40 guests), and an art gallery showcasing Icelandic artists. The rooms connect through shared amenities including free high-speed WiFi, minibars, and 24-hour reception.

Differentiator

Problem solved

Functional benefit

Products and services

• Double Queen Room Standard double room sleeping 2 in a queen size bed, 24 m², with walk-in shower, underfloor heating, and minibar. Targeted at individual leisure travelers and couples visiting Reykjavík.
• Double King Room Double room sleeping 2 in a king size bed, 28 m², with street or harbour view, walk-in shower, and underfloor heating. Targeted at leisure and business travelers seeking a slightly larger base room.
• Double Deluxe Room Enhanced double room with king size bed, 28-30 m², with walk-in shower, bathtub, underfloor heating, and Aveda amenities. Targeted at guests seeking a deluxe in-room experience.
• Double Balcony Room Double room sleeping 2 in a queen size bed with a large balcony, 30 m², with walk-in shower, underfloor heating, and ocean or city views. Targeted at leisure travelers who value outdoor space and views.
• Junior Suite Spacious suite with king size bed, 45 m², featuring walk-in shower, bathtub, and Aveda amenities. Targeted at leisure travelers and couples seeking suite-level space.
• Corner Suite Balcony Corner suite with king size bed and balcony, 35 m², for 1-2 persons, with walk-in shower and views of Reykjavík. Targeted at guests seeking a corner layout and balcony access.
• Suite Balcony Suite with king size bed and sofa bed, 39 m², sleeping up to 3 persons, with living room area and balcony. Targeted at small families or small groups traveling together.
• Apartment Suite Top-tier 60 m² suite for 1-3 persons with king size bed, bright living room area, and panoramic views of Reykjavík, Harpa concert hall, and mountains. Targeted at premium leisure guests and small groups.
• Kastrup Restaurant On-site restaurant located around the corner from the hotel with a view over Arnarhóll, offering modern Scandinavian dishes in a bistro atmosphere. Targeted at hotel guests and walk-in diners in downtown Reykjavík.
• Bar & Lounge Casual bar and lounge within the hotel featuring high walls and a glass ceiling, serving hamburgers and fashionable dishes. Targeted at hotel guests and visitors seeking a casual downtown Reykjavík venue.
• Spa & Gym Hotel fitness center and spa facilities including sauna, steam bath, jacuzzi, and bookable in-room massage services. Targeted at hotel guests seeking wellness and relaxation during their stay.
• Meetings & Events Business amenities including a state-of-the-art board room for 10-12 persons with conference calling, internet, and projector, plus the Red Room lounge for up to 40 guests. Targeted at corporate event organizers and business travelers hosting small meetings and events.
• 101 Gallery (Art Gallery) Curated art gallery featuring works from the owner's private collection of modern and contemporary Icelandic artists, displayed throughout the hotel's minimalist spaces. Targeted at hotel guests and art-interested visitors.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Design HotelscoreGTM or Marketing Partner101 Hotel has been a member of Design Hotels since its opening. Design Hotels is a curated collection of independent design hotels worldwide. This membership provides global brand recognition and marketing reach among design-conscious travelers, aligning 101 Hotel with a portfolio of similar boutique properties across multiple countries.

Scale indicators2 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Alda Hotel Reykjavik: Design-focused boutique hotel on Laugavegur in central Reykjavik serving leisure and business travelers. Directly comparable as a similarly sized independent boutique targeting the same design-conscious traveler segment in the same market.
• Hotel Borg: Historic luxury boutique hotel in downtown Reykjavik on Pósthússtræti, offering similar art-deco design and a central 101 postal code location. Directly comparable as an independent, design-forward full-service hotel competing for the same leisure and corporate guests.
• ION City Hotel: Boutique design hotel in central Reykjavik operated by the ION Iceland group with modern Scandinavian interiors. Directly comparable as a similarly sized design-focused boutique targeting the same upscale leisure traveler segment in the downtown market.
• Icelandair Hotel Reykjavik Marina: Boutique hotel in Reykjavik's harbor district with design-focused interiors and F&B programming. Directly comparable as a similarly positioned independent-style boutique serving design-conscious travelers in downtown Reykjavik.
• CenterHotel Plaza: Independent-style hotel on Ingólfstorg square in central Reykjavik offering similar room and meeting facilities. Comparable as a downtown full-service hotel competing for the same leisure and business guests in the 101 district.
• Canopy by Hilton Reykjavik City Centre: Lifestyle-focused boutique brand hotel in central Reykjavik with curated local art and design elements. Comparable as a similarly positioned upscale lifestyle hotel competing for design-conscious travelers in the same downtown catchment.
• Sand Hotel Reykjavik: Boutique design hotel in central Reykjavik targeting design-conscious travelers with curated interiors. Directly comparable as a small independent boutique with similar pricing and amenities competing for the same downtown leisure segment.
• The Reykjavik EDITION: Design-driven lifestyle hotel near the Reykjavik harbor operating under Marriott's EDITION brand. Directly comparable as a competing design-led boutique in the same downtown market targeting similar affluent leisure and business guests.
• Hotel Rangá: Luxury boutique hotel in rural Iceland, also a Design Hotels member, focused on design-led hospitality with curated art and high-end amenities. Directly comparable as a fellow Design Hotels property with a similar art- and design-led positioning in the Icelandic market.
• Reykjavik Konsulat Hotel, Curio Collection by Hilton: Historic boutique hotel in a former 1900s consulate building in central Reykjavik with design-driven interiors. Directly comparable as a heritage building conversion competing for the same upscale leisure and corporate guests in the 101 district.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/101hotelreykjavik
• LinkedInlinkedin.com/company/101-hotel

Revenue estimate

Valuation estimate

Number of profiles

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 101 Hotel