Shuttleservice ehf

Name

Shuttleservice ehf

Legal name

GTIce ehf.

Website

https://shuttleservice.is

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Shuttleservice ehf, operating as Gateway to Iceland, is a family-owned small-group tour operator founded in 2011 that runs guided day tours of Iceland's natural attractions for individual tourists and cruise passengers via Mercedes Sprinter minibuses capped at 17 passengers.

Ownership category

akta.pro rank

Product category

Guided Tour Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Escorted Coach & Bus Package Tour Operators (THAKADAA)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB)

Keywords

• Guided day tours
• Small group tours
• Iceland tourism
• Private tour services
• Minibus excursions

Headquarters

HQ city

Selfoss

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Day Tours: Small-group guided tours of Iceland's attractions including Golden Circle, South Coast, Glacier Lagoon, Snæfellsnes Peninsula, Northern Lights, and specialized tours. Prices range from 18,500 to 29,300 ISK per person.
2. Private/Custom Tours: Customized private tours tailored to individual requirements, timing, pickup locations, or specific wish lists. Quote-based pricing.
3. Package Bookings (Special Offers): Multi-tour packages offering 10% discount for 2 tours and 15% discount for 3+ tours booked together.
4. Cruise Ship Excursions: Express tours designed specifically for cruise ship passengers with guaranteed port pickup and drop-off.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Shuttleservice ehf (Gateway to Iceland) operates small-group guided day tours across Iceland's natural attractions using Mercedes Sprinter minibuses with a maximum of 17 passengers and local, English-speaking driver-guides. Its bookable products include the Golden Circle (with Secret Lagoon), South Coast, Jökulsárlón Glacier Lagoon, Reykjanes Geopark, Snæfellsnes Peninsula, Northern Lights, seasonal Midnight Sun Golden Circle, and special-event tours, plus quote-based custom private tours and multi-tour discount packages. Tours include Reykjavik hotel/bus stop pickup and onboard Wi-Fi and USB charging.

Product overview

Gateway to Iceland (Shuttleservice ehf) operates as a small-group tour company offering guided day tours across Iceland. The core offering consists of scheduled small-group tours (maximum 17 passengers) on Mercedes Sprinter minibuses with professional driver-guides. Tours include the Golden Circle (with Secret Lagoon), South Coast, Glacier Lagoon, Reykjanes Geopark, Snaefellsnes Peninsula, Northern Lights, and seasonal Midnight Sun tours. The company also offers custom private tours, cruise ship express tours, and special event tours (Snæfellsnes Eclipse 2026). A Special Offers discount program provides 10-15% savings for booking multiple tours together. All tours feature pickup from Reykjavik hotels/bus stops and include professional English-speaking guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Circle Tour from Reykjavik (plus Secret Lagoon) Small-group guided day tour (approximately 8 hours) covering Þingvellir National Park, the Geysir geothermal area, and Gullfoss Waterfall, with Secret Lagoon admission included. Pickup from Reykjavik hotels and bus stops, conducted on minibuses with a maximum of 17 passengers. From 20,300 ISK per person.
• South Coast: Waterfalls, Black Beaches, and Glaciers Guided day tour exploring Iceland's South Coast, including Seljalandsfoss and Skógafoss waterfalls, Sólheimajökull Glacier, and Reynisfjara black sand beach. Departures Monday, Wednesday, and Friday.
• Jökulsárlón Glacier Lagoon and Fjaðrárgljúfur Canyon Small-group tour (approximately 14–16 hours) to South Iceland's natural wonders including Jökulsárlón Glacier Lagoon, Diamond Beach, and Fjaðrárgljúfur Canyon. Features optional amphibian boat tour and Northern Lights viewing during winter season. From 29,300 ISK per person.
• Reykjanes Geopark: Geothermal Power, Lava Fields and Keflavik Airport Transfer Half-day tour (approximately 7 hours) through Reykjanes UNESCO Global Geopark featuring geothermal areas, Krýsuvík, Gunnuhver hot springs, and the Bridge Between Continents, with complimentary Keflavík Airport or Blue Lagoon drop-off included. From 19,300 ISK per person.
• Snæfellsnes Peninsula Tour: Kirkjufell & Coastal Views Day tour exploring the Snæfellsnes Peninsula including Kirkjufell Mountain, Arnarstapi Cliffs, Ytri Tunga Seal Beach, Snæfellsjökull Glacier, and Gerðuberg Basalt Columns. Includes Icelandic lunch at a local restaurant.
• Northern Lights Tour Small-group evening tour (approximately 2–4 hours) for Aurora Borealis hunting with expert guides. Daily departures based on aurora activity forecast, with pickup and drop-off from Reykjavik hotels and bus stops. From 18,500 ISK per person; free re-booking if aurora is not visible.
• Midnight Sun Golden Circle Seasonal late-evening Golden Circle tour departing mid-May to mid-August during the 'White Nights,' visiting Gullfoss, Geysir, and Kerið Crater after larger tour buses have left, with fewer crowds.
• Express Golden Circle Tour for Cruise Ship Passengers 7-hour small-group tour designed for cruise ship passengers docking at Skarfabakki Cruise Port, including guaranteed pickup/drop-off at the port and up to 1-hour delay postponement for ship delays.
• Snæfellsnes Eclipse 2026 Special-event total solar eclipse viewing tour on August 12, 2026 from Snæfellsnes Peninsula, including standard peninsula highlights plus certified solar eclipse viewing glasses and eclipse viewing at a prime location.
• Custom Private Tours Private tour service allowing customers to request any day tour as a private experience or design a custom itinerary based on their preferences, schedule, pickup location, or specific interests, with quote-based pricing.
• Special Offers (Multi-Tour Discount Packages) Multi-tour booking discount program offering 10% off when booking 2 tours or 15% off when booking 3 or more tours together; discounts do not apply to Private Tours.

Quantifiable outcome

• Small group sizes of maximum 17 passengers ensure personalized attention and flexibility not available with large-bus operators
• +1 more outcomes

Named customers2 records

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

Two partnerships are on record, tiered core and minor.

• BorguncoreTechnology or IntegrationPayment processing partner handling all credit card transactions. Gateway to Iceland accepts all major payment cards including VISA, Master Card, UPI/CUP, JCB, and Diners through Borgun's payment gateway.
• Amphibian Boat Tours (Jökulsárlón)minorChannel Partner/ Reseller/ DistributorPartner tour operator offering amphibian boat rides at Jökulsárlón Glacier Lagoon. Tickets available on-site or in the Gateway to Iceland bus. Boat tours operate June-September.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NiceTravel Iceland: Icelandic minibus tour operator offering guided day tours to major attractions with multilingual guides. Directly comparable product offering, target customer, and small-group delivery model.
• Iceland Travel: Established Icelandic tour operator offering guided day tours and multi-day packages across Iceland's main attractions. Comparable in tour portfolio and target segments (international leisure travelers), with broader multi-day offerings.
• Arctic Adventures: Icelandic tour operator specializing in small-group adventure tours, including minibus tours to Golden Circle, South Coast, and Snæfellsnes. Comparable in small-group differentiation, multilingual guides, and direct-to-consumer booking model.
• Reykjavik Excursions: Iceland's largest tour operator running guided day tours from Reykjavik using both buses and minibuses to the same key attractions (Golden Circle, South Coast, Glacier Lagoon). Directly comparable in product mix and target market, with greater scale and fleet.
• Iceland By Guide: Boutique Icelandic small-group tour operator running minibus tours with local guides to similar destinations. Direct comparable in niche positioning and personalized service model.
• Troll Expeditions: Small-group Iceland tour operator running minibus tours to Golden Circle, South Coast, Snæfellsnes, and Northern Lights. Closely comparable in vehicle type, group size, and target experience-seeking leisure travelers.

Broad incumbents

• Gray Line Iceland: Major Iceland tour brand under the global Gray Line network offering the same iconic routes (Golden Circle, South Coast, Northern Lights) plus city tours and airport transfers. Significantly larger scale and broader portfolio than the anchor company.
• GetYourGuide Iceland tours: Global OTA marketplace aggregating Iceland tours from multiple local operators; a distribution channel and indirect competitor shaping demand and pricing benchmarks for small-group minibus operators like Gateway to Iceland.

Emerging players

• Midgard Adventure: Icelandic tour and adventure operator running small-group tours from a base in Hvolsvöllur (South Iceland). Overlaps with Gateway on South Coast itineraries and offers activity add-ons (e.g., glacier hikes) that bundle transportation.

Regional players

• City Sightseeing Iceland: Hop-on/hop-off and guided Iceland tours operator serving Reykjavik and key attractions. Overlaps with Gateway to Iceland on sightseeing routes but emphasizes city tour formats and bus-based delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Gateway2Iceland
• Instagraminstagram.com/gateway.to.iceland
• LinkedInlinkedin.com/company/shuttleservice-ehf

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Shuttleservice ehf