What Vulkan Travel Group does

Vulkanresor AB (doing business as Vulkanresor and Vulkan Travel Group) is a Swedish private travel company founded in 1997 and headquartered in Umeå, with a secondary office in Stockholm. The company operates exclusively as a Scandinavia-to-Iceland package tour operator, curating 22 standardized trip SKUs across weekend getaways, self-drive itineraries (including the Ring Road), week-long guided tours, family trips, riding tours, and custom-built itineraries, sold primarily to individual leisure travelers and families and secondarily to corporate groups and conferences. Distribution is hybrid: a self-service e-commerce website (vulkanresor.se) with online booking and a personal advisory channel staffed by Iceland-experienced consultants reachable by phone and email across three Swedish area codes. The revenue model is transaction-based, earning the spread between negotiated supplier rates (flights via Icelandair, cars via Avis/Europcar/Rás, accommodations, ground operators such as Eldhestar) and published retail prices, with a 20% deposit at booking and 70% balance due 30 days before departure.

Underlying technology is conventional rather than differentiated: a self-service booking site built on a Citybreak/Drupal-style web platform, DIBS as the PCI DSS-compliant payment processor, Google Analytics for traffic measurement, and a manual advisory back-office. Bookings are protected under Swedish package travel law (paketreselagen) and the statutory travel guarantee (resegarantin), which applies only when components are purchased as a single package — a structural switching cost versus do-it-yourself booking. The company also operates an SEO-oriented content library, the Islandsguiden, that covers trip planning, regions, activities, and Reykjavik information. Vulkanresor holds no external institutional capital and appears to remain under founder-family ownership (Benedikt Kristinsson, Owner & CEO), with a small, named management team of fewer than 10 individuals across finance, production administration, sales/travel specialists, marketing, and customer service.

Name

Vulkan Travel Group

Legal name

Vulkanresor AB

Website

https://vulkanresor.se

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Vulkanresor AB is a Swedish travel agency, founded in 1997 and headquartered in Umeå, that sells curated package tours, self-drive trips, and custom itineraries to Iceland for Scandinavian individual travelers, families, and corporate groups.

Ownership category

akta.pro rank

Product category

Package Tour Operator (Iceland)

NAICS

Tour Operators (561520), Travel Agencies (561510), Travel Arrangement and Reservation Services (5615)

akta.pro primary industry

Private/Customized Multi-Day Tour Operators (THAKADAC)

akta.pro secondary industries

Island, Beach & Resort Travel Agencies (THAKAFAL), Group & Small-Group Custom Itinerary Planning (THAKAOAF), Group, Family & Multi-Generational Travel Planning (HSACAKAK)

Keywords

• Iceland package tours
• Scandinavia travel operator
• Guided group tours
• Self-drive car rentals
• Custom itineraries Iceland

Headquarters

HQ city

Umeå

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Tours to Iceland: Pre-packaged and custom travel packages to Iceland for individuals, families, and groups. Includes flights, accommodation, car rentals, and activities bundled together. Revenue earned on the margin between negotiated supplier rates and retail pricing to customers. Payment model: 20% deposit at booking, remaining 70% 30 days before departure.
2. Car Rental Intermediation: Facilitation of car rentals through partner suppliers (Avis, Europcar, Rás) for Iceland self-drive trips. Customers book through Vulkanresor as part of package or standalone.
3. Day Tours and Excursions: Individual day tours and excursions sold as add-ons to package trips or standalone, including Golden Circle, whale watching, glacier hiking, riding tours, Northern Lights tours.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Vulkan Travel Group (Vulkanresor) curates and sells package tours to Iceland — combining flights, accommodation, car rentals, and activities — for individual travelers, families, and groups departing from Scandinavia. The portfolio includes 22 pre-built packages (weekend, self-drive, week-long, family, group, and riding trips) plus bespoke itineraries, with standalone car rentals and day excursions available as add-ons or à la carte purchases. Customers transact directly online via vulkanresor.se or through phone/email advisory staffed by Iceland-experienced consultants.

Product overview

Vulkan Travel Group (Vulkanresor) operates a package travel platform specializing in trips to Iceland from Scandinavia. The core offering consists of modular travel packages that can be booked individually or combined: self-contained package trips including flights, accommodation, and activities (Weekendresor, Bilrundresor, Veckoresor, Familjeresor, Gruppresor, Ridresor); standalone car rental through partner integrations (Hyrbil via Avis, Europcar, Rás); and à la carte excursion add-ons (Utflykter). Custom trips (Skräddarsydda resor) allow customers to build personalized itineraries. The platform also provides an informational Iceland Guide resource. Founded in 1997 and based in Umeå, Sweden, it is the largest travel operator to Iceland from Scandinavia.

Differentiator

Problem solved

Functional benefit

Products and services

• Weekendresor (Weekend Trips) Short-stay Iceland packages (3-5 nights) such as the Klassisk weekend visiting Geysir, Gullfoss, and the Blue Lagoon and the spa weekend in Reykjavik. Targeted at time-constrained travelers from Scandinavia.
• Bilrundresor (Self-Drive Car-Rental Trips) Self-drive Iceland itineraries with rental car and pre-selected hotels, including the Ring Road, Southern Iceland, Södra Island & Northern Lights, and highland adventures, ranging roughly 930-1860 km.
• Veckoresor (Week Trips) Week-long packages based in Reykjavik with guided day trips to the Golden Circle, South Coast, and other major attractions, accompanied by an English-speaking local guide.
• Familjeresor (Family Trips) Family-oriented Iceland packages including visits to the Reykjavik Zoo, horse riding, hot springs, and child-friendly activities across 5-6 nights.
• Gruppresor (Group Trips) Guided group tours of Iceland including the classic roundtrip covering major attractions, available for private groups and corporate travel.
• Ridresor (Riding Trips) Icelandic horse-riding vacation packages of 4-6 nights, including multi-day wilderness rides through Landmannalaugar, Southern Comfort rides, and adventures around volcanoes.
• Skräddarsydda resor (Custom Trips) Tailor-made Iceland itineraries where travelers collaborate with Vulkanresor staff to design personalized trips based on specific interests, budgets, and preferences, priced via quote.
• Grupp & Konferens (Group & Conference) Conference and corporate trip services to Iceland including meeting facilities in Reykjavik, team-building activities, and group excursions for companies.
• Hyrbil (Car Rental in Iceland) Rental car booking service in Iceland with partner suppliers Avis, Europcar, and Rás; 16 vehicle types including highland-approved (HL) vehicles, with CDW/SCDW insurance options and free mileage.
• Utflykter och aktiviteter (Excursions and Activities) Day tours and activities bookable in Iceland including Golden Circle tours, glacier hiking, whale watching, lava caving, snorkeling in Silfra, northern lights tours, helicopter tours, and various adventure activities.

Quantifiable outcome

• 95% of travelers would recommend Vulkanresor to friends and acquaintances
• +2 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

Integration5 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• AviscoreChannel Partner/ Reseller/ DistributorAvis is one of three preferred car rental partners through which Vulkanresor offers vehicle rentals for Iceland self-drive trips. Avis provides vehicles at Keflavik airport and various Iceland locations with insurance coverage including CDW and optional SCDW. Vulkanresor integrates Avis as the car rental component in its package offerings.
• EuropcarcoreChannel Partner/ Reseller/ DistributorEuropcar is a preferred car rental partner for Iceland trips. Offers vehicles with free mileage and CDW coverage (excess over 250,000 ISK for standard cars; 450,000 ISK for 4WD/highland vehicles). SCDW available at 1,500 ISK/day (standard) or 2,500 ISK/day (4WD). Vulkanresor presents Europcar pricing and options integrated into its booking flow.
• RáscoreChannel Partner/ Reseller/ DistributorRás is a preferred car rental partner for Iceland. One of three vehicle rental suppliers used by Vulkanresor for self-drive packages.
• DIBSsupportingTechnology or IntegrationDIBS processes credit card payments for Vulkanresor. Vulkanresor states it does not store card details; DIBS handles payment information securely. Both parties use SSL encryption. Vulkanresor is PCI DSS certified.
• IcelandairsupportingChannel Partner/ Reseller/ DistributorIcelandair is referenced in customer reviews as the airline used for flights to Iceland as part of Vulkanresor packages. Partnership provides flight component for package trips.
• SafetravelsupportingStrategic or Co-development PartnerSafetravel.is is referenced as the recommended source for current weather and road conditions on Iceland. Vulkanresor directs customers to Safetravel for trip planning and safety information.
• EldhestarsupportingChannel Partner/ Reseller/ DistributorEldhestar is a horse riding operator in Iceland featured prominently in Vulkanresor trip packages. Multiple reviews mention staying at Hotel Eldhestar and participating in riding tours organized through Vulkanresor.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Viator: Global activities and tours marketplace owned by Tripadvisor. Indirect competitor at the excursion/add-on layer where Vulkan resells day tours; broad portfolio but low destination-specialist depth.
• GetYourGuide: Global tours and activities platform with strong Iceland inventory. Competes for standalone excursion bookings that Vulkan aggregates and resells via its Utflykter product.
• Booking.com: Largest European OTA offering flights, hotels, car rentals, and attractions. Competes at the building-block level (vs. Vulkan's curated package), and represents the structural disintermediation risk for traditional tour operators.
• Intrepid Travel: Global small-group adventure tour operator offering Iceland itineraries among many destinations. Comparable on group-tour product structure but without Vulkan's single-destination depth.

Direct peers

• Arctic Adventures: Iceland-based tour operator offering self-drive, day tours, and adventure packages (glacier hiking, snowmobiling, Northern Lights). Overlaps directly with Vulkan's excursions, riding, and activity-driven packages.
• Iceland Travel (Iceland Total): Long-established Icelandic tour operator providing FIT packages, group tours, and incentive travel. Comparable to Vulkan on full-service multi-day Iceland package delivery.
• Reykjavik Excursions: One of Iceland's largest inbound tour operators, offering airport transfers, day excursions, and multi-day packages. Closely comparable to Vulkan on guided and excursion-led inventory.
• Guide to Iceland: Iceland-focused destination marketplace for tours, rentals, and accommodation. Competes with Vulkan for Iceland bookings and shares the same destination-specialist positioning and SEO/content-driven acquisition model.
• Nordic Visitor: Scandinavia-based tour operator specializing in Iceland (and other Nordic destinations) self-drive and guided packages. Most direct competitor to Vulkan in terms of customer origin, product mix, and Iceland specialization.
• Icelandair Holidays: Icelandair's package-tour arm, bundling flights, hotels, and tours to Iceland. Direct overlap with Vulkan's flight-inclusive packages and competes for the same Scandinavian leisure traveler funnel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vulkan-travel-group

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Vulkan Travel Group