What Hidden Iceland does

Hidden Iceland generates revenue through two primary streams: fully packaged luxury tours sold direct-to-consumer via the website, phone, and email, where accommodation, activities, vehicle rental, and on-the-ground support are bundled with margins layered onto supplier rates; and DMC services sold to global travel agents and tour operators on NET or GROSS rate structures with commission. Pricing is fully quote-based and bespoke to each itinerary, with no publicly disclosed rates or recurring subscription component. The go-to-market combines sales-led direct engagement by dedicated Travel Experts, enterprise field sales targeting luxury travel agencies, and DMC partnerships amplified by memberships in elite networks such as Serandipians by Traveller Made and Ultra by Private Luxury Events 2026. Distribution is international in reach but concentrated in the Iceland destination, with the company operating under Vakinn Gold Class Environmental Certification and authorization from the Icelandic Tourist Board.

Name

Hidden Iceland

Legal name

Hidden Iceland

Website

https://hiddeniceland.is

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Hidden Iceland is a Reykjavík-based boutique travel agency that designs and sells tailor-made private guided tours, VIP luxury itineraries, and premium self-drive packages across Iceland for high-net-worth individuals, families, couples, and global travel agents.

Ownership category

akta.pro rank

Product category

Luxury Travel Services

NAICS

Tour Operators (561520), Tour Operators (56152), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

FIT & Private Tour Operators (Customized Day Tours) (THAKAEAC)

akta.pro secondary industries

Private Guided Tours & Personal Tour Guides (THAJALAA), Private Adventure & Expedition Experiences (Custom Hikes, Safaris, Backcountry) (THAJALAG), Luxury Self-Drive Touring Packages (THADAMAI), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Luxury travel tours
• Private guided tours
• Self-drive itineraries
• Destination management services
• Glacier hiking 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

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

Revenue model

1. Package Tour Sales: Hidden Iceland designs and sells fully packaged luxury tours including accommodation, activities, vehicle rental, and on-the-ground support. All fees are embedded into the overall package price with margins added to supplier rates.
2. DMC Services for Travel Agents: Provides destination management services to travel agents and tour operators worldwide, creating bespoke itineraries for their clients visiting Iceland. Works on NET or GROSS rate structures with commission.
3. Self-Drive Tour Packages: Premium self-drive packages including hand-picked accommodation, vehicle rental, pre-booked activities, and mobile app navigation. No separate service fee; costs embedded in package pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Hidden Iceland designs, sells, and operates tailor-made private guided luxury tours (1 to 14 days), VIP and ultra-luxury itineraries with helicopter transfers, premium self-drive packages with a companion mobile app, and specialized glacier and ice cave guided experiences for individual travelers and travel agencies. The company also provides destination management (DMC) services to global travel agents and tour operators, embedding accommodation, vehicle rental, activities, guide services, and on-the-ground support into fully packaged trips priced through bespoke quotes.

Product overview

Hidden Iceland is a boutique travel agency specializing in tailor-made, privately guided luxury tours and premium self-drive packages. The product portfolio centers on three core offerings: Private & Package Tours (customizable multi-day journeys from 2-14 days), VIP & Ultra Luxury Tours (high-end tailor-made itineraries with premium accommodations), and Private Day Tours (curated single-day experiences). Supporting these are specialized sub-products including Glacier & Ice Cave Tours across multiple glaciers, Helicopter Ice Cave Tours, and a Self-Drive Mobile App for independent travelers. All offerings emphasize bespoke itineraries, expert local guides, carefully selected accommodations, and sustainable travel practices across Iceland's diverse landscapes.

Differentiator

Problem solved

Functional benefit

Products and services

• Private & Package Tours Fully customizable private guided tours ranging from day trips to multi-day journeys of 2 to 14 days across Iceland, including luxury accommodations, activities, and dining experiences from airport arrival to departure. Targeted at luxury travelers and families/groups seeking privately guided itineraries.
• VIP & Ultra Luxury Tours High-end tailor-made itineraries featuring premium to luxury accommodations (4-5 star hotels and private lodges such as The Retreat at Blue Lagoon), exclusive activities such as helicopter transfers and private glacier hikes, and personalized service throughout the journey. Designed for high-net-worth travelers seeking ultra-luxury Iceland experiences.
• Private Day Tours Curated single-day itineraries covering iconic Iceland sites such as the Golden Circle, South Coast, and Sky Lagoon, with options for fully personalized bespoke day experiences. Targeted at individual travelers and small groups wanting a private guided day tour.
• Premium Self Drive Tours Tailor-made independent travel packages (available April to October) featuring hand-picked accommodations, vehicle rental, pre-booked activities, and a companion mobile app with step-by-step itinerary guidance including Google Maps navigation. Includes on-the-ground support. Designed for independent travelers preferring self-guided luxury exploration of Iceland.
• Glacier & Ice Cave Tours Guided glacier hiking and ice cave exploration experiences across multiple glaciers including Falljökull, Breiðamerkurjökull, Sólheimajökull, and Svínafellsjökull, ranging from easy walks to challenging multi-hour hikes with equipment provided. Targeted at adventure travelers including private tour guests and standalone bookers.
• Helicopter Ice Cave Tour Exclusive helicopter-accessed ice cave experience at Skeiðarárjökull Glacier, offering pristine remote exploration with helicopter transfers to otherwise inaccessible locations. Targeted at ultra-luxury travelers seeking rare Iceland experiences.
• Destination Management Services (DMC) B2B destination management services providing bespoke Iceland itineraries, logistics, accommodation bookings, activities, and on-the-ground support to travel agents and tour operators worldwide for their end clients. Operates on flexible NET or GROSS rate structures with commission-based arrangements. Targeted at global luxury travel agencies and tour operators needing a reliable Iceland DMC partner.

Quantifiable outcome

• Carbon-negative operations with 200% carbon offset
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Ultra by Private Luxury EventsflagshipStrategic or Co-development Partner · 1 January 2026Hidden Iceland has been invited to join Ultra by Private Luxury Events 2026, a prestigious collective of the world's leading luxury travel brands. This exclusive recognition reflects commitment to delivering exceptional, tailor-made journeys across Iceland for the most discerning travellers.
• Serandipians by Traveller MadecoreStrategic or Co-development PartnerHidden Iceland is honoured to be part of Serandipians by Traveller Made, a prestigious community of elite travel designers committed to crafting original and tailor-made experiences for discerning travellers. Through this network, Hidden Iceland elevates bespoke journeys with access to exclusive opportunities across Iceland.
• The Retreat at Blue LagooncoreGTM or Marketing PartnerExclusive luxury accommodation partner featured in VIP and ultra-luxury tour packages. The Retreat Hotel offers unmatched luxury with private pools, spas, and gourmet dining options.
• Deplar FarmcoreGTM or Marketing PartnerFeatured luxury wilderness lodge partner in Hidden Iceland's exclusive accommodation portfolio for high-end travelers.
• Dalur Luxury LodgescoreGTM or Marketing PartnerLuxury accommodation partner offering premium lodging experiences as part of Hidden Iceland's curated portfolio.
• Hof Luxury VillacoreGTM or Marketing PartnerExclusive accommodation and private lodges partner providing Iceland's most luxurious stays for Hidden Iceland guests.
• Midgard AdventuresminorGTM or Marketing PartnerPartner tour operator for specialist activities including Þórsmörk highlands tours. Collaborative relationship for extended adventure options.
• Vehicle Rental PartnerscoreGTM or Marketing PartnerTrusted local providers for vehicle rental on self-drive tours, carefully selected for quality and reliability.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jacada Travel: Luxury experiential tour operator specializing in fully bespoke private journeys with DMC-style local expertise. Highly comparable in GTM (B2B travel agent + HNW DTC), product (tailor-made private trips with exclusive experiences), and premium positioning.
• Nordic Visitor: Iceland/Nordics-specialist DMC offering tailor-made self-drive and private guided packages. Closely comparable business model (quote-based bespoke itineraries, packaged accommodation + activities) targeting similar international visitors.
• Iceland Travel: Iceland's longest-established inbound tour operator offering guided tours, self-drive packages, and private itineraries. Closely comparable in geography, package structure, and customer base, competing with Hidden Iceland for similar FIT/private travelers.
• Arctic Adventures: One of Iceland's largest tour operators running guided excursions, multi-day packages, and adventure activities. Directly competes in the private guided space and offers overlapping products (glacier hikes, ice caves, Super Jeep tours).
• Black Tomato: Luxury private travel company designing tailor-made international itineraries for discerning travelers. Mirrors Hidden Iceland's bespoke DMC model, agent partnerships, and emphasis on off-the-beaten-path experiences with high-end accommodations.

Broad incumbents

• Intrepid Travel: Global adventure tour operator offering guided small-group trips including Iceland itineraries. Overlaps in tour operator category, adventure experiences, and DMC model, though positioned for small-group rather than fully private luxury travel.
• Butterfield & Robinson: Long-established luxury experiential travel company offering private guided journeys worldwide. Comparable premium positioning, private-guided model, and emphasis on expert local guides, but broader geographic footprint and longer heritage.
• Audley Travel: Established UK-based bespoke travel company offering tailor-made itineraries across 80+ destinations including Iceland. Comparable product (quote-based private trips with regional specialists) but much larger scale and multi-destination breadth.
• SITA World Travel: Luxury tour operator specializing in customized FIT and private group travel with a strong DMC backbone. Comparable in delivering high-end bespoke itineraries and serving travel agents, though operating at much larger scale.

Emerging players

• Quark Expeditions: Expedition cruise operator focused on polar destinations with adventure-led guided experiences. Partial overlap with Hidden Iceland's adventure/expedition positioning (helicopter-accessed ice caves, remote glacial experiences) at the high-end experiential tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hiddenicelandtours
• LinkedInlinkedin.com/company/hiddeniceland
• Instagraminstagram.com/hiddeniceland

Compliance5 records

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 Hidden Iceland