Guide to Iceland Reviews 

1,093
TrustScore 4.5 out of 5

4.5

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Review summary

Created with AI, based on recent reviews

Evaluating 383 reviews, reviewers overwhelmingly had a great experience with this company. Customers frequently praise the well-organized itineraries, noting how wonderfully every aspect of the journey is planned from start to finish. People highlight the exceptional service, mentioning that designing custom routes, managing reservations, and arranging activities are handled with remarkable efficiency. Travelers consistently appreciate the knowledgeable staff and the smooth execution of daily excursions, making every moment of the holiday truly unforgettable and deeply enjoyable. However, some customers also noted issues regarding car rental pick-up logistics, mentioning occasional delays and difficulties locating vehicles upon arrival. Consumers explained that finding the correct rental office or shuttle after landing required extra time and effort.

What people talk about most

Service

Customers consistently note positive experiences with service, highlighting that the booking process is very... See more

Holidays

Reviewers highlight positive aspects of holidays, describing their travel experiences as unforgettable and... See more

Location

Clients share ambiguous opinions on location, highlighting both satisfying spots and frustrating navigation... See more

Staff

Consumers find staff to be exceptionally helpful and professional, creating an overall positive experience.... See more

Booking process

Users describe ambiguous interactions with booking_process, highlighting both very convenient experiences and... See more

Reviews shaping this summary

Rated 4 out of 5 stars

An overall well organized self drive tour with plenty of wonderful and picturesque stops along the way. Only one glitch on the first night's accommodation. The guesthouse was a self serve affair that... See more

Rated 5 out of 5 stars

We did an 8 day plan with Guide to Iceland travelling the whole Ring Road and staying at a different hotel each night. The itinerary supplied was spot on with clear guidance and instructions for the w... See more

Rated 5 out of 5 stars

One of the best organised packaged tour experience so far. Super smooth, so quick to respond & so friendly service. Helped tailor my itinerary to my needs so smoothly. And always available for any que... See more

Rated 5 out of 5 stars

Every aspect of the trip ran with clockwork precision. From planning and booking our itinerary through to car hire, hotel and activities, there were no surprises or disappointments ( apart from the I... See more


Company details

  1. Travel Agency
  2. Online Marketplace
  3. Sightseeing Tour Agency
  4. Tour Agency
  5. Tourist Information Center
  6. Travel Aggregator

Written by the company

Guide to Iceland is Iceland’s leading travel agency and the nation’s #1 travel marketplace. Plan your trip with ease and discover the largest selection of tours and vacation packages, book hotels and cars at the best prices, and get expert tips directly from locals. From hidden gems and authentic reviews to cultural guides, videos, and music, we connect you to the real Iceland. With everything in one place, we make your Iceland adventure simple, but unforgettable.


Contact info

4.5

Excellent

TrustScore 4.5 out of 5

1K reviews

5-star
4-star
3-star
2-star
1-star

Asks customers to review

This company invites their customers to review, whether positive or negative

Replied to 19% of negative reviews

Typically replies within 1 week

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4.5

All reviews

(1,093)

432 reviews in the last 12 months

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Rated 1 out of 5 stars

We couldn’t do the main 3 tour we took…

We couldn’t do the main 3 tour we took that were the reason to come from Florida. Too many tours cancelled and other people that booked the same tours mainly the northern light did them on the same time ours was cancelled. I think the tour companies you work with can care less about the significance of a vacation for working people

20 March 2026
Rated 5 out of 5 stars

This trip was a dream!!

This trip was a dream!!! The only thing I could complain about is that we were supposed to have a 2024 or newer vehicle and it was not. But it got us from point A to point B all the way around the island.

17 August 2025
Rated 5 out of 5 stars

Great suggestions

Great suggestions, very easy to make changes, and took all the stress out of planning the vacation. Very fast responses and quick and easy bookings.

18 March 2026
Rated 4 out of 5 stars

Good but could be better

I would give 5 stars but there were a few things wrong:
1. On most days the accommodations were 1 or 2 hours away from the next day's activity! So the whole trip I was sleep deprived from having to get up so early to make my activity.
2. Some activities had the wrong start time!
3. Some of the direction buttons did not take us to the proper location!

11 March 2026
Rated 5 out of 5 stars

Great Tour and Customer Service

The tour was well planned and the customer service is just great: you always get a fast, helpful and nice answer from the team (advice: rather trust the itinerary than the app when the information differs).
We unfortunately had to reschedule 2 tours -due to a delayed flight and bad weather- but both times the team helped us very quickly to re-arrange everything.

12 March 2026
Rated 5 out of 5 stars

Perfect planning and support service

Using GuidetoIceland was a perfect choice for this trip. My son and I wanted to do some hiking that was not on their normal trip plan and they were so helpful in making a change in accommodations. All of the accommodations were exactly as expected. It was great to have the GPS/Wi-Fi in the car. And we really appreciated the 40 pages of directions and suggestions for what to see on each stop. I highly recommend this to others and have given their company information to many of my friends who want to travel to Iceland.

14 September 2025
Rated 4 out of 5 stars

Great tours - read the fine print on lodgings

The tours were extremely well organized and a joy to experience. Booking two grandparents into the 42-bed dorm room at Kex Hostel was a mistake we had to fix immediately. Even with the correction, this 70-year-old found it an adventure to climb into a top bunk. Overall, we had a delightful, memorable time.

7 March 2026
Rated 1 out of 5 stars

WARNING: Safety Negligence, Failed Systems, and Deceptive Refund Promises

DO NOT TRUST Guide to Iceland with your holiday or your money. Our New Year’s Eve was a dangerous nightmare followed by a display of total corporate dishonesty.

The Incident: We paid US$925 for a tour. We were left stranded at the pickup point for 90 minutes in -4°C wind chill. Their support told us to "keep waiting" while we were literally freezing, only to find out later they took our money but never actually booked the tour.

The Deception: After admitting their "technical error," they spent weeks trying to offer us insulting 5% or 10% vouchers. Finally, on Jan 27, they formally agreed in writing to a cash refund. It has been over 10 days since then, and they have GHOSTED us. They refuse to provide a bank transfer receipt (MT103) and keep sending the same "we are checking" template emails.

The Ethics: They even tried to "buy" the removal of our reviews with their 10% offer. It is now clear they have no intention of honoring their word; they only want to silence unhappy customers.

A company that abandons you in the Arctic cold and then lies about compensation does not deserve your business. There are plenty of reputable operators in Iceland—Guide to Iceland is NOT one of them.

31 December 2025
Unprompted review
Guide to Iceland logo

Reply from Guide to Iceland

Hi K,

We sincerely apologize for the frustration caused by the operator's cancellation of your New Year’s Eve tour.

As a marketplace for local providers, we understand how disappointing this experience was. We confirmed your full refund of $925 was authorized on January 27. Please note that depending on your bank’s processing times, refunds can take up to 5 business days to appear in your account.

Our previous outreach was intended to provide immediate compensation for the inconvenience. We are sorry for the inconvenience this has caused you.

We once again apologize for the disappointment and for failing to meet your expectations on this occasion.

Sincerely,

The Guide to Iceland Team

Rated 3 out of 5 stars

Flexibility

The initial itinerary was set out well, however we then realised we were a day short, so had to rearrange day 1 so that we didn't miss out on seeing all locations. They were happy to make the changes, however we requested a change in accommodation for the last day so that we could get the early flight out, the additional cost to stay at Keflavik seemed high. As for photography it was very condensed and felt like some of the locations are better suited to Summer rather than Winter/Spring. We didn't receive any information regarding our accomodation at Hrifunesvegur but the staff there were very helpful. The leg from Hofn to Reykjavik was a long day. Overall it did cover a lot of Iceland in the timeframe.

6 March 2026
Rated 5 out of 5 stars

Great Source for Iceland Vacations

Great source for the best trips and activities while visiting Iceland. They are very knowledgeable and a big help, allowing you to put together the best trips available and are always there to answer your questions. I would definitely use again when I return to Iceland.

24 February 2026
Rated 5 out of 5 stars

Self-drive week long trip!

We had the best time ever in Iceland! The itinerary Guide to Iceland created allowed us to see so many beautiful sites in one day. There was no time wasted and no stress with planning. The trip was better than we could have imagined and we can’t wait to go back one day. Throughout the week they answered fast when we needed, and helped sort out a wifi issue with our car. We enjoyed majority of the hostels we stayed at and they included food recommendations with discounts. We also had a gas discount with our car rental which was great. The extra tours booked were all amazing. We found our self in small groups for all the tours and were happy with the companies we were with. Would highly recommend booking a self drive trip through them. It was truly a once in a life time experience!

7 September 2025
Rated 5 out of 5 stars

Highly recommended

7 Day trip around Iceland.
Very well organised ans balanced.
Excellent driver giving lots of historical, touristique, economic information.
Customer service always available and helpful.
I recommend .

3 March 2026
Rated 5 out of 5 stars

Using Guide to Iceland made vacation…

Using Guide to Iceland made vacation planning super easy!
I entered the dates I was available and the items I was interested in doing, they sent me a complete itinerary. Nothing to it, just easy online shopping. They handled airlines, hotels, tour guides, transportation, I just had to show up. They were also very responsive when I had questions before and during my trip.
The tour companies that they collaborated with were all very good, especially Nice Travel, Wake up Reykjavík and David the Guide. The staff from those companies were very knowledgeable, informative, and professional.

4 March 2026

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