Guide to Iceland Reviews 

1,063
TrustScore 4.5 out of 5

4.4

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Review summary

Created with AI, based on recent reviews

Evaluating 350 reviews, reviewers overwhelmingly had a great experience with this company. Customers consistently praise the well-organized and seamlessly executed trips, highlighting excellent planning and smooth operation. Many appreciate the responsive and helpful staff who tailored itineraries and managed changes efficiently. The booking process is often described as easy, with accurate and flawless reservations for hotels, car hire, and activities. However, some customers noted that hotel locations were occasionally inconvenient, situated far from city centers. A few also experienced difficulties with car rental logistics, including unclear pickup instructions. Additionally, there were reports of bookings not being communicated to properties or tours being unexpectedly cancelled.

What people talk about most

Service

People report positive experiences with service, often highlighting well-organized and smooth trips with... See more

Holidays

Reviewers highlight positive aspects of holidays, with many expressing great enjoyment and satisfaction with... See more

Location

Customers had ambiguous experiences with location, with some reviewers finding locations functional for their... See more

Staff

Users describe positive interactions with staff, highlighting their helpfulness, professionalism, and... See more

Booking process

Consumers find the booking process to be ambiguous, with many reviewers reporting positive experiences,... See more

Reviews shaping this summary

Rated 4 out of 5 stars

Pro: all was booked , all the places for the nights were great. Places of interest were well identified/marked. 24/7 assistance was working when required sometimes. Con: Getting the car was hec... 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

4.4

Excellent

TrustScore 4.5 out of 5

1K reviews

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4.4

All reviews

(1,063)

401 reviews in the last 12 months

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Rated 5 out of 5 stars

We had an amazing first time in Iceland…

We had an amazing first time in Iceland and booking through Guide to Iceland really helped us figure out the best route, places to stay, things that we should see, plus help booking tours we wanted within the areas and time frame of our trip. They were ALWAYS available to chat through messaging.
The only negative was navigating the app- back and forth through messaging and my bookings.
Thanks for a memorable trip.

7 July 2026
Rated 1 out of 5 stars

We had booked a cottage in Island far…

We had booked a cottage in Island far from everything.
Upon arival we did not recieve any info about how to check in.
Called the company and after a lot of waiting we were called by the real owners. Our booking were never made from the company to the owners..
So the cottage were booked by others
This dispite that we had recieved confirmation from the company and the had charged us the money.
We were in luck that the owners could give us another place to stay.
In a situation like this i expect a kind off compensation due the companys mistake but got Jack sh..
I will never rent trough this company again.

1 July 2026
Unprompted review
Rated 5 out of 5 stars

We had an absolutely wonderful trip to…


We had an absolutely wonderful trip to Iceland with Guide to Iceland. Everything was extremely well organized from start to finish. We traveled in small groups of about ten people each time, and we were lucky to be paired with really great groups on every activity.

Our guides were fantastic, and we loved the itinerary they put together, along with the variety of activities included. The only activity that was a bit less impressive for us was horseback riding ; the trail we did was fairly flat compared to what Iceland's landscapes can really offers, but it was still an enjoyable experience overall.

Something we really appreciated was that each activity was run by a different local operator, and Guide to Iceland coordinated everything seamlessly behind the scenes. We had activities with David The Guide and One Day Trip, and we loved both companies. Pickup was always easy, they picked us up close to our hotels and dropped us back off afterward, which made everything so convenient. It really showed how well Guide to Iceland orchestrates all these different partners into one smooth experience.

We loved the pace of the trip, the accommodations were excellent, and the food was consistently great throughout. We highly recommend Guide to Iceland!

One tip for future travelers: since you get to choose your own activities and accommodations, take the time to pick the ones that best match your interests, and try to choose accommodations that are well located strategically. Throughout the trip, the team was always quick to respond by email whenever we had questions, which made things a lot easier.

Overall, a fantastic experience; highly recommended!

29 June 2026
Rated 4 out of 5 stars

I liked that suggestions were given in…

I liked that suggestions were given in between the tours that we booked. Everything was easy to book, and we had a ton of fun thanks to it. While everyone was quick to respond, I wish that one person handled our email correspondence. There was often some confusion with those who answered.

5 July 2026
Rated 2 out of 5 stars

booking reference complicated with each…

booking reference complicated with each items,even a extention a night in the same hotel ,I was asked to change rooms! The extention was booked 3 months ago online not last minuts.
Also the hotel is so poor condition,we stayed 5 night no one cleared room and change towels!
When ring you company for help each every day you have a different reference number!
We were disembarked at port not airport no pick up or publick transfer to hotel is available;namely it was a 5 day 4 night package.actualy the arrive day there is nothing you offered not even pick up from sea port to hotel,the final day is a whale museum vist only ,no transport,we have to go by our self!

It was 3 days plus a self service museum package!
The chated guid to outside city of the rriver is working and service well only the 27th June pick up delayed 2.5 hours,very bad experience and your company shows no regret about this,
and it was not a pleasant experience at all.

Australia visitor
X Yan

30 June 2026
Rated 5 out of 5 stars

Stressfree trip to Iceland

This website made our trip to Iceland so stress free. Booking a trip can be overwhelming, but this website made it so convenient to book a car and accomodations on the route we wanted to travel in a set timeline. They know from experience how long it takes to travel from one place to another and how much time is needed to explore a part of Iceland. They were so accomodating to add on an extra day of hotel and car rental. There customer service is 24/7 available and very helpful.

29 June 2026
Rated 4 out of 5 stars

Very lovely country

Very lovely country, but pack a big wallet. The rental agency was very organised and easy to deal with. I really liked Brekka guesthouse.

The package you sent had far more stops on it than the online (app) version of the trip. Having the PDF allowed me to see some extra items along the way. Day 3 of my trip was too much distance and not enough time. I had to drive all day without any time to stop and enjoy the incredible scenery along the way and I was really disappointed that I did not have a chance to see more of that landscape.

Many of the GPS coordinates provided by the app are incorrect. Several lead to dead-end roads or closed roads. Wrong locations, possibly because companies have relocated or possibly because it's just a minor error in the address. Someone from the company should go drive the route and perhaps update a few of the navigation waypoints.

One last note. I found the nation and the people were wonderful. The rental car company refunded me one days rental due to an early departure time, and the tour operator is keeping the refund for themselves. Just something to be aware of when booking with this company.

29 June 2026
Rated 5 out of 5 stars

Absolutely awesome experience from…

Absolutely awesome experience from booking to flying out. A little better information around arrival and car hire pickup would definitely be great though as it depends on hire company and time of day.

8 June 2026
Rated 1 out of 5 stars

We were at Iceland for a week at…

We were at Iceland for a week at Christmas time. On December 24, a trip has been scheduled to the west coast.

The trip took place even though there was a serious storm warning; the heavy winds caused at least 4-5 dangerous situations where the driver had serious problems to keep control over the car.

At this day it is well known on Iceland that almost all facilities are closed. So we had only one chance to use a bathroom for the whole day and no restaurant was available to get something to eat.

As the normal dripstone cave was closed for Christmas we drove about an hour to the east in the morning to visit another cave which resulted in some 2 hours of driving more than usual.

All in all that day has been a complete catastrophy - the trip should never ever had taken place.

28 December 2025
Rated 5 out of 5 stars

Booking through Guide to Iceland was so…

Booking through Guide to Iceland was so simple and they put a package of excursions for us that was wonderful. When I had a question, they always got right back to me. They provided us with a fun, well-organized vacation.

25 June 2026
Rated 5 out of 5 stars

Iceland is a beautiful country.

Iceland is a beautiful country.
Our itinerary was well planned.
Accomodations were good.
And to top it off, we had great weather, we were able to do all the activities that were planned.
A little disappointed with the Baldur Ferry cancellation,but that's part of the travelling experience and we made the best of it.

12 June 2026
Rated 4 out of 5 stars

I booked the 10 day ring road trip

I booked the 10 day ring road trip. My husband and I had a great time. I originally was planning this trip by using Frommers, etc. However, that became frustrating as Icelandic named towns, attractions, and parks are hard for me to keep track of and plan given the differences in English and Icelandic. It was great to have things planned out ahead of time by someone who could keep all of that straight. The app has things laid out in a suggested order along with listed times as to how long people spend there and other helpful information. Overall the app was amazing! Every day we would look at the schedule and determine what we wanted to do. Hotels we picked were all 3 stars and overall fine coming in with that expectation. I would give this five stars except my husband and I had three instances where the directions for Google Maps from the app sent us to the wrong place so we had to double check by typing in the destination and comparing it to the directions provided by Guide to Iceland. After we figured that out the rest was great and worth it.

26 June 2026
Rated 5 out of 5 stars

The Elding team was great

The Elding team was great. Very organized and helpful! It was either drizzling or raining during our tour but they are not responsible for the weather. Even with the weather they had plastic bags and rubber bands for our cameras and made sure we were all dressed well for any conditions. We saw hundreds of puffins and it truly made my trip to Iceland !

25 June 2026
Unprompted review
Rated 1 out of 5 stars

WARNING! Don't buy from them

1. Severe Misinformation Regarding Pick-up Time

Prior to the tour, I explicitly verified the itinerary with your customer service agent, Chan. I was assured that the pick-up would be at Hella Bus Stop at 8:00 AM. Based on this confirmation, we woke up before 6:00 AM and arrived at the Hella Bus Stop at 7:57 AM.

No vehicle arrived. When I contacted your live support, your agents repeatedly brushed us off with generic responses, telling us to "wait patiently". It was only at around 8:30 AM—after we had spent over half an hour waiting in the cold—that an agent finally checked with the tour operator and revealed that the actual pick-up time for Hella was 9:50 AM. Later, a travel advisor named Ella emailed us stating that the 8:00 AM time only applied to Reykjavik. It is completely unacceptable that your customer service provided entirely false details, forcing us to waste hours waiting due to your internal miscommunication.

2. Breach of Confirmed Drop-off Location & Forced Self-Drive

To make matters significantly worse, when a tour vehicle finally arrived, the driver explicitly informed us that they would not drop us off at the Hella Bus Stop at the end of the tour, claiming they only drop off in Reykjavik. This directly contradicts the explicit confirmation from your CS team that the drop-off would be at the exact same location in Hella.

Since our accommodation was booked in Hella, we could not accept being stranded in Reykjavik. We were forced to make an emergency adjustment: we had to drive our own vehicle all the way to the Highland Centre just to join the tour. This cost us extra fuel, added immense driving stress, and completely defeated the purpose of booking a guided tour package.

They only refund us 10% of the price we paid which is a complete joke lol. At last, they have agreed to refund the whole price to us as compensation. I accept this as a good gesture.

16 June 2026
Unprompted review
Rated 4 out of 5 stars

Communication at booking was great but then...

Communication at booking was great, but after that things kind of fizzled out. I was told I would receive information on how to pick up the car several days prior to arrival and that never happened, so it was a bit confusing. Days 2 and three were pretty much the same itinerary, and because our flight incoming flight to Iceland was delayed, then the confusion as to where to pick up the car, we pretty much missed day 1 as we had to get to the Sel Guesthouse and check in. We were very pleased with Sel Guesthouse and would highly recommend it. Upon arrival we were told we had missed dinner, but they could make something up if we were hungry. Upon departure, the owner offered to make us lunches for 2500 ISK each. They were delicious, hearty, and lasted two days, and we were extremely glad we had them.

24 June 2026

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