Guide to Iceland Reviews 

1,066
TrustScore 4.5 out of 5

4.4

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Review summary

Created with AI, based on recent reviews

Evaluating 355 reviews, reviewers overwhelmingly had a great experience with this company. Travelers frequently praise the perfectly well-organized itineraries, the completely seamless booking procedures, and the wonderfully helpful staff that make their vacation experiences exceptionally smooth and enjoyable. Many consumers note that the diverse excursions and recommended locations consistently exceed expectations and run with impressive precision from start to finish. Some reviewers were not happy with the hotel locations, mentioning that several accommodations were situated quite far away from the city center. A few other people also felt that they experienced occasional difficulties with car rental pickups or found communication regarding reservations somewhat challenging.

What people talk about most

Service

Customers consistently note positive experiences with service, praising the organized itineraries, timely... See more

Holidays

People report positive experiences with holidays, expressing deep satisfaction and describing their vacations... See more

Location

Reviewers mention ambiguous feedback about location, reflecting a wide range of differing experiences. While... See more

Staff

Reviewers highlight positive aspects of staff, noting that agents and travel advisors are responsive and... See more

Booking process

Clients share ambiguous opinions on booking_process, reflecting both high satisfaction and significant... 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

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

Rated 5 out of 5 stars

We spent 12 days on the Ring Road. The journey was perfectly organized by Guide to Iceland. We had no problems and had the occasion to admire almost all the beauties of this fascinating country. All... 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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Asks customers to review

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

Replied to 20% of negative reviews

Typically replies within 1 week

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4.4

All reviews

(1,066)

405 reviews in the last 12 months

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Rated 5 out of 5 stars

I’m so happy I found Guide to Iceland

I’m so happy I found Guide to Iceland. I truly felt like I was on a vacation. The entire trip was seamless and I couldn’t have planned a better itinerary on my own. Definitely worth every penny. Will definitely book again with GTI when I return.

27 April 2026
Rated 4 out of 5 stars

Overall the trip was GREAT!!!

Overall the trip was GREAT!!!! We did the 9- day ring road drive. Your guide listing what to stop and see was so nice and easy to follow. Paying for parking everywhere was a pain. For a fee maybe you could offer some sort of Parking card with a preloaded balance. We did get 2 parking tickets. We thought we had paid but at one of the glaciers and downtown Akureyri but we really struggled and obviously did not connect correctly. Also, the link you provided with directions to return the rental car kept taking us to an airport restricted security area.

I will and already have recommended Guide to Iceland to several friends. Icelandic natives were so friendly, walking food tour of Reykjavik was perfect on the day we landed as we pushed thru jet lag and Sky Lagoon was wonderful! Beautiful country!

25 April 2026
Rated 5 out of 5 stars

My experience with Guide to Iceland was excellent!

My experience with Guide to Iceland was excellent!
They were very responsive to my questions both before I left for my trip and while vacationing in Iceland. I found the prices to be fair, and on par or less in some cases, with other companies.
I highly recommend using Guide to Iceland for your next trip to Iceland!

30 October 2025
Rated 4 out of 5 stars

Small Group Snæfellsnes

I did the Small Group Snæfellsnes Peninsula tour through Guide to Iceland and had a wonderful experience from start to finish.
The tour covers so much in one day — Kirkjufell mountain, the seal colony, black sand beach, the famous black church and Snæfellsjökull glacier. The small group size made it feel personal and unhurried.
Our guide Cora was the highlight of the day. She was knowledgeable, engaging and genuinely passionate about Iceland’s landscapes and folklore. She made the whole experience feel special rather than just ticking off tourist spots.
As a solo traveller I really appreciated her warmth and the relaxed atmosphere she created within the group. It was exactly the kind of day I needed.

8 April 2026
Unprompted review
Rated 5 out of 5 stars

Excellent guide

Excellent guide, well timed trip and never felt rushed, saw all the highlights I planned to see, plus some more

30 October 2025
Rated 5 out of 5 stars

Communication

The way the team managed the communication with the agencies that offered the different services was great. We could reschedule our transference to the airport to an earlier hour with no problems

17 April 2026
Rated 5 out of 5 stars

Self guided tour - amazing experience

I booked a self guided tour and it was incredible. From day one, Guide to Iceland was helpful and very detailed with the trip. They emailed us a detailed well organized schedule for each day of the trip. The car we rented was also very good and it included wifi. I recommend Guide to Iceland to everyone.

25 October 2025
Rated 5 out of 5 stars

Exactly as planned

Everything was as posted. Excursions well planned, on time and as expected. Loved not being locked in with one tour company and many options. Was able to customize my experience and thus had a great time.

22 October 2025
Rated 1 out of 5 stars

I regret booking with this company

I regret booking with this company. Starting with arriving, I was supposed to go straight to the blue lagoon from the airport. Unfortunately there are only 2 busses that go there each day, and my flight was scheduled to land after the first bus left, but 3 hours before the next bus. The ticket is was given was for the morning, so I had to miss that experience. I took a bus to the hotel that was booked and was going to drop off my luggage because the site said they had luggage storage there. It did not. Noy a single person was working there. I had to sit around for a few hours until check-in time so I could go to my room. Only to find that its not a real room, there is no bathroom. None of this was shown during booking. I would have upgraded the hotel portion of this had been made clear at any point during booking. The first tour was terrible, the tour guide didnt talk the entire time, and made is feel like were an inconvenience. The second tour was actually good and the only bright point of this trip. I ended up booking a different hotel for my last night, because I was not about to stay in that same hotel. Booking with this company was such a waste of money.

17 October 2025
Guide to Iceland logo

Reply from Guide to Iceland

Dear Traveler,

Thank you for taking the time to share such detailed feedback regarding your recent trip. We are sincerely sorry to hear that your experience didn’t live up to the high standards we set for our guests. It is always our goal to provide a seamless journey, and we truly regret the frustration caused by the bus scheduling and the lack of staffing at your initial arrival point.

We would like to emphasize that we provide a 24/7 support service specifically to handle these types of situations in real-time. Our team is always available to step in and assist with logistics; had we been contacted when the bus conflict arose or when you found the accommodation unsuitable, we could have rebooked your transfers or helped facilitate a hotel change free of charge on the spot. We are disappointed that we didn't have the opportunity to resolve these issues for you as they were happening.

Regarding the accommodations, we offer a variety of guesthouse and hotel tiers to allow travelers to customize their budget. The selection is made during the booking process, and while we do offer upgrades to more traditional hotel rooms with private facilities, these options are much more affordable when selected in advance rather than on-site. We will certainly review our listing descriptions to ensure that the distinction between guesthouse-style rooms and full-service hotels is as clear as possible for future travelers.

While we are glad to hear that your second tour was a bright spot, we take your comments about your first guide very seriously and will be addressing this with our operations team. Regarding any other specific issues you encountered or if you would like to discuss this further, please feel free to reach out to us directly at info@guidetoiceland.is. We value your feedback and would appreciate the chance to regain your trust.

Kind regards,
Guide to Iceland Customer Service

Rated 5 out of 5 stars

Had a great time seeing Iceland

Had a great time seeing Iceland. The tours were well organized and on time. Only issue was the driver from David the Guide on Golden circle tour was often distracted (texting, looking in backpack while driving) .

10 April 2026
Rated 5 out of 5 stars

Iceland self drive based in Reykjavik

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 Icelandic weather!).
The only minor problem was finding and paying for parking near our hotel. I would recommend finding a hotel with free parking. (They tend to be a little bit further away from the city centre, but Reykjavik is easy to get around on foot.)

17 October 2025
Rated 5 out of 5 stars

The freedom and the support were both…

The freedom and the support were both great. I lost my passport at the blue Lagoon and guide to Iceland helped me find it. Later on, we ended up with the GPS taking us to the wrong place. They were able to get us to where we needed to go. Very helpful in booking side adventures. Booking process was nice. I did not know what to expect, and has some trepidation at first, but after the initial response, from my passport fiasco I felt very taken care of. I have been recommending Guide to Iceland to everybody who ask.

15 October 2025
Rated 4 out of 5 stars

Ring road tour

The sights were incredible. Our driver was accommodating. Everything was well organized. Wish northern light sighting was more part of the tour than an optional activity since many of us travel to Iceland for that. The hotels were mostly good, except for at Selfoss and Reykjavik.

14 October 2025

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