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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1-star

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

(1,063)

401 reviews in the last 12 months

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Rated 5 out of 5 stars

An amazing adventure with a lifetime…

An amazing adventure with a lifetime full of memories because of Guide to Iceland and their vendors. Everything was taken care of and completely supported the entire way. The booking process was easy and informative - the staff helped me choose the right package from transportation to and from the airport, from the hotel and for each tour and excursion.

31 March 2026
Rated 1 out of 5 stars

These people are the WORST!!!

These people are the WORST!!!! DO NOT BOOK YOUR CAR RENTAL WITH THEM! We booked are car with them, we paid, they gave us a confirmation. Then we landed in Iceland when we got to the car rental place. THEY NEVER SENT OVER THE BOOKING! They had us waiting for almost 2 hours at the car rental place they told us to come to, while they checked to see if they could find a car for us. So basically they messed up the booking. After the 2 Hour wait, I had to request a refund, cause we just couldn’t wait anymore.

DON’T BOOK WITH THESE PEOPLE! TERRIBLE!!!

2 April 2026
Unprompted review
Guide to Iceland logo

Reply from Guide to Iceland

Hi Juan, we are very concerned to hear about the trouble you had at the rental counter. This is certainly not the experience we want for our customers. We’ve sent an email to you so we can gather more details and launch a full investigation into what happened with your booking. We want to get to the bottom of this immediately and ensure you are taken care of.

Kind regards,
Guide to Iceland Customer Service

Rated 5 out of 5 stars

Guide to Island was very responsive and helpful

Guide to Island was very responsive throughout our visit to Iceland. We had a couple of tours cancelled due to severe weather and they were helpful in rebooking or providing refunds for anything that was cancelled. All of our guides were fun and informative. We especially enjoyed the walking tour of Reykavik which was on our last morning. Our only suggestion would be to do that tour first as it provided us with a lot of information about the city that we could have used before we left.

26 March 2026
Rated 4 out of 5 stars

Great service and great communication

Nice to have all services in one request (transportation, hotel, breakfast, tours). The app has a 24/7 chat which is appropriated because the weather in Island can change at any time which brings unexpected changes and the chat is a great way to keep in contact with the staff. We received all the schedule information in advance, and daily emails with remainders of the next day pick up time which made us feel secure. Keep in mind that they reserv tours from other companies which means that you can have a challenge if a tour is canceled due to weather conditions (by challenge I mean that you will have to find a hotel by your own, and refund will take longer than expected or may not happen)

24 March 2026
Rated 4 out of 5 stars

Easiest trip I've been on.

Everything was easily planned out and the itinerary helped me get to where I needed to be. My only issue, there were no specific directions of which area to get on the bus for the transfer from the airport to the Blue Lagoon/Reykjavík. It's not the FlyBus. It would be helpful to future traveler's if it was marked better at the airport or better details on the itinerary. Other than that everything else went well. The guides were great from the partner companies. If your lucky you'll get Vlad and have the best time. And plan for unpredictable weather! No matter what bring waterproof items, just leave the umbrella at home.

21 March 2026
Rated 5 out of 5 stars

One of the best organised packaged tour in Europe

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 questions or issues later. Even sorted out refund for a cancelled tour swiftly after tour. Will definitely use again for next visit to Iceland.

6 March 2026
Rated 5 out of 5 stars

Amazing Tour

The experience and the tours organized were all amazing. Our Northern Lights Guide Anna Maria explained everything to us and made the experience even more special. Christopher was super and we truly enjoyed the tour with him. Everything was well organised and we strongly recommend to trust the Guide to Iceland.

24 March 2026
Rated 5 out of 5 stars

Brilliant Experience from Start to Finish

I booked our first visit to Iceland here and we had an absolutely fantastic experience. We had to change one of our bus pickup times due to weather and Guide to Iceland answered my call right away and took care of everything within 10 minutes. They sent text messages and emails for important updates, pickup times, room information, and what to bring to each event, about a day ahead of time so you can be well-prepared.

It's hard to overstate how beautiful this country is and how accommodating and friendly everyone was during our week long visit. Every stop along the way was well worth the time spent. I would absolutely use Guide to Iceland to plan another trip and see a new part of the country. In this case, we saw a lot of Reykjavik as well as the South coast. I wish I could give them six stars!

21 March 2026
Rated 5 out of 5 stars

My son spent a week in Iceland

My son spent a week in Iceland, with several lovely tours arranged by the Guide to Iceland. He was beaming from all that he had seen. I loved the fact that you sent photos of the aurora and also apparently took photos of my son during the ice caving expedition. You were kind and helpful throughout. The staff in the office went out of their way to help me make all the arrangements and to accommodate a few changes along the way. The hotel was fine and in a central location. Thank you so much.

21 March 2026
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

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