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

How this company uses Trustpilot

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4.4

All reviews

(1,063)

399 reviews in the last 12 months

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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
Rated 5 out of 5 stars

It was such a wonderful and joyful…

It was such a wonderful and joyful experience. We just had to show voucher and the tour guides or facilities know our reservations. So it is very helpful for people who travel Iceland to manage their travel plan.

4 March 2026
Rated 5 out of 5 stars

Visiting Iceland on winter!

Visiting Iceland on winter!
I spent one week on beautiful and surprising island of ice and sun and water on all state of forms.
Purchase the trip on "Guide to Iceland" and communication was brief and correct, included all kind of interesting points and pointers not to miss.
In one case we had a cancelation for the accommodation but we received a better one very fast (problem solved instantly).
I recommend :)

21 February 2026
Rated 4 out of 5 stars

This was our first trip to Iceland

This was our first trip to Iceland, and Guide to Iceland was very helpful in organizing our vacation stays and adventures. The planning process was smooth, and when we had issues while in the country, their team responded quickly and supported us with several items.

All of our hotels and guesthouses were perfect—clean, comfortable, and each included breakfast. Some also offered dinner for purchase, and those meals were authentic Icelandic cuisine, which we really enjoyed.

We did experience a few challenges. Directions to one of our guesthouses were unclear, and some itinerary times and driving distances were not accurate, which caused a bit of stress during our travels.

Overall, we had a wonderful trip and appreciated the support and quality accommodations, with just a few logistical details that could be improved.

20 February 2026
Rated 5 out of 5 stars

Thank you very much for helping us…

Thank you very much for helping us complete this wonderful journey so smoothly.
The itinerary and content displayed on your website are transparent and detailed. Your staff was also very patient in listening to our needs and providing valuable suggestions and assistance.
Furthermore, the tour operators were exceptional—they provided very detailed introductions to the sights and always ensured we were returned to our hotel safely and comfortably, even during periods of bad weather.
If we have the opportunity to visit Iceland again in the future, we will definitely choose Guide to Iceland once more. Thank you all once again for everything.

28 February 2026
Rated 5 out of 5 stars

Iceland - Magnificent experience with Guide to Iceland

It started off with a chat via Copilot where I asked whether Iceland was a travelling destination in the Wintertime.

Through that chat I was set in contact with Guide to Iceland who again set up multiple suggestions for our five days Winter tour.
There was so many exiting excursions to choose between, so from the list we selected:
• Northern Light – Aurora Tour with guide Anne Maria
• Golden Circle with guide Thomas
• South Coast Winter Tour with guide Walter
• Food Tour with guide Mimir

All guides were really knowledgeable and fun to be on tour with.
Many thanks to all for making our holiday so memorable – we were taken to beautiful waterfalls, canyons, craters, glaciers, geysirs, beaches, churches and much more. It was truely 'value for money'.

In addition we enjoyed our last afternoon and evening in Sky Lagoon – that excursion we booked separately (but it was also on the list of suggestion from Guide to Iceland).

I also want to emphazise the fantastic following up from Guide to Iceland both before our travel started and also continuously while we were on tour.

We have already strongly recommended Guide to Iceland as a tour operator for friends and family.

Next time we have to try Iceland in the Summer.
There is absolutely no doubt whom we will contact – our obvious choice will again be Guide to Iceland for suggestions when it comes to planning of our trip.

We simply love Iceland.

26 February 2026

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