Guide to Iceland Reviews 

1,092
TrustScore 4.5 out of 5

4.5

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Review summary

Created with AI, based on recent reviews

Considering 355 reviews, reviewers overwhelmingly had a great experience with this company. Customers frequently praise the exceptionally well-organized itineraries and the smooth planning process that make arranging a trip through the country completely effortless and stress-free. Travelers also mention that the staff, customer support, and local tour guides are friendly, highly responsive, and provide wonderful recommendations throughout the journey. Though some reviewers were not happy with hotel locations, noting that accommodations often felt too far away from the city center for convenient walking. A few other people also felt that car rental pickups and initial arrival logistics were somewhat confusing or required unexpected waiting times.

What people talk about most

Service

Reviewers highlight positive aspects of service, noting that trips are exceptionally well organized and... See more

Holidays

Clients share positive opinions on holidays, noting that they enjoyed memorable and well-organized trips.... See more

Location

Customers consistently note ambiguous experiences with location, highlighting both well-planned itineraries... See more

Staff

Customers had positive experiences with staff, highlighting wonderful teams and lovely people who went above... See more

Booking process

Reviewers mention ambiguous feedback about booking_process. While many customers found the booking experience... 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 4 out of 5 stars

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 may... 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 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


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

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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

(1,092)

431 reviews in the last 12 months

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Rated 5 out of 5 stars

Great experience with Guide to Iceland

Great experience with Guide to Iceland! The staff always responded quickly and were very helpful in adjusting my schedule and tours to better fit my itinerary. Their prompt communication and flexibility made planning my trip much easier.

July 16, 2026
Rated 4 out of 5 stars

Booking Process and Hotel Details

The booking process was extremely easy, and all of our tour/hotel/car check-in information was accurate. Guide to Iceland agents were incredibly responsive. My only complaint was about the hotel booking details. There were several hotels we stayed in that were listed as both "private bathroom" and "shared bathroom", so we really didn't know what we were getting until we arrived. Also, we were booked in a tiny 2WD car. This car would have been fine in most cases since we traveled in the summer, but two of the accommodations that we booked were on long gravel roads. It would have been nice if guide to iceland gave some insight into the best car, road conditions for accommodations, etc.

July 13, 2026
Rated 4 out of 5 stars

Generally a positive experience.

Generally a positive experience.. hotels were great. Our side tour vouchers as described. Our only issue was the GPS driving directions sometimes put us at the wrong location. The Glaumbaer museum gos directions on the itinerary brought us to someone’s personal residence.. as an example

July 10, 2026
Rated 4 out of 5 stars

Company put together a nicely (mostly) trip plan

Company put together a nicely (mostly) planned itinerary. Following the trip plan each day helped us visiting the memorable places without having to do weeks of research ourselves.
When we encountered issues, (rental car, hotel issues), I was happy that I could contact Guide to Iceland, and they were responsive.
However, the trip plan was not without issues. Most of the time, the "Direction" button would take us to the middle of the road, or, worse, to the middle of a waterfall or mountain. It would be most helpful the direction would guide us to the appropriate parking (as we were on a self-drive tour).
In one day of the trip plan, a rather long day starting with several stops, and at the end of the day, it led us drive across the opposite side of Iceland to see Selfoss, and then drive back to the original location to rest in a hotel. I had asked them about this issue a few months before, hoping that they will correct the plan, but they ignored me. (Of course, we didn't go as instructed. As there is no enough time of the day to take that action. And we had added the visiting of Selfoss few days ago when we were close by).

July 2, 2026
Rated 4 out of 5 stars

It would have been 5 stars but we were…

It would have been 5 stars but we were told twice that are car service was with My Car. No from that company came to pick us up and we had trouble calling Guide to Iceland. Think we got a recording. Took us over 2 hours to discover that MyCar goes under Enterprise, National and Alamo. We wasted all that time at the airport when all we needed to know was the rental was through Enterprise. Very bad entry and I even had checked before we left on the trip.
Other than that, all was very good.

July 5, 2026
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.

July 7, 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.

July 1, 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!

June 29, 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.

July 5, 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

June 30, 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.

June 29, 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.

June 29, 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.

June 8, 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.

December 28, 2025

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