Guide to Iceland Reviews 

1,054
TrustScore 4.5 out of 5

4.4

While we don't verify specific claims because reviewers' opinions are their own, we may label reviews as "Verified" when we can confirm a business interaction took place. Read more

To protect platform integrity, every review on our platform—verified or not—is screened by our 24/7 automated software. This technology is designed to identify and remove content that breaches our guidelines, including reviews that are not based on a genuine experience. We recognise we may not catch everything, and you can flag anything you think we may have missed. Read more

Review summary

Created with AI, based on recent reviews

Considering 337 reviews, reviewers overwhelmingly had a great experience with this company. Customers consistently praise the well-organized holidays and excellent service. Many highlight the helpful and responsive staff who assist with planning and booking, making the overall experience seamless. People appreciate the carefully arranged itineraries, including accommodations and activities, which often exceed expectations. However, some customers also noted challenges with the booking process, including difficulties with car rental pick-ups and unclear information. A few other people also felt that certain bookings were not made correctly or that hotel locations were inconveniently far from city centers or tour meeting points.

What people talk about most

Holidays

Customers consistently note positive experiences with holidays, with many expressing that they really enjoyed... See more

Service

People report positive experiences with service, with many customers stating that everything went smoothly... See more

Location

Reviewers mention ambiguous feedback about location, with some finding accommodations and tour meeting points... See more

Staff

Reviewers highlight positive aspects of staff, often praising their helpfulness, responsiveness, and... See more

Booking process

Users describe ambiguous interactions with the booking process, with many finding it easy and convenient,... 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 4 out of 5 stars

The only reason this review is not 5 stars is because this company uses way too much AI. Some of the costumer service was human, but I was very disappointed to see AI-generated emails, and video ads o... See more

Rated 4 out of 5 stars

The itinerary is easy to follow. The pre- and during communication is responsive and in a timely manner. There were a couple of hiccup once we arrived, e.g. We needed to call for self-check in informa... 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

5-star
4-star
3-star
2-star
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

See how their reviews and ratings are sourced, scored, and moderated.

4.4

All reviews

(1,054)

392 reviews in the last 12 months

Write a review
Companies on Trustpilot aren't allowed to offer incentives or pay to hide reviews. Reviews are the opinions of individual users and not of Trustpilot. Read more

Rated 4 out of 5 stars

The tour guides were fantastic

The tour guides were fantastic! Very knowledgeable about the country, and navigated us around safely and swiftly. My guide, Alfred, with NiceTravel, was the best! I did my 2 Day South Coast tour with him and it was top tier. There were some days where guides with DavidtheGuide were really late dir pick up times. Other than that, I would use Guide to Iceland again.

February 16, 2026
Rated 5 out of 5 stars

We left a pillow behind on the bus but…

We left a pillow behind on the bus but the folks at Guide to Iceland helped us recover it the next day. Iceland is a wonderful place with honest and helpful people. We will return to Iceland this summer, one year after our first trip.

August 25, 2025
Rated 4 out of 5 stars

This was a well organised trip

This was a well organised trip with lots of options. We chose the budget accommodation that wasn’t sharing rooms and they were all comfortable. Our favourite being Sol Guesthouse. The app was very easy to use and we saw so much in the few days we were visiting. If you had a question they were quick to respond. The only thing we found negative was the amount of driving expected in one day. I am sure it’s ok in the summer but when driving in snow storms and roads being closed it was difficult.

February 20, 2026
Rated 5 out of 5 stars

Stress Free

Guide to Iceland connected us with a great hotel and great tour guides to the Northern Lights and the Blue Ice Cave excursions. They arranged transportation for us from the airport, throughout our travels and back again. They were just a phone call away if we had a question. Make your trip stress-free and rely on the experts, who live there.

February 15, 2026
Rated 4 out of 5 stars

Connected at all times

The most important part to me is how responsive this company was during the entire process from booking to details after the booking and any questions or issues we had during the trip they were quick to answer emails. Made trusting the whole process so much easier! The only time there was confusion was during our first transfer as we didn't understand the process yet and we thought all transport was included. we ended up taking a taxi after getting off a bus from arrival as our stop was unclear and when we called they stated we should take the taxi. Still not sure that was correct.

February 21, 2026
Rated 1 out of 5 stars

Better Off Booking By Yourself Directly!

I used this company to book my 8-day Iceland Trip because I thought they would be better at making everything work together than I would trying to figure out by myself. I was so wrong! They gave me hotels along the ring road where I had to drive as much as 7.5 hours in a day just to get to the next location (leaving very little time to actually stop and visit places and do things). The worst thing was that they gave me a 2-wheel drive Toyota Yaris and then booked me for hotels that could only be safely reached with a 4 wheel drive vehicle. One night my apartment was more than 22 miles from the nearest paved road, and required going over a mountain top on a single lane dirt road. I've literally never been so concerned for my very life on any trip I have ever taken. When I complained about this, they just sort of shrugged and made no attempt to fix it.

August 26, 2025
Rated 5 out of 5 stars

Guide to Iceland made everything so…

Guide to Iceland made everything so easy. Helped us plan everything out, was responsive and guided us through the whole trip. Highly recommend using them and self driving vs a bigger tour.

February 19, 2026
Rated 5 out of 5 stars

An outstanding company

Truly outstanding support! The attention to details was amazing. The office staff were very professional and spent an extraordinary amount of time finding out what we wanted to do and see. The trip outline arrived with plenty of of time to review it and make a few adjustments. If we were to opt for another tip to Iceland this is the only company we would use!!!

August 24, 2025
Rated 5 out of 5 stars

8 Day Self Drive Ring Road Tour

Guide to Iceland is a great operation to work with! I highly recommend them due to their responsive communication and detailed itinerary provided for our trip.
Iceland is a very welcoming country and doesn't take too long to figure out, round-abouts galore, and then grocery stores, liquor stores and the gas stations which are all pretty much self service, don't bother with cash!!!

Here is the review I posted on Trip Advisor /beachfeetSoCal/

Feb 01 to 08-2026

Iceland is hosting an eclipse this year, that’s how we got the Iceland bug, but prices were out of our comfort even last summer when we originally looked into traveling there. So we had a break in our schedule and thought, why not Iceland?

We originally booked an 8 day guided minibus tour around the island and then realized that our flight didn’t work out with the itinerary. I looked at the long range forecast and we decided to book an 8 day self drive tour.

Absolutely amazing!

We lucked out with the weather, although we had 2 days of bad weather in the southeast portion of the trip. Best part of driving at this time of year was that there was not a lot of traffic between towns. Even when we had to drive over a pass in a light blizzard with occasional whiteout conditions we didn’t have to worry about running into a vehicle ahead (or one from behind)! The 3 that passed us did so with respect and safely. Outside the capital, driving is not intimidating. In the capital just drive like you live there, which was easy for a SoCal driver like me!

Guide to Iceland as a tourist operation is incredible. They are super responsive with any communication and concerns, both through Email and a US phone number.

Their 24 hour cancellation policy worked out well when we opted for the self drive tour instead of the minibus tour.

The best part of our self guided tour was that they provided a daily itinerary with points of interest from day to day. You get to choose your lodging, from Hostels to very nice hotels, with a corresponding price and what we got was amazing!

The only downside to our self guided tour was that the itinerary had some long drive days (with a lot to see in between destinations (time crunch and weather issues), and other days were short drive days, which meant we had to spend more time in hot tubs and shopping!

Look closely at hotels locations offered and do a little more research than we did!

As far as attractions, just take them in! Too many to review here!

You pay for parking (take a picture of your rental car license plate, you’ll need it often!) at many if not most of the tourist/attraction sites. They seem to use this in lieu of admission fees.
Also, use Waze instead of google maps when possible (Waze didn’t have a lot of hotel/tourist destinations but does alert you of SPEED CAMERAS and other things necessary to travel legally and safely between cities!

Guide to Iceland is incredibly responsive and helpful. The only issue we had was with a chip in our rental’s windshield. We have a claim in with our travel insurance and should be good, but when we followed up, both Guide to Iceland and MyCar Rental were very responsive. Look closely at your credit card and travel insurance policy. The road around iceland is only 2 lanes and lots of rocks/cinders for traction control!

Guide to Iceland IS your Guide to Iceland!

February 1, 2026
Rated 5 out of 5 stars

The perfect organization.

The trip was very well organized! Detailed instructions arrived well before departure. During the trip, I also received daily updates. I could ask questions at any time, and they were answered as quickly as possible. This was the best service I have ever experienced!

February 15, 2026
Rated 5 out of 5 stars

Great communication

Great communication. We added some extra days at the beginning and end of our booked round-trip (hotels and rental car), and that went very smooth. Great choice of hotels and accomodations. We did a self-driving tour and used the very detailed itinerary as a guideline rather than cramming everything on it in our days.
The year before, we actually had to cancel our booking at short notice because of a sudden health issue, and it was really easy to receive a full refund then (plus a kind, personal message).

August 20, 2025
Rated 5 out of 5 stars

It was a great experience

It was a great experience. We enjoyed almost everything about the trip. It had a few bumps. The 8 day ring tour is a little tough. A lot of driving rather than sight seeing the last two days was tough. We also did not enjoy the dormitory at the Wilderness Center because there were some very rude people that came up to bed at 3am and did not have any respect for the people sleeping. The house that we stayed in the next to last night was absolutely delightful. The husband and wife just made the experience wonderful.

August 13, 2025
Rated 5 out of 5 stars

First time in Iceland, female solo traveler

This was my first time using a travel guide. It was pretty straight forward, I selected the tours and places based on their recommendations. I had a great experience. I did a 5 day tour staying in a different night each day and all of the accommodations were either as expected or better. All of them with breakfast (good breakfast), plus the tour were top, the only downside was that my northern light tour was canceled due to weather and I couldn't rescheduled since I was traveling the day after. Following their plan was so easy and it saved me so much planning time. I got to see all and more than I was expecting. Totally recommended

February 11, 2026
Rated 5 out of 5 stars

3 tours

3 tours, each one better than the one before it. Golden Circle, Snaefelsnes Peninsula, and Katla Ice Cave, just go!

August 14, 2025
Rated 5 out of 5 stars

Everything was as promised

Everything was as promised. Lodging was varied and very comfortable. The detailed itinerary was very helpful in deciding daily activities. We would gladly use their service again and have recommended them to several others

August 14, 2025
Rated 2 out of 5 stars

Good itinerary, some really unpleasant surprises

The trip was enjoyable but clearer communication on hidden car insurance costs and higher quality accommodations would have significantly improved the overall experience.

August 11, 2025
Guide to Iceland logo

Reply from Guide to Iceland

Hi Camille, thank you for the feedback!
We’re so glad you enjoyed the trip overall. We actually have a customization tool on our site specifically for travelers who want to upgrade to higher-tier accommodations, and we’re sorry if that wasn't clear during your booking process. Regarding the insurance, we always appreciate more detail from our guests so we can better highlight those local costs for future travelers. We’ll be reaching out to hear more about your experience so we can keep improving our transparency

Rated 5 out of 5 stars

The team was very responsive

The team was very responsive and always eager to provide any assistance needed.
Everything was coordinated perfectly, which is not trivial at all for a trip with such a complicated route.

February 3, 2026

The Trustpilot Experience

Anyone can write a Trustpilot review. People who write reviews have ownership to edit or delete them at any time, and they’ll be displayed as long as an account is active.

We use dedicated people and clever technology to safeguard our platform. Find out how we combat fake reviews.

Learn about Trustpilot’s review process.

Here are 8 tips for writing great reviews.

Verification can help ensure real people are writing the reviews you read on Trustpilot.

Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines.

Take a closer look