Guide to Iceland Reviews 

1,052
TrustScore 4.5 out of 5

4.5

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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

4.5

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 21% of negative reviews

Typically replies within 1 week

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4.5

All reviews

(1,052)

390 reviews in the last 12 months

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Rated 5 out of 5 stars

I was thoroughly impressed with Guide…

I was thoroughly impressed with Guide to Iceland during our booking of our trip to Iceland. Any questions I had or correspondence I had with Guide to Iceland was responded to almost immediately. The answers were very helpful and clearly stated. Even when I changed or added some additional tours to the original booking, these were done immediately. The trip worked out well as the rental car was easily obtained and the hotel bookings were all done correctly. The apps provided for the trip were extremely helpful and informative.There was so much very valuable information on their website and booking was easy. I will certainly recommend Guide to Iceland to my friends planning to go to Iceland.

July 12, 2026
Rated 2 out of 5 stars

It was too expensive for what was…

It was too expensive for what was provided. Basically it was just a driver not a tour guide. It was a five day tour but different tour guide each day. Every other tour I’ve gone on I had the same tour guide.

July 16, 2026
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

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