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

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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

The freedom and the support were both…

The freedom and the support were both great. I lost my passport at the blue Lagoon and guide to Iceland helped me find it. Later on, we ended up with the GPS taking us to the wrong place. They were able to get us to where we needed to go. Very helpful in booking side adventures. Booking process was nice. I did not know what to expect, and has some trepidation at first, but after the initial response, from my passport fiasco I felt very taken care of. I have been recommending Guide to Iceland to everybody who ask.

October 15, 2025
Rated 4 out of 5 stars

Ring road tour

The sights were incredible. Our driver was accommodating. Everything was well organized. Wish northern light sighting was more part of the tour than an optional activity since many of us travel to Iceland for that. The hotels were mostly good, except for at Selfoss and Reykjavik.

October 14, 2025
Rated 5 out of 5 stars

Southern Iceland trip

We were new to Iceland and the company planned out a great trip. Accommodations were unique and well placed for the tour. We made some changes to the initial itinerary and they were more than happy to help make the changes. Overall a very positive experience.

October 10, 2025
Rated 1 out of 5 stars

THIS IS A SCAM. DO NOT FALL FOR IT.

The only good thing about this company is the instant response of the team.
I selected 6 day northan lights tour for CAD 1,855 and they gave me a bed in a Hostel dorm with 16 beds. I was so uncomfortable and was not able to relax and get a good rest.

Secondly I wanted to stay 2 extra days and they offered to book accommodation. I paid cad 145.
Because I was not happy with the accommodation I asked for a refund for the extra 2 days. They refused saying it's included in the package where as the extra 2 days is not relevant to the 6 day package I purchased.
Later I checked the prices with the hostel and if I have booked that directly for the 2 days it would not have cost me cad 75. So they charged me more than double.

DO NOT book anything with this company. You can come and find and book your tours with local service providers. This company is just an agent not a tour provider. And local tour providers will give you a good experience for less money.

April 1, 2026
Guide to Iceland logo

Reply from Guide to Iceland

Hi Gayani,

Thank you for your feedback regarding the responsiveness of our team. However, we must clarify the details of your booking, as the claims of being overcharged are inaccurate.

Accommodation Selection: Our booking platform provides clear options for different comfort levels. You specifically selected the Hostel dorm category at the time of booking. We simply fulfilled the specific choice you made; had you preferred a private setting, the hotel upgrade options were available to you.

Best Price Guarantee: Regarding the extra two nights, the rate of CAD 72.50 per night was identical to the daily rate within your original 6-day package. We do not add "hidden" admin fees to these extensions—we pass the package rate directly to you. Our rates are backed by a Best Price Guarantee for the specific inventory we hold; comparing a live package rate to a separate, walk-in hostel rate after the fact does not reflect the locked-in price of your tour itinerary.

Because the additional nights were booked and confirmed at your request as part of your specialized itinerary, we were unable to offer a refund once the local provider had secured your space.

We have reached out to you directly via email to gather further feedback regarding your experience.

Kind regards,
Guide to Iceland Customer Service

Rated 1 out of 5 stars

I booked a 5-day trip with Guide to…

I booked a 5-day trip with Guide to Iceland and was told they would arrange for a hotel in Reykjavik, but ended up in a bare-bones hostel in an isolated suburban area. Nordurey Hotel City Garden is extremely misleading, and the woman running it comes across as outright dishonest. Front desk coverage was unreliable—there was one woman running the place and she was only around intermittently during the day, and no one was there after 5pm. I wasn’t given an entry code (neither were other guests), which forced me to make an international call just to get inside.

The room was stripped down to the basics: one partially used roll of toilet paper (which did not last me my 3-day stay), two towels, soap, and a hair dryer—no closet, no phone, a broken clock, and no tissues even when I asked. Housekeeping didn’t clean the room even though I put the please clean door hanger on the door. When I called it out, the woman at the desk was rude and refused to admit any mistake.

The location is completely misrepresented. What the woman running it claimed was a 20-minute walk to the city center is closer to 40 minutes along a busy road—not safe or realistic, especially late at night or in the middle of a winter storm. Public transit is limited, taxis are expensive, and you can’t even use the taxi app without a local phone number even though she kept insisting I could. She also lied to another guest saying 2 bus fares were more expensive than a taxi and she had a number for a service. (At the time a cab ride to the city was around $25 and one bus fare was just under $7).

On top of that, the walls are paper-thin, the place constantly smelled like smoke and incense, and the breakfast is low quality with no nearby alternatives. For a price comparable to actual hotels in the city center, this feels like a bait-and-switch. I shouldn't have to double check the location with a reputable tour company, otherwise why would I be paying them to make arrangements? Guide to Iceland does not advertise this as a backpacker experience and they charge thousands of dollars for their service. At best, it’s a gross misrepresentation; at worst, it feels like both the property and the booking agency are taking advantage of travelers. On top of it, it has been two weeks and Guide to Iceland has yet to reimburse me for a tour they cancelled.

The day tours with BusTravel Iceland were great with the exception of the glacier 'hike' which was 100 people standing around for 2 hours taking pictures. Book with BusTravel Iceland directly and skip the 3rd party booking service.

March 16, 2026
Guide to Iceland logo

Reply from Guide to Iceland

Dear Shannon,

Thank you for your feedback. We are very sorry to hear that your stay at Nordurey Hotel City Garden did not meet your expectations and that you experienced delays with your refund.

When booking with us, we offer various accommodation tiers and specific properties to choose from. While we strive to provide quality options at every level, we would have been happy to arrange a different hotel closer to the city center had you preferred a different selection during the booking process.

Regarding your cancelled tour, we apologize for the wait; please contact us with your booking details so we can expedite your reimbursement immediately. If you have any further issues with your rental or accommodations, please reach out—we are committed to doing our best to help.

Kind regards,
Guide to Iceland Customer Service

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.

March 31, 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!!!

April 2, 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.

March 26, 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)

March 24, 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.

March 21, 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.

March 6, 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.

March 24, 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!

March 21, 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.

March 21, 2026

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