Guide to Iceland Reviews 

1,052
TrustScore 4.5 out of 5

4.5

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

4.5

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 21% of negative reviews

Typically replies within 1 week

How this company uses Trustpilot

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

4.5

All reviews

(1,052)

390 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

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.

29 June 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.

8 June 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.

28 December 2025
Rated 5 out of 5 stars

Booking through Guide to Iceland was so…

Booking through Guide to Iceland was so simple and they put a package of excursions for us that was wonderful. When I had a question, they always got right back to me. They provided us with a fun, well-organized vacation.

25 June 2026
Rated 5 out of 5 stars

Iceland is a beautiful country.

Iceland is a beautiful country.
Our itinerary was well planned.
Accomodations were good.
And to top it off, we had great weather, we were able to do all the activities that were planned.
A little disappointed with the Baldur Ferry cancellation,but that's part of the travelling experience and we made the best of it.

12 June 2026
Rated 4 out of 5 stars

I booked the 10 day ring road trip

I booked the 10 day ring road trip. My husband and I had a great time. I originally was planning this trip by using Frommers, etc. However, that became frustrating as Icelandic named towns, attractions, and parks are hard for me to keep track of and plan given the differences in English and Icelandic. It was great to have things planned out ahead of time by someone who could keep all of that straight. The app has things laid out in a suggested order along with listed times as to how long people spend there and other helpful information. Overall the app was amazing! Every day we would look at the schedule and determine what we wanted to do. Hotels we picked were all 3 stars and overall fine coming in with that expectation. I would give this five stars except my husband and I had three instances where the directions for Google Maps from the app sent us to the wrong place so we had to double check by typing in the destination and comparing it to the directions provided by Guide to Iceland. After we figured that out the rest was great and worth it.

26 June 2026
Rated 5 out of 5 stars

The Elding team was great

The Elding team was great. Very organized and helpful! It was either drizzling or raining during our tour but they are not responsible for the weather. Even with the weather they had plastic bags and rubber bands for our cameras and made sure we were all dressed well for any conditions. We saw hundreds of puffins and it truly made my trip to Iceland !

25 June 2026
Unprompted review
Rated 1 out of 5 stars

WARNING! Don't buy from them

1. Severe Misinformation Regarding Pick-up Time

Prior to the tour, I explicitly verified the itinerary with your customer service agent, Chan. I was assured that the pick-up would be at Hella Bus Stop at 8:00 AM. Based on this confirmation, we woke up before 6:00 AM and arrived at the Hella Bus Stop at 7:57 AM.

No vehicle arrived. When I contacted your live support, your agents repeatedly brushed us off with generic responses, telling us to "wait patiently". It was only at around 8:30 AM—after we had spent over half an hour waiting in the cold—that an agent finally checked with the tour operator and revealed that the actual pick-up time for Hella was 9:50 AM. Later, a travel advisor named Ella emailed us stating that the 8:00 AM time only applied to Reykjavik. It is completely unacceptable that your customer service provided entirely false details, forcing us to waste hours waiting due to your internal miscommunication.

2. Breach of Confirmed Drop-off Location & Forced Self-Drive

To make matters significantly worse, when a tour vehicle finally arrived, the driver explicitly informed us that they would not drop us off at the Hella Bus Stop at the end of the tour, claiming they only drop off in Reykjavik. This directly contradicts the explicit confirmation from your CS team that the drop-off would be at the exact same location in Hella.

Since our accommodation was booked in Hella, we could not accept being stranded in Reykjavik. We were forced to make an emergency adjustment: we had to drive our own vehicle all the way to the Highland Centre just to join the tour. This cost us extra fuel, added immense driving stress, and completely defeated the purpose of booking a guided tour package.

They only refund us 10% of the price we paid which is a complete joke lol. At last, they have agreed to refund the whole price to us as compensation. I accept this as a good gesture.

16 June 2026
Unprompted review
Rated 4 out of 5 stars

Communication at booking was great but then...

Communication at booking was great, but after that things kind of fizzled out. I was told I would receive information on how to pick up the car several days prior to arrival and that never happened, so it was a bit confusing. Days 2 and three were pretty much the same itinerary, and because our flight incoming flight to Iceland was delayed, then the confusion as to where to pick up the car, we pretty much missed day 1 as we had to get to the Sel Guesthouse and check in. We were very pleased with Sel Guesthouse and would highly recommend it. Upon arrival we were told we had missed dinner, but they could make something up if we were hungry. Upon departure, the owner offered to make us lunches for 2500 ISK each. They were delicious, hearty, and lasted two days, and we were extremely glad we had them.

24 June 2026
Rated 3 out of 5 stars

Double Check Everything

Several misses and errors that made my trip more stressful than necessary. It took weeks in the beginning to get staff to understand my requests. Staff didn't inform me that in one town that my check in and breakfast were in a different hotel to the one I was assigned to. Staff forgot to email me my codes to get entry into one hostel and it took over an hour sat outside to get the info for entry.
The trip was fantastic other than that.

24 June 2026
Rated 5 out of 5 stars

Mom and daughter trip

I did a trip with my nine year-old daughter, and I wouldn’t have felt as comfortable without Guide to Iceland by my side. The 24 hour. Customer support is absolutely clutch, the organization of the trip was great, the hotel accommodations were exactly as described. Highly recommend!

22 June 2026
Rated 5 out of 5 stars

What an amazing experience!

What an amazing experience! We were limited with our time in Iceland but the Guide to Iceland team helped us make the most of the time we had. Coordinating our events to the communication was simple. I reached out several times with questions and they were extremely prompt….usually within an hour. The transportation provided was exceptional as well as consistently on time. When we go back, I would absolutely use Guide to Iceland to help coordinate our trips.

20 June 2026
Rated 5 out of 5 stars

Great Experience and Highly Recommend

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 whole trip. Car Hire, Hotels, Experiences etc all went without any hitches. Would highly recommend Guide to Iceland to anyone. We had an amazing holiday and if we go back, which we 100% will, we will definitely use Guide to Iceland again.

15 June 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