Promoting Iceland: What Luxury Travel Agents Need to Know

PROMOTING ICELAND: AN HONEST GUIDE

When it comes to promoting Iceland to your clients and being able to respond to their questions surrounding this popular destination, it is not quite as straightforward as one might think.

Iceland is unlike any other destination. Not only do you need a competent and trustworthy DMC behind you, but you also really need to know some of the basics regarding weather, seasonal changes, logistics, etc. All of these variables and moving parts can really impact an itinerary in terms of how it is designed, delivered, and adapted.

This is a short and very honest guide to help our industry professionals sharpen their knowledge on this wonderfully unpredictable destination. It is also to help you understand why you need a DMC and what we have created to help you become a true Iceland expert.

WEATHER

Let's start with the number one most impactful element in any Iceland itinerary - the weather. When it comes to promoting Iceland, you need to understand how the weather can change the game, but also how we stay ahead of it.

Iceland is known across the world for its rather unique weather. It is very unpredictable. There is a saying in Iceland, "If you don't like the weather, just wait five minutes". This is a far truer statement than you know. The winter months can be especially unpredictable.

Iceland is a very large island surrounded by the Atlantic Ocean and touching the Arctic Circle. This means that one can expect to experience high winds as well as blizzards. It is very pleasant to be wrapped up warm and cosy, staring out your window as the wind and the snow wrap themselves around your hotel, comfortable lodge, or villa. It is all part of the experience. However, these conditions can sometimes throw us a curveball. Fortunately, we know this pitch is coming, so we can still knock your itinerary out of the park.

Despite the unpredictability, we are very good at staying at least one step ahead. Not only do we have a Plan B and a Plan C, but we pride ourselves on our ability to cover the whole alphabet. The winter weather can delay or completely cancel an activity. In very rare and extreme cases, it can even mean that your countryside accommodation may not even be accessible.

Fortunately, we know exactly what to do in these situations. It begins with the itinerary itself, and we craft this as best we can based on expected conditions. If things look like they will change, we know precisely how to change and alter them to ensure that we keep our guests safe and happy. This means that we might need to adapt on the fly or flip the script a little bit and change the day tours around to ensure, as best as we can, that our guests see and experience everything they came for. We are also able to do this long before our agent partners in later time zones are even on their feet and making their morning coffee.

Whilst the weather in Iceland is something that you cannot always rely on, you can absolutely rely on us.

LOGISTICS

Iceland is a big island. We do not have highways, and we do not have shortcuts. We also have a lower speed limit on the roads in Iceland, which are narrower and not always in the best condition.

This means going from A to B might look faster on a map than it does in reality, and things look closer to each other than they actually are. For example, the Glacier Lagoon of Jökulsárlón is very far from Reykjavík and not advisable to visit in one day and return to the city. Really long journeys can be very uncomfortable, especially for younger children. This is why we craft our itineraries to create that perfect blend of enjoyment and comfort for all of our guests.

It is always good to know all of the things that your clients want to see and do, and we know exactly how to ensure we include as much of it as possible in a safe, comfortable, and enjoyable way.

DRIVING

Driving in Iceland is not for everyone and is very unlike any other destination. The roads are narrow and not always asphalt, meaning that you may find yourself on gravel paths during your day's adventures. We have blind corners, bends, and bridges that many are not used to.

All seasons have surprises. During the summer, sheep can dash across the road without warning, and good weather is not guaranteed, meaning that we can still experience high winds or even sandstorms. Winter, of course, introduces a whole host of additional hazards. This is why, as a very strict rule, we do not offer self-drive trips during the winter months.

Sometimes, the biggest hazards on Iceland's roads are other drivers. You can never be certain of the driver in front or behind you being a local or used to driving in Iceland's unique conditions. We often see visitors stop suddenly to get out of the car and take photos, but they are not in a suitable parking place. We have many visitors who have never driven in winter conditions in unsuitable rental vehicles, putting themselves and others in danger.

This is why, in winter and all year round, it is always best to leave it to the professionals and go with one of our incredible private guides. They are elite drivers with a far better instinct and sense for Iceland's conditions, and in vehicles that can handle pretty much anything. The last thing we want is for our guests to be stressed on vacation.

DMC vs DIY: A Simple Matter of Trust

When it comes to promoting Iceland, it is important to bear in mind the above advice. So, you might be thinking that you are now in a better position to just book everything yourself. Why do you even need a DMC?

As your DMC partner, we ask that you place your trust in us to create the best possible experience and to take care of the entire itinerary, including experiences and accommodation. Whilst it might be tempting to book things yourself for your client, especially the accommodation, leaving the whole thing to us is always the best plan.

We find the best possible trips are where the accommodation is built around the experiences, as opposed to the experiences being built around the accommodation. We also often have to find accommodation for our guides, which might be much further away than the hotel you already booked, and this can create many challenges. Also, when we need to alter an itinerary due to sudden and unexpected changes, we cannot communicate effectively with the hotels since we did not make the reservation.

Iceland changes a lot, and word does not really travel very far outside of Iceland. New experiences, new activities, new suppliers, new restaurants, etc. We keep up to date with any new and authentic experiences that we feel our guests would love, that you might not be aware of yourself.

We can also communicate directly with the guest so that they feel secure, safe, and valued. We are an extension of you in Iceland, and it is our job to make your life easier.

We will also often offer our suggestions and advice on how to remain realistic and to manage expectations. Whilst we will move heaven and earth to accommodate our guests' wishes, we will not make promises that we cannot keep, as some things are simply not possible to see and do depending on when you want to see and do them.

PROMOTING ICELAND: WHAT ELSE CAN I DO?

Iceland is a unique destination that requires a little additional education on the basics. Fortunately, we have exactly what you need.

ILE is very pleased to introduce a brand new Iceland resource, The Portal. This is your space and will help you be able to answer all of those burning questions from your clients to advise more concisely and to improve your knowledge of this not always straightforward destination.

This resource is informative, accurate, and free, and will help you on your way to becoming a true Iceland expert.

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