“As new hotels, routes, places and activities are being brought into the market and as the knowledge needed to provide professional services to the market increases, Iceland Travel’s mission is to lead the market growth.”
Iceland Travel is a leading inbound tour operating & travel company specialising in conference and meeting facilities, special events and incentive travels in Iceland. Iceland Travel pursues a strategy of working exclusively with reliable and licensed vendors and offering the best quality service available at all time.
The company’s main revenue comes from Foreign Individual Traveller (FIT) service, special tours, organised and pre-packaged by Iceland Travel, series and scheduled tours, pre-packed by foreign tour operators and 3rd party providers, meeting and incentive services as well as conference and event services.
The year 2006 was a special year for Iceland Travel. The focus of the company was changed from being a production company to a more aggressive sales and service oriented company. A new company structure was introduced early in the year with key management changes, five profit units and two support units, this was one of the key turning points for the turnaround. This was followed by new sales- and operational system that was implemented at end of the year. Some critical changes were implemented in the market strategy approach. One further important change was to increase the flow of information to the personnel, which was crucial for a good operation and success in general.
The main markets are Northern and Southern Europe, North America and the domestic market in Iceland. Iceland Travel serviced 35,000 passengers in 2006. The infrastructure for accommodating foreign guests in Iceland has improved in recent years, with better hotels, deeper knowledge of travellers’ needs and a greater variety of service. The current market situation bodes well for the year 2007. The general economic situation in Iceland and the price of the Icelandic krona are among the deciding factors for the number of tourists coming to Iceland in 2007. Iceland Travel has a strong market position as a leading company in the market, with a good reputation among both customers and vendors. The focus is on profitable packages with increasing attention to Internet sale channels. About 75% of Iceland Travel‘s customers are contracted customers, foreign travel wholesalers and Icelandic companies and organisations.
Iceland Travel intends to focus on using the Internet for sales- and marketing in the future, while at the same time concentrating on the products and markets that provide the highest margins, i.e. the high-end conference and incentive markets. As new hotels, routes, places and activities are being brought into the market and as the knowledge needed to provide professional services to the market increases, Iceland Travel’s mission is to lead the market growth.