Icelandair
Iceland's flag carrier and its booking platform.
Icelandair at a glance
Icelandair is a travel website and one of the most visited sites in Iceland, currently ranked #7 in the country. It was founded in 1937 and is headquartered in Reykjavík, Iceland. Today Icelandair is owned by Icelandair Group hf.. Our estimates put its audience at ≈ 6 million visits per month. The business earns money mainly through ticket sales, stopover packages, cargo. Its closest rivals include playairlines.com, sas.se.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 5.6 million / month | +2% |
| Q2 | ≈ 5.8 million / month | +3% |
| Q3 | ≈ 6 million / month | +3% |
| Q4 | ≈ 6.4 million / month | +6% |
Traffic sources
- Direct43%
- Organic search32%
- Paid search16%
- Metasearch referral6%
- Social3%
Audience & demographics
- Men52%
- Women48%
- Age 25-3431%
- Age 35-4426%
- Age 45-5420%
The audience is concentrated in Iceland, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Iceland86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 1.8 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Iceland
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| icelandair | 1 | Very high | Dominant |
| cheap flights | Top 10 | High | — |
| hotel booking | Top 10 | High | — |
| train tickets | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Iceland web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 71% mobile
- Position in country
- Among the leading travel apps in Iceland
Company information
- Website
- icelandair.com
- Sector
- Travel
- Owner
- Icelandair Group hf.
- Owner type
- Public company
- Founded
- 1937
- Headquarters
- Reykjavík, Iceland
- Employees
- 3,500+
- Ownership
- Icelandair Group hf. controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English, Icelandic and 8+ others
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Icelandair operates a travel booking platform focused on Iceland. Iceland's flag carrier and its booking platform. Revenue comes mainly from ticket sales, supported by the other lines listed below.
- Ticket sales
- Stopover packages
- Cargo
- Loyalty programme
International presence
- Primary market
- Iceland
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Iceland)
- #7 in this index
- Sector rank
- Leading travel site in Iceland
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| playairlines.com | ≈ 3.6 million / month | #8 class competitor | — |
| sas.se | ≈ 2.7 million / month | #9 class competitor | — |
What is Icelandair?
Icelandair (icelandair.com) is a travel booking platform serving users in Iceland. Iceland's flag carrier and its booking platform. It ranks #7 among the most visited websites in the country in this index, within the travel category.
Who owns Icelandair?
The site is operated by Icelandair Group hf.. The company was established in 1937 and is headquartered in Reykjavík, Iceland. It employs around 3,500+.
Traffic and audience
Traffic estimates place Icelandair at roughly 6 million visits per month, about 0.2 million per day. Around 71% mobile of sessions come from mobile devices, and visitors view about 7.8 pages per visit with an average session of 7 min.
How Icelandair makes money
Revenue comes primarily from ticket sales, alongside stopover packages, cargo, loyalty programme.
Competitors in Iceland
Its closest rivals include playairlines.com, sas.se.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1937
Icelandair is founded in Reykjavík, Iceland.
- Growth phase
Expands its travel offering and moves to a mobile-first product.
- Today
Ranks #7 among the most visited websites in Iceland.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad inventory of routes, hotels or tickets
- Transparent price comparison across dates
- Local payment and installment support
- Mobile check-in and booking management
Cons
- Prices fluctuate quickly during peak seasons
- Change and cancellation rules are restrictive
- Add-on fees appear late in the funnel
- Support pressure during disruptions
Key statistics
Frequently asked questions
Who owns Icelandair?
Icelandair is operated by Icelandair Group hf.. Public company structure, based on public filings and press reporting.
Where is Icelandair headquartered?
Icelandair is headquartered in Reykjavík, Iceland.
When was Icelandair founded?
Icelandair was founded in 1937.
How many employees does Icelandair have?
Icelandair employs approximately 3,500+ people.
What is Icelandair's revenue?
Icelandair does not publish standalone revenue; income comes from ticket sales, stopover packages, cargo, loyalty programme.
Who are Icelandair's competitors?
Main competitors in Iceland include playairlines.com, sas.se.
How does Icelandair make money?
Mainly ticket sales, stopover packages, cargo, loyalty programme.
Is Icelandair publicly traded?
Icelandair's ownership: Public company.
How many visitors does Icelandair get?
Third-party estimates place Icelandair at roughly 6 million visits per month, mostly from Iceland, with 71% mobile traffic.
Is Icelandair safe?
Icelandair is an established travel site founded in 1937 and ranked #7 in Iceland; use the official domain icelandair.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsicelandair.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageIceland and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos