The direct channel
Iceland was missing.
Premium hotel pages. Direct bookings. Less OTA dependence. A shared platform built by FHG for its member hotels — owned by Iceland, for Iceland.
Stofa Reykjavík Harbour
Where the harbour meets the skyline.
of every booking goes to the OTA.
Before your costs. Before your staff. Before anything.
Commission range across major OTAs
of bookings now flow through third parties
of OTA guests are truly yours — no data, no relationship
You set the rate. They take the margin.
Guests book Booking.com — not you.
Rate parity limits your own pricing power.
There is a better way — and it starts here in Iceland.
A premium direct-booking platform,
built exclusively for Iceland.
Think of Stofa as Iceland's own version of Booking.com — but personalised for Icelandic hotels, with zero commission, direct bookings into your own booking engine, and AI built in from day one.
Where the harbour meets the horizon.
Your hotel, at its editorial best.
A complete hotel page — curated photography, room types, dining, offers, verified rating, local guide. Not a listing. A destination.
Zero commission. Every booking is yours.
The booking widget on your Stofa page connects directly to your own booking engine — BookVisit, Mews, or Godo Property. Guests pay you, not an OTA.
Found 4 hotels with aurora programmes in North Iceland. Showing best matches:
Aurora
RemoteTravelers search all of Iceland in one place.
AI-powered search, curated vibes, regional browsing. Guests arrive with intent — they're looking for exactly what you offer.
Stofa is not just good for individual hotels.
It is a strategic asset for FHG itself.
FHG owns the channel
A modern digital platform that FHG controls — not Booking.com, not Expedia. A collective booking channel that belongs to the Icelandic hotel industry.
Membership becomes tangible
Hotels see real, practical value in FHG membership — not just representation and advocacy, but access to a premium booking platform that drives direct revenue.
FHG leads digital transformation
Positions FHG as the organisation driving innovation in Icelandic hospitality — not reacting to industry trends from the outside, but setting the direction from within.
A long-term strategic asset
Stofa evolves with integrations, AI tools, content systems, and member services. Every new capability increases the platform's value to both hotels and to FHG's position in the industry.
“This gives FHG a stronger reason for hotels to stay members — and a genuine role in their commercial success, not just their representation.”
From first inspiration
to direct booking.
Travelers arrive through AI-powered search, discover your property on its own terms, and book directly into your booking engine. No OTA layer.
AI-Powered Search
A guest types a natural-language query — "aurora hunt, 3 nights, North Iceland" — and Stofa's AI concierge returns matched hotels, not keyword results.
Hotel Discovery
The guest browses a curated set of matching properties — editorial photography, regional context, verified star rating, real guest scores.
Your Hotel Page
The guest opens your full Stofa page — gallery, rooms, dining, special offers, guest reviews, local guide. Your property at its editorial best.
Direct Booking
The guest clicks "Book direct" and is handed to your own booking engine. 0% OTA commission. The full room rate goes to you.
All bookings flow into your own booking engine (BookVisit, Mews, Godo Property, or similar). Stofa never holds or processes reservations.
A full-service hotel
presence on the web.
Not a listing. A complete digital representation of your property — everything a guest needs to choose you and book with confidence.
Paste your URL.
Your listing is
ready.
Our AI reads your existing hotel website and pre-fills your entire Stofa page — room descriptions, gallery, amenities, local details. You review, refine, and publish.
Paste your hotel website URL. Setup in hours, not weeks.
Stofa connects to
what you already use.
Live room availability and real-time pricing flow directly from your booking engine into your Stofa page. Guests always see accurate rates.
Additional integrations in development — channel managers and OTA bridges coming.
AI that works for your hotel, every day.
Four practical AI capabilities — not buzzwords. They reduce your workload, improve how guests find you, and handle questions before they reach your front desk.
Guests search in plain language.
Instead of filters and dropdowns, travelers describe what they want. The AI understands context, season, and intent.
- Natural language queries
- Understands travel intent
- Routes to booking engine
- Multi-language support
Your hotel page,
more visible.
Beyond the listing, Stofa builds a content ecosystem around every hotel. Regional guides, intent-driven articles, and editorial content that attracts travelers before they even open a booking platform.
The platform is built.
The channel needs you.
Priority onboarding
Founding hotels receive direct, hands-on support during setup. We work through your page together — not a self-serve form, not a ticket queue.
Shape the platform
Founding hotels guide the feature roadmap. Your feedback has direct weight. The platform is being built with you, not for you.
Founding rate
Hotels that join the founding cohort secure a preferential rate locked for the duration of their membership. The earlier you join, the better the terms.
Ready to build
your direct channel?
Join the founding cohort of Icelandic hotels. Priority onboarding, direct support from our team, and a platform built to grow with you — and with FHG.
Scan to join Stofa