Meet Sóley
The AI concierge that connects tourists directly with Iceland's best operators
The Sóley vision
The sóley (buttercup) is Iceland's most resilient wildflower — it grows everywhere, from sea level to the highlands, and multiplies naturally. Each flower is independent, but together they create fields of gold across the landscape.
That's our vision for Icelandic tourism. Each operator is their own independent business, but connected through the Sóley network, they become something greater.
We're not building a platform that owns operators. We're growing a community where every business thrives on its own terms.
What is Sóley?
Sóley is a direct-booking network for Icelandic tourism. One AI-native endpoint, every operator on it. Travelers reach operators directly through any AI assistant — in any language, 24/7 — instead of paying 15–25% to an OTA.
How it works
Tourist sends a message
Via WhatsApp or our web chat — in any language they prefer.
AI finds the right match
Searches the network, checks real-time availability, and suggests options.
Book and pay securely
Confirmed booking with secure payment in under 2 minutes.
For operators
Keep ~90% of revenue
Just 10% commission vs 15–25% on OTAs. Keep more of what you earn.
Your channel, your call
Sóley web, the Sóley app, or WhatsApp — pick whichever fits your day. Same conversations, same bookings, one inbox.
AI that knows your business
Trained on your services, pricing, and FAQs. Responds accurately every time.
For tourists
Instant answers
No waiting on email replies. Get availability and prices in seconds.
Any language
Message in your language. The AI translates in the background.
Direct from operators
Best prices, no middleman markup, no hidden fees.
Built on trust
Sóley is built by Cognia ehf in Reykjavík. We think tourism should benefit the communities that make it special — not distant platforms taking a quarter of every sale.